Women’s magazines in Germany A market overview
A service of Gruner + Jahr AG & Co August 2003 Women’s magazines in Germany
Presentation outline
● Market segmentation
● Selected key facts of the quality magazine market
● Detailed illustration of the magazine categories
G+J International Ad Sales 22.08.2003 2 Market segmentation
Identification of different magazine categories The publishers of Germany’s women’s magazines Market shares Market overview: obviously a highly competitive field.
Segmentation by frequency
Total market 2002*: 51 women´s magazines with over 100,000 copies sold
weeklies (31 titles) Neue Woche Frau mit Herz Schöne Woche Gala Freizeit Revue Tina Glücks Revue Welt der Frau Avanti Heim und Welt Woche der Frau Bella Laura Vida Bild der Frau Burda Moden Lea Viel Spaß Das Goldene Blatt Frau im Leben Lisa 7 Tage Das Neue Cosmopolitan Maxi Mach mal Pause Das Neue Blatt Elle Ratgeber Frau u. Fam. Mini Die Aktuelle Madame Neue Post Die Neue Frau Marie Claire Neue Welt Echo der Frau Petra InStyle Frau aktuell Vogue Glamour*** Frau im Spiegel Brigitte Allegra Freundin Amica Für Sie Joy Journal Young Miss (Woman)** monthlies (16 titles) ***Glamour is now fortnightly fortnightlies (since April 2003) (5 titles) ** WOMAN launched 10/2002, in 2002 not yet IVW audited
*All women‘s titles with circulation audited by IVW AND larger than 100,000 copies sold AND listed in ACNielsen 2002; bold = G+J-magazines
G+J International Ad Sales 22.08.2003 4 Second market overview: broad editorial categories still do not help much.
Segmentation by frequency and editorial characteristics Segmentation Key Facts Illustration Weekly Monthly Fortnightly (31 titles) (16 titles) (5 titles)
Entertaining/advisory Advisory Established Young Classics
Avanti Lisa Burda Mode Cosmopolitan Allegra Brigitte Bella Mach mal P. Frau i. Leb. Elle Amica Freundin Bild d. Frau Mini Ratgeber Madame Joy Für Sie Das Gold. Blatt Neue Post Marie Claire Young Miss Journal Das Neue Neue Welt Petra Maxi Das Neue Blatt Neue Woche Vogue Die Aktuelle Schöne Wo. Die Neue Frau Tina Echo der Frau Welt der Frau Since 2000: Since 2002: Frau aktuell Woche d. Frau InStyle Woman Frau im Spiegel Vida Frau mit Herz Viel Spaß Since 2002: Glamour Freizeit Revue 7 Tage Glücks Revue (fortnightly since 04/2003) Heim und Welt People: Laura Gala Lea
All IVW + ACNielsen listed women‘s titles 2002; sources: Funktionsanalyse 2000, IVW / ACNielsen, G+J
G+J International Ad Sales 22.08.2003 5 Most valid is a segmentation according to readership profile.
Overview of all MA listed titles in regard to age and income Segmentation Key Facts Illustration Net monthly Vogue Euro 2.600 household income (higher) Madame Elle Cosmo
2.400 Joy Allegra InStyle Marie Claire Gala Young Mi ss Freundin 2.200 Brigitte Maxi Ratgeber Journal Petra Amica Burda Moden Vital Für Sie Bunte Laura Lea Lisa 2.000 Tina Bella Freizeit Revue Bild d. Frau Age (younger) Das Neue Anna Mini Heim u. Frau im Welt Frau Aktuell Neue Woche Spiegel Glücks Revue 1.800 Romanwoche Neue Post Frau i. Leben M.m.Pause 7 Tage Die neue Frau Average income and age Viel Spaß Frau of all German women Das Goldene Blatt (aged 14 and over) Echo d. Fraum. Her z 1.600 53 43 33 23 years
Source: MA 2/03; Glamour and Woman not yet surveyed; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 6 It allows a differentiation between mass market and quality magazines.
