building premium brand - gmc media · 2016. 8. 29. · magazine 65k / month 65k/ month website...

2016 Media Kit

BUILDING A POWERFUL & GLOBAL

PREMIUM

BRAND

Magazines

Social Media

Events

Awards

Website

Mobile

A Truly Multi-Platform Brand

EDM ipad

TV

A MULTI DEVICE BRAND

Magazine 65k / month

65K/ month

Website 2,500K UV / month

Marie Claire TV. 35,000k visits / month

Newsletters 400k @adress

Social Media 615k members

FB : 510 k youtube : 5 k

instagram : 10 k

40 million Unique Visitors 615K Readers

46 million people

550K+/ month

1 PREMIUM

WOMAN

MONTHLY

N°

65,000 copies

/ month

202K Total

population/

month

Sources: OJD Total Paid Circulation – Audipresse One Last Period Readers

Taiwan

1 High Shopping Powerful Reach

Target Circulation

High level content

N°

65,000 copies

/ month

30,000 VIP Members

/ half a year

Taiwan

Controlled circulation Started from 2007, MC2 has successfully oriented to control circulation- readership who are the economically powerful women in Taiwan. 2013, MC2 keeps on expanding with the most wanted readership for luxury.

Year Bank / Dept. store VIP Note Control Circulation

2014 Plan

Cathay United Bank ( 國泰世華銀行 )

Private bank VIP, (Assets over NT3,000,000 )

8,000

E Sun Bank ( 玉山銀行 )

Private bank VIP ( Assets over NT3,000,000 )

5,000

China trust bank ( 中國信託 )

Private bank VIP ( Assets over NT3,000,000 )

5,000

CITI bank ( 花旗銀行 )

Private bank VIP, ( Assets over NT3,000,000 )

2,000

5-Start Hotel VIP Club

limited member 2,000

101 Mall VIP 2,000

Luxuries Mansion 2,000

Top Motors Centre Showroom 2,000

Property Developer 2,000

total 30,000

The Market influence of

Marie Claire from

AC Nielson

36%

29%

35%

marie claire ELLE VOGUEmedia readership

Marie Claire (past 1 month) 4.0

ELLE (past 1 month)

3.3

VOGUE (past 1 month)

3.9

Marie Claire (past 6 months) 6.2

ELLE (past 6 months)

5.8

VOGUE (past 6 months)

6.1

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG)

Weighted by: Population

Readership market share

female readers

Highest readership among female readers with best consumption ability

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG)

Weighted by: Population

female readers

Marie Claire has the most percentage of female readers with high working status: employers and executives

Employers Executives

marie claire 5. 5.1

ELLE 0 2.4

VOGUE 1.9 2.

.

1.

2.

3.

4.

5.

6.

Work status

Income & consumption

23.2

7.8

15.8

marie claire ELLE VOGUE

household monthly income - 150,000 or above

7.8

2.9

4.6

marie claire ELLE VOGUE

personal monthly expenses – above 50,000

According to the latest AC Nielsen statistics, female readers of Marie Claire have the most powerful household income—NT150000 or above—and highest consumption ability, above NT50000 per month

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG)

Weighted by: Population

Purchase of high-end products

Those who read Marie Claire in the past 6 months also invested the most in high-end products and luxury, especially LV, Chanel, Coach, Burberry etc.

LV Chanel Burberry COACH Fendi BV TOD's TIFFANYTory

BurchChloe MJ

RalphLauren

Givenchy

CELINE

marie claire 9.5 13.5 7.2 18.1 3.4 4.8 2.5 4.1 2.2 4.1 4.6 1.9 6.9 1.4

ELLE 8.7 12.1 4.2 11.6 1.3 2.8 1.4 3.6 0.5 3.4 1.7 1.4 6.3 1.2

VOGUE 9.4 8.1 5.3 11.5 2. 4.5 1.4 3.2 1. 2.5 1.9 0.6 4. 0.5

.

2.

4.

6.

8.

10.

12.

14.

16.

18.

20.

Brands of luxury purchased within a year

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG)

Weighted by: Population

Purchase of high-end products

Marie Claire readers are willing to purchase high-priced beauty products, such as Chanel, Dior etc

Chanel CD Clarins

marie claire 7.2 3.5 8.3

ELLE 3.9 2.2 0

VOGUE 5.4 2.1 2.7

.

1.

2.

3.

4.

5.

6.

7.

8.

9.

facial lotion used currently

Chanel Shiseido CD Lancome

marie claire 25.6 34.6 15.2 10.7

ELLE 9.4 28. 14.9 5.3

VOGUE 16.8 32.6 11.1 7.5

.

5.

10.

15.

20.

25.

30.

35.

