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eMediaBUZZ

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  • 1. (MEDIA) (MEDIA) e e BUZZ BUZZ EXECUTIVE INTRODUCTION New-York, May 06 (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 2. (MEDIA) (MEDIA) e e BUZZ BUZZ a) What do we do & why ? (MEDIA) (MEDIA) e e BUZZ BUZZ2 Key consumer Magazines / USA /2006
  • 3. (MEDIA) (MEDIA) e e BUZZ BUZZ benchmark   overall picture  specific  marketing issues strategy objective analysis & benchmark strengths & weaknesses of your brand’s exposure (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 4. (MEDIA) (MEDIA) the overall picture:magazine coverage e e BUZZ BUZZ Print EDITORIALS: the primary lever for Fashion BUZZ * Both in terms of MEDIA expenditures **… OUTDOOR 1.5% RADIO 0.7% Lo c a l news pa pe rs Magazine 1% PRINT Na tio na l TV 69.0% Ne ws pa pers 72% 0.4 % 26% S unda y ma g. 1.7% * * in $ / US expenditures / 2002 / TAYLOR NELSON SOFRES Media Intelligence/CMR * Apparel, Accessories, Leather goods Watches & Jewelry …and in terms of allocated surface *** Editorial Advertising Leather goods & Accessories Watches & Jewelry 3.4% 0.9% Home & Misc. 0.2% Advertising Editorials Cosmetics & 330 66.5% Designer 33% Fragrance 19.8% active 8.5% brands Misc. 0.7% 1037 active (MEDIA) (MEDIA) brands e e BUZZ BUZZ *** source: Mediabuzz / ITALY / 18 Fashion & Beauty magazines Key consumer Magazines / USA /2006
  • 5. (MEDIA) (MEDIA) the overall picture:magazine coverage e e BUZZ BUZZ Fashion & beauty magazines: pivotal potential for reach… % trend vs % cum.CIRCULATION Nb of publications 2001 Fashion & Beauty 34 443,612,488 52% -1.6% News pictures 12 222,940,552 26% -0.9% Eco-Fi 21 47,136,162 6% -9.2% Men's magazines 9 13,665,053 2% 8.9% Home Deco 20 13,852,149 2% 2.5% Tabloids/Entertain. 6 106,779,026 13% -0.7% 55% Magazines 847,985,430 102 100% 45% Newspapers (incl.w.e.) 6 680,272,811 -2.6% Total 1,528,258,241 108 100% source: Diffusion Controle / paid circulation / France 2002 … and affinity with affluent audiences : pen. % Nb upper income HOUSEHOLDS Fashion & Beauty 12,756,920 34.0% News pictures 7,623,500 20.3% Eco-Fi 14,296,770 38.2% Newspapers 11,437,500 30.5% Men's magazines 8,436,190 22.5% Home -Deco 9,631,730 25.7% Others 14,500,100 38.7% 37,472,000 Nb Houselholds> Income k$75/year source: MRI data / audience / USA 2002 (MEDIA) (MEDIA) e e BUZZ BUZZ 5 Key consumer Magazines / USA /2006
  • 6. (MEDIA) (MEDIA) the overall picture: magazine coverage e e BUZZ BUZZ Editorial BUZZ: the hard facts of the key stakeholders: Markets line between mass products & luxury goods constantly redefined Brands  luxury goods made more and more attractive & accessible to masses  “Hotness” ruled by media yearly 60 000 PAGES advertised by more than 500 Fashion brands a huge available Editorial exposure : 50 000 pages $M 400 AD value equivalent Media 13 billion impressions *source Mediabuzz/ in $ / 2002 / FRANCE, GERMANY, ITALY,SPAIN,UK, USA, JAPAN/ 112 magazines fragmentation of MEDIA consumption force to diversify communications vehicles & messages more & more active PR from Luxury goods: steeper competition & clutter leaders / established brands easily assimilated as classics & history natural premium for challengers & newcomers from editors (MEDIA) (MEDIA) e e BUZZ BUZZ 6 Key consumer Magazines / USA /2006