Segmentation Overview of all MA listed titles in regard to age and income Launched in 2001/02: Key Facts Illustration Vogue Euro Net monthly 2.600 household income (higher) Madame Elle Cosmo Joy 2.400 Quality market Allegra InStyle Marie Claire Gala Young Mi ss Freundin 2.200 Brigitte Maxi Ratgeber Journal Petra Amica Burda Moden Vital Für Sie Bunte Laura Lea Lisa 2.000 Tina Bella Freizeit Revue Bild d. Frau Age (younger) Das Neue Anna Mini Heim u. Frau im Welt Frau Aktuell Neue Mass marketWoche Spiegel Glücks Revue 1.800 Romanwoche Average of all German Neue Post Frau i. Leben M.m.Pause women aged 14 and over 7 Tage Die neue Frau Viel Spaß Frau Das Goldene Blatt Echo d. Fraum. Her z 1.600 53 43 33 23 years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 7 Advertising revenues prove the segmentation into quality and mass market.
Paid circulation and relevance for advertising (measured by ad revenues) Segmentation Key Facts Illustration
120 Gross ad revenues 2002, mill. Euro Brigitte
100 Market-leading fortnightlies Freundin 80 Quality Market Established monthlies Bild der Frau 60
Young Für Sie monthlies 40 Vogue Mass Market Elle Cosmo Tina Glamour* Mass-market Amica Gala weeklies 20 Madame Petra Journal Freizeit Revue Allegra Lisa Marie Claire Neue Post Paid circ. Maxi Frau im Spiegel Das Neue Blatt Young Miss Joy 1,000 copies 0 0 200 400 600 800 1000 1200 1400 1600 1800 The quality titles and the top ten weeklies Sources: ACNielsen, IVW II/2003; Woman not yet audited in 2002 *Glamour’s figure IVW I/03, because of frequency change not audited in IVW II/03
G+J International Ad Sales 22.08.2003 8 The quality magazines can again be categorized by readership profile.
Gruner + Jahr offers highly successful magazines in all four categories. Segmentation Key Facts Not yet audited: Illustration Net monthly household income (higher) Vogue Euro 2.570 The established monthlies Madame Elle Cosmo The premium InStyle 2.370 people magazine Allegra Joy The young monthlies Freundin
2.170 Für Sie Maxi Amica Journal Petra The market-leading fortnightlies Age (younger) 1.970 48 43 38 33 28 23years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 9 Overview on who publishes what.
Germany’s most important publishers of women’s magazines Segmentation Key Facts Illustration
Gruner + Jahr Burda Springer Jahreszeiten Milchstrasse Bauer**
Tina Bella Bild der Frau Laura Burda Moden Neue Post Glücks Revue Condé Nast Marquard D. Neue Blatt Freizeit Revue Das Neue Neue Woche M. m. Pause Viel Spaß Mini Lisa Schöne Woche Vida New fortnightly*: Avanti
*not IVW / ACNielsen S+P audited; **selected titles
G+J International Ad Sales 22.08.2003 10 Advertising happens at the quality leaders: fewer titles, higher revenues.
Women’s magazines Segmentation Key Facts Market share* of total circulation / year** Market share* of advertising revenues Illustration
Others Gruner + Jahr (16 titles) (5 titles, Condé Nast excluding Woman) (2 titles) Gruner + Jahr Others Marquard 10% 9% 9% 22% (2 titles) 21% Condé Nast Marquard 1% 5% 1% Jahreszeiten Jahreszeiten 2% 22% Burda (2 titles) 770 mill. copies 9% 738 mill. €
31% 12% 22% 11% Bauer Springer Bauer Burda (12 titles) 13% (9 titles)
Springer (3 titles) 2002; source: IVW, ACNielsen *of all women‘s titles with circulation audited by IVW AND larger than 100,000 copies sold AND listed in ACNielsen 2002 **total of sold magazines during one whole year (2002)
G+J International Ad Sales 22.08.2003 11 Selected key facts of the quality magazine market
Historical and recent developments Paid circulation and coverage Comparison of coverage dimensions Advertising revenues with selected industries The market of quality women‘s magazines has boomed in the last decade
Historical market development of monthlies and fortnightlies*
...... 1946 1948 1950 1969 1978 1979 1980 1986 1988 1990 1995 1996 2000 2001 2002 October 2003 1 magazine 8 magazines 12 magazines 21 magazines *listed are only those magazines that survived until today
G+J International Ad Sales 22.08.2003 13 First YM/Amica/Allegra, then the pocket size titles boosted the monthlies.
