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MODERN SALON Media 2016 Programs, Specs and Calendars for print, digital and social We’ve 2016 MEDIA KIT MODERNSALON.COM BEST REACH Stylists, owners, students and distributors frequency ! MODERN delivers more content, more often CUSTOM SOLUTIONS MODERN innovations at your service # 1 focus and benefit Engaging CONTENT across all platforms is our Covered got you MODERN SALON | SALON TODAY | FIRST CHAIR | MEMO | TEXTURE | PROCESS | HEALTHY HAIRDRESSER DIGITAL INNOVATION | CUSTOM SERVICES | SPECIAL ISSUES | EDUCATION | SHOP MODERN SALON MEDIA SALON Hair: Detra Smith | Photography: Roberto Ligresti | Makeup: David Maderich | Fashion styling: Rod Novoa, assisted by Dennis Pinto

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Page 1: MODERN SALON SALON TODAY FRI ST CHARI MEMO TEXTURE PROCESS ...images.vancepublishing.com/Documents/2016-MediaKit-Final-LoRes.pdf · MODERN SALON | SALON TODAY | FRI ST CHARI ... Buzz

MODERN SALON Media 2016 Programs, Specs and Calendars for print, digital and social

We’ve

2016 MEDIA KIT

MODERNSALON.COM

BESTREACHStylists, owners, students and distributors

frequency!MODERN delivers more

content, more often

CUSTOM SOLUTIONS

MODERN innovations at your service

#1 focus and

benefit

EngagingCONTENT

across all platforms

is our

Coveredgot you

MODERN SALON | SALON TODAY | FIRST CHAIR | MEMO | TEXTURE | PROCESS | HEALTHY HAIRDRESSER

DIGITAL INNOVATION | CUSTOM SERVICES | SPECIAL ISSUES | EDUCATION | SHOP MODERN SALON

MEDIASALON

Hair: Detra Smith | Photography: Roberto Ligresti | Makeup: David Maderich | Fashion styling: Rod Novoa, assisted by Dennis Pinto

Page 2: MODERN SALON SALON TODAY FRI ST CHARI MEMO TEXTURE PROCESS ...images.vancepublishing.com/Documents/2016-MediaKit-Final-LoRes.pdf · MODERN SALON | SALON TODAY | FRI ST CHARI ... Buzz

»MODERN SALON Media has you covered in 2016

To get your message out to the salon world, you need

a media partner who “gets it.” Gets the passions of the

stylist, the salon owner, the student.

MODERN SALON Media gets beauty

We get your challenges, and we have solutions.

We keep getting work done

Just like beauty trends, MODERN keeps evolving.

We’re constantly adding and updating our products

and giving you more marketing options.

The rest of the story

Great peer-to-peer content is our first step in ensuring

the best engagement across all MODERN brands in

print, digital and social. We also deliver the best reach,

frequency, customization and service. It’s a simple

strategy, but beautifully effective.

WHATEVER YOU NEED, MODERN HAS IT COVERED

Buzz Salon, Iowa City, Iowa, SALON TODAY, June 2015

Hair: Detra Smith,artistic director Hot Tools

Photography: Roberto Ligresti

Hair: Katie MansellePhotography: Cole + Rian

Design HouseMakeup: Heather Barnett

Hair: Karen BatchelorPhotography: Roberto Ligresti

MODERN COVERS

PROFESSIONAL BEAUTY

AND CONNECTS BEAUTY

PROFESSIONALS BETTER

THAN ANYONE ELSE. OUR

RESULTS AND MARKET

SHARE PROVE IT.

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MODERN SALON Media’s reach is better,

stronger and smarter than any competitor.

Whether you need to connect with stylists, top

salon owners, students, distributors—or all of

the above—MODERN SALON Media delivers

the audience and engagement you need.

We go where you need to grow

MODERN is the only salon media company

that offers a full range of products and plat-

forms to allow you to completely cover and

saturate the market, or choose to focus on

a narrow segment of it.

MODERN’S REACH TAKES YOU FURTHERPRINT: 104,000

audited subscribers

FREQUENCY: Monthly, 12x

ONLINE: modernsalon.com; exceeding 700,000 unique visitors monthly

DAILY E-LETTER: 50,000+ subscribers

SOCIAL: industry-focused, growing communities on Facebook, Instagram, Pinterest, Twitter and YouTube

PRINT: 20,000, sourced from top tier revenue salons

FREQUENCY: 9x with 3 double issues, (Jan/Feb, July/Aug and Nov/Dec)

ONLINE: salontoday.com

WEEKLY E-LETTER: 18,000 subscribers

SOCIAL: The business conversationcontinues on Facebook and Twitter

PRINT: 50,000, distributed to students through AACS schools

FREQUENCY: Spring, Summer and Fall editions; 3x per year

CUSTOM EDITIONS: Cover branding or extra content options

DIGITAL: student-focused content on modernsalon.com

PRINT: 6,000+ receive extra demographic section

FREQUENCY: Monthly, 12x

ONLINE: MEMO content featured on modernsalon.com

E-LETTER:Twice monthly

PRINT: 104,000 MODERN SALON subscribers + bonus distribution at Premiere Orlando

FREQUENCY: Annualinsert (June MODERN) and year-round, multi-platform resource

ONLINE: Texture microsite on modernsalon.com; consumer impressions on NaturallyCurly.com

E-LETTERS: Texture Thursday campaigns

DIGITAL EDITION: Promoted year-round

PRINT: 104,000 MODERN SALON subscribers + bonus distribution at America’s Beauty ShowFREQUENCY: Annual insert (March MODERN) and year-round, multi-plat-form resource; monthly column in MODERNONLINE: Healthy Hair-dresser microsite on modernsalon.comWEEKLY E-LETTERS: HH Tuesday campaignsENGAGEMENT: Monthly Healthy Hairdresser ChallengeDIGITAL EDITION: Promoted year-round

memo

STYLISTS, OWNERS, “THE INDUSTRY”

TOP-PRODUCING, BUSINESS- FOCUSED SALON OWNERS

STUDENTS AND NEWLY LICENSED PROFESSIONALS

DISTRIBUTORS AND MARKET LEADERS

STYLISTS AND SALON OWNERS BUILD “CURL CONFIDENCE”

