Innovation in magazines Ad-revenue models for a new world Jacquie Loch VP & Group Publisher, St. Joseph Media, Canada innovation in magazines: ad revenue models for a new world Jacqueline Loch email:
[email protected] VP + Group Publisher twitter: @jacquelineloch St Joseph Media, Canada #FIPPCongress advertising partnerships and the new magazine ecosystem positioning the magazine as a luxury brand we started acting like a luxury brand turning the revenue model on its head nearly 30% of marketing budgets are now spent on content marketing deep editorial integrations… on brand and on strategy leveraging status and category expertise 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 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 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 the cover the concept Feature Story Engagement: Scroll depth 92% Average time spent 2 mins Video views across FASHION platforms: 47.8K 288 the cover • Live