Print advertising is still a core element of the advertising plans for fashion and beauty brands. Why? It's simple: women love magazines!

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WHY PRINT?
5 Reasons
Print is an Essential Part
of
Your Media Mix

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PRESENTERS
Connie Anne Phillips, Publisher and Chief Revenue Officer
Glamour
Kim Haley, Executive Vice President Account Strategy
Women’s Marketing
Moderator: Marlea Clark, Senior Vice President
Marketing Women’s Marketing

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WHY PRINT?
T H E I N T I M A C Y B E T W E E N R E A D E R A N D
M A G A Z I N E B E N E F I T S A D V E R T I S E R S
Readers are
engaged by
magazine ads and
value ad content in
magazines more
than any other
media
Source: Experian Marketing Services, Simmons Multi-Media
Engagement Study

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WHY PRINT?
W H O R E A D S M A G A Z I N E S ?
91% of Adults
96% of Adults Under 25
90% of College
Students
Sources: GfK Starch Syndicated Research, Shweiki/Study Breaks College Media

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WHY PRINT?
PRINT READERSHIP HAS SEEN A 4% INCREASE OVER THE LAST 5 YEARS
AND A 1% INCREASE FROM 2013-2014.
Year W18-34; Read Magazines W18-34 % Readers of Print vs. Total Audience
2014 34,644,000 36,121,000 96%
2013 34,425,000 35,886,000 96%
2010 33,531,000 34,499,000 97%
Source: MRI Fall 2010-2014

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WO MEN L O VE MAG AZ INES
WHY PRINT ?

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WHY PRINT?
W O M E N E N J O Y T H E E X P E R I E N C E O F
H O L D I N G A M A G A Z I N E A N D T U R N I N G
P R I N T E D P A G E S
P R I N T E D W O M E N ’ S M A G A Z I N E S
O F F E R A R E L A X I N G R E A D I N G
E X P E R I E N C E I N R E A D E R S ’
O T H E R W I S E H E C T I C L I F E
T H E Y A R E H I G H L Y C O M M I T T E D T O
M A G A Z I N E B R A N D S
S O U R C E : G F K M R I
76% of women
surveyed said they
“could not give up”
printed women’s
magazines

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5 Reasons
Print Is
Essential for
Your Brand

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The average reader spends 40
minutes reading each issue – 90%
of pages are read
Copies are read repeatedly, often
picked up more than once a day and
an average ad is viewed 2.5 times
Print’s tangibility and durability, its
credibility and trust, elicit a sense
of community and identity in a
cluttered content landscape.
S o u r c e s : G f K M R I
WHY PRINT?
W O M E N S P E N D T I M E W I T H M A G A Z I N E S

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WHY PRINT?
W O M E N T R U S T M A G A Z I N E S
Source: MRI Fall 2014; Glamspotters Reader Panel Survey, 2014
Magazines outperform other media when it comes to
content relevance and trust
Index
Magazines 121
Internet 104
Newspapers 102
TV 98
Authoritative & Applicable
% Agree
I trust the editors of Glamour 87%
I like that Glamour gives me clear and direct advice 87%
Glamour is an active read for me, not just a quick 78%
flip through
I may enjoy other fashion/beauty magazines and 74%
websites, but Glamour is more applicable to my life

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Magazine ads boost brand
metrics-findings across multiple
studies suggest a lift in brand
favorability when aligned with
their favorite magazines
Readers are engaged with print
ads and value ad content in
magazines more than any other
media
S o u r c e : G f K M R I , M P A F a c t b o o k
WHY PRINT
P R I N T A L I G N S Y O U R P R O D U C T W I T H A N
E N D U R I N G A N D R E S P E C T E D B R A N D

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More than 170 magazine brands
have thrived for more than 50
years; only 13 TV programs can
say the same
2014 magazine launches outpace
2013—190 launches,up from 185
in 2013
The total number of consumer
magazines has remained above
7,000 for the past six years
WHY PRINT?
P R I N T H A S S T A Y I N G P O W E R
Source: MPA Factbook, 2014

