MEDIA INFORMATION 2018

Transcription

1 MEDIA INFORMATION 2018

2 INDEX VOGUE UNIVERSE AUDIENCE Audience Profile Lifestyle and Interests Consumer Journey A MULTI-CHANNEL BRAND The Magazine Digital

3 VOGUE UNIVERSE VOGUE IS FASHION CULTURE EMOTION Influential Sensual Elegant DARING Modern Style Creativity FASHION FANTASY Sophisticated TALENT CULTURE LUXURY Beauty Dreamer INSPIRATION

4 VOGUE UNIVERSE VOGUE IS A SUCCESSFUL BRAND Vogue is the best-known brand in the fashion world: it is synonymous of authority and style, and it has become a true pop culture icon for our times. In the ever-changing fashion industry, VOGUE IS THE ONLY PERMANENT POINT OF REFERENCE.

5 VOGUE UNIVERSE MORE THAN AN EDITORIAL PRODUCT Cultural Proyect VOGUE LIKE A PAINTING Prize VOGUE JEWELRY PRIZE VOGUE BEAUTY PRIZES 13ª Edición Academic training VOGUE MASTER SUMMER SCHOOL Own-brands events VFNO AND THE FLOWER MARKET 7 ª EDICIÓN Supporting Talent WON Made-tomeasure events OLIVER PEOPLE

6 AUDIENCE AND PROFILE_AUDIENCE A MULTI PLATFORM AUDIENCE +12M QUALITY HITS PER MONTH 719K READERS 6,5M FOLLOWERS 4,8M UNIQUE USERS SOURCE: 3º Acum EGM 2017 Google Analytics dic 2017 RRSS dic 2017

7 AUDIENCE AND PROFILE_PROFILE OLIVIA 39 years old (Young adult) Single Mainly sophisticated attitude (40% of total; +129% of the average) University degree (93%) and post-graduate studies (7%) City/urban environment INTERESTS: A sophisticated woman (40%), passionate about fashion, beauty and good taste: She likes to follow the latest trends and renews her wardrobe every season (79%); to do so, she gets information from magazines (50%). She enjoys taking care of her appearance: - She looks for information about beauty products (41%). - She has very high standards with regard to beauty products (43%). She looks for stability, and her family is one of her priorities (27%), although she has an active social life and likes going out to supper with her friends (63%). She also gets inspiration from Vogue for organizing her free time. The subjects she most reads about include the Vogue diary, new restaurants opening, places to be seen, and recommendations about books, television and cinema.

8 AUDIENCE AND PROFILE_PROFILE BARBARA 29 years old (Late Millenial) Single University degree (93%) Her career is taking off (72%) Main attitude: ego leader (39%) City/urban environment INTERESTS: She cares a lot about her appearance and health: -She follows all the trends and loves shopping. In fact, she renews her wardrobe every season (83%). - Her well-being is her main priority. In fact, she does not mind paying more money for ecological products (43%). She loves enjoying herself and travelling (73%), buying things for herself (55%) and giving herself treats. She is a great magazine reader and likes to read a lot (36%).

9 BOTH PROFILES SHARE A SINGLE LIFESTYLE Vogue readers stand out because of their lifestyles. They are the leaders in glamour, making better use of their time than the readers of other magazines. Time optimisers They love technology, look for brands which adapt to their needs and for new opportunities. Ego Leader They focus on themselves. They like change and novelties. 60% 50% 40% 30% 20% 10% Espirit Glamourous Passionate about fashion, with a great sense of glamour. AUDIENCE AND PROFILE_PROFILE 0% Relaxed They are at ease with themselves, and pay little heed to conventions. Family first They look for stability and consensus about their decisions. Home-lovers They are traditional and enjoy routines. Optimists Practical and positive, they like to enjoy the moment. VOGUE WOMEN S MAGAZINES Source: TGI 2016

10 AUDIENCE AND PROFILE_LIFESTYLE & INTERESTS SUBJECTS OF INTEREST ARE 75% ARE INTERESTED IN BEAUTY 96% ARE INTERESTED IN FASHION 56% ARE INTERESTED IN LIFESTYLE AS WELL AS: LEISURE NUTRITION SHOPPING EVENTS MUSIC TECHNOLOGY CELEBRITIES WEDDINGS SERIES & TV CURRENT AFFAIRS POLITICS Source: TGI 2016

11 AUDIENCE AND PROFILE_CONSUMER JOURNEY VOGUE WOMEN S CONSUMER JOURNEY Vogue, in all its formats, is one of the main sources of inspiration for decision-making for our readers. Online magazines Web brand Printed magazines Experts Social networks influencers Brand shop Family and friends Celebrities and experts Myself Inspiration Shopping Online magazines Web brand Printed magazines Brand shop Social networks influencers Celebrities and experts Family and friends Source: Condé Nast and The Cocktail Analysis (Sample: 719 readers)