  • 7. A rigorous & pragmatic methodology : (MEDIA) (MEDIA) e e BUZZ BUZZ NEW YORK Times Magazine/ April ,28 2002 Circulation: 1 698 000 copies impressions & AD value equivalent processed from key visibility criteria: :  surface audience of the publication  visibility  position in the article  location in the magazine  (MEDIA) etc..  (MEDIA) e e BUZZ BUZZ 7 Key consumer Magazines / USA /2006 same exact feature in VOGUE (1 175 000 copies) = 133 931 impressions, $ 7 144 AD value 2002
  • 8. Our syndicated global MEDIA sample : (MEDIA) (MEDIA) e e BUZZ BUZZ U.K. FRANCE GERMANY SPAIN ITALY AD ALLEGRA ANOTHER MAGAZINE 20 ANS ARTE e VIVIR AMICA AMICA ARENA CLARA AD ANNA ARCHITEKTUR & WOHNEN ARENA + Homme CRONOS ATMOSPHERES CLASS BRIDES BRIGITTE EL PAIS SEMANAL FIGARO Magazine CONDE NAST Traveler CONDE NAST traveler ELLE BUNTE CITIZEN K DONNA DAZED & CONFUSED ELLE Deco BUSINESS TRAVELLER DS DONNA MODERNA ESQUIRE ELLE CHRONOS ELLE DONNE GQ ELLE Deco ELLE ELLE Deco ELLE IN STYLE ESQUIRE ELLE DECO FEMME ELLE DÉCOR JOYCE GLAMOUR GRANDS REPORTAGES FREUNDIN FLAIR MAN GQ ISA FUR SIE GIOA CASA MARIE CLAIRE HARPERS & QUEEN JALOUSE GALA GIOIA MIA ID L'OFFICIEL GLAMOUR GLAMOUR MM MODA IN STYLE M Magazine GQ GQ MUJER 21 JEWELS & WATCHES Madame FIGARO HOCHZEIT GRAZIA QUO LOADED MAISON FRANCAISE IN STYLE MARIE CLAIRE RELOJES / STYLOGRAFIA MARIE CLAIRE MARIE-CLAIRE JOY MAX TELVA NEW WOMAN MAX PANORAMA MADAME TELVA NOVIAS SPRUCE MONTRES MAGAZINE UOMO VOGUE MARIE CLAIRE VANGUARDIA (w.e.) TATLER NUMERO VOGUE MAX VIAJAR the FACE NUMERO HOMME VOGUE BAMBINI MAXIM VOGUE the FASHION VOGUE GIOIELLO OPTIMUM PETRA VOGUE NOVIAS TIME Magazine VOGUE PELLE OUI PLAYBOY WOMAN VANITY FAIR VOGUE SPOSA VOGUE STERN YOU VOGUE VOGUE Homme International VOGUE S.KOREA JAPAN 25 ans AN AN 25 ANS WEDDING BEAUTY LIFE CLASSY CECI ELLE COSMOPOLITAN ELLE DECO ESQUIRE ELLE FRAU ESQUIRE GLI HAUTE GQ HAUTE WEDDING HARPER's BAZAAR JJ HIGH FASHION KIKI Intl.WRIST WATCH JJ LADY KYONG HYANG MADAME FIGARO MAISON MARIE-CLAIRE NOBLESSE MEN's CLUB PREMIERE MORE SEVENTEEN MRS USA THE FIRST OGGI RYUKO TSUSHIN THE STYLE SPUR VOGUE AD VACATION WOMAN's SENSE BRIDES VOGUE CIGAR AFFICIONADO WARAKU CONDE NAST TRAVELER WITH DETAILS ELLE ELLE DÉCO HONG-KONG TAIWAN ESQUIRE GLAMOUR COSMOPOLITAN CITA BELLA GOLF ILLUSTRATED ELLE COSMOPOLITAN GOTHAM ELLE ELLE DECO ESQUIRE GQ ESQUIRE EVE HARPER's BAZAAR ESSENTIALS HARPER's BAZAAR IN STYLE HARPER's BAZAAR INTERIOR INTERVIEW HIM INTERNATIONAL WATCH JANE JASMINE JESSICA MARIE-CLAIRE MARIE-CLAIRE MARIE-CLAIRE PREMIERE MEN's Journal TODAY' s LIVING SCOOP weekly NY TIMES Magazine YES VOGUE TOWN & COUNTRY TRAVEL & LEISURE VANITY FAIR VOGUE W WATCH time (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006 corporate included where significant (JEWELRY & DESIGNER)
  • 9. (MEDIA) (MEDIA) markets bear very different levels of Media stakes … e e BUZZ BUZZ Magazines AD spending Population GERMANY GERMANY 15% 12% ITALY 4% HK USA 2% 52% ITALY 11% FRANCE 10% H.K. 1% USA U.K. 61% FRANCE 8% 13% U.K. source FIPP / 2003 / in us$ billion 11% the USA amount to 4 key equally key European markets ! Readership Circulation GERMANY GERMANY 15% 13% ITALY 12% H.K. ITALY USA 1% 12% 51% FRANCE 12% HK 1% FRANCE USA 10% 51% U.K. U.K. 11% 11% (MEDIA) (MEDIA) e e BUZZ BUZZ International Cosmetic brand media sample / 65 Publications / 6 markets Key consumer Magazines / USA /2006 9
