Uptown 2010

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Uptown 2010

  1. 1. Delivering the Affluent African-American Market
  2. 2. UPTOWN Media Group Delivers • Truly Special access … to a Truly Special Market • Integrated media reaching a market nearly untouched by traditional media • A lush, bi-monthly publication that celebrates the luxury lifestyles of influential Black professionals across the country • Provocative profiles of tastemakers • National magazine, with City-specific editions 2
  3. 3. UPTOWN Media Group Delivers • Affluent & Educated African Americans with incredibly discerning luxury market tastes • Average Household Income … $132,000 • Graduated College + … 85.5% • Median Age … 37.4 yrs. • Employed … 84.5% • Professional / Managerial … 80.3% • African-American … 93.1% Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 3
  4. 4. Why Advertise with UPTOWN? “If you do what you’ve always done, you’ll get what you’ve always gotten.” Tony Robbins, World Authority on Leadership Psychology America’s First Family *The purchasing power of the African-American market is projected to break the $1 trillion by 2012. Change has come. This is the new face of America. Source: 2010 African-American/Black Market Profile, Magazine Publishers of America (M.P.A.) 4
  5. 5. Why Advertise with UPTOWN? • A 2010 Census study, within "African Americans Revealed*," predicts that the upcoming Census count will find that 42 million African-Americans reside in the U.S., a 13.4% Black is the new green. increase from the 2000 Census African Americans in 2008 - a higher growth rate than the accounted for a 10% projected 9.8% increase for increase in population from 2008 versus 2000, while the total U.S. population. African-American buying power increased more than 55% during the same period to $913 billion. *African-Americans Revealed study conducted by BET, February 2010 Source: Brief, Center for Media Research, February 2010 5
  6. 6. Why Advertise with UPTOWN? • As the world changes, successful companies will adjust their strategies to fit in with the new paradigm. Those entities adhering to old tactics are setting themselves up for failure. • The global view of the African American has shifted. We are no longer viewed as just consumers, athletes and entertainers; we are the new scholars, entrepreneurs, multi-millionaires and societal icons. We are influencers. • Ahead of the curve, UPTOWN is the only publication of its kind, delivering an audience of Affluent African-American Influencers not found in other magazines. Oprah Winfrey Ranked by Forbes as the richest African American in the 20th Century and beyond. Listed in Time magazine’s 100 Most Influential People of the Century – the only AA (of 4 people total) noted as influential in both the 20th and the 21st Centuries. 6
  7. 7. Where can the AAA market be found? % African-American % HHI $75M+ • U.S. Population 12% 39% • UPTOWN 93% 67% • Jet 93% 21% • Black Enterprise 91% 30% • Ebony 89% 25% • Essence 89% 29% • Oprah 26% 48% • New York Magazine 15% 64% • Vanity Fair 12% 50% • The New Yorker 8% 58% • Travel & Leisure 7% 63% Sources: 2009 MRI and 2009 Uptown Reader Study 7
  8. 8. Where can the AAA market be found? • There are magazines that do a great job of targeting African-American readers … but they do not possess genuine affluence. • There are magazines that do a great job of targeting Affluent readers … but they do not possess any meaningful concentration of African Americans. • UPTOWN has effectively combined two over-saturated sectors to deliver a unique and underserved niche - African- American UPTOWN Affluent Affluent African Americans. This audience just can’t be found in other magazines. 8
  9. 9. The UPTOWN Reader is… • Engaged • Spends an average of 91 minutes with an issue • Loyal • 65% has read at least 3 of the last 4 issues • An Action-Taker • 73% told a friend about something they read in UPTOWN • 53% went online to advertiser’s website • 32% stated that they bought a product as a result of reading UPTOWN. • Extremely satisfied with UPTOWN magazine • 95% rate UPTOWN as “Excellent or Good” • 67% rate UPTOWN as “Excellent” Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 9