Overall copy sales development of the women‘s monthly quality magazines
copies sold 3.500.000 GLAMOUR
InStyle 3.000.000 AMICA
Allegra 2.500.000 Joy
2.000.000 Brigitte Young Miss
Marie Claire
1.500.000 Elle
Maxi 1.000.000 Cosmopolitan
Vogue 500.000 Petra
0 Madame 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003
Source: IVW; 2003: average of the first two quarters
G+J International Ad Sales 22.08.2003 14 The pocket size attracted both quality and mass market publishers and brands.
Total pocket size market development since 2001
Market level*** content Flash positioning (TG 20-39) G+J ** Glamour changed high its positioning over time and became fortnightly Elle Girl * (TG 14-18) Burda
20012002 2003 Sept./Oct. 2003
Lola (TG 18-29) Springer
low
*changed from large to pocket format; ** offered large AND pocket size for nearly a year, now back to nearly regular size ***market level determined by cover price, content focus, and target group
G+J International Ad Sales 22.08.2003 15 Dimensions of the circulation within the quality titles differ significantly.
Overview on circulation of the quality magazines
Paid circulation in 1,000 copies
800
600
400 801
542 513 500 487 200 360 347 306 298 279 258 214 208 151 151 125 98 0 Joy Elle Maxi Petra Amica Vogue InStyle Allegra Brigitte Für Sie Cosmo Journal Madame Freundin Glamour* Young Miss Young Marie Claire Marie Source: IVW II/2003; * estimate: because of frequency change form monthly to fortnightly, Glamour was not audited in IVW II/03
G+J International Ad Sales 22.08.2003 16 Circulation structure: Indicator for appreciation and loyalty for the magazine.
Circulation structured by share of sales category, ranked by share of subscription.
„Hardest“ Sales Brigitte 32 50 15 4 Young Miss 27 63 9 Madame 23 34 22 22 Für Sie 22 28 24 26 Vogue 19 52 19 10 Freundin 14 51 22 12 Elle 11 39 20 29 Cosmopolitan 11 59 11 Maxi 10 52 16 23 Amica 8 54 1 38 Petra 6 46 26 Joy 5 84 6 4 Marie Claire 5 30 25 41 Allegra 5 54 41 Glamour 4 80 7 9
Subscription Newsstand Readers' circle Special sales
Source: IVW II/2003
G+J International Ad Sales 22.08.2003 17 Pure and simple: the fortnightlies are German women‘s favourites.
Overview on coverage and paid circulation. Segmentation Key Facts Illustration
Paid Circulation 1.000 (in 1,000 copies)
Brigitte
800
Market-leading Freundin fortnightlies 600 Für Sie Joy Established monthlies Cosmo 400 InStyle Gala Maxi Petra Journal Amica Young Elle monthlies Allegra 200Marie Claire Young Miss Vogue Madame Coverage women 14+, in mill. readers 0 0 0,5 1 1,5 2 2,5 3 3,5
Sources: MA 2/03, IVW II/2003; Woman and Glamour not yet audited
G+J International Ad Sales 22.08.2003 18 Regarding the coverage, the power of the fortnightlies becomes most obvious.
Coverage dimensions: comparison of the fortnightlies vs. established monthlies Segmentation Key Facts Illustration women 14+ in mill. readers) Coverage* ( Cost for 1/1 4c: Cost for 1/1 4c: Total 120,648 € Total 118,929 € 11,0
10,0 Journal
9,0
8,0 Für Sie 7,0
6,0
5,0 Freundin
4,0 Petra 3,0 Cosmo 2,0 Brigitte Madame 1,0 Elle Vogue 0,0 Marie Claire Source: MA 2/2003; cannot include Glamour since the magazine is not yet listed in the MA. * coverage values for individual titles are added to each other.
G+J International Ad Sales 22.08.2003 19 Brigitte: top performance also in young, high status female target groups
Comparison: coverage of women aged 14-49 of socio-economic status 1-2 Segmentation Key Facts Illustration
Coverage*Women 14-491,2 Socio-Econ. The cost (in €): Status 1-2 in mill. readers 1,0 118,929 Petra
0,8
Brigitte Cosmo 0,6
Madame 46,900 0,4 Elle
0,2 Vogue
Marie Claire 0,0
The socio-economic status is measured on a scale of 1-7, 1=highest. * coverage values for individual titles are added to each other. Source: MA 2/2003
G+J International Ad Sales 22.08.2003 20 Ad spends: fortnightlies are the darlings of the beauty industry – no wonder!