WELLNESS AND CAREER SURVIVAL FOR SALON PROS

HOLIDAY

PRINT: 200,000

FREQUENCY: Annual 13th issue of MODERN mails separately mid-August

ONLINE: Featured on modernsalon.com and CosmoProf digital and social sites

DIGITAL EDITION: Featured throughout holiday buying season

BY INVITATION ONLY

MODERN SALON REACH PLUS COSMOPROF/ARMSTRONG

MCCALL DISTRIBUTION

spring 2015

modernsalon.comA MODERN SALON PUBLICATION

A Starter’s Guide to a Beautiful Career

SHIFTING GEARS

FROM STUDENT TO PROFESSIONAL

Resume writing,interview tips and

building your portfolio

How $5 add-ons can equal big bucks

Getting the perfect shot for your portfolio

8 little changes to live more joyously

FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM

MODERNSALON.COM/TEXTURE

Special Resource & Guide

40+ Product CocktailsStyling creativity for every curl shape

WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS

Lifelong LearningResources and advanced education

SALON GUIDE TO

2015

texturetransformed✓ Tips, trends and techniques

on cutting

✓ Consultation pointers

✓ Color formulas, tools andapplication

✓ Detangling, smoothing andfrizz reduction

CURLCONFIDENCE

FC_Texture_June15.indd 1 5/7/2015 12:06:44 PM

MODERN SALON 1

SEP 2014 memo BEAUTY MARKET

NEWS FOR DISTRIBUTORS, SUPPLIERS & INDUSTRY LEADERS

BEAUTY BUZZ INDEX Brands Making the News

Get your people and

brands featured in MODERN

SALON’s MEMO!

FEATURED IN THIS ISSUE• Alterna• American Association

of Cosmetology Schools

• Aveda• Beauty Changes

Lives• Beauty Systems

Group• Belvedere• Blo• CND• ColorProof• Conair• Cosmetologists

Chicago• CosmoProf• Crazy Color• Davines• DePasquale Co.• DryBar• Essie• Fisk Industries

• Hairdreams• HCT Packaging• Helen of Troy• Henkel• jcp salons• Joico• JRA and Associates• Kao Corp.• Kenra• Keune• The Kirschner Group• L’Oréal Professional

Products• Macadamia

Natural Oil• Matrix • Medinail Learning

Center• NovaLash• NYX• Obliphica• OPI Nail• Orly

• Pivot Point International

• Pravana• Professional Beauty

Association• Redken• Revlon Professional• Rusk• Sally Beauty Supply

LLC• The Sam Villa

Company• Sexy Hair• Skin Authority• Sola Salon Studios• Sprayco• Sundial Brands• Toly• Unite• Vi Nelson &

Associates• Wella North America• Zotos International

6Send your beauty market news and notes to West Coast Markets Editor Anne Moratto [email protected]

8

16»

M01-24_MEMO_MS092014.indd 1 8/27/2014 7:04:12 PM

MODERNSALON.COM

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LET ITGROW!Sales-boosting

innovations in styling, color,

nails and tools

HOLIDAY 2014

SALONHOLIDAY

SocialSeason

Build buzz, drive biz with online ideas

ON THECOVER

Freeze, baby! Luis Alvarez of

Aquage creates cool options for

Holiday 2014

MAKE YOUR

LIST Stock up on gift kits and special editions

Merry BrightAND

Delight clients with bold new beauty trends,

techniques and tips.

COLD OUTSIDE,HOTIN-SALONPrep for winter with soothing services and problem-solvers

ONE BUY

WITH MODERN

GETS YOU EVERY

PLATFORM AND

EVERY AUDIENCE

SEGMENT

YOU NEED

Hair: Rocky VitelliPhotography: Roberto Ligresti

Grooming: David MaderichFashion styling: Rod Novoa,

assisted by Dennis Pinto

PRINT: Reaches theentire Modern Salon,Salon Today andSchool audience

FREQUENCY: Annual insert mails in October

ONLINE: Featured on modernsalon.com and social sites

DIGITAL EDITION: Promoted year-round

DATA-BASED COLORCONFIDENCE

Our numbers don’t lieMODERN SALON Media produces more

content and distributes it to more salon industry professionals than anyone:

PRINT more than 1,930,000 maga-

zines delivered annually

DIGITAL EDITIONS: more than 5.5 million

page views

SOCIAL: more than 750,000 followers across our vibrant and diverse

platforms

E-LETTERS:More than 18 million deployed

annually (to specific communities)

ONLINE: fastest growing website network

(exceeding 700,000 unique visitors monthly)

VIDEO: industry leader with 3.1million views of original

MODERN videos

»Whoever and however far you need to reach,MODERN SALON Media has you covered

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MODERNSALON.COM/TEXTURE

Special Resource & Guide

40+ Product CocktailsStyling creativity for every curl shape

WHAT’S HER TYPE?CLIENT CONCERNS AND SOLUTIONS

Lifelong LearningResources and advanced education

SALON GUIDE TO

2015

texturetransformed✓ Tips, trends and techniques

on cutting

✓ Consultation pointers

✓ Color formulas, tools and application

✓ Detangling, smoothing and frizz reduction

CURLCONFIDENCE

FC_Texture_June15.indd 1 5/7/2015 12:06:44 PM

spring 2015

modernsalon.comA MODERN SALON PUBLICATION

A Starter’s Guide to a Beautiful Career

SHIFTING GEARS

FROM STUDENT TO PROFESSIONAL

Resume writing,interview tips and

building your portfolio

How $5 add-ons can equal big bucks

Getting the perfect shot for your portfolio

8 little changes to live more joyously

FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM

»When you need to make a strong impression,MODERN SALON Media has you covered

More content, more quality

To make sure your story gets told, your events are covered

and your products are featured frequently across all these

platforms, MODERN has the largest and most productive

content team in the market. All develop salon-relevant

coverage in “real time” to ensure your products and news

are always trending.

MONTHLY, MARKET-LEADING, MASS MAGAZINE

(MODERN SALON)

NICHE MARKET TITLES ON REGULAR SCHEDULE

(SALON TODAY, FIRST CHAIR, TEXTURE, PROCESS,

HEALTHY HAIRDRESSER)

E-LETTERS (MODERN SALON,

SALON TODAY, MEMO,HEALTHY HAIRDRESSER,

SOLO ARTIST)

HUNDREDS OF ORIGINAL ONLINE ARTICLES POSTED

MONTHLY

1,000+ ORIGINAL SOCIAL

MEDIA POSTS MONTHLY

To influence beauty decision makers,

it’s important to get your message in front of them often

and regularly. MODERN SALON Media connects with

salon professionals more consistently both in print and

online, than any other professional beauty media source.

No one else delivers this complete of a package or as

many touchpoints:

AT MODERN, FREQUENCY COUNTS

HC Studio, Brookline, MA, SALON TODAY, June 2014

AS THE FREQUENCY

LEADER, MODERN OFFERS

MORE OPPORTUNITIES TO

TELL AND REINFORCE

YOUR BRAND STORY.