  • 10. (MEDIA) (MEDIA) e e BUZZ BUZZ a) An example: US Fashion & Accessories market highlights (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 11. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Editorials: quite a powerful complement of ADvertising towards building brand EXPOSURE More than 13 000 branded pages Surface: available across 17 key magazines (pages) EDITORIAL Editorials 39%  more than 5 100 pages  $m 446 gross AD value  billions 30 impressions Advertising 60% ADVERTISING  more than 7 800 pages  $m 864 gross AD value Exposure: AD value: (impressions) Editorials Editorials 36% 34% Advertising 64% Advertising 66% •ON LINE impressions per year for Retail category (MEDIA) (MEDIA) e e •(Nielsen Media ratings) BUZZ BUZZ Key consumer Magazines / USA /2006
  • 12. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Editorial/ADvertising clutter: an average 1/3 ratio across magazines…but with wide variations: More than 1250  30/70 in VOGUE Advertising pages in 2.87 2.9 900  55/45 in GLAMOUR VOGUE vs 578 pages in 816 Advertising BRANDED Editorial  10/90 in VANITY FAIR 800 mentions Editorials  40/60 in LUCKY 700 2.6 ratio  73/27 in ALLURE 578 600 509 500 500 2.3 378 400 314 308 273 251 300 213 202 192 2 169 162 200 91 87 81 100 1.67 1.62 1.7 0 1.49 -88 -101 -50 -109 -211 -242 -739 -411 -311 -799 -140 -896 -388 -802 -1273 -462 -759 -100 1.30 1.4 -200 1.27 VANITY FAIR -300 COSMOPOLITAN MARIE CLAIRE IN STYLE COUNTRY GLAMOUR LUCKY VOGUE ALLURE OPRAH JANE HARPERS DETAILS GQ 1.10 ELLE SELF W BAZAAR & TOWN -400 1.1 1 -500 0.77 -600 0.68 0.8 0.64 0.62 -700 0.56 0.52 0.47 -800 0.45 0.42 0.5 -900 -1000 0.12 0.2 -1100 -1200 -0.1 -1300 Editorial & Advertising , number of pages, Cum Jan-Dec. 2006, 17 key magazines USA (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 13. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ All magazines are far from equal in Editorial power: 0 50 0 1,0 0 0 1,50 0 2 ,0 0 0 2 ,50 0 3 ,0 0 0 3 ,50 0 4 ,0 0 0 4 ,50 0 5,0 0 0 5,50 0 6 ,0 0 0  Best potential for Luxury VOGUE Fashion & Access. GLAMOUR Editorials Editorials: People/Celeb HARPERS BAZAAR  HARPER’s BAZAAR > 800 pages/year CAPTION / Cover COSMOPOLITAN CAPTION / Fashion  VOGUE= 578 pages…but twice the ELLE power of exposure IN STYLE  Weakest : T&C, JANE, SELF.. ALLURE VANITY FAIR 20 times less exposure than average magazines MARIE CLAIRE SELF “only” 76 pages over 12 issues TOWN & COUNTR Y GQ VA NITY F A IR 1.4 % VOGU E 0 .4 % J A NE 23.7%  VOGUE+GLAMOUR+HARPER’S OPRAH 1.4 % S ELF BAZAAR = 3 most powerful DETA ILS 1.5 % GLA MOU R W 1.9 % exposure accounts for > 50 % of total 17 12 . 8 % LUC KY LUCKY key magazines.. W 2 .0 % 3 .1% GQ HA R P ER S OP R A H DETAILS 3 .8 % B A ZA A R 3 .3 %  MASS-MID market brands given 10 . 8 % MA R IE C LA IR E A LLUR E SELF average 30 % BUZZ against 70 % 3 .9 % 4 .2 % COS MOP OLITA N ELLE IN S TYLE 9 .9 % for Prestige, varying from 5 % (in JANE 7 .9 % 7 .8 % HARPER’s), 10 % (VOGUE) to 50 % TOWN & COUNTRY (MARIE-CLAIRE, JANE) to a reverse 65 % Mass in LUCKY, SELF… VANITY FAIR Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 14. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ the Editorial-Advertising synergy reads differently across TOP brands and metrics: Millions of impressions KARAN & GAP 3000 performance better in terms Mass market advertisers all Editorials of IMPACT than pure receive much less in surface… 2500 Exposure than their all ADvertising Prestige peers… 894 2000 722 673 184 849 632 1625 1500 1632 93 900 979 919 1432 1385 735 1357 538 48 431 266 1133 143 161 1200 1000 876 823 1024 948 925 851 480 861 847 759 779 791 764 500 500 455 420 0 BLIC A NN AN DA N EL G REN RY OBS IN C IGER TON E ANI CI DIOR GAP DI YS L H&M BEB CE & GUC F EN B ER PRA KAR ARMANI , BURBERRY & EPU