  10. 10. Demographic Overview • Affluent African Americans … Young, Rich & Smart! • African-American … 93% • Dual Audience … 65% Female / 35% Male • Young … Median Age = 37.4 yrs. (8 years less than US norm) • Age 21 plus: 98.9% • Age 21-49: 89.1% • Well-Educated … 86% College Graduate or better • 98% Any College+; 40% Post-Graduate Study+ • Single … 53% Single, Never Married • Urban … 59% Live in Urban area (38% in Suburban) • High-Level Employment … 80% Professional / Managerial • Affluent … Average HHI $132,000 (Median = $109,000) • $100,000 plus: 53% | $150,000 plus: 35% | $200,000 plus: 23%; Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 10
  11. 11. Affluent African American Lifestyle Driver
  12. 12. Our Market Segment Drives Trends Here’s what our readers are up to: • Purchasing luxury cars, detailing and automotive products • Traveling extensively – both Domestically & Abroad • Keeping up with the latest consumer electronics • Dining out at five-star restaurants • Frequenting the theatre, concerts, and other fine arts & entertainment venues • Always on the hunt for Luxury • Actively managing their Finances 12
  13. 13. Automotive • Spent an average of $24,676 for new vehicle in past year • Almost half plan to purchase a new vehicle in the next 24 months • Spent an average of $8,768 for auto aftermarket products* TOP 5 AUTOMOTIVE ATTITUDINAL ATTRIBUTES (% Completely Agree) • 49% - I look forward to technology advancements in new vehicles • 47% - Quality of workmanship more important than anything else • 44% - When I find a vehicle I like, I recommend it to people I know • 31% - First consideration in choosing vehicle is exterior styling • 24% - I enjoy personalizing my vehicle to reflect my individual tastes * - in past year, including sounds systems, navigations systems, wheels/rims, etc. Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 13
  14. 14. Top 15 Auto Brands of Our Readers Luxury nameplates dominate Uptown readers’ owned vehicles • Mercedes-Benz (11%) • Audi (6%) • Honda (10%) • Lexus (6%) • BMW (9%) • Infiniti (4%) • Toyota (8%) • Chevrolet (4%) • Land Rover (7%) • Jaguar (4%) • Nissan (7%) • Buick (4%) • Jeep (7%) • Cadillac (4%) • Ford (7%) Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 14
  15. 15. Travel Expenditures • 86% of UPTOWN readers Have a Valid Passport • 62% Took an International Trip in the past 12 months • 65% Took 3 or more Domestic Trips in the past 12 months TOP TRAVEL HIGHLIGHTS • State that 37% of their Travel is for Business • 57% of their Travel is for Leisure (and 16% stating it’s for “Both” *) • 81% prefer to make their travel plans Online (24% use Travel Agents *) • 60% Stay at Boutique Hotels when they travel; 52% go to All-inclusive Resorts and 53% stay at chain hotels * * - adds to more than 100% due to multiple answers being allowed Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 15
  16. 16. Technology • The "African Americans Revealed*" study of more than 80,000 African- American consumers on multi-media engagement and digital applications, shows African-Americans are very tech savvy, with roughly 31% of African American discretionary spending dollars, or $39 billion, going toward the purchase of computers, cell phones and electronics - a proportionally higher percentage when compared to non-African-Americans. • African Americans:  Spend more weekly time online (18 hours) than watching television (15 hours)  93% go online traditionally via their PC's, while 76% access the web via their cell phones  60% have downloaded music, a TV show, movie or ringtone in the previous month  50% regularly update and access a social networking account *African-Americans Revealed study conducted by BET, February 2010 Source: Brief, Center for Media Research, February 2010 16