40.

lipsticks used currently

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG)

Weighted by: Population

Advertising effectiveness analysis The latest AC Nielsen research shows that Marie Claire’s readers have high loyalty and attachment to the magazine. Our readers spend 7 hours or above reading it and numbers of readers who read 5 issues in the past 6 months are also the highest

13.6

6.5

11.8

.

2.

4.

6.

8.

10.

12.

14.

16.

marie claire ELLE VOGUE

7 hours or above

Monthly reading hours

5.9

0

2.1

.

1.

2.

3.

4.

5.

6.

7.

marie claire ELLE VOGUE

5 issues

Numbers of issues read in the past 6 months

Source: Nielsen Media Index Taiwan 2016Q1 (Oct15-Mar 16)-C (MAG) Weighted by: Population

Conclusion

Marie Claire’s readership of 2016 Q1’s AC Nielsen research shows that MarieClaire female readers with best consumption ability (age 30-49) Their monthly income is the top among 3 magazines and their willingness to

make purchase as well Marie Claire’s readers invest in luxury, indicating that they require high quality They pay more attention and show higher acceptance to ads than readers of

ELLE and VOGUE, which leads to high advertising effectiveness Our readers show affection to the our magazine; they spend more time

reading it and also read more issues than readers of other 2 magazines

Analytic of

comScore & Facebook

2016年至04月止.平均每月整體網站流量

66,500,000 monthly pageviews(平均每月瀏覽量)

655,000 members(會員人數)

4,500,000 monthly unique visitors(平均每月不重複訪客 )

6,250,000 visits(平均每月造訪數)

19 time on site(min)平均網頁停留時間

11 pageviews/ per user 觀看網頁量

Website Profile ( Source: Google Analytics )

comScore _ Desktop

( comScore 2016 March.： Female 25+ / Lifestyle – Fashion, Beauty, Style )

Taiwan Data Source : Desktop only

Geography : Taiwan

Universe : Home and Work

Key Measures Time Period : June 2016

Lifestyles - Beauty/Fashion/Style [Undup.]

Target : Females: 25+

Media : Lifestyles - Beauty/Fashion/Style [Undup.] © 2016 comScore, Inc Date : 8/9/2016

Media

Total Unique Visitors

(000)

% Reach

% Compositi

on Unique Visitors

Composition Index

UV

Composition Index

PV

Average Daily

Visitors (000)

Total Minutes

(MM)

Total Pages

Viewed (MM)

Total Visits (000)

Average Minutes per Visit

Average Visits per

Visitor

Total Internet: Females: 25+ 4,450 100.0 34.6 100 100 2,625 7,720 11,221 251,043 30.8 56.4

(u) Lifestyles - Beauty/Fashion/Style 1,668 37.5 42.2 122 150 166 22 29 6,368 3.5 3.8

1 [G](U) Yahoo Style And Beauty Network 769 17.3 53.3 154 201 72 10 6 2,505 4.2 3.3

2 [S](u) PIXNET StyleMe 392 8.8 50.1 145 172 21 1 2 671 1.8 1.7

3 [P] FASHIONGUIDE.COM.TW 321 7.2 52.9 153 153 16 1 2 516 1.4 1.6

4

[M](U) VOGUE.COM.TW 241 5.4 48.4 140 210 14 3 2 520 5.6 2.2

5 [M] MARIECLAIRE.COM.TW 154 3.5 55.4 160 184 8 1 4 256 3.4 1.7

6 [P] URCOSME.COM 147 3.3 64.2 185 206 9 1 2 325 3.4 2.2

7 [S](U) ELLE.COM.TW 131 2.9 44.4 128 159 6 1 2 218 2.6 1.7

8

[M](U) GQ.COM.TW 128 2.9 24.5 71 15 4 0 0 97 2.3 0.8

9 [P](u) BABYOU.COM 109 2.5 63.2 182 187 7 1 3 261 3.4 2.4

10 [P] WOMANY.NET 84 1.9 41.7 121 113 4 0 0 128 2.7 1.5

..

Analytics Weekly Overview (Week 19) May 09, 2016 - May 15, 2016

623,404 Fans

85% Female

31% 46% 18% 1.5% Age 18-24 Age 25-34 Age 35-44 Age 45-54

50,000 + Pageviews / per post

3.42% Talking about this rate

Facebook

Outdoor TV

位置：全國263家麥當勞

規模：328台 (續增中)

特色：店內用餐區唯一影

音媒體

播放影片：星座、藝文

位置：高雄捷運站

規模：共38站共計300面

特色：交通動線 ,

進站月台必看

播放影片：星座、藝文

Outdoor

Media

戶外媒體露出

位置：台北信義威秀影城男女衛廁間、1F商場與購票

處電視

規模：每日超越10萬人次的瀏覽機會

播放影片：封面人物、星座、時尚

位置： 全省450 家屈臣氏 每周來店人數129萬人次 規模：全省屈臣氏門市 店頭宣傳 播放影片：名人、時尚、美妝、主廚

位置：大台北地區主要商圈

規模：六家公車路線470台

播放影片：時尚、美食、

名人、星座、美妝

位置：7-11門市櫃台上方

規模：3000家

播放影片-時尚說英文(獨家內容)