ARM CHA KL E LAU VUIT JAC L OR HIL F VERSACE performance looks better in terms of DOL BUR NA R surface than real IMPACT… T AY Editorial & Advertising, in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA A BAN 500 Nb of pages Editorials 450 all ADVERTISING 400 350 177 135 300 155 122 120 126 30 250 163 257 256 175 177 144 240 200 218 210 201 52 194 75 157 147 82 150 162 156 87 79 143 131 139 70 91 100 126 116 80 50 78 77 76 77 65 IC 0 Y I NO G E UBL RE N N OB S EL N C ANI DA E SM ER R CI DI R GA P SA C Y SL TTO O A E& IN DI O GU C FE N N KA R ENT CH L P RA AR M KO R RE P CH A LAU KLE JA C B C V ER VUI BU R DO L V AL NA Editorial & Advertising , number of pages, Cum Jan-Dec. 2006, 17 key magazines USA A (MEDIA) (MEDIA) e e BA N BUZZ BUZZ Key consumer Magazines / USA /2006
  • 15. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Overview of brand performance : EDITORIALS: ADVERTISING: R.LAUREN & GUCCI, 1st spenders with more than 250   PRADA ranks 1 overall st pages (> $m30) respectively receive $m14.5 & 11 in  R.LAUREN ranks 1st in Apparel Editorial AD value   CHANEL 3rd spender, 1st in surface 2nd in exposure FENDI ranks 1st in Leather Goods & Accessories PRADA spent 60 % less than R.LAUREN’ s AD pages, still   LOUBOUTIN 1st in Shoe wear ranks 1st in EDITORIAL with $m14.9  TIFFANY 1st in Watches & Jewelry although Main top BRANDS spend more than $m20-25 while  CARTIER first in product mentions (corporate excl.) receiving $m10-15 in Editorials (CHANEL,ARMANI, KLEIN,GUCCI, VUITTON  BALENCIAGA & YSL 1st in Corporate & Generic etc…)  Christopher BAILEY/BURBERRY 2nd most  BALENCIAGA, N.RODRIGUEZ,MAC QUEEN,ROCHAS prominently featured designer after King KARL phenomena‘ s: $m10-5 Editorials received while advertising almost $0  Counter performance: FERRAGAMO, HILFIGER receive 4 300 to 8 times less in Editorials than ADvertised 280 260 300 240 Advertising pages 220 250 257 256 200 240 180 218 200 210 201 194 160 140 150 162 156 143 139 120 131 126 100 116 100 80 80 78 77 77 76 50 65 60 40 0 IC INO E 20 G RY AN DA N EL REN OBS TON IN C ANI OE U BL CI DI SM GAP R YS L SAC CE & DIO GUC F EN 0 B ER KAR PRA CHL ENT ARM CHA KOR KLE L AU VUIT JAC REP VE R R VIN RY CCI I NEL A EL) IN C REN AN OE S DI R S LA) DA YSL &G AN DOL ULE BUR IA G CHA VAL DIO OB FEN BER KAR CHL PRA HA LAN ARM GU ANA KLE CHA (DE LAU LC E JAC ENC CHO RO (MIC BUR BAN TA DO BAL AS REN RS ENZ (MEDIA) (MEDIA) e e KO BUZZ BUZZ PRO Key consumer Magazines / USA /2006
  • 16. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Editorial /ADvertising ratio hides big discrepancies across brands: heavy ADvertising far from guarantying maximum Editorials BALENCIAGA scores almost as many Editorial surface than KLEIN C., KARAN while average 0.81 surface ratio advertising 14 times less …! 2800 30 280 260 2220 40 220 2 0180 0 18 0 16 0140 14 0 120 12 0 100 10 0 80 8 0 60 6 0 404 0 20 0 2 00 0 20 40 60 80 10 0 12 0 14 0 16 0 18 0 200 260 240 200 160 0 20 40 60 80 100 120 140 160 180 200 BALENCIAGA -15 111 -15 111 B A L E NCI GA A BALENCIAGA GAULTIER -9 60 -9 CHANEL & KORS manage to 60 GAUL T I R E GAULTIER Editorials Editorials -20 LANVIN -20 73 L ANV I N receive as much value in Editorial 73 LANVIN MIU MIU -32 74 VERTISING ADVERTISING -32 74 MI MI UU MIU MIU as invested in ADvertising…! RENTA (DE LA) -36 77 -36 77 RE NTA ( E L A) D RENTA (DE LA) YSL -77 -77 157 157 YS L YSL HERRERA C. -27 -27 55 55 HE RRE R A C. HERRERA C. JACOBS -76 -76 147 147 average 0.67 Value ratio J COB S A JACOBS WANG -24 -24 45 45 WANG WANG KORS M -65 -65 91 91 KORS M KORS M -131 CHANEL -131 177 177 CHANEL CHANE L -143 from the best leverage (BALENCIAGA) 6.3… PRADA -143 175 175 PRADA P RADA -59 BOTTEGA VENETA -59 69 69 BOTTEGA VENETA B OTTE G A VE NE TA -78 to least favored 0.14 (BOSS) BURBERRY -78 87 87 BURBERRY B URB E R RY -139 DIOR 144 -139 144 DIOR 0 2000 4000 6000 8000 10 0 0 0 12 0 0 0 14 0 0 0 3 50 0 0 3 10 0 0 2 70 0 0 23000 19 0 0 0 150 0 0 110 0 0 70 0 0 3000 DI R O -77 VERSACE 79 -77 79 9,270 BALENCIAGA -1,468 VERSACE VE RS A CE -162 DOLCE & G 163 -162 163 5,009 -961 GAULTIER DOLCE & G DOLCE & G Editorials -49 HERMES 49 -49 49 -1,961 LANVIN HERMES HE RME S 6,277 ADVERTISING -37 34 MAXMARA -37 34 4,858 HERRERA C. -2,283 Average 0.81 MAXMARA MAXMA RA -80 70 VALENTINO -80 70 6,156 MIU MIU -2,913 VALENTINO V AL E NT I O N -194 155 VUITTON -194 155 12,487 -6,601 JACOBS VUITTON VUI TON T JACOBS, -56 44 MISSONI -56 44 4,094 -2,249 WANG MISSONI MI S ONI S GAULTIER -116 82 CHLOE -116 82 6,895 RENTA (DE LA) -3,795 CHLOE CHL OE -52 37 ETRO “enfants cheris” -52 37 13,103 YSL -7,227 ETRO E TR O -257-257 177 LAUREN -4,132 BOTTEGA VENETA 6,041 177 of publishers… LAUREN L AURE N -60 41 CAVALLI (ROBERTO) -60 PRADA -13,059 14,970 41 CAVALLI (ROBERTO) C AVAL L I OBE R TO) R ( -201 126 ARMANI -201 KORS M 7,938 126 -7,224 ARMANI ARMA NI -126 75 FENDI CHANEL -126 14,541 -13,641 75 FENDI F E NDI -210 120 KLEIN C BURBERRY -7,504 -210 7,271 120 KLEIN C KL E I C N -218 122 KARAN VALENTINO -6,604 6,084 -218 122 KARAN KARA N -256-256 135 GUCCI HERMES -4,696 4,234 GUCCI 135 GUC CI -71 30 FERRAGAMO DOLCE & G 13,796 -15,339 -71 30 FERRAGAMO F E RRAGA MO -73 25 25 TODS DIOR 11,592 -13,343 -73 TODS TODS 21 -106 BOSS VERSACE 6,387 -7,820 21 -106 BOSS B OS S ETRO 2,815 -4,019 Average 0.67 VUITTON -18,442 12,794 CHLOE -10,710 6,826 from the best leverage (BALENCIAGA) 7.4… CAVALLI (ROBERTO) 3,568 -5,617 MISSONI to least favored 0.19 (BOSS) 3,594 -5,727 ARMANI -18,812 9,930 FEND
  • 17. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Apparel, overwhelming driver of exposure among all product categories 1,000 a select Club of 7 heavyweight brands 670 Nb o f flirting with a cumulative 900 millions f e a ture s CORPORATE WATCHES & impressions… / Generic 835 JEWELRY CHANEL highest number of features at 538 0.2% HOME 900 1.9% 58 4 68 3 (835)…but not first in exposure 0.4% LEATHER 625 the number of mentions doesn’t Captions GOODS & guarantee the best exposure 6 85 9.5% Accessories 800 18.2% 5 44 57 1 700 561 397 52 1 600 Ready To Wear/ APPAREL 451 4 30 500 69.7% 37 4 244 3 25 286 316 3 13 3 10 400 2 49 26 4 12 8 18 5 164 27 9 164 17 3 300 27 6 16 6 404 14 0 164 12 3 18 7 83 14 5 200 116 100 115 0 C A) ETA LA) A NE DA AN TO) INO E N EL VIN IER . S. REN OE N S IN C RY S I N CCI RNI NG N &G YS L N R S G DI INO M I AC AN MIU BLI SON IAG SAC OB CHA UEE UEE T TO ERT DIO ME BCB EZ FEN NEY AN RS PRA KAR B ER CHL BE R ULT WA LAN ENT V EN (DE GU MA ARM SCH RER CHA KLE LAU EPU LCE JAC GU ENC HER MIU MI S VE R KO RAB ALB VUI CQ CQ RO ART GA BUR VAL RO TA DRI MO AR HER GA DO BAL MA MA TI ( REN LI ( CC RO TTE AN RET (MEDIA) (MEDIA) e e V AL MA BAN BO - BUZZ BUZZ FER CA Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA Key consumer Magazines / USA /2006