12 AUDIENCE AND PROFILE_CONSUMER JOURNEY CRITERIA FOR CHOOSING WHAT TO PURCHASE Vogue readers prioritize quality and use products recommended by experts and opinion-leaders such as Vogue. 80% 78% 70% 60% 64% 69% 50% 49% 40% 33% 30% 26% 20% 15% 18% 10% 0% I like to have things of high quality I feel safer using products recommended by experts I pay more to have products personalised to fit my style I always buy wellknown brands Source: TGI 2016 VOGUE WOMEN S MAGAZINES

13 A MULTI-CHANNEL BRAND_THE MAGAZINE VOGUE MAGAZINE S 30 TH ANNIVERSARY A key moment for a brand which has managed to develop, grow, adapt and, as in all the markets where it is published, become the main point of reference for fashion, beauty and lifestyle. A MAGAZINE TO BUY, TO KEEP, TO COLLECT, TO ADMIRE LIKE AN ARTWORK. VOGUE SPAIN Nº1

14 A MULTI-CHANNEL BRAND_THE MAGAZINE THE LEADING MAGAZINE IN READERSHIP For the last six years Vogue has been the most read monthly women s magazine Average reader s age: 38 years old VOGUE ELLE COSMO TELVA WOMAN M. CLAIRE IN STYLE HARPERS Source: EGM 3 er cumulated 2017

15 A MULTI-CHANNEL BRAND_THE MAGAZINE THE MAGAZINE S READER The magazine s readers have a unique profile for brands MEN WOMEN IN EMPLOYMENT IA1 OR IA2 SOCIOECONOMIC INDEX URBAN DWELLERS UNIVERSITY DEGREE UNDER 35 16% 84% 43% 36% 64% 25% 35 AND OVER 16% 84% 60% 28% 61% 38% Source: 3 th cumulate EGM 2017

16 A MULTI-CHANNEL BRAND_THE MAGAZINE VOGUE SPECIALISED EDITORIAL PRODUCTS MORE THAN 300 PAGES MORE THAN 500 PAGES MORE THAN 250 PAGES MORE THAN 400 PAGES MORE THAN 150 PAGES Other editorial products Branded Content MORE THAN 150 PAGES

17 A MULTI-CHANNEL BRAND_DIGITAL THE CONVERSATION BEGINS AT VOGUE.ES VOGUE.ES IS A WEBSITE WHICH KEEPS ON GROWING AND HAS WORLD-WIDE REACH Vogue is the Spanish site with more users in Europe and more Loyal Users +4.8M UNIQUE USERS PER MONTH (+14%YOY) +9.3M TOTAL VIEWS PER MONTH +20M PEOPLE REACHED EACH MONTH ON FB 50M PAGE VIEWS PER MONTH

18 A MULTI-CHANNEL BRAND_DIGITAL SITE USER PROFILE SPANISH 62%* of users connect from Spanish IPs. FEMALE 78%* of users are women. LATE MILLENNIALS + YOUNG ADULTS 63% are between 25 and 44. CONNECTED 72%* consume content mostly using their mobiles ACCESS VIA FACEBOOK 27%* of users arrive from FB. URBAN (68%*) Most live in provincial capitals such as Madrid, Barcelona and Valencia. HIGH PURCHASING POWER More than 34% of our readers have income of more than 2,500 Euros. ACTIVE More than 75% of our users say they have gone out to supper over the last month. Source: Google Analytics 2017/ and ** EGM

19 A MULTI-CHANNEL BRAND_DIGITAL SOCIAL NETWORKS USERS 2,1M USUARIAS ACTIVAS/MES WOMEN 87%* or followers on Facebook are women. LATE MILLENIALS + YOUNG ADULTS (58%) 36% are between 25 and 34, followed by 22% between 35 and 44, which is similar to the website users. 94% CONNECT USING THEIR PHONES 44% OF USERS ARE SINGLE 93% HAVE UNIVERSITY DEGREES (+11% more than the FB average) and 7% also have postgraduate qualifications (7% more than the FB average) VERY ACTIVE USERS Clicks on adverts Shares Likes Comments What I like about the page VOGUE FACEBOOK Source: Facebook Audience Insights

20 A MULTI-CHANNEL BRAND_DIGITAL REGISTERED USERS PROFILE 238K SINGLE REGISTERED USERS 90% FEMALE 63% LATE MILLENNIALS +YOUNG ADULTS URBAN MOST REGISTERED USERS LIVE IN MADRID, BARCELONA AND VALENCIA MAIN INTERESTS: 34% FASHION 28% SHOPPING 14% EVENTS 13% BEAUTY / LIFESTYLE 2% FOODIE 9% OTHERS Source: Data Strategy Dec. 2017