Target group coverage and ad spendings for cosmetics in the quality magazines. Segmentation Key Facts Illustration
Ad revenues Brigitte 20 from cosmetics Advertising investments of the beauty and bodycare industry are rationally optimized and 18 2001, Freundin mill. Euro based on target group coverage. The title
16 offering most contacts also has the highest revenues from those products. 14 Market-leading fortnightlies Cosmo 12
10 Established Gala Für Sie monthlies 8 Amica Elle Petra Women (14-64) stating: I'm considered an Vogue 6 expert or especially Young Allegra interested in cosmetics, monthlies Marie Claire 4 Journal make-up or bodycare Maxi Madame Joy 2 Coverage Young Miss In million readers 0 0 0,5 1 1,5 2 2,5
Sources: ACNielsen, AWA 2003
G+J International Ad Sales 22.08.2003 21 For the fashion industry, image still outweighs impact, i.e. target coverage.
Target group coverage and ad spendings for fashion in the quality magazines. Segmentation Key Facts Illustration
16 Ad revenues from fashion Vogue 14 2002, mill. Euro Brigitte is read by more fashion opinion leaders than any other magazine. 12 That has its price. Vogue and Elle benefit from their image – important for the b2b marketing - Elle Market-leading 10 and are affordable for smaller brands. fortnightlies
8 Established monthlies 6 Brigitte Freundin Women (14-64) stating: Madame I'm considered an Young 4 Amica Petra expert or especially monthlies Cosmo interested in fashion Marie Claire Für Sie 2 Allegra Gala Coverage Maxi Journal Joy In million readers 0 Young Miss 0 0,5 1 1,5 2 2,5
Sources: ACNielsen, AWA 2003
G+J International Ad Sales 22.08.2003 22 Detailed illustration of the quality magazine categories
The titles and their characteristics Circulation and coverage Gruner + Jahr’s magazine in the category The category of the market leading fortnightlies.
Segmentation Key Facts Illustration Net monthly • Fortnightlies household income • Establ. Monthlies (higher) • Young Monthlies Euro • People 2.570
2.370 The market-leading fortnightlies
Not yet audited: Freundin since 10/2002 2.170 Für Sie since 05/2003 Journal
Age (younger) 1.970 48 43 38 33 28 23years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 24 Characteristics: intelligent women get intelligent guidance and inspiration!
Overview and special attributes of the fortnightlies Segmentation Key Facts Illustration The established titles The newcomers • Fortnightlies • Establ. Monthlies • Young Monthlies • People
.
Fashion, beauty and products that demanding, self-confident concise writing women can actually wear and (at least sometimes) afford younger readers Lifestyle (home, hospitality, travel, entertainment) topics which directly enhance their life service oriented Unique approach to women and celebrities in everyday and Glamour formerly exceptional situations monthly Advertising benefit: high impact, top communicative power. Priceworthy, success stories
G+J International Ad Sales 22.08.2003 25 Fashion in the fortnightlies: the latest, high quality trends, but “wearable”.
For example: fashion in . Presented with emotions. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 26 Trend setting in cosmetics and beauty: the fortnightlies move markets.
Beauty in - a pleasure without putting pressure on the readers. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 27 These features really mean something. Which is why women really read them.
Editorial Style of : reason for an average reading time of 119 minutes! Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 28 Fashion and accessory advertisers in Brigitte
Selected Brands, 2002/2003 Segmentation Key Facts Illustration • Fortnightlies Apriori Fossil • Establ. Monthlies Balmain HIS • Young Monthlies • People Benetton Laura Ashley Betty Barclay Marc Cain Boss Marc O´Polo Carlo Colucci Nike Chantelle Olsen Charmel Orwell Christ Oui Cinque Palmers Cyrillus Paloma Moda De Beers Samsonite Ecco She Einhorn Triumph
G+J International Ad Sales 22.08.2003 29 WOMAN: G+J‘s new fortnightly magazine for modern, „grown up“ women
Launched in October 2002: a new concept for the German market Segmentation Key Facts Illustration • Fortnightlies Target group:„grown-up“, active women • Establ. Monthlies • Young Monthlies • high level of interests • People • good education, usually pursuing a career •. 24 - 49 years of age
Readers benefit: • Information, entertainment and added value forall theirtopics • Respect for their limited time budget.