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WHY PRINT?
We have seen an encouraging increase in magazine start-ups in 2014.
Magazine publishers are succeeding in
Introducing new magazines and
relaunching old magazines
Across a broad range of subject areas.
-Trish Hagood, President, MediaFinder.com
“
”

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WHY PRINT?
A noticeable trend in 2014 was the move by
pure digital companies to roll
out traditional print magazines
-that trend follows companies like Politico, DuJour, All Recipes
and Net-a-Porter.
- Trish Hagood, President, MediaFinder.com
“
”

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WHY PRINT?
There has also been success in
Established TV brands
extending into print
-HGTV and the Food Network have both spun off as magazines
- Trish Hagood, President, MediaFinder.com
“
”

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WHY PRINT?
Magazines reach more adults (and women) than the
top 25 primetime TV programs
One in eight American women engage with Glamour
Top Rated Primetime & Late Night Programs
Women
Glamour 11M
Dancing With the Stars 9M
Grey’s Anatomy 8M
20/20 8M
Scandal 6M
Saturday Night Live 6M
The Bachelor 4M
The Tonight Show 4M
With Jimmy Fallon
Source: MRI Fall 2015

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Across 60 product categories,
magazines rank #1 or #2 among super
influentials— more than any other
media
Luxury good buyers are print magazine
readers-leading in beauty, fashion, and
home
Print magazines are the most preferred
place to look at advertising and rank #1
in commanding consumer attention and
advertising acceptance
S o u r c e : G f K M R I S t a r c h S y n d i c a t e d R e s e a r c h
WHY PRINT
P R I N T H E L P S Y O U R E A C H Y O U R T A R G E T M A R K E T

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53% of magazine readers made a
purchase based on a print ad in their
favorite magazine
58% of magazine readers have looked
for more information based on a print
magazine ad-and that is even higher
(65%) for 25-34 year olds.
50% of readers were aware of an ad
even if it ran in the last fourth of a
book. 60% plus of those readers took
an action, such as saving the ad or
visiting the advertiser's website.
S o u r c e s : O R C C a r a v a n , M a r c h 2 0 1 4 , G f K M R I
WHY PRINT?
P R I N T C O N S U M E R S T A K E A C T I O N

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WHY PRINT?
Magazines are a more effective source to educate
consumers and drive purchase decisions
(Index) Magazines Digital TV
I pay attention to or notice ads 145 85 90
It’s a way to learn about new products 135 100 77
Gets me to try new things 131 100 81
More likely to buy products in ads 130 95 85
Helps me make purchase decisions 130 100 85
Magazines are a more effective source to educate consumers and drive purchase decisions
Source: Experian Marketing Services, Simmons Multi-Media Engagement Study, Fall 2013

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79 of the 100 top grossing lifestyle
apps are magazine media brands
Magazine readers are social and report
following magazine brands on
Facebook, Twitter, Pinterest, or linked
in and sharing and engaging with the
brand
Magazine publishers have invested in
their digital sites; developing
integrated content that extends brand
reach and engagement
S o u r c e : i T u n e s , G f K M R I , M P A F a c t b o o k
WHY PRINT?
P R I N T G O E S B E Y O N D T H E P A G E

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WHY PRINT?
Beauty manufacturers spent $33 billion on advertising last year,
down slightly from the year before.
Marketers allocated most of their
ad spend to print (54%),
Compared to a lower investment in TV (42%) and digital (4%)
- “Age Before Beauty: Treating Generations With a Personal Touch in Beauty Advertising,”
Nielsen, February 2015

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WHY PRINT?
T H E P R E F E R R E D P A R T N E R !
P R I N T I S T H E # 1 M E D I A F O R T H E B I G G E S T B E A U T Y B R A N D S
2014
Magazines TV Digital
(% of media spending) (% of media spending) (% of media spending)
L’Oréal Cosmetics $201M (57%) $149M (42%) $4M (1%)
Maybelline $179M (59%) $121M (40%) $1M (1%)
CoverGirl $104M (68%) $46M (30%) $5M (2%)
Lancome $88M (76%) $27M(21%) $0.7M (3%)
Revlon $81M (60%) $49M (37%) $4M (3%)
Chanel $57M (62%) $35M (38%) $0.2M (1%)
Christian Dior $57M (62%) $34M (37%) $0.3M (2%)
Coty Beauty $51M (60%) $32M (38%) $2M (2%)
Estée Lauder Cosmetics $45M (55%) $36M (43%) $1M (2%)
Shiseido $8M (99%) $0 (0%) $0.02M (1%)
Source: PIB AdSpender, Total Spending on Media 2014