JUNE 2015

SALONTODAY.COM A MODERN SALON PUBLICATION

Urban Treehouse

In her reimagined Buzz Salon, Jodi Connolly creates a retreat by encasing the salon’s mezzanines in glass, giving clients a unique perspective on their world.

THE SHOPPING

GUIDETips & Tricks from

Salon Design Experts

2015 SALONS OF THE YEAR ISSUE

PERFORMANCE ART20 Salon Designs SpotlightThe Artistry of Hair

Urban BUILDING AN

FC2_ST_June15.indd 1 6/1/2015 9:37:16 AM

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WHO WILL BUY YOUR PRODUCTS?

THE PROFESSIONALS WHOENGAGE WITH OURS!

MODERN SALON Media provides

marketers with innovative and targeted opportunities for promotion,

contests, special-impact sections, sponsored content and more.

Stay connected, get focused

MODERN SALON Media stays connected

to salon professionals throughout their careers.

MODERN SALON magazine and modernsalon.com

are resources for every salon audience segment, but

no other media group also offers a complete mix of

dedicated content and communities targeted to:

BUSINESS-FOCUSED, LEADING SALON OWNERS (Salon Today)

STUDENTS AND NEWLY LICENSED PROFESSIONALS (First Chair)

CHAIN SALONS, DISTRIBUTORS AND INDUSTRY LEADERS (MEMO)

CHAIN SALON GROUPS (through custom programs)

CREATIVE ARTISTS/STYLISTS (Artist Session)

SCHOOL OWNERS (Excellence in Education program)

PROFESSIONALS FOCUSED ON PERSONAL WELLNESS (Healthy Hairdresser initiative)

NATURAL HAIR/CURL SPECIALISTS (Texture! collaboration)

COLORISTS (Process program and special sections)

RECOGNITION-FOCUSED OWNERS (Salon Today 200, Salons of the Year, S.T.A.M.P Marketing awards)

SUITES AND SELF-EMPLOYED STYLISTS (Solo Artist and special sections)

AS BEAUTY CAREERS EVOLVE, MODERN COVERS EVERY PATH

»Whatever conversation you need to have,MODERN SALON Media has you covered

Photography by Roberto Ligresti for MODERN SALON Artist Session

Hair: John C. SimpsonPhotography: Roberto Ligresti

Makeup: David Maderich forcamerareadycosmetics.comFashion styling: Rod Novoa,

assisted by Dennis PintoNails: Amanda Smith

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MODERNSALON.COM/TEXTURE

Special Resource & Guide

40+

Product CocktailsStyling creativity for

every curl

shape

WHAT’S HER TYPE?

CLIENT CONCERNS

AND SOLUTIONS

Lifelong LearningResources

and advanced

education

SALON GUIDE TO2015

texturetransformed✓ Tips, trends and techniques

on cutting

✓ Consultation pointers

✓ Color formulas, tools and

application

✓ Detangling, smoothing and

frizz reduction

CURLCONFIDENCE

FC_Texture_June15.indd 1

5/7/2015 12:06:44 PM

Exciting changes keep happening at MODERNAnd your brand can be part of them all.

The best in beauty

Salon professionals trust MODERN SALON to

connect them to the best info on the latest head-to-

toe beauty trends, services and products. MODERN

SALON is the respected industry leader and the flag-

ship of the MODERN SALON Media communities.

Engaging content creates opportunities

Your message in MODERN reaches a quality audi-

ence and is immersed in valued content that informs

and educates salon pros on how and why to use your

products. Our content team collaborates with your

educators and leaders to craft exclusive step-by-step

education, unparalleled event coverage, timely trend

reports and product news.

Keeping it real

MODERN does what salon professionals do: cut hair,

specialize in color and cover a full range of profes-

sional services—texture, extensions, nail care, skin

care, men’s business and more. And with every online

article, social post and page of the magazine, we

showcase and demonstrate the products and tools to

help salons best meet clients’ needs.

MODERN COVERS THE TRENDS THAT MATTER

Our formula and technique

The MODERN team knows what salon profes-

sionals want: how-to education, creative inspira-

tion, opportunities for collaboration, and valida-

tion of their work and passion. Our commitment

to engaging, peer-to-peer and user-generated

content is how we deliver.

With a balance of industry expertise and new

generation media leaders, MODERN’s content

team is always on top of the trends.

»When you need to engage salon professionals, MODERN SALON has you covered

DID YOU KNOW?...MODERN SALON is the ONLY salon media audited by the Alliance for Audited Media—the same agency that audits Vogue, Harpers and other consumer beauty media.

Hair: Daniel Roldan assisted by Vicky Yeremchuk | Photography: Roberto Ligresti | Makeup: David Maderich for MAC Cosmetics Fashion styling: Rod Novoa assisted by Dennis Pinto | Nails: Amanda Smith

audience: Salon professionals

reach: 104,000 audited print subscribers700,000+ online visitors monthly

frequency: Monthly in printDaily online, eletters, social

?

ONLINE OPPORTUNITIES MODERN’s responsive-format website increases engagement and offersexciting new sponsored, promoted and native content programs

THE BEST OF TEXTURE! MODERN’s popular curl market collaboration with Texture Media, Inc. and consumer site NaturallyCurly.com is evolving into an annual, expanded guide and year-round online resource

HEALTHY HAIRDRESSER MODERN’s industry advocacy including an interactive, sponsored “challenge” series and career sustainability guideto help salon professionals take better care of themselves

PROCESSMODERN’s data-driven content provides the ultimate color resource

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JUNE 2015

SALONTODAY.COM A MODERN SALON PUBLICATION

Urban Treehouse

In her reimagined Buzz Salon, Jodi Connolly

creates a retreat by encasing the salon’s

mezzanines in glass, giving clients a unique

perspective on their world.

THE SHOPPING

GUIDETips & Tricks from

Salon Design Experts

2015 SALONS OF THE YEAR ISSUE

PERFORMANCE ART20 Salon Designs Spotlight

The Artistry of Hair

Urban BUILDING AN

FC2_ST_June15.indd 1

6/1/2015 9:37:16 AM

SALON TODAY MEANS BUSINESS FOR TOP SALONS

»

Reach the 20 percent

SALON TODAY is the professional beauty

industry’s ONLY business- and technology-focused

media brand and community. The owners and

managers of the 20,000 top-producing independent

salons doing 80% of the business. They count on

SALON TODAY to connect them to market-leader

ideas and peer-based conversations on best practices.

And to companies that want to be strategic partners

in growing business.

