Innovation in magazines Ad-revenue models for a new world Jacquie Loch

Transcription

1 Innovation in magazines Ad-revenue models for a new world Jacquie Loch VP & Group Publisher, St. Joseph Media, Canada

2 innovation in magazines: ad revenue models for a new world Jacqueline Loch VP + Group Publisher St Joseph Media, Canada jacqueline.loch@stjoseph.com #FIPPCongress

3 advertising partnerships and the new magazine ecosystem

4 positioning the magazine as a luxury brand

5 we started acting like a luxury brand

6 turning the revenue model on its head

7 nearly 30% of marketing budgets are now spent on content marketing

8 deep editorial integrations on brand and on strategy

9 leveraging status and category expertise

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11 Objective/Strategy: To present the L Oréal Paris Infallible Paints line of cosmetics in a high impact and never-been-done way that engages Canadian women Showcase the products via a 360º program that promotes awareness, engagement and consumer education

12 the cover Special LOP/FASHION co-branded cover and feature story: April issue 5 covers all on cover stock with a high gloss fluorescent pick spot colour and perforations to form an interactive flip book Make-up by Sir John featuring 5 distinct high fashion cover looks

13 The cover: 5 cover images printed on high gloss cover stock perforated to make an interactive flip book Each cover look featuring a different make-up trend Looks created by Sir John and featuring L Oréal Paris products

14 the cover

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16 the concept Feature Story Engagement: Scroll depth 92% Average time spent 2 mins Video views across FASHION platforms: 47.8K 288

17 the cover Live cover shoot pushed out over social media Digital-first execution Playful, fun and first-tomarket

18 April BTS page: featuring images from the cover feature shoot and L Oréal product >

19 Table of contents: editorial mention >

20 Editor s Letter: EIC Noreen Flanagan opens the issue with her personal account of the cover execution and issue theme: IRLvsURL >

21 Cover Feature:

22 Cover Feature:

23 Cover Feature:

24 Cover Feature:

25 Cover Feature:

26 VIDEO CONTENT FACEBOOK VIDEO 12 videos posted: Boomerangs Facebook Live Behind the Scenes Facebook Live with Sir John on set with Coco Rocha (9:17) People Reached 44.3K Minutes Viewed 3.8K Post Engagement 305 Views 8.1K

27 SIR JOHN GET THE LOOK VIDEO

28 EARNED MEDIA: MULTIPLE OUTLETS 67,065,468 IMPRESSIONS

29 DAILY MAIL UK ONLINE

30 COCO ROCHA S SOCIAL MEDIA: INSTAGRAM REACH: 1,208,167 TWITTER REACH: 1,590,967

31 The Results: The result: the program delivered exceptional reach, engagement and ROI via multi-platform content across earned, owned and paid media channels: Exceeded all metrics Achieved 92% scroll depth with online content Delivered 104,297,893 Media Impressions Delivered a high impact best-in-class editorial integration across digital, social, print, video

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34 Objective/Strategy: To present the JOE FRESH summer collection in a high impact and never-beendone way that engages Canadian women. Showcase JOE FRESH via a 360º program that promotes awareness, engagement and consumer education and integrates seamlessly with an editorial environment and elevates the JOE FRESH brand

35 The Solution: Joe Fresh and FASHION magazine partnered to produce a first-to-market perforated flap cover + Explore travel and fashion takeover for the Summer 2017 issue Issue theme: Your.Best.Summer.Ever Model: Heather Marks

36 Contents Table of contents: editorial mention > Fr esh JOe trend ON t He cover Photographed by Javier Lovera, styled by George Antonopoulos. Hair and makeup, Sabrina Rinaldi. Heather Marks is wearing a jacket, $59, bikini top, $19, and bikini bottoms, $19, Joe Fresh. On cover spread: Lefthand side: Top, $29, shorts, $26, and bangles, $16, Joe Fresh. Right-hand side: Top, $34, bikini top, $24, pants, $34, and sunglasses, $19, Joe Fresh. Rings, price on request, Daniel Espinosa. Leafy botanical prints take over everything from shoes to handbags to dresses. AlwAys in f Ashion 30 Letter from the editor 32 Behind the Scenes 34 Contributors 36 Readers Letters fashion 41 The Gabrielle handbag pays homage to Chanel s trailblazing founder. 46 Paul Andrew makes his debut as design director for women s shoes at Salvatore Ferragamo; fine jewellery brands design pieces that are tougher than nails; and Ollie Quinn has a global view on eyewear. 48 Louis Vuitton s Masters x Louis Vuitton x Jeff Koons collection is the luxury brand s most epic artistic collaboration yet. 54 Music festivals are here to stay. Update your look while dancing under the stars. 58 Lacy shoes that will make you hit the ground running. Make a splash in this season s best one-piece swimsuits. phot ogr aphy: mar ks by javier l over a; bag, $60, al do. swimsuit, $280, shan. FASHION

37 Summer BTS page: featuring images from the cover and the Explore travel section takeover >

38 Editor s > Letter: EIC Noreen Flanagan opens the issue with the backstory on how the integration idea evolved including the #inspo for the setting

39 Contrib page: Shout to our cover star for the project, Heather Marks >

40 Explore: Editorial takeover

41 Explore Feature:

42 Explore Feature:

43 DIGITAL CONTENT Feature Story Engagement: Scroll depth 85% Average time spent 2:13 mins Video views across FASHION platforms: 33.6K

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45 VIDEO CONTENT COVER REVEAL 3 videos posted: Cover reveal promo Facebook Live Behind the Scenes Instagram animated cover reveal Views 1,882

46 VIDEO CONTENT FACEBOOK LIVE VIDEO 3 videos posted: Cover reveal promo Facebook Live Behind the Scenes Facebook Live from San Cristobal equestrian estate in Mexico City (5:44) People Reached 45.5K Minutes Viewed 3.2K Post Engagement 258 Views 9.7K

47 VIDEO CONTENT FACEBOOK LIVE VIDEO INSIGHTS 3 videos posted: Cover reveal promo Facebook Live Behind the Scenes

48 VIDEO CONTENT BEHIND THE SCENES 3 videos posted: Cover reveal promo Facebook Live Behind the Scenes Behind the shoot (00:59) People Reached 30.2K Minutes Viewed 2.1K Post Engagement 224 Views 5.8K

49 EARNED MEDIA: MULTIPLE OUTLETS 1,544,055 IMPRESSIONS

50 PROGRAM TIMELINE Instagram posts/stories March 12, 13, 14 Facebook live from the set : March 14 Cover shoot promo period: March Total Estimated Media Impressions: Over 4 million Cover reveal online: May 8 Social media promotion: May 8 May 19 Cover release on newsstand: May 15 Online feature story hits market: May 8 Duration of social media activity: May 8 May 19 (12 days)

51 THE CLIENT RESPONSE: Joe Fresh strives to innovate with their media approach. Partnering with Fashion magazine we were able to elevate the brand and the summer fashion line to entice in store sales. Fashion magazine was able to push the norm bring to life a unique magazine execution Sabrina LaRosa, Senior Manager Media Marketing

52 the results: Exceeded all metrics/delivered exceptional ROI Achieved 85% scroll depth with online content Delivered OVER 4 MILLION Media Impressions Delivered a high impact best-in-class editorial integration across digital, social, print, video Elevated the JOE FRESH summer collection for a fashion-forward luxury shopper

53 leveraging status and category expertise

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55 thank you Jacqueline Loch VP + Group Publisher St Joseph Media, Canada jacqueline.loch@stjoseph.com #FIPPCongress