  • 18. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Apparel product features are prominent, corporate & celebrities come 800 second, cover captions not so substantial : 36 3 474 34 7 C o rp o ra t e 300 Co ver 8 .6 % TOP 20 Ready to Wear LINES 700 C a p tio n s C e le b . 2 50 303 0 .8 % YSL & CHANEL W e a ring 200 would not be in the 9 .7% TOP 10 if it were not OtherC a p tio ns 320 150 for Celeb’s features… 0 .5% 3 60 10 0 600 4 14 2 18 2 7 7 50 Features 0 25 2 80.5% 340 2 10 500 30 9 17 0 2 36 2 48 22 9 400 160 14 8 100 2 0 2 17 0 15 1 14 4 300 127 12 3 13 3 112 13 1 63 95 200 VERSACE, DIOR 86 79 104 71 strongly relying on 99 celeb’s strategy… 10 3 10 4 112 65 39 53 113 12 1 10 6 62 63 51 51 58 100 0 E) LER EZ N O NS RY B. A C. ED A A) TO) ME S REN EN IG ER Y S. IAGA EK) ) G E Y DI IN C R NEL INO AC) INE O) O BS (A.) HA S SM DIOR AN O OE ROIX TON ONI ANI DA MI U G CI I VIN YS L A ( JIL L RG (D NE T RICC NCH SAC L T IE DE L ETR O UR FEN WAN CE & M AR BER UA R GUC MI LI Q UE HO U KAR CHL BER PRA (DER RER CEL ARC T NE KO R RIGU ENT E N (Z MIS S ARM LAN Q UA KL E LAU CHA RO C HER JAC VUIT HILF MIU ENC A VE L AC DE L VE R GIVE G AU N BE BUR TA ( AF P CI ( E DSQ MAX DO L A SC I (RO MAC HER CA R VAL ES G L'AC RO D L AM PO S BAL ME N TEG REN ST E SAR PUC ENZ AL L MAC ME D DEL BO T F UR (MEDIA) (MEDIA) e e PRO CAV CO M BUZZ BUZZ Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA Key consumer Magazines / USA /2006
  • 19. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Brand ranking for Leather goods & Accessories : Shoewear more prominent than Leather goods for many brands… (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 20. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Brand ranking for Leather goods : 150 140 Pet access. Small Leather & 0.1% Accessories 130 Belts 2.6% 10.6% Luggage & others 120 4.0% 110 100 Bags 90 82.8% PRADA ranks first in Luggage & 80 accessories 70 60 50 40 30 20 10 0 IC I AGA A EX E) AM O AN AN I INO VIN ) DA E ER R REN Y) T G EW N EL CH OBS E AN LA RY RY GET IN C NI OE SM MES YSL TON MIU I DIOR O ND CI S D UBL NET SA C WES RAF KAT TO D IMM CE & M AR TRU FEN G UC E HA PRA FUR CO A HO G BER BER CHL LAN AR M JCR ENT K OR CHA KLE LAU ENC RAG JAC TAR M IU VUIT HE R VIVI OF B A VE R EP VER DE ( O (J NINE N& DO L BUR MUL C OL VAL BAL FER TEG ON ( SPA C HO ANA TSO BO T T HS BAN BER (MEDIA) (MEDIA) e e SMY LAM BUZZ BUZZ Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA Key consumer Magazines / USA /2006
  • 21. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Brand ranking for Watches & jewelry : 140 26 TOP 10 Lines/Collections CARTIER first in product 48 130 24 Watches features but TIFFANY ranks 44 39 22 first thanks to heavy corporate (swiss made) Expo s ure Corporate 40 20 coverage (Frank GEHRY)… 120 43% 36 Nb o f s to rie s Jewelry 18 32 16 7% 28 14 110 24 12 18 20 10 13 16 8 100 9 6 12 6 4 4 8 3 2 2 90 2 4 0 0 80 70 Fine Jewelry 60 58% 50 40 TAG HEUER second to CARTIER for 30 Watches 20 10 0 T RE NE) ELS A ) N) O TS NE PPE VI D) ) ER RED D A NC S A NY RTO I D LO A TO . FF TI ER N ET N EL T ON H A DO ANI MES AT ET CI GAR CH OB S G EX NH R GON IW C EER PHE RA R DU R PAR R SO H FI CI DIO WAN RN GUC OU L HEU A RP GRA A PIA G O DO B ED ROL HEA (DA COA HILI N (F ARM ST O A VE OB E TI FF TB L EL L CHA VUIT H ER CAR MOV JAC BUL STE DE B (STE R ISO I (O F GA R VER CHO LE C GE & TA G EK P F& MAN DI M HTO OME POM WI N MON N (R T EG DE G ER A CK E G ER LA N CL E LEI G PA T YUR (MEDIA) (MEDIA) CHR e e COI BOT DWE PAN JAE BUZZ BUZZ VAN Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA Key consumer Magazines / USA /2006