Connect in an exclusive environment— in print, digital and social

SALON TODAY’s focused content and platforms

create unique opportunities for you to communicate

to top salons the benefits of doing business with

your company. Through ads, editorial support and

sponsored content options, you can showcase brand

loyalty programs, spotlight special marketing solu-

tions, introduce retail tools, profile best customers

and much more.

Change the conversation

SALON TODAY is a perfect complement to a

MODERN SALON buy. Through MODERN you

reach both the owner and the stylist to make your

brand impression and share product news. You

connect purposefully with the industry’s leading

decision makers and promote your business

programs, technology innovations, and partner

benefits through SALON TODAY.

When you want to partner with leading salons, SALON TODAY has you covered

SALON TODAY produces a range of “must-read” special issues and recognition programs celebrating smart business practices of successful salons. These are referenced year-round online and in print, with expanded content available via SALON TODAY’s web site, e-letters and social networks.

SALON TODAY 200• 2016 honorees profiled: Jan/Feb 2016• 2017 applications available:

June 2016 on salontoday.com• 2017 applications due: August 31, 2016

SALONS OF THE YEAR• 2016 applications available:

November 2015 on salontoday.com• 2016 applications due: January 31, 2016• 2016 honorees profiled: June 2016

2016 S.T.A.M.P. (Salon Today Annual Marketing and Promotion awards)• Honorees profiled: September 2016• 2016 applications available:

March 2016 on salontoday.com• 2016 applications due: May 31, 2016

TECHNOLOGY GUIDE• Annual issue and resource:

July/August 2016• Submissions due: May 20, 2016

CONSULTANTS GUIDE• Coaches and consultants profiled:

November/December 2016• Sponsored profiles due:

September 25, 2016 CUSTOM EDITIONS• By invitation only

Photography: Parish Kohanim

audience: Salon owners and managers

reach: 20,000 top-producing salons

frequency: 9 times per year in printDaily online and socialTwice weekly eletters

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Build your brand’s future

FIRST CHAIR is the salon industry’s only media

platform and community crafted exclusively for

cosmetology students and recently licensed salon

professionals. The program includes content-rich

print guides published three times a year, plus

digital editions, all produced in cooperation with the

American Association of Cosmetology Schools.

Good salon habits start here

A “starter’s guide to a beautiful career,” FIRST

CHAIR helps students transition to salons, by

complementing a school’s curriculum with extra

support on life skills and salon business education.

Topics range from scouting salons, personal finance,

consultation skills, building a portfolio and more.

A firstchair.com section on MODERN’s site makes

it easy to find more content just for new talent.

FIRST CHAIR IS WHERE THE CONVERSATION STARTS

Hook and hold

FIRST CHAIR keeps the student body involved

across print and digital media. New professionals

actively post work to Stylist Submissions on

modernsalon.com, as well as across our social

platforms. Through FIRST CHAIR, they are

pointed toward a world of opportunities with

sponsors, potential employers and the MODERN

SALON community. Advertise year-round to

constantly connect with a new crop of beauty

professionals at different points in their journeys!

»When you want to influence new stylists, FIRST CHAIR has you coveredHair: Damien Carney | Color: Sue Pemberton, assisted by Stella Livoti | Photography: Roberto Ligresti

Spring 2016GETTING HIREDTOPICS | Job-hunt, interview and

salon-scouting skillsCLOSING: 01/04/2016MATERIALS DUE: 02/12/2016

Summer 2016REAL-WORLD SKILLSTOPICS | Budgeting, time-

management and work-life balanceCLOSING: 05/02/2016MATERIALS DUE: 05/23/2016

Fall 2016CAREER DEVELOPMENTTOPICS | How to present (on stage,

in a class, to a potential employer

and in front of your client)CLOSING: 09/01/2016MATERIALS DUE: 09/19/2016

In Every Issue

spring 2014

A Starter’s Guide to a Beautiful Career

FIRSTCHAIR.COM

A MODERN SALON PUBLICATION

HOW do

I do that?!

Getting started on choosing

a specialty, making more money,

opening your own salon and

even launching

a product line

.com

How industry icons

got their big break

A day in the life of

a hair extensionist

Expert advice for success

FC_Cover_Spring2014.indd 3

2/28/14 1:04 PM

audience: Students and new professionals

reach: 50,000 print through AACS schoolsplus digital edition, online section and social

frequency: 3 times per year in printDaily online and social

SCHOOL OWNERS AND EDUCATORS read and use First Chair content and

participate in our Excellence in Education program

spring 2015

modernsalon.comA MODERN SALON PUBLICATION

A Starter’s Guide to a Beautiful Career

SHIFTING GEARS

FROM STUDENT TO PROFESSIONAL

Resume writing,interview tips and

building your portfolio

How $5 add-ons can equal big bucks

Getting the perfect shot for your portfolio

8 little changes to live more joyously

FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM

FIRST VIEW | How Industry Leaders Made It Big (and How You Can, Too!)

FIRST SKILLS | Cutting, Color, Nails, Skincare and Business—Master the Skills

You Need to Build Your Own Clientele

TIPS FROM THE TOP | Advice To Hit The Ground Running

.com

summer 2014

FIRSTCHAIR.COM A MODERN SALON PUBLICATION

A Starter’s Guide to a Beautiful Career

The prep, the plan, the big day

Your hairstrology horoscope

Getting over the fear of selling

It’s in the Stars

Retail Details

Your First Photoshoot

NAHA’s Newest Talent See the work of the Student fi nalists

Clear Skies Ahead

Create a post-grad plan now to ensure you’re set for success!

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Year-round, multi-platform program

MODERN SALON’s Healthy Hairdresser also

includes the Healthy Hairdresser Tuesdays eletter,

the monthly column in MODERN SALON, a col-

laboration with City of Hope Healthy Hairdresser

research and a Healthy Hairdresser resource cen-

ter and archive on modernsalon.com.

92 MODERN SALON / June 2015

hat week early November 2014 was supposed to be one of the best of her life, but Jenni Burke, co-owner of The Head Shoppe in Lower Sackville,

Nova Scotia, doesn’t even remember it. The birth of her second daughter had gone as planned: a C-section followed by the bonding of a healthy mother and child. Two days after they came home, however, Burke didn’t feel well. Her husband rushed her to the emergency room, where the doctors determined that, despite being just 34 years old and in otherwise good health, Burke was having a stroke.

Although most stroke patients are decades older than Burke, 28 per-cent are under age 65. Young stroke

patients are more likely to dismiss symptoms and not seek treatment and to be misdiagnosed when they do seek treatment. This is unfortunate, because being treated within the first three hours with clot-busting medica-tion improves the prognosis after an ischemic stroke, which is caused by a clot that blocks blood flowing through an artery on its way to the brain.