Advertising benefit: • Guaranteed 250.000 copies sold • attractive introductory rates and packages • 10 mill. gross advertising support in 2003
G+J International Ad Sales 22.08.2003 30 The differences within the fortnightlies category: who does it best?
Women stating: “This magazine offers the best editorial coverage of” Segmentation Key Facts Illustration Fashion • Fortnightlies 43% • Establ. Monthlies • Young Monthlies • People
Living & Decorating Beauty 34% 35%
36% Job & Career Cooking 32%
33% Brigitte Freundin Für Sie Journal Art & Culture Universe: Women aged 14 - 64; Source: Frauen, Medien, Kommunikation ‘99
G+J International Ad Sales 22.08.2003 36 Paid Circulation
The number of sold copies is the basis for advertising impact.
Circulation overview Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People Brigitte 800,743 .
Freundin 541,658
Für Sie 513,157
Journal 306,312
Source: IVW II/2003
G+J International Ad Sales 22.08.2003 37 Coverage
The coverage proves the communicative power.
Coverage in % of women 14-64 Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People Brigitte 10.0 %
Freundin 7.8 %
Für Sie 7.0 %
Journal für die 5.3 % Frau
Source: MA 2/03
G+J International Ad Sales 22.08.2003 38 Brigitte: the market leader.
Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies Leader in readers’ hearts • Young Monthlies • People • Best reputation • Highest paid circulation • Highest coverage
Advertiser’s choice • Largest share of advertising revenue in women’s magazines (almost 15% of total Euro 738 mill.) • 2002: Euro 110 million revenue
G+J International Ad Sales 22.08.2003 39 Key facts and figures of the fortnightlies
Basic media information Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People Cover Price €2.20€2.05 €2.00 €2.05
Frequency fortnightly fortnightly fortnightly fortnightly
Rate 2003 € 46,900 € 33,390 € 25,700 € 15,660 (full color page)
Publisher Gruner+Jahr Burda Jahreszeiten Springer
Since 1886 19481948 1978 Paid Circulation 800,743 541,658 513,157 306,312 Coverage (Women 14 +) 3,370,000 2,610,000 2,360,000 1,780,000 CPT (women 14-64) €16.46€ 13.77 €13.29 € 11.09
CPT (W 14-64, status 1-2) €45.53€ 36.96 €40.73 € 38.09
Sources: IVW II/2003; MA 2/03
G+J International Ad Sales 22.08.2003 40 The category of the established monthlies.
Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies Vogue • Young Monthlies • People 2.570 Madame Elle Cosmo
2.370
The established monthlies
2.170
Petra
Age (younger) 1.970 48 43 38 33 28 23years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 41 Characteristics: all the beauty of being a woman
Overview and special attributes of the established monthlies Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
• Sumptuous presentation of the international fashion and beauty world. • Examples of trendy, exclusive lifestyles driven by international brands (including travel, art and culture) - dreams to come true. • Reports on outstanding personalities and their lifestyles.
z Advertising Benefit: Image.
G+J International Ad Sales 22.08.2003 42 The differences of the established monthlies as seen by the readers.
Semantic mapping according to spontaneous associations. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies international stands out • Young Monthlies glossy comprehensive reading • People issues to collect ideal world peace and MADAME quiet bathtub for dreaming discerning exceptional relaxation high society lots of leafing through pages fashion leafing through pages VOGUE and reading artistic photos articles go beyond deco-elements are fashion and beauty far removed from reality glamour in-depth articles beautiful to look at enjoy life topics of a traditional exclusive optimistic women‘s magazine elegant independent affordable, wearable fashions young advisor daily life ALLEGRA dynamic COSMO family fun not so female-specific active sex in passing FREUNDIN body diet flexible sporty BRIGITTE fast-moving recipies practical tips throw away after fit for fun problem stories German reading once not AMICA single conservative established down to earth don‘t spend a long time reading FÜR SIE homespun
Source: Trendbüro, September 2000
G+J International Ad Sales 22.08.2003 43 Fashion in the “glossies”: focus on the exceptional. Here come the experts.