  • 22. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES in 2006 BUZZ BUZZ Brand ranking for Corporate coverage : 100 Charity/Sponsorship Generic Celeb. 0.1% Endorsement strong Celebs/socialites complement to Company 27.5% catwalk features.… 15.8% 80 Managers 0.2% Designers 22.8% 60 RENTA , JACOBS, KORS, CHLOE key trendsetters, even without Celeb. Look/ catwalk Spokeperson/icon leverage.… 33.0% 0.6% 40 20 0 (A.) I AGA A) AN DA ANI VIN ) G INO R EN Y S. ROI X E LER A NEL A C. OBS ANY H AS ) EN ) EK) NI OE YSL O) IN C SM G DI DIOR ) RY ONI TON CI DE) ZAC LLI P RTA (J ILL SAC WAN NET DE L MAR FEN G UC CE & MI LI PRA KAR QUE CH L BER LAN AR M QUA (DER ENT TNE KO R MISS CH A RG ( HOU RER KLE TIF F LAU ROC JAC ENC VUIT EN ( L BE LAC (PHI VER A VE DEL TA ( CI (E DOL BU R VAL CA R MAC L' AC NB E HER A SC POS BA L TI (A LAM MEN LIM TEG REN PUC STE DEL MAC ENZ RET BOT (MEDIA) (MEDIA) e e FUR PRO FER BUZZ BUZZ Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA Key consumer Magazines / USA /2006
  • 23. (MEDIA) (MEDIA) e e BUZZ BUZZ a) What’s further available (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 24. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ Beyond syndicated, additional analysis is available through our data mining capabilities: expand more magazines more markets more metrics more templates  specific brands focus product , reference type of editorial feature (credits vs primary features) tonality (favorable/neutral/negative) Type of ADvertising ( insert, publi-info, etc) (MEDIA) (MEDIA) e e  editorial thematics/ angles BUZZ BUZZ Key consumer Magazines / USA /2006
  • 25. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ Delve into a more detailed benchmark leverage per product: PASHA got twice the leverage of TANK in 2001…while DIOR’ s Chris 47 scores twice a better leverage than ROADSTER in 2002 us $ Editorial SOV 38,086 0.12 LANIERES MINI TANK 40,000 0.12 21 AUTOSCAPH 1% 2.3% 20,460 18,017 12,939 20,000 PASHA PANTHERE TORTUE (LA) 3.7% SANTOS 1.9% 0.8% 4.2% 0 TANK 0.10 PASHA C 0.1 0.8% -20,000 26.4% LANIERES MINI TANK KIRIUM / TAG CHRIS 47 / J12 / CHANEL ROADSTER / / CARTIER CARTIER -40,000 0.2% DIOR HEUER 21 CHRONOSCAPH -60,000 generic / CARTIER 0.6% w atches 0.08 57.4% -80,000 -100,000 -120,000 0.06 0.06 0.06 -140,000 -133,939 -160,000 Advertising SOV -180,000 TANK -177,743 0.04 45.5% -200,000 PASHA -220,000 16.6% Advertising Editorial value -240,000 0.02 others / ratio LA BAIGNOIRE -260,000 CARTIER 10.4% 18.0% PASHA C -280,000 PANTHERE 6.0% LANIERES MINI 1.7% -600,452 -277,687 TANK LA TORTUE -300,000 0 1% (MEDIA) (MEDIA) 1.2% e e BUZZ BUZZ Key consumer Magazines / USA /2006 Source: Mediabuzz/ AD value equivalent / CUM.Jan- June 2002 / 69 magazines / 6 markets
  • 26. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ product launch: gather & track all key specific indicators… 14.5 15 millions impressions 12 8.9 9 6 3.9 5.0 3 0.4 0.2 0.0 0.0 0.0 0.0 0.0 0.0 0 1 01 1 01 01 1 1 1 1 01 1 1 -0 -0 -0 -0 -0 -0 l-0 -0 n- b- n- p- ug ec ct ar ay ov pr Ju Se Ja Fe Ju O M A D M A N nb de pages 24.87 0.4 30 millions impressions 20 0.365 10 E A U LIB R E NU OP IUM F R A IC HE U R 0.3 C HA M P A GNE / Y S L 0 .0 % D 'OR IE N T 0 .0 % 0 0 .6 % 68.3% OP IUM P OU R HOM M E 0 .3 % Editorials -10 Y Y V R ES S E 0 .1 % 0 .0 % J A ZZ ADVERTISING 0.2 -20 0 .1 % A LC OOL / Y S L ratio 0 .1 % -30 P OUR HOM M E 1 .4 % -40 B A B Y D OLL 0.1 1 .7 % -50 KOUR OS 1 .9 % OP IUM -60 1 1 .6 % R IV E GA UC HE P A R IS 2 .5 % 7 .9 % B OD Y KOUR OS 0 -70 3 .5 % 68.18 12 12 10 millions of impressions 10 10 7 7 8 nb articles 8 6 6 5 6 6 4 4 4 3 3 3 3 3 3 3 3 4 4 