21 A MULTI-CHANNEL BRAND_DIGITAL LEADER IN PRODUCING FASHION BEAUTY & LIFESTYLE CONTENTS +2,5K CONTENTS/MONTH WINNER OF 2 LOVIES AWARDS WITH BRANDED CONTENT (VIDEO)

22 A MULTI-CHANNEL BRAND_DIGITAL LANDMARK DIARY January February March April May FASHION PARADES Golden Golbes - 07/01 People s Choice Awards Writers Guild Awards Sundance Festival RUNWAY Madrid Fashion Week París Haute Couture June FASHION PARADES CFDA Awards SPECIAL EVENTS Wedding/Bride Primavera Sound Sónar International Yoga Day David Delfín Death Anniversary FASHION PARADES Goya Awards Oscar Awards Berlinale AmfAR NY Gala SPECIAL EVENTS Saint Valentine RUNWAY New York - London Milán July SPECIAL EVENTS FIB Benicasim Mad Cool Bilbao BBK Runway Madrid 080 Barcelona RUNWAY Milán París FASHION PARADES Independent Spirit Awards SPECIAL EVENTS Father s Day - 19/03 Women Day Easter August FASHION PARADES Teen Choice Awards September SPECIAL EVENTS Venecia Film Festival San Sebastián Film Festival Dcode FASHION PARADES Coachella Festival Málaga Film Festival MET Gala - 30/04 SPECIAL EVENTS Book Day RUNWAY Brides November SPECIAL EVENTS Black Friday Ciber Monday RUNWAY Victoria Secret FASHION PARADES Cannes Festival Who s On Next SPECIAL EVENTS Mother s Day - 06/05 WAM Estrella Levante Festival in Murcia RUNWAY Cruise December CHRISTMAS SPECIAL

23 A LEADING BRAND Vogue is the unchallenged leader in the fashion, beauty and lifestyle universe. THE BAROMETRE OF RELEVANCE which interprets the culture, current events and society of our times from the fashion perspective.

24 MADRID VOGUE DIRECTOR OF PUBLICITY ELENA FERRERAS PUBLICITY MANAGERS DOLORES ZORRILLA LAURA CAPÓ SUSANA HERNÁNDEZ COORDINATION ISABEL NAVAS FLOR BARBERO Pº Castellana Madrid Tel.: Fax: BARCELONA GROUP DIRECTOR JUDITH MASES jmases@condenast.es HEAD OF PUBLICITY IVONNE DE PFAFF ivonne.depfaff@condenast.es COORDINATION Mª CARMEN HERRERO mcherrero@condenast.es Pº de Gracia Barcelona Tel.: Fax: MADRID CONDÉ NAST DIGITAL COMMERCIAL DIRECTOR GONZALO FERNÁNDEZ gonzalo.fernandez@condenast.es VOGUE.ES DIRECTOR OF PUBLICITY PAOLA PORTELA pportela@condenast.es BARCELONA JEFE DE PUBLICIDAD DE VOGUE.ES NOELIA GONZÁLEZ ngonzalez@condenast.es FRANCE ITALY USA NORTH LEVANTE DELEGADA ANABEL MARQUÉS-MEYER anabel.marques-meyer@condenast-europe.com 4, Place du Palais Boubon París. Tel.: Fax: DELEGADA ELENA MARSEGLIA emarseglia@condenast.it MANUELA GUALTIERI mgualtieri@condenast.it Piazza Castello, Milano Tel.: DELEGADO ALESSANDRO CREMONA alessandro_cremona@condenast.com Brand Park Ave. Piso 25, Suite 2511 Nueva York, NY DELEGADA ANA LÓPEZ CÁMARA alopez@condenast.es Barrio Gerra, 1. Los Llaos (San vicente de la Barquera) Cantabria Tel.: DELEGADA CELIA CERVERA ccervera@condenast.es Pueblo Atenea 191, Cumbres del Sol Benitachell-Alicante Tel.: y Fax: BELONGING TO: CONDÉ NAST S.A EDITORIAL. ALL RIGHTS RESERVED. TOTAL OR PARTIAL REPRODUCTION, EDITION OR TRANSMISSION IS NOT ALLOWED. AT ANY MEDIUM OR ANY SUPPORT WITHOUT CONDÉ NAST S.A WRITTEN EXPLICIT AUTHORIZATION. NOT EVEN MENTIONING PROVENANCE OR SOURCE.