時尚、星座、美妝

位置：信義威秀影城TV TV 台數：6 播放地點：影城2f售票處、 2f食物販售處 播放影片： 封面影音

全省10 間會館

> 觀看人數每月至少: > 50,000人

>撥放影音: 封面人物/時尚/美容

Taiwan taxi TV

車輛: 13,000

觀看人數：500,000

>影音:封面

位置：微風信義

規模：各樓層電視牆

位置： 蘋果日報 規模：動新聞瀏覽量13,573,259 平均造訪時間7:51

播放影片：時尚、主廚、名人、星座、美妝

位置：myVideo電視隨選頻道/手機APP 每月造訪人次超越65萬 APP下載量超越90萬,支援Ios、 Android系統 播放影片：名人、時尚、美妝、主廚、星座

位置：瘋影音手機APP 專屬SAMSUNG用戶下載(包含平板/手機用戶) 播放影片：名人、時尚、美妝、主廚、星座

網路媒體露出

ON-LINE

Media

Fain TV

MOBILE APP

訂閱人數:10萬人(月)

播放影片：名人、時尚、

美妝、主廚、星座

xBoard APP

MOBILE APP

訂閱人數 :四萬(月

專屬位置HTC用戶

播放影片：名人、時尚、美妝、主

廚、星座

/

YAHOO!／YAHOO!FASHION&BEAUTY

瀏覽>40,000,000

播放影片：時尚、主廚、名人、星座、美妝

PLAN FOR 2016

FROM MEDIA EXPERIENCE TO LIVE EXPERIENCE

Mar Apr May Sep Oct Dec

MKT & DIGITAL

event

23 annervisary-+2015 Prixd’

exelen ce de la beaute Shoes first

top 100 Prize Marie

Claire

裙襬澎澎run (Pink

Run)

Woman of the year

MC @ WORK

23rd-anniversary “Stay Different”film festival

website http://www.marieclaire.com.tw/events/2016/02/23rd-anniversary/

Background : To celebrate 23rd anniversary of MC Taiwan. We’ve organized a “Stay Different” film festival at SPOT Cinema Huashan. Content: Editorial dept. produced a special report “Stay different” with fashion-well and celebrities’ interview for anniversary issue. We coordinated editorial materials to make a Photography ExhibiQon and a film festival to present “Stay different”.

Sponsor：FIJI Water Photo Booth

Afer-Screening Discussion (ArQsts：Bowie Tsang)

Afer-Screening Discussion (ArQsts：Pink Yang)

Shoes First

Shoes First exhibition

OBJECTIVES 1. The modern women present who they are by choosing what to wear. Shoes for women are no longer just for walking and protective purpose but more about self-expression. 2. In “Shoes First” exhibition, people can have a close look at shoes’ sophisticated skills of craftspeople and understand more about design concept. 3. Inviting famous artist who is well known as the shoes lover to be our curator to attract both of media and audience’s attention. 4. Improving our brand fashion image and creating the fashion buzz in this season.

http://www.marieclaire.com.tw/events/2016/04/shoesfirst/

Seven Brands cooperate with us

MC @ WORK 10hours不斷電ClassRoom

Objective :To emphasize young target especially fresh graduate of our brand image. MKT team collect July to be “@ work “ month. Strategy : 1. Inviting ten celebrities or bloggers of fashion, cosmetics and social opinion leader to have the speech using the Facebook Live stream. 2. Key Word #MCatwork #不斷電ClassRoom 3. From eight o’clock in the morning to eight, we have continued coaching time on our Facebook Live Stream 4. After FB Live stream, all the video will show on our @ work event site. Time：July . 2016

MC @ WORK 10 hours ClassRoom

Pink Run 裙襬澎澎Run

45

Background : To echoed “breast cancer- Oct. MKT team work with Estee Lauder to hold a funny run and donate part of income to Taiwan Clinical Oncology Research Foundation . When: 15th OCT . 2016 Venue : Happy Aqua Park (San chong District, New Taipei City ,Taipei) Attendances:5000（people) Effecting: Not only emphasize humanities , charitable iconic of marie claire, but also build up good branding.

Pink run https://www.youtube.com/watch?v=xGWDQoxrJ50

46

• Along with Pink run , Marie Claire has invited 40 celebrities to put on pink tutu and post on theirs

Facebook or I.G.

Pink Tutu -Pink run

47

Pink run

Celebrities Photo call

Prize Perfermance

48

• Sponsors and partner boots *7

Boots- Pink run

Sponsors

Marie Claire Taiwan

Your partner for your

integrated marketing strategy

THANK YOU