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 0 0 FIG ME E ES E M ES E E MA ARO N E T J HE DE VAN NCE UR CH NS RVA UX LA E E ALO O S OB TRA SE E E / BIBA RIE VAR ITAL EM A O IN A GA S ES SS UE JO E CE N E CL E E F UE E RO E B NDE MA E ZIN IN ZI N NA AIR AIR ATI AN UT RE AR I NIC OH L IM YC RIE ELL IN LITA BD OD MM L D EXP .. OL AT DE G DA RIE O... C GA U TE VA AT RE MM EV EN AZ G N MO UME PR TA A AN GA EA IG DS PHE M BO V VO HE MO 20 EI FE SM FR AG C OV O FE TD JE DIM MA LA OP EE N CH J S EM PR CE RI DE FIG AM TIO SE TR T MM SM O A MI DE CL PA UN MA U PE PO AN MA NT AR D VO AT FE CO FE MA IEL FR NO OD SA QU EL NA TE FIC MA M AIR UV UR ES CO (MEDIA) (MEDIA) e e OF JO BUZZ BUZZ Key consumer Magazines / USA /2006 source: Mediabuzz / CUM. Jan- Dec. 2001 / 63 publications / FRANCE
  • 27. e e C A R O LI BUZZ BUZZ (MEDIA) (MEDIA) N E C DE A M R O O 0 10 20 30 40 50 D N M A IV LE A E R R BO CO S IE C UQ LI U E EL U SS M EB E T E A R D E TH ITE S R U R 60 (nb of pages) M EL OH A N SA AN Z Y CH L B AB Aggregate surface VI R O E G T IN RS N IE A TE O IN LE M I C DO K A YE R M IS PB N TI E J N SC OD LL IE O A K N TT I M N A E T H DD R M O IE A M R A AL IC IE P S E ER L B IE LA E C source: Mediabuzz/ Celibrity policy Designer brand / CUM. Jan- Dec 1999 / 69 magazines / 6 markets N LE R C R A PE RO CQ N M E E N R O LO RM P E O A C EL N LE DI RU Z M E A K C EI P T H C A ER H R SO IN LA N B FA R branded N A RU N C N TA I A I E TH A D LE N Key consumer Magazines / USA /2006 ER E not branded A IN JO R E ZE D A N T Further available analysis K H IE EL AR A J EN O N EN M A ES U C that is the question: H LD R E IS M O TE R U N NS A M EN A A R YO IE U FR B G A N IL K N LA A A D PO IN IA TE A N N U IE V ER TE M ES A AN L N LA VA R U E R Z A Celebrity policy: branded or not branded… A D N ER N JA N A T H KR U A SE LI E B A YE e e BUZZ BUZZ (MEDIA) (MEDIA)
  • 28. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ keep track of overall tonality for your buzz: your brand key competitior unfavorable unfavorable 7% 1% quality of fabrics favorable neutral 36% 72% pending lawsuit neutral 63% favorable Q2 21% results warning 100% 80% 60% 40% 20% 0% ay b ch il ly n ne r fe ja ju ap m ar ju m (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 29. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ qualitative profiling: targeting your stories to the editors Exposure Watches hot design F.T. we stories: collector’s passion 12 gift idea 10 sport watches 8 IN STYLE BRIDES 6 celebrities wearing 4 show your love 2 0 ESQUIRE VANITY FAIR ELLE (MEDIA) (MEDIA) e e BUZZ BUZZ source: Q1 2002 U.K./ Watches/ all brands / 6 magazines Key consumer Magazines / USA /2006
  • 30. (MEDIA) (MEDIA) Further available analysis e e BUZZ BUZZ corporate coverage…also part of brand exposure & appeal ! breast cancer 32 % Carolyn MURPHY + misc. sponsorship 5 % Liz HURLEY 4.4% founder Estee 0.2% LAUDER, icons/spoke persons LAUDER Aerin 19.4% family 64.8% 68% Evelyn LAUDER research 2.2% & development 0.7% Jane 1.0% LAUDER, the company 7.3% (MEDIA) (MEDIA) e e BUZZ BUZZ source: MediaBuzz / Cum. Jan- Dec. 2002 / USA /22 Fashion & beauty magazines Key consumer Magazines / USA /2006
  • 31. (MEDIA) (MEDIA) e e BUZZ BUZZ a) CONCLUSION (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006
  • 32. (MEDIA) (MEDIA) e e FASHION & Accessories in key US consumer MAGAZINES BUZZ BUZZ (MEDIA) (MEDIA) e e BUZZ BUZZ Key consumer Magazines / USA /2006

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