innovation in magazines ad-revenue models for a new...

Innovation in magazinesAd-revenue models for a new world

Jacquie LochVP & Group Publisher, St. Joseph Media, Canada

innovation in magazines:ad revenue models for a new world

Jacqueline LochVP + Group PublisherSt Joseph Media, Canada

email: jacqueline.loch@stjoseph.comtwitter: @jacquelineloch

#FIPPCongress

advertising partnerships andthe new magazine ecosystem

positioning the magazine as a luxury brand

we started acting like a luxury brand

turning the revenue model on its head

nearly 30% of marketing budgetsare now spent on content marketing

deep editorial integrations…on brand and on strategy

leveraging status and category expertise

Objective/Strategy:

To present the L’Oréal Paris Infallible Paints line of cosmetics in a high impact and never-been-done way that engages Canadian women

Showcase the products via a 360º program that promotes awareness, engagement and consumer education

the cover

• Special LOP/FASHION co-branded cover and feature story: April issue

• 5 covers – all on cover stock with a high gloss fluorescent pick spot colour and perforations to form an interactive “flip book”

• Make-up by Sir John featuring 5 distinct high fashion cover looks

The cover: 5 cover images printed on high gloss cover stock — perforated to make an interactive “flip book”

Each cover look featuring a different make-up trendLooks created by Sir John and featuring L’Oréal Paris products

the cover

288

the concept

Feature Story Engagement:

Scroll depth 92%Average time spent 2 mins

Video views across FASHION platforms: 47.8K

the cover

• Live cover shoot pushed out over social media

• Digital-first execution

• Playful, fun and first-to-market

April BTS page: featuring images from the cover feature shoot and L’Oréalproduct

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Table of contents: editorial mention

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Editor’s Letter: EIC Noreen Flanagan opens the issue with her personal account of the cover execution and issue theme: IRLvsURL

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Cover Feature:

Cover Feature:

Cover Feature:

Cover Feature:

Cover Feature:

VIDEO CONTENT

12 videos posted: • Boomerangs• Facebook Live• Behind the Scenes

FACEBOOK VIDEO

Facebook Live with Sir John on set with Coco Rocha (9:17)People Reached 44.3K | Minutes Viewed 3.8K | Post Engagement 305 | Views 8.1K

SIR JOHN “GET THE LOOK” VIDEO

EARNED MEDIA:MULTIPLE OUTLETS

67,065,468 IMPRESSIONS

DAILY MAIL UKONLINE

COCO ROCHA’S SOCIAL MEDIA:

INSTAGRAM REACH: 1,208,167

TWITTER REACH: 1,590,967

The Results:The result: the program delivered exceptional reach, engagement and ROI via multi-platform content across earned, owned and paid media channels:

• Exceeded all metrics

• Achieved 92% scroll depth with online content

• Delivered 104,297,893 Media Impressions

• Delivered a high impact best-in-class editorial integration across digital, social, print, video

Objective/Strategy:

To present the JOE FRESH summer collection in a high impact and never-been-done way that engages Canadian women.

Showcase JOE FRESH via a 360º program that promotes awareness, engagement and consumer education and integrates seamlessly with an editorial environment and elevates the JOE FRESH brand

The Solution: Joe Fresh and FASHION magazine partnered to produce a first-to-market perforated “flap cover” + Explore travel and fashion “takeover” for the Summer 2017 issueIssue theme: Your.Best.Summer.EverModel: Heather Marks

Table of contents: editorial mention

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Contents

FASHION |

phot

ogra

phy:

mar

ks b

y ja

vier

lov

era;

bag

, $60

, ald

o. s

wim

suit

, $28

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.

ON tHe cOver

Photographed by Javier Lovera, styled by George Antonopoulos. Hair and makeup, Sabrina Rinaldi. Heather Marks is wearing a jacket, $59, bikini top, $19, and bikini bottoms, $19, Joe Fresh. On cover spread: Left-hand side: Top, $29, shorts, $26, and bangles, $16, Joe Fresh. Right-hand side: Top, $34, bikini top, $24, pants, $34, and sunglasses, $19, Joe Fresh. Rings, price on request, Daniel Espinosa.

Leafy botanical prints take over everything from shoes to handbags to dresses.

Make a splash in this season’s best one-piece swimsuits.

t r eNd

AlwAys in fAshion30 Letter from the editor 32 Behind the Scenes34 Contributors36 Readers’ Letters

fAshion41 The Gabrielle handbag pays homage to Chanel’s trailblazing founder.

46 Paul Andrew makes his debut as design director for women’s shoes at Salvatore Ferragamo; fine jewellery brands design pieces that are tougher than nails; and Ollie Quinn has a global view on eyewear.

48 Louis Vuitton’s Masters x Louis Vuitton x Jeff Koons col-lection is the luxury brand’s most epic artistic collaboration yet.

54 Music festivals are here to stay. Update your look while dancing under the stars.

58 Lacy shoes that will make you hit the ground running.

JOe Fr eSH

Summer BTS page: featuring images from the cover and the Explore travel section takeover

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Editor’s Letter: EIC Noreen Flanagan opens the issue with the backstory on how the integration idea evolved including the #inspo for the setting

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Contribpage: Shout to our cover star for the project, Heather Marks

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Explore: Editorial takeover

Explore Feature:

Explore Feature:

DIGITAL CONTENT

Feature Story Engagement:

Scroll depth 85%Average time spent 2:13 minsVideo views across FASHION platforms: 33.6K

COVER REVEAL

Instagram animated cover revealViews 1,882

VIDEO CONTENT

3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes

VIDEO CONTENT

3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes

FACEBOOK LIVE VIDEO

Facebook Live from San Cristobal equestrian estate in Mexico City (5:44)People Reached 45.5K | Minutes Viewed 3.2K | Post Engagement 258 | Views 9.7K

FACEBOOK LIVE VIDEO INSIGHTSVIDEO CONTENT

3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes

BEHIND THE SCENES

Behind the shoot (00:59)People Reached 30.2K | Minutes Viewed 2.1K | Post Engagement 224 | Views 5.8K

VIDEO CONTENT

3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes

EARNED MEDIA:MULTIPLE OUTLETS

1,544,055IMPRESSIONS

PROGRAM TIMELINE

Total EstimatedMedia Impressions:Over 4 million

Instagram posts/stories March 12, 13, 14

Facebook live from the set : March 14

Cover shoot promo period: March 12-14

Cover reveal online: May 8

Social media promotion: May 8 – May 19

Cover release on newsstand: May 15

Online feature story hits market: May 8

Duration of social media activity: May 8 – May 19 (12 days)

“Joe Fresh strives to innovate with their media approach. Partnering with Fashion magazine we

were able to elevate the brand and the summer fashion line to entice in store sales. Fashion

magazine was able to push the norm bring to life a unique magazine execution”

Sabrina LaRosa, Senior Manager Media Marketing

THE CLIENT RESPONSE:

the results:• Exceeded all metrics/delivered exceptional ROI

• Achieved 85% scroll depth with online content

• Delivered OVER 4 MILLION Media Impressions

• Delivered a high impact best-in-class editorial integration across digital, social, print, video

• Elevated the JOE FRESH summer collection for a fashion-forward luxury shopper

leveraging status and category expertise

thank you

Jacqueline LochVP + Group PublisherSt Joseph Media, Canada

email: jacqueline.loch@stjoseph.comtwitter: @jacquelineloch

#FIPPCongress