Burke’s stroke was the second, rarer type—hemorrhagic, caused by blood leaking from an artery or burst-ing through a ruptured artery, result-ing in too much pressure on the brain and possibly damage to the brain cells. After successful brain surgery to stop the leak, doctors put Burke in an induced coma. When she was brought

out of it, she didn’t know what had happened.

The stroke had severely impacted Burke’s left hand, arm, leg and foot. Her speech was a bit slurred at first, most likely because of the paralysis on the left side of her face. After two months of therapy in the hospital, Burke was transferred to a rehab facil-ity to continue her long climb back to what she hopes will be full mobility. Eventually she was permitted to spend weekends at home, and now she’s back at home and goes for both physical and occupational therapy twice weekly.

“When I arrived at rehab, I was in a wheelchair,” Burke says. “I couldn’t get into the bed by myself. It took a couple of weeks just to take my first

Body Disconnect

Watch our Healthy Hairdresser Tuesday

eletters for updates and inspiring stories from our

Healthy Hairdresser Challenge participants! Sign up at

modernsalon.com/healthy.

Salon owner Jenni Burke had two days at home to enjoy her new baby before a stroke sent her back to the hospital and on to an unexpected challenge.

BODY • SPIRIT • BUSINESSHEALTHY HAIRDRESSER

By ROSANNE ULLMAN

»

Anne Clark/Getty Images

092-96_HealthyHairdresser_June2015.indd 92 5/21/2015 9:00:33 AM

84 MODERN SALON / May 2015

ater, soap, haircolor

ingredients, bleach,

perm chemicals, preser-

vatives, fragrances, scissors,

hooks, clips. These are the

elements of your profession. Unfor-

tunately, this is also a list of culprits

that can cause hairdressers to de-

velop eczema and other sensitivities.

Hairdressers can develop an allergic

reaction after tolerating an allergen

for years. In Denmark, a hot spot for

scientifi c studies of hairdressers’ skin

issues, hand eczema accounts for 23

percent of hairdressers who leave the

profession for health reasons, second

only to muscular-skeletal issues, ac-

cording to the Research Centre for

Hairdressers & Beauticians in Copen-

hagen. Closer to home, 15 percent of

respondents to MODERN SALON’s

2014 Healthy Hairdresser Survey,

conducted in cooperation with

the City of Hope medical research

hospital (cityofhope.org), were at the

time dealing with skin sensitivities,

including dermatitis. Hand dermatitis

and wet work also can predispose you

to developing a yeast infection.

The practice of wearing gloves

when doing chemical services

has been an industry standard for

decades. When latex sensitivities

surfaced, non-latex gloves became the

go-to solution. Support your in-salon

work by wearing similar gloves when

you do wet work in your spare time

and warm gloves outside in cold

weather.

To ensure that your work gloves pro-

vide maximum protection, don’t forget:

• Dry your hands thoroughly before

putting on gloves.

• Get a good fi t—neither too tight

nor too loose.

• Never reuse disposable gloves.

• Try wearing cotton gloves

underneath nitrile, vinyl or

polyethylene gloves.

• Remove rings and bracelets.

• Any gloves can irritate—don’t

wear them longer than necessary.

• Try a gauntlet, extended-cuff style

to cover the wrist and prevent

splashing into the glove.

• Do not touch your face or any

bare skin with your gloved hands

once you’ve immersed them.

• Rinse gloves before removing them.

The Outer Layer

Watch our Healthy

Hairdresser Tuesday eletters

for updates and inspiring

stories from our Healthy

Hairdresser Challenge

participants! Sign up at

modernsalon.com/healthy.

Your skin is your shield. How well are you caring for it?

BODY • SPIRIT • BUSINESS

HEALTHY HAIRDRESSER

By ROSANNE ULLMAN

To be an Eyes on Cancer ambassador and teach the training program in your salon, click “Contact Us” at eyesoncancer.org.»

Rus

lanD

ashi

nsky

/Get

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ages

084-88_HealthyHairdresser_May2015.indd 84

4/21/2015 9:12:47 AM

86 MODERN SALON / May 2015

HEALTHY HAIRDRESSER

Even hairdressers who make it a

habit to wear gloves when applying

bleach or haircolor can neglect to

put on a fresh pair when they later

go to rinse the color. That’s a critical

mistake, stresses Tom Porter, CEO

of Malibu C and author of You’re Not

Aging...You’re Just Oxidizing!

“Keep your gloves on while you’re

rinsing,” he says. “Otherwise, you’re

saturating your hands with chemicals

as you rinse the hair.”

Porter uses his first name, TOM,

as an acronym for Total Oxidation

Management. Managing oxidation is

key to protecting your skin, he says.

“Oxidation is the point when

too much oxygen creates a combus-

tion, even at its smallest spark in the

body,” Porter says. Oxidation causes

the loss of an electron, which leads

to the formation of free radicals, and

free radicals can lead to skin damage,

inflammation and other issues.

Sunburn is just one example of

oxidation. Haircolor, of course, is an-

other. Porter says. The Malibu C web-

site, at malibuc.com/oxidationquiz

includes a quiz, “How Fast Are You

Oxidizing?” He encourages all salon

professionals to take it and learn more

about oxidation issues.

In addition to wearing gloves,

Porter advises:

In the salon—Ventilate! “Chemi-

cals such as ammonia released in the

salon environment bond with other

chemicals to create new, oxidizing

compounds,” Porter says. “During the

summer, open your doors and win-

dows. Most air conditioners recirculate

the air so, at the very least, air out the

salon in the morning before you open

and in the evening after you close.”

At home—Many communities

add chlorine to the water, especially

during summertime, just when you’re

taking extra showers! “That’s why

people itch during the summer,” Porter

says. “If you don’t want to drink the

chlorine in your tap water, squeeze a

lemon into it. There’s enough ascorbic

acid in just a few drops of lemon juice

to remove the chlorine.”

Outside—Use an SPF15 sun-

screen, even on babies and children.

“The FDA has made it clear that

SPF15 is adequate for most people,”

Porter says. “It takes three times more

chemicals to increase the SPF from 15

to 30, and those chemicals can cause

free radicals. You also can use freshly

activated vitamin C as a sunscreen.

Vitamin C normalizes free radicals.”

Prevention is the first line of

defense, but if you’re already expe-

riencing skin issues or are looking

for other ways to prevent problems,

you can apply products that protect

your hands and skin. Parodi Profes-

sional Care, which next month will

launch a skin care line of products

specifically for salon professionals,

is planning to build a community of

Eyes on CancerHairdressing legend Jeanne Braa Foster’s latest

endeavor urges stylists to help fight melanoma.