  17. 17. Technology • UPTOWN readers own a wide array of consumer technology • More than 75% of UPTOWN own digital cameras, iPods or Computers • High Intent-to-Purchase as well – with 52% planning to purchase new HDTV / plasma TV TOP CONSUMER TECH ATTITUDES (% Completely Agree) • 50% - When I find a tech product I like, I recommend it to people • 41% - I’m willing to pay more for top quality consumer technology • 43% - I’m fascinated by new technology • 26% - I give others advice when they are shopping for tech items • 26% - I’m one of the first of my friends to try new tech products Source: 2009 UPTOWN Magazine Reader Study; conducted by TouchPoint Research 17
  18. 18. Technology: Own/Plan to Buy Own Plan to Buy * • Digital Camera 83% 24% • iPod / MP3 player 81% 20% • Computer – PC 76% 12% • Plasma TV / HDTV 59% 52% • PDA / Blackberry 55% 14% • Stereo / Home Theatre 54% 26% • Computer – Mac 39% 34% • Digital Camcorder 36% 27% • iPhone 34% 29% • Satellite Radio 22% 23% * - plan to purchase in the next 12 months 18
  19. 19. Technology Technology retailers are UPTOWN readers’ favorite location to purchase tech products; but Online purchases (both types) are popular too! Chain Retail Stores 78% Online (Retail store's site) 49% Local Store 36% Discount Retailer 27% Department Store 26% Online (eBay, Amazon) 23% Other 5% 0% 20% 40% 60% 80% 100% 19
  20. 20. Dining and Nightlife In an average month, UPTOWN readers • Dine out 7.5 times • Go to Bars/Nightclubs 4.5 times • Go to movies 2.7 times • Attend Shows/Concerts 2.1 times • Attend Sporting Events 1.6 times TOP ENTERTAINING/DINING HIGHLIGHTS • Dining Out – 70% go 4+ times per mo. and Spend an average of $105 each time • Bars & Nightclubs – 45% go 4+ times per mo.; spend an average of $81 each time • Movies – 30% go 4+ times per mo.; spend an average of $31 each time • Shows & Concerts – 31% go 4+ times per mo.; spend an average of $128 each time • Sporting Events – they spend an average of $112 each time Source: 2009 Uptown Magazine Reader Study; conducted by TouchPoint Research 20
  21. 21. Spirits White Goods are Uptown’s favorite; but premium scotch, cognacs and brandy are popular too! Distilled Spirits consumed past 6 months • Vodka 87% • Rum 71% • Tequila 54% • Cognac 39% • Gin 29% • Scotch 30% • Blended Whiskey 26% • Brandy 9% Source: 2009 UPTOWN Magazine Reader Study; conducted by TouchPoint Research 21
  22. 22. Luxury Goods WATCHES • 55% own 3 or more watches • Spent an avg. of $1,112 on watches JEWELRY • 53% bought earrings; and over 30% each bought necklaces, bracelets and/or rings • Spent an avg. of $1,265 on jewelry LUXURY GOODS – Reasons for Purchase • 64% - “I saw it had to have it!” • 39% - “Something I have been wanting for some time” • 31% - “As a gift” • 12% - “As an investment” • 7% - “other” Source: 2009 UPTOWN Magazine Reader Study; conducted by TouchPoint Research 22
  23. 23. Financial Services UPTOWN readers use a diverse range of financial services to manage their considerable assets Financial Advisor 56% Full-Service Broker 21% Online Broker 19% Discount Broker 4% 0% 10% 20% 30% 40% 50% 60% 23
  24. 24. Personal Care • UPTOWN readers spend an average of $77.50 for each of their personal care products • 27% spend $100 or more on their personal care products TOP PERSONAL CARE PRODUCT USE HIGHLIGHTS • 88% - Use Hand & Body Creams regularly • 84% - Use Cologne / Perfume regularly • 77% - Use Shampoo / Conditioner regularly • 74% - Use Body Wash / Shower Gel regularly • 57% - Use Hair Styling Products regularly • 24% - Use Hair Coloring Products regularly Source: 2009 UPTOWN Magazine Reader Study; conducted by TouchPoint Research 24
  25. 25. Summary: Demographic • Exclusive Access to Affluent, Educated African Americans and their luxury tastes • Young … 37 year old median age • Affluent … Average HHI $132,000 • Smart … 86% Graduated College + • High-end Employment … 80% Prof. / Managerial • African American … 93.1% 25
  26. 26. Toast to Luxury, Lifestyle & Living. 26

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