Strategic brand development for a new Mens-focused digital publication

1. ADVOCACY FOR MAN’S BEST FRIEND:
A DISCUSSION WITH MTV2
MARCH 16, 2010

2. WHAT DOES IT TAKE TO BE A
BEST FRIEND?

3. ‘MAN’S BEST FRIEND’ IS POPULAR
CULTURE.

4. BEST (ADJ):
MOST ADVANTAGEOUS. A ‘LEG UP.’
EXTENDING HIS POSSIBILITIES TO…

5. …BUT OUR RESEARCH INDICATES
A HIDDEN CONSUMER INSIGHT.
M25-34 ARE HINDERING THEIR
PERSONAL GROWTH BY NOT
TRUSTING THE VIRTUE OF
MANHOOD.

6. PROXIMITY TO HIM IS BASED ON
FAMILIARITY AND REWARD.
Family

7. HOW WERE YOU ACQUAINTED IN
THE PAST TO EVOLVE FORWARD?

8. M25-34 ASPIRE TO AUTHENTICITY.
TRUST STATUS
HIGHER LOYALTY,
INCREASED RETENTION,
BUSINESS RETURN
EXPERIENCE

9. DOES HE SEE A REFLECTION OF
HIMSELF IN MTV2?

10. 4 OF 5 MEN AGES 25-34
BELIEVE EXPERIENCE IS
THE BEST QUALITY WHEN
SEEKING ADVICE.
‘FRIEND’ IS PREFERED 63%
BY MEN AGES 25-34 WHEN
DISCUSSING THEIR LIFE.

11. M12-34 VORTEX.
ASPIRATION
LIFESTAGE
><
>< LIFESTYLE
REALITY

12. WHERE DOES HE PLACE MTV2 IN
HIS LIFE?
BEST FRIEND
ACQUAINTANCE

13. HE’S CAUTIOUSLY OPTIMISTIC,
YET IS IN NEED OF AN ADVOCATE.

14. MADEPOSSIBLE IS THE
UNEQUIVOCAL ADVOCATE OF
M25-34.
THE M25-34 SELF-
FULFILLMENT
RESOURCE.

16. SURROUNDING M25-34
LIFESTYLE AS HE MATURES.
DIGITAL
MONEY
CAREER
LIFESTYLE
MIND & BODY
PRINT EXPERIENTIAL
COMMUNITY

17. MADEPOSSIBLE ADDRESSES
M25-34’s CONTENT LAG.
Total Percent of Edit by Category
Careers/Personal Finance/Children Sports/Fashion/Celebrity
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0%
DETAILS
Details ESQUIRE
Esquire GQ
GQ MAXIM
Maxim MADEpossible
MADEPOSSIBLE

18. WE FACE A SIMILAR BUSINESS
SITUATION AS MTV2.

19. BECOMING ‘MAN’S BEST FRIEND
REQUIRES ENTERTAINING HIS
FANTASY, WHILE STIMULATING
HIS POTENTIAL.