May is Melanoma Awareness Month, which comes with four easy-to-remember

instructions: Slip, Slop, Slap, Wrap!

For hairdressers, Jeanne Braa Foster might add a fifth direction: gab. “If you

see something, say something,” she urges. In 2014, Foster and her husband,

Dr. Dean Foster, launched Eyes on Cancer (eyesoncancer.org), a nonprofit cancer

awareness organization that teaches beauty professionals to identify early-stage

skin cancer. The course is free and available online. The Fosters have another rule,

too: “Check yourself first!”

Braa Foster became celebrated in the industry as the educator always on

platform with Paul Mitchell. After Mitchell’s death, she educated alongside Robert

Cromeans. When she left the industry, she and her husband did missionary work

and worked on a ministry for cancer patients. It was another salon industry educa-

tion icon—Winn Claybaugh, who founded the Paul Mitchell school division—who

brought the need for skin cancer awareness to Jeanne and Dean Foster’s atten-

tion. They’ve approached dermatologists, who are enthusiastic about the idea.

“We’re first trying to reach salons through schools so it becomes a network,”

Braa Foster explains. “We want students to share the training with salon owners.”

Eyes on Cancer will email a card that you can keep at your station to provide a

visual that helps clients know what to look for on their family members’ skin.

“Melanoma has increased 300 percent in recent years,” says Dean Foster, a

medical professional and prostate cancer survivor who coaches prostate cancer

patients. “The medical industry is crying out for people to become more aware.

There are 3.5 million new skin care cases per year; 6 percent of melanomas are on

the back of the head and cause 20 percent of the fatalities. They’re hard to find, so

they’re found late. But when it’s caught early, melanoma patients have an 85 per-

cent five-year survival rate. Two months can make a difference in cure vs. no cure.

So having beauty professionals be able to spot it from the chair—that’s a big deal.”

Jeanne Braa Foster

and her husband,

Dr. Dean FosterSlip on a

shirt.

Slop on

sunscreen.Slap on a

hat.

Wrap

sunglasses.

»084-88_HealthyHairdresser_May2015.indd 86

4/21/2015 9:13:05 AM

SHOW YOU CARE WITH HEALTHY HAIRDRESSERShaping up beautifully in 2016

MODERN SALON’s Healthy Hairdresser program

to promote health, wellness and career survival for

salon professionals is growing—and your company

can get involved! A limited number of sponsorships

are available for a year’s worth of exposure and

benefits. Ask your sales manager for details.

Healthy Hairdresser Head-to-Toe Guide

This comprehensive, annual wellness supplement

will be inserted into March MODERN SALON

with bonus distribution at America’s Beauty Show

and other events.

MODERN SALON’S “Healthy Hairdresser Challenge”

Throughout the year, MODERN issues interactive

challenges with leading sponsors to salon profession-

als to help them sustain their career and wellbeing.

»When you want to support salon professionals, MODERN SALON Media has you covered

IT’S TIME HAIRDRESSERS

TAKE BETTER CARE OF

THEMSELVES! AS A HEALTHY

HAIRDRESSER SPONSOR, YOU

CAN HELP THEM SUSTAIN A

LONG, BEAUTIFUL CAREER.

DID YOU KNOW?...MODERN SALON’s Healthy Hairdresser initiative supports and collaborates with CITY OF HOPE, a salon industrypartner transforming the future of health.?

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MODERN DIGITAL = GROWTH AND RESPONSE

Mobile-optimized, responsive design

Our platforms feature the latest in responsive

design technology, meaning visitors have a great

experience on any device, and MODERN sites will

continue with record-breaking increases in traffic.

Simple, social, smart

Our sites feature a simplified navigation that looks

and feels more like the social media communities

our MODERN audiences belong to and enjoy. They

especially love the improved visual presentation of

the popular how-to and portfolio sections.

Best content, better tools,more engagement

MODERN SALON Media sites have more

content than any other industry source. We’ve

added enhanced tools for community engage-

ment, commenting and social sharing.

Native advertising, your Brand Voice

MODERN’s platforms offer innovative spon-

sored options to embed your message directly

within our content formats. Ask your sales

manager for details. »When you need innovative digital media solutions, MODERN SALON Media has you covered

OUR CONTENT IS RESPONSIVE, AND EASILY

VIEWED ON A PHONE.

Advertising and custom content options available now!

YOUR ONLINE MESSAGE OPTIONS

Banner Advertising: 3 choices, one price!• TOP BANNER• RECTANGLE BANNER• SUPERSIZED BANNER

Native Advertising: your content on our sites• BRAND VOICE: your article (up to 1,000 words) • SPONSORED CONTENT: your image and message (50 words max)

Custom Eblast: your message sent directly to our digital audience

Brand Voice Eletter: An edition of MODERN SALON’s or SALON TODAY’s eletter devoted exclusively to your brand

Eletter Advertising• RECTANGLE BANNER• NATIVE ADVERTISING: your content in our eletter

SITE STATS:More than 700,000

salon professionals visit MODERN SALON sites monthly.

More than 80% do so from mobile devices. Responsive

design makes a beautiful difference!

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MODERN SOCIAL ISALWAYS TRENDING

Click, post, share, repeat

With the fastest growing and broadest assortment

of social communities—across Facebook, Instagram,

Pinterest, Twitter and YouTube—MODERN SALON

is the social media leader in professional beauty. Our

vibrant platforms allow us to engage with dedicated

fans on a one-to-one, 24/7 basis. We’re always work-

ing to inspire, validate and educate the hundreds of

thousands of salon professionals who follow us.

User-generated content

MODERN editors have their fingers on the pulse

of social engagement. They apply their expertise to

encourage an unparalleled amount of sharing and

celebration of the techniques, trends, formulas, best

practices and artistry

of working salon pro-

fessionals. Our editors

curate this peer-to-peer

conversation, then con-

vert it to an interactive

showcase of talent across

all MODERN digital and

print platforms.

»When you want salon professionals to like your content, MODERN SALON Social Media has you covered

»SOCIAL CAMPAIGNS, CONTESTSHere are just a few of the ways your

brand can leverage MODERN’s social

media expertise and engagement, and

get involved with our communities:

CUSTOM CONTENT

PROMOTED POSTS

CUSTOM CAMPAIGNS AND CONTESTS

LIVE EVENT COVERAGE

EVENTS

GIVEAWAYS

ANNOUNCEMENTS

HOW-TO EDUCATION

COMPETITION ALERTS

PHOTO SHOOTS/COLLECTIONS

BREAKING NEWS!

Another highly visual platform and MODERN is THE professional beauty leader!