For example: fashion in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 44 Cosmetics in the “glossies”: indulging in glamour.
Beauty in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 45 Editorial style: high end entertainment, focus on the unusual.
Reportage in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 46 Key facts and figures of the established monthlies
Basic media information Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies Madame • Young Monthlies • People Cover Price € 2.50€ 4.00 € 5.00 € 2.50 €5.00 €2.50
Frequencymonthly monthly monthly monthly monthly monthly
Rate 2003 (full color page) € 14,200€ 21,400 € 21,700 € 23,990 € 15,650 € 22,250
PublisherG+JBurda Condé N. Marquard Mag.-Pr. Jahreszeit.
Since199019881979 1980 1950 1969 Paid Circulation 151,015 214,042 124,702 360,482 97,734 297,719 Coverage (Women 14 +) 330,000 430,000 420,000 630,000 280,000 1,220,000 CPT (Women 14-64) €46.21€ 52.37 €50.12 € 39.79 € 54.48 € 20.47
CPT (W 14-64, status 1-2) € 104.97€ 101.58 € 109.00 € 70.55 € 119.60 € 64.62
Sources: IVW II/2003; MA 2/03;
G+J International Ad Sales 22.08.2003 47 The category of the “youngsters” – the young and new monthlies*.
Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People 2.570
The young monthlies
InStyle 2.370 Allegra Joy
2.170 Maxi Amica
Age (younger) 1.970 48 43 38 33 28 23years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 48 New ways to make women’s magazines. A market in motion.
Six young concepts – too different not to be segmented once more. Segmentation Key Facts Illustration • Fortnightlies The „grownups“ The „adolescents“ The „newcomers“ • Establ. Monthlies • Young Monthlies • People
• Amica and Allegra target • Young Miss and Joy aim at • InStyle (launched 2000) the readers of the glossy even younger women by offers a celebrity oriented monthlies: a similar focus offering tailor made approach; Glamour in a slightly different inspiration for the most (launched 2001) has style. explorative phase of their initiated the success story Allegra now also appears lives (14-24). Joy has of pocket sized concepts – in pocket format. Lately, recently developed strongly both in paper size and Maxi has joined this towards Glamour. editorial style – and is group. now published fortnightly since 05/2003.
G+J International Ad Sales 22.08.2003 49 Paid Circulation
Right now, the monthlies‘ market is dominated by last year‘s newcomers.
Circulation of the young and the established monthlies Segmentation Key Facts Illustration • Fortnightlies because of frequency change from monthly to fortnightly, Glamour circulation could not be audited in II/2003 • Establ. Monthlies • Young Monthlies Joy 487,368 • People Cosmopolitan 360,482
InStyle 347,335 Petra 297,719 Maxi 279,341 Amica 257,891 Elle 214,042
Allegra 208,170
Young Miss 151,447 Marie Claire 151,015 Vogue 124,702 Madame 97,734
Source: IVW II/2003
G+J International Ad Sales 22.08.2003 50 Coverage
Coverage of Glamour is still not listed; until now, Petra defies the lead.
Coverage in % of women 14-64 Segmentation Key Facts Illustration • Fortnightlies Petra 3.6 % • Establ. Monthlies • Young Monthlies Cosmopolitan 1.9 % • People
Amica 1.8 %
Young Miss 2.2 %
Allegra 1.8 %
Vogue 1.8 %
Elle 1.6 %
Joy 1.2 %
Marie Clarie 1.1 %
Madam e 1.1 %
Source: MA 2/03
G+J International Ad Sales 22.08.2003 51 Young Miss has the next generation.
Coverage and cost unbeaten. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies Coverage of women aged 14-24 Cost per 1,000 (in €) 41.48 • Young Monthlies • People Young Miss 6.9 % 74.60 Joy 5.1 % 74.79 Amica 5.6 % 106.78 Allegra 3.2 % 134.43 Cosmo 4.1 % 135.92 Petra 3.2 %
Marie Claire 2.2 % 148.43
Elle 2.1 % 232.92 Vogue 2.2 % 238.63
Madame 0.8 % 427.36
Source: MA 2/03
G+J International Ad Sales 22.08.2003 52 New brands and latest trends – as seen in the scene.
For example: fashion in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 53 New styles, colours and products in just the right tone.
