Good Housekeeping CM405 - Group B Carly Boxer, Qing Li, Yilun Gu, Shunsuke Rachi The Magazine ● Class: Home Service & Home ● Profile: Print and digital publication, focuses on food, nutrition, fashion , beauty, relationships, home decorating and home care, health and child care and consumer and social issues. ● History 1st Edition published On May 2, 1885 by Clark W. Bryan Hearst bought Good Housekeeping in 1911 ● Publishing company Hearst Corporation ● Position: Symbol of consumer protection and quality assurance ● Field served: Her, Her Family, and Her Home Brief Introduction Some Numbers... 1. Circulation Total Circulation: 4,396,795 2. Cost per issue Monthly print + digital $2.50 per magazine 3. Annual subscription rate Monthly print + digital $21.97 annual fee Total Paid & Verified Subscriptions 4,057,525 92.3% 4. Circulation by geography Hearst One of the nation’s largest diversified media and information companies Started the business in 1887 Founder: William Randolph Hearst “Great content drives distribution, advertising and customers.” CONTENT CREATIVITY CONNECTION Hearst Daily 15 Newspaper 100+ Weekly Magazines 34Newspaper Around the world #2 US Magazine Publisher 29 28 14 150 TV Stations Websites Mobile sites Apps Audience (000) Readers Per Copy Median Age Median Household Income Adult Men Women Adult Men Women Adult Men Women Adult Men Women 19,032 1,975 17,057 4.45 0.46 3.99 55.6 57.4 55.4 $63,161 $62,246 $63,272 Reader Demographics Good Housekeeping is read by nearly one out of five American women each month. ● Women age 54.8 ● $61,694 income ● Home owners ● Graduated college ● Employed ● Married Advertisers For HER Beauty Clothing Sanitary For HER FAMILY For HER HOME Food Supermarket Seasoning Furniture Medicine Sanitizer Electronics Textile Our Competitor -- BHG 1. Relationship between HER and HER HOME 2. In business for around 100 years 3. Monthly in print and digital ● Meredith Corporation, est 1922 ● Hearst Corporation, est 1885 ● Adults readers per copy: 4.92 ● Adults readers per copy: 4.89 ● Total circulation: 7.624,505 ● Total circulation: 4,396,795 Competitive Analysis -- Demographics Index: 100 173 22 Index: 100 157 40 Competitive Analysis -- Editorial Coverage Competitive Analysis -- Rates Our Rates BHG Rates Black & White Rates Black & White Rates 1 page 340,080 1 page 457,220 ⅔ page 255,070 ⅔ page 348,420 ½ page 207,465 ½ page 288,350 ⅓ page 142,855 ⅓ page 190,680 ⅙ page 70,225 Color Rates (2-Color, 4-Color) Color Rates (4-Color) 1 page 390,740 , 426,730 1 page 552,970 ⅔ page 293,070 , 330,005 ⅔ page 438,040 ½ page 238,350 , 260,310 ½ page 360,350 ⅓ page 157,850 , 184,920 ⅓ page 267,460 ⅙ page 73,295 , 89,700 Competitive Analysis -- Promotion Focus GHRI & The SEAL *IT’S WELL-KNOWN 90% of consumers are aware of the Seal *DRIVES PURCHASE 92% of consumers are more inclined to buy the product with the Seal when choosing between similar products *PROVIDES ADDED INSURANCE: two-year limited warranty Strategy ● The Good Housekeeping Institute & the Good Housekeeping Seal ● Symbol of consumer protection and quality assurance in America ● All products reviewed by lab then when accepted as advertisers they can display the Good Housekeeping seal. ● Products rigorously evaluated to assure performance - not all products approved ● Magazine will refund your money if approved products are not great ● Unique mix of inspirational and personal stories, trusted information, and closely researched investigations and reports ● Standard to which all other women's service magazines aspire ● Basically, people read magazine to look at the advertisements Strategy ● Hearst Corporation ● No negotiation rate because higher return on investment ● Confident in our products and have many ads in our magazines which proves others agree ● Unique readers in the fact that people seriously trust products advertised References 1. Good Housekeeping Media Kit - http://www.ghmediakit.com/r5/home.asp 2. Better Homes and Gardens Media Kit - http://www.bhgmarketing.com/mediakit.html 3. SRDS: http://next.srds.com.ezproxy.bu.edu/ 4. YouTube - http://www.youtube.com/watch?v=2iYu2VBP_Nw 5. Good Housekeeping Magazine. March 2014. 6. Hearst Website - http://www.hearst.com.