Advertising upscale fashion brands in Belgium 1
FACTS & FIGURES Every Saturday, lifestyle magazine enclosed with De Standaard newspaper Trendy lifestyle magazine about the good life : main topics : fashion, shopping, living & interior, tourism, gastronomy, health, trends, Reach : whole of Flanders Measurable circulation : 107.550 (cim 2016) Readers last period : 317.500 (cim sept. 2015) Upscale reader s profile : 66% Social Class 1&2 49,5% male / 50,5% female readers Unique layout and structure 7 XL edition theme specials (larger size) 2 Luxe XL Editions (larger size with straight back)
STRUCTURE IN 3 SECTIONS Section Life : Stories and portraits of life, love and people Section Style : Reports and overviews of fashion, living, interior, trends & beauty Section Guide : Reports and overviews of travel, food, wines and shopping
Blue = XL editions (larger size) * Luxe XL Editions (larger size with straight back) 28 January Travel 18 February Living / Batibouw 25 February Fashion 25 March Luxe XL * 15 April Interior design (Milano) 6 May Beauty 27 May Summer theme 2 September Fashion 7 October Luxe XL * 14 October Interior design (Kortrijk) 4 November Living & architecture 25 November Party & Gifts 16 December Gastronomy THEME SPECIALS 2017 (to be confirmed)
TALKING ABOUT FASHION Fashion specials Coverage of shows and catwalk trends by reknown fashion journalists Importance of pictures
TALKING ABOUT FASHION Fashion specials Trends compiled by fashion journalists Shown in fashion shoots, coordinated by a styling team
Regular issues : Weekly fashion styles & trends, and/or fashion shoot TALKING ABOUT FASHION
Regular issues : TALKING ABOUT FASHION Fashion column Update-Deluxe : by main fashion journalist Veerle Windels
49 million page impressions per month 330.000 unique visitors per day Lifestyle channel with specific fashion & shopping subsections
FASHION LIFESTYLE PACK ONLINE 1 Week Fashion chanel TakeOver / 240.000 imps 100% SOV with Medium Rectangle, billboard and wallpaper Fashion Weeks packages with Belmodo.tv during the fashion shows Milano, Paris, New York, London Packages with fashion & styling site JaniTV.be
VIDEO LIFESTYLE PACK ONLINE 2 à 3 weeks pre-roll video and in-page video views / 250.000 imps
Measurable circulation Total readership Source : CIM sept 2015 readership CIM Q2 2016 circulation 450.000 400.000 387.900 Source: CIM 2011 Measurable Circulation 350.000 300.000 317.500 Total Readership 250.000 200.000 238.300 264.100 212.900 225.900 201.400 150.000 100.000 50.000 107.550 100.050 64.415 49.694 133.200 81.700 17.108 14.285 143.800 64.235 62.380 16.845 14.729 99.800 59.839 0 De Standaard Weekend Knack De Morgen Feeling Elle NL Marie- Claire NL Victoire Vif Weekend Elle FR Marie- Claire FR Sabato NL + FR
TARGET GROUP REACH Upperclass women (SG1&2) buying clothing & shoes in specialised shops 300,000 250,000 232 Source : CIM sept 2015 Source: CIM 2011 Reach Selectivity 263 200,000 185 203 193 205 189 150,000 100,000 50,000 87,120 85,098 78,228 61,321 41,263 22,048 20,376 - Knack WE Standaard Feeling De Morgen Elle Belgium NL Marie Claire NL Sabato NL+FR Compared to most Belgian upscale fashion and lifestyle magazines, De Standaard has the largest reach and high selectivity on upclass women who buy clothing in specialized shops
TARGET GROUP REACH Upperclass men (SG1&2) buying clothing & shoes in specialised shops 300 250 200 222 Reach in 000 readers 192 231 Source : CIM Sept. 2015 Source: CIM 2011 268 Reach Selectivity 229 150 152 100 89,709 87,346 70,644 50 27,78 23,127 10,655 0 Standaard Knack WE De Morgen Sabato NL+FR Ché Menzo Compared to most Belgian upscale fashion and lifestyle magazines, De Standaard has a much larger reach of upclass men who buy clothing in specialized shops
TARGET GROUP REACH Upperclass men and women (SG1&2) buying clothing & shoes in specialised shops 250 200 187 Reach in 000 readers 210 211 175,062 Source : CIM sept. 2015 Source: CIM 2011 225 Reach Selectivity 150 175,269 133,003 143 150 100 95,628 50 48,156 46,807 0 Knack WE Standaard De Morgen Feeling Sabato NL+FR Elle Belgium NL Compared to most Belgian upscale fashion and lifestyle magazines, De Standaard has a much larger reach of upclass men who buy clothing in specialized shops