More than 37,000 followers

What’s better than reading about the latest trends in beauty? Reading about in in 140 characters or less!

MODERN’s Twitter communities have the highest following of any professional beauty media

More than 68,000 followers

At every industry event, MODERN editors are recording the action with video, sound and images. After uploading, we link and share through our websites, eletters and social media.

The most community supplied video

More than 2,000 original MODERN videos

More than 3,100,000 views

On this popular platform, MODERN remains the most active, relevant and engaged, with dedicated Facebook followers who share their work andcomments on our pages.

Our following has skyrocketed in the past 12 months!

More than 400,000 followers

Great opportunities for promoted posts and other special campaigns

Hairdressers are visual people, so MODERN focused on Instagram’s “life in pictures” platform. Much of our digital and print content comesdirectly from those who share and post with us through Instagram.

#MODERNSALON—thousands of hairdressers use this hashtag daily in the hope of getting published

#HAIRDRESSERMAGIC—More than 65,000 stylist-submitted images have been posted with this exclusive MODERN hashtag

More than 250,000 followers

FACEBOOK INSTAGRAM

PINTEREST TWITTER YOUTUBE

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STARTER KIT

April 1 to April 30, 2015

contest

SHOW US YOUR UPDOS FOR A CHANCE TO WIN!

HOW?Start by uploading images of your best updos to ModernSalon.com/HUW-PRO. The top 10 finalists will be sent a HUW PRO Clip-in Extension Starter Kit (an $810 value!) to use in the final round.

GRAND PRIZEContest winner will join a HUW PRO educator on a MODERN SALON photoshoot AND attend a MODERN SALON Artist Session workshop in New York City (valued at more than $5,000)!

THE HAIRUWEAR PROFESSIONAL®

ENTER NOW

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See opposite for full details.ENTER NOW

HUW-Contest-FullPg.indd 1 3/11/2015 11:00:41 AM

60 May 2014 modernsalon.com

STYLE WATCH

Vintage VibeSalons set a trend with retro touches.

>>It was as if Jill Kuharic’s favorite brands customized their products for her.

“I’m ordering all of it,” Kuharic says in the Cosmo-Prof suite during America’s Beauty Show (ABS) as she admired a table showcasing promotions, repackaged tools and products created for CosmoProf’s Vintage Vibe, MODERN STYLE program. “We’ll stock all � ve of our stations, use the tools and then sell them at a discount to our clients. They love when we do that. If we use it, they buy it.”

The promotion � ts well with Kuharic’s salon, The Beehive in South Bend, Indiana, where the 1950s-60s vintage theme is carried out in the decor, logo and, of course, the name. The front room, which once served as a barber shop built onto a house, now welcomes The Beehive’s guests with a frequently changing selection of retail items.

“We’ve been talking about the new promotion, and the staff and clients are really excited,” Kuharic says. “We already retail some of the brushes and tools from the new promotion, and I love the lip glosses. The pack-aging and the colors are so perfect—these are going to pop off the shelves.”

Tapping into every salon’s timeless tradition, the Vintage Vibe promotion runs through May and June. Jeannine Adkins, � eld sales manager working with Paul Mitchell, re-ports that salons can have signage customized with their name.

“Order now,” she advises. “Get these promotions into your salon early to maximize the excitement.” See a complete collection of “Vintage Vibe, MODERN STYLE” products and trends in the special insert of this issue.

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48 | JULY/AUGUST 2014 salontoday.com

THE 2014 SALON

TECHNOLOGY STUDY

ASKED & ANSWERED

Armed and Ready to ServeWe initiated the technology survey by querying beauty professionals about which technologies they used for salon business. Smartphones are the preferred weapon of choice, as 82% of owners reported having mobile phones with internet access, followed by 72% using personal computers; 62% accessing laptops; 52% bringing tablets to work and only 9% relying on phones with no internet access.

Mobility in ActionMuch like a personal assistant, salon owners are putting those mobile phones to work. The top four ways owners use their phones on a regular basis include texting (88%), accessing email (84%), accessing the internet (83%), and taking pictures (83%). Other reported uses included downloading/using Apps (73%) and reading email newsletters (51%). Only 4% of owners reported using their phones to receive and make phone calls only.

Bells and WhistlesWhen it comes to technology, we wanted to see how well today’s salons are equipped. Wireless rules, with 73% of owners reporting they made internet access available for staff, and 77% reporting they made it available for clients. Of the owners who responded, 65% said they had salon software/management systems, 37% had television available in client areas, and 10% incorporated paging systems for stylists.

Decision MakersWhen it comes to purchasing salon management software, what’s the most important criteria in the decision-making? Ease-of-Use with 42% of respondents was the landslide winner, with other ranking criteria including Compatibility with Existing Technology (16%), Cost (12%), Recommendation (10%) and Flexibility (10%). (10% of respondents checked “Other.” )

Just the Stats, M’amOf the owners surveyed, 95% reported they maintain a client database. Of those, 52% collect information through their salon software management system; 37% leverage a web-based program/App like Schedulicity; 15% rely on Notebooks/Notecards; 11% ask stylists to manage their own client data; 8% use a Microsoft Excel spreadsheet; and 3% rely on a Microsoft Access Database. Most owners tend to record quite a bit of information on their clients. Take a look at what they collect:

Features and BenefitsAppointment management continues to be beauty professionals’ most coveted feature of salon software management systems. Both owners/managers (59%) and stylists/colorists (64%) listed it as the number one benefit. Following, owners/managers selected Management and Reports/Goalkeeping as the second biggest benefit (18%), while stylists/colorists (14%) relied on software for Inventory Management.

What is the greatest benefit provided in a salon software management system?

OWNERS/MANAGERS

59% Staffing/Appointment Management

18% Management Reports/Goal Keeping

11% Bookkeeping/Financial Analysis

2% Inventory Management

19% Other

STYLISTS/COLORISTS

64% Staffing/Appointment Management

14% Inventory Management

11% Bookkeeping/Financial Analysis

8% Management Reports/Goal Keeping

3% Other

What client information do you collect in your database?