Beauty in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 54 Key facts and figures
Basic media information Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People Cover Price €2.20€1,90 €2.00 €1.50 €2.55 €1.80
Frequency monthly monthly monthly monthly monthly monthly
Rate 2003 (full color page) € 12,300 € 14,600 € 18,100 € 10,490 € 16,500 € 17,800
Publisher Gruner+Jahr Springer Milchstrasse Marquard Burda Condé Nast
Since1990 1995 1996 1995 2000 2001 Paid Circulation 151,447 208,170 257,891 487,368 347,335 539,062
Coverage n.a. (Women 14 +) 540,000 480,000 590,000 390,000 320,000 CPT (Women 14-64) €22.59€ 30.17 €30.45 € 42.31 €51.66 n.a. CPT (W 14-64, status 1-2) €56.12€ 86.65 €86.37 € 112.15 € 116.44 n.a.
Sources: IVW II/2003; MA 2/03; Glamour: IVW I/03, because of frequency change
G+J International Ad Sales 22.08.2003 55 Gala: the premium people magazine
Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People 2.570
The premium
2.370 people magazine
2.170
Age (younger) 1.970 48 43 38 33 28 23years
Source: MA 2/03; Glamour and Woman not yet audited; size of circle reflects title´s coverage
G+J International Ad Sales 22.08.2003 56 Who is not interested in the life of the beautiful people?
doesn’t sneak in. It allows its readers to be a part of it. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
• Exclusive and positive coverage of international celebrities. • Invites readers into the stars’ homes, accompanying them on their travels, talking to them about their lives. • Presentation of fashion and beauty trends created for extravagant lifestyles.
• Benefit: high involvement, opulent visuals.
G+J International Ad Sales 22.08.2003 57 Gala is the magazine women were missing!
Success story, part 1: Steady growth of circulation.* Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People 348 360 337 329 340 312
320 301 295
300 266
257280
260
240 1995 1996 1997 1998 1999 2000 2001 2002
* on average; Source: IVW
G+J International Ad Sales 22.08.2003 58 Gala attracts an ever growing, ever more attractive crowd!
Success story, part 2: Coverage has doubled. Even tripled in our “favourite” group. Segmentation Key Facts And: 82 % of the readers are women! Illustration • Fortnightlies • Establ. Monthlies Coverage in 1,000 readers Total • Young Monthlies 1300 1310 • People 1230 1250 aged 20-49 aged 20-49, Net HH Inc. 3,000 € + 940 1000
690 750 720 750 660 580 610 510 470 500 410 320
180 250 140 160 100 110 50 70
0 I/1997 1998 I/1999 I/2000 I/2001 I/2002 I/2003
Universe: Adults 14+; source: MA
G+J International Ad Sales 22.08.2003 59 Gala readers are passionate about the magazine.
Top scores in reading intensity and loyalty. Segmentation (Figures in % of readers per issue) Key Facts Illustration • Fortnightlies I read all or nearly all pages • Establ. Monthlies % • Young Monthlies • People 39 37 35
33 Journal 31 Brigitte 29 Für Sie Freundin I read all 27 Cosmo Amica or almost Elle Allegra 25 all issues Vogue 23 Petra Madame Average 21 of these Marie Claire 19 titles 17 15 % 8 10121416182022242628
Source: AWA 2003
G+J International Ad Sales 22.08.2003 60 Couture and celebrities are natural partners. Gala shows who best carries it off.
Fashion in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 61 Pure luxury - wellness and make up of the stars.
Beauty in Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 62 Lifestyle: your personal invitation into the stars’ homes.
reports let readers feel welcome. Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People
G+J International Ad Sales 22.08.2003 63 Key facts and figures of Gala
Basic media information Segmentation Key Facts Illustration • Fortnightlies • Establ. Monthlies • Young Monthlies • People Cover Price €2.20
Frequency weekly
Rate 2003 (full color page) € 14,700
Publisher Gruner+Jahr
Since 1994 Paid Circulation 355,025 Coverage (Women 14 +) 1,310,000 CPT (Women 14-64) €15.69
CPT (W 14-64, status 1-2) €40.35
Sources: IVW II/2003; MA 2/03
G+J International Ad Sales 22.08.2003 64 Thank you!
G+J International Ad Sales 22.08.2003 65