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Elevated Environment
Editorial alignment with content and
context that enhances a brand’s
identity
Integrated Platform
Cross channel interactivity promoted
via custom integrated marketing
programs
Inspiration
Immersive, inclusive, and curated
experience for readers
WHY PRINT?
P R I N T O F F E R S …

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WHY PRINT?
PRINT BUILDS SMALLER BRANDS

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PRINT STILL MATTERS FOR SMALLER BRANDS
SMALLER COMPANIES DEDICATED ONE-QUARTER OF THEIR BUDGET TO PRINT
Source: Kantar Media 2010-2014; Based on companies spending $1-$5MM on measured media
FY 2010
($6.9B)
FY 2014
($7.5B)

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CASE STUDY
EMERGING BEAUTY BRAND
The OGX hair care brand launched in 2006,
with the need to establish brand awareness, and
maintain and grow shelf space at mass retail.

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CASE STUDY
GOALS + APPROACH
GOALS
GENERATE SALES
BUILD BRAND AWARENESS
PROVIDE STRONG ROI
APPROACH
Women’s Marketing developed a print strategy
that allowed OGX to gain huge impact per
media dollar spent.
As the brand grew, our strategy incorporated
large-scale strategic sampling and high-impact
events, including sponsorship of a major
Hollywood animated release.

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CASE STUDY
CASE STUDY RESULTS
GENERATED SALES
OGX became the #1 Shampoo Best Seller in Drug Stores and,
by 2014, a brand with over $100,000,000 in sales.
BUILT BRAND AWARENESS
The brand’s iconic shape is familiar to American
women: and the brand has expanded to over 10 varieties.
PROVIDED STRONG ROI
As media spend increased, sales grew even
more. In 2014, fewer than half of the leading brands
saw an increase in sales, with most seeing a
decrease in sales. OGX regular shampoo brand had
the highest increase in sales with a 33.8 percent
increase over 2013.
BONUS
The brand was successfully sold to private equity in 2014.
Source: Kantar Media 2011-2014

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CASE STUDY
EMERGING FASHION BRAND
Paige came to Women’s Marketing in 2010 as a small
Los Angeles brand, drawn by our experience with
emerging fashion brands and knowledge of the
female denim-buying audience.

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CASE STUDY
GOALS + APPROACH
GOALS
BUILD BRAND AWARENESS
GENERATE SALES
CREATE DEMAND
APPROACH
Women’s Marketing did extensive market analysis of
Paige’s competitors’ approach to media.
Based on the data and our own strategic insights, we
Developed and efficient media plan that reached
influential fashionistas at multiple touchpoints on the
path to purchase.
It included high-impact print and digital placement, with
integrated video, social activations and event
sponsorships during peak fashion seasons.

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CASE STUDY
CASE STUDY RESULTS
BUILT BRAND AWARENESS
In just one year, Paige brand awareness
grew 4%
GENERATED SALES
With Women’s Marketing as AOR,
Paige Denim now has tens of millions of
dollars a year in sales and extensive rack
space in coveted retail outlets.
CREATED DEMAND
Paige has a growing number of their own retail
stores and is expanding internationally as well as
venturing into new categories, including
RTW and menswear, for which Women’s Marketing is
planning and placing the media.
SOLD TO PRIVATE EQUITY
Successful sale in 2012.
Source: GfK MRI Starch 2012-2013

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THANK YOU
Thank you for joining this webinar, part of our How Media Builds Brands series
Have questions or want to learn more?
Contact Marlea Clark at
mclark@womensmarketing.com
womensmarketing.com
New York 276 5th Ave, Suite 407, NY, NY 10001 212.673.4500
Westport 1221 Post Rd. East, Suite 201, Westport, CT 06880 203.256.0880