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Ad-Revenue Models for a New World 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 cover shoot pushed out over social media • Digital-first execution • Playful, fun and first-to- market April BTS > page: featuring images from the cover feature shoot and L’Oréal product Table of > contents: editorial mention Editor’s > Letter: EIC Noreen Flanagan opens the issue with her personal account of the cover execution and issue theme: IRLvsURL Cover Feature: Cover Feature: Cover Feature: Cover Feature: Cover Feature: VIDEO CONTENT FACEBOOK VIDEO 12 videos posted: Facebook Live with Sir John on set with Coco Rocha (9:17) • Boomerangs People Reached 44.3K | Minutes Viewed 3.8K | Post Engagement 305 | Views 8.1K • Facebook Live • Behind the Scenes SIR JOHN “GET THE LOOK” VIDEO EARNED MEDIA: MULTIPLE OUTLETS 67,065,468 IMPRESSIONS DAILY MAIL UK ONLINE COCO ROCHA’S SOCIAL MEDIA: INSTAGRAM REACH: 1,208,167 TWITTER REACH: 1,590,967 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 Objective/Strategy: To present the JOE FRESH summer collection in a high impact and never-been- done 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 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 Contents Leafy botanical prints take over everything from shoes to treNd handbags to dresses. Table of > contents: AlwAys in f Ashion editorial 30 Letter from the editor 32 Behind the Scenes mention 34 Contributors ON t He cOver 36 Readers’ Letters Photographed by Javier Lovera, styled by George fAshion JOe Antonopoulos. Hair and 41 T he Gabrielle Fr eSH makeup, Sabrina Rinaldi. handbag pays homage to Chanel’s Heather Marks is wearing a trailblazing founder. jacket, $59, bikini top, $19, and bikini bottoms, $19, Joe 46 Paul Andrew makes Fresh. On cover spread: Left- his debut as design director hand side: Top, $29, shorts, for women’s shoes at Salvatore $26, and bangles, $16, Joe Ferragamo; fine jewellery brands Fresh. Right-hand side: Top, design pieces that are tougher $34, bikini top, $24, pants, than nails; and Ollie Quinn has a global view on eyewear. $34, and sunglasses, $19, shan. $280, Joe Fresh. Rings, price on 48 Louis Vuitton’s Masters request, Daniel Espinosa. x Louis Vuitton x Jeff Koons col- lection 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, alswimsuit, do. $60, l javier overbag, phot a; by mar ogr ks aphy: FASHI ON | Summer > BTS page: featuring images from the cover and the Explore travel section takeover Editor’s > Letter: EIC Noreen Flanagan opens the issue with the backstory on how the integration idea evolved including the #inspo for the setting Contrib > page: Shout to our cover star for the project, Heather Marks Explore: Editorial takeover Explore Feature: Explore Feature: DIGITAL CONTENT Feature Story Engagement: Scroll depth 85% Average time spent 2:13 mins Video views across FASHION platforms: 33.6K VIDEO CONTENT COVER REVEAL 3 videos posted: Instagram animated cover reveal • Cover reveal promo Views 1,882 • Facebook Live • Behind the Scenes VIDEO CONTENT FACEBOOK LIVE VIDEO 3 videos posted: Facebook Live from San Cristobal equestrian estate in Mexico City (5:44) • Cover reveal promo People Reached 45.5K | Minutes Viewed 3.2K | Post Engagement 258 | Views 9.7K • Facebook Live • Behind the Scenes VIDEO CONTENT FACEBOOK LIVE VIDEO INSIGHTS 3 videos posted: • Cover reveal promo • Facebook Live • Behind the Scenes VIDEO CONTENT BEHIND THE SCENES 3 videos posted: Behind the shoot (00:59) • Cover reveal promo People Reached 30.2K | Minutes Viewed 2.1K | Post Engagement 224 | Views 5.8K • Facebook Live • Behind the Scenes EARNED MEDIA: MULTIPLE OUTLETS 1,544,055 IMPRESSIONS PROGRAM TIMELINE Instagram posts/stories March 12, 13, 14 Facebook live from the set : March 14 Cover shoot promo period: March 12-14 Cover reveal online: May 8 Total Estimated Media Impressions: Social media promotion: May 8 – May 19 Over 4 million Cover release on newsstand: May 15 Online feature story hits market: May 8 Duration of social media activity: May 8 – May 19 (12 days) 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 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 leveraging status and category expertise thank you Jacqueline Loch email: [email protected] VP + Group Publisher twitter: @jacquelineloch St Joseph Media, Canada #FIPPCongress.
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