OWNERS/MANAGERS

95% Name

93% Mobile Phone Number

93% Email Address

92% Phone Number

88% Client History

78% Address

68% Contact Preference

66% Hair information/preferences

66% Gender

39% Age

22% Social Media Preference

17% Photo

7% Other

42%

12%

10%

10%

10%

16%

59%

19%

18%

11%

2%

64%

14%

11%

8%

3%

>>046-52_Survey_July2014.indd 48 6/30/2014 6:41:29 PM

MODERN CUSTOM ISYOUR STORY, YOUR WAY

The leader in custom solutions

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»When you need custom communication solutions, MODERN SALON Media has you covered

»HERE ARE JUST A FEW WAYS MODERN CAN BE A CUSTOM PARTNER AND HELP YOU:

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PRINT AND DIGITAL SPECIAL TRIBUTES

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Color drives the salon industry

A strong color business means a strong salon

business – right? And with our PROCESS

program, MODERN has created the definitive

color research to build color confidence and drive

color success. Providing data-based best practices

and trend analysis, business opportunities, a trou-

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to color education, events, resources, consultants

and suppliers – this is the industry’s definitive

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PROCESS is the ONLY industry program

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SUCCESSFUL COLOR =SUCCESSFUL BUSINESS

All your customers

PROCESS is the ONLY industry program that

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in decisions related to the purchase of color

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SPONSORSHIPS AREAVAILABLE. ASK YOUR MODERN SALON SALES

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54 TEXTURE / June 2015

RESEARCH RESULTS WHAT CLIENTS WANT

All Types of ChallengesStylists have a pretty good grasp of the unique challeng-es textured clients face, and realize that different levels of curliness present different challenges, as the results of the consumer poll (see graphs specific to each texture type) illustrate.

The key take-away for styl-ists is to identify and be ready with “solutions” for each of those challenges:• Know the distinct services

and product innovations that can be customized for each client who presents with the specific hair type.

• Be prepared to tailor the consultation and the recom-mendation to wavy, curly and coily.

• Develop a menu of spe-cialty product cocktails or treatments that address each issue.

Who Influences Product Purchases?Textured hair requires lots of care. Stylists report using up to eight products on their textured clients, with the aver-age falling in the three to five products range, and consumer research supporting use of multiple products.

A decisive 98 percent of stylists said they’re “mostly” or “completely” comfortable sug-gesting products to textured clients, with the same percent-age believing that they have at least some influence over their clients’ purchases, no matter what the client’s hair texture. This is good news—as long as stylists are truly following through with informed, cus-

tomized product recommen-dations specific to the clients’ needs. Because the consumer survey shows an 80 percent gap between stylist perception and consumer reality.

In fact, only 18 percent of respondents rated the stylist’s product recommendation as “very important” to their ultimate hair product purchas-es, with another 36 percent describing as “moderately important.”

So where are they getting product info? What and who influences their decisions? They trust other curly, coily and wavy clients. Word of mouth—or word of curl—is key.

About half of curly and coily consumers reported that product reviews are the most important factor when they consider trying a new product. They go online to read those reviews; further, online was the fourth most frequent venue they reported for hair product shopping.

Clients with all hair textures appreciate samples, according to the consumer survey. Regarding the most recent sample they received, 81 percent of respondents said it was for a brand they might not otherwise have tried.

Take-away? To be most effective in the texture category, stylists and salons must position themselves as texture resources and authorities. Post reviews of professional salon products offered at the salon, online and through social media. Encour-age client reviews of favorite curly products and services. Start your own sampling pro-gram or promotion. Ask your distributor or texture brand partners for assistance or ideas.

CONSUMERS GET THESE SERVICES

Services received within the past year.

Hair Color 44%Straightening/Relaxing 9%Keratin 9%Perm 2%None 44%

Percentage Who Do Services at Home

Color

Wavy 41%Curly 47%Coily 66%

Straightener/relaxer

Wavy 27%Curly 37%Coily 46%

Keratin

Wavy 31%Curly 41%Coily 69%

Perm

Wavy 39%Curly 33%Coily 42%

Wavy Hair Concerns

Frizz Reduction 48%Moisture 8%Management/Styling 17%Breakage and Growth 14%

Curly Hair Concerns

Frizz Reduction 41%Moisture 15%Management/Styling 15%Breakage and Growth 15%

Coily Hair Concerns

Frizz Reduction 9%Moisture 29%Management/Styling 16%Breakage and Growth 28%

CONSUMERS’ CHALLENGES VARY BY TEXTURE

xxx_MS-TexResearch_Part2_June2015.indd 54 5/8/2015 4:28:09 PM

MODERN is the industry’s research leader

Guesses are good but facts are better. And MODERN

provides more data-based information than anyone

else. As quickly as our industry – and the world

around us – is changing, MODERN provides styl-

ists, owners, brands and distributors with the trusted

information they need to make informed decisions.

MODERN research addresses virtually ALL of the in-

dustry’s most critical and trending topics - such as the

industry’s adoption and use of technology, hairdresser

health issues, the growth of the textured hair category,

taking advantage of the men’s market, opportunities

in hair color and the realities of salon rental. Our

research has been published, posted and presented at

virtually all major industry events – all with the goal

of helping our community grow and prosper.

MODERN’S research can be all about you

Whether you want to measure your brand’s equity,

your customer’s attitudes and preferences, your

competitive landscape, benchmark your activities

or analyze industry trends, MODERN can help -

discreetly. Our custom research division can provide

turnkey execution on all types of research and all

platforms – across both salon professionals and

consumers.

KNOWLEDGEIS POWER

Our capablities include…

• We have market expertise (understand

the nuances of the market and can ask

questions correctly / get the best answer,

plan for drill downs)

• We have credibility with the audience,

leading to higher returns and better

engagement / information

• We have research expertise – we’ve

quietly worked for many of the industry’

most recognizable names

• We can offer the widest range of research

solutions / options / products

• We have reliable databases that can be

targeted / segmented for your specific needs

• We can develop integrated programs to help

you merchandise the results (if desired),

including white papers, webcasts, eletters,

social media, supplements, etc.

• You can leverage our credibility with both

your internal and external customers

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...ARE HARDWORKING ANDSERIOUS ABOUT THEIR CRAFT

...WANT TO LEARN

26% work 40+ hours 37% work 40+ hours

...ARE EXPERIENCED AND COMMITTED TO SALON CAREERS 20%

16-25 years

22%6-15 years

11%16-25 years

17%6-15 years

Our Stylists and Owners...

...HAVE FAMILIES TO SUPPORT

70% are married42% have children living with them

62% are married45% have children living with them

...ARE CONCERNED ABOUT MAKING MONEY

25% are just getting by or having trouble

making ends meet

...REPRESENT THE “WORKING” SALON INDUSTRY52% work in suburban

environments, 26% urban

37% work in luxury or upscale salons

45% work in salons that are midmarket

37% consider themselves booth renters

53% offer spa and nail services

53% are in suburban environments, 32% urban

55% have luxury or upscale salons

40% have salons that are midmarket

65% offer spa and nail services

MODERN KNOWSOUR AUDIENCE

STYLISTS OWNERS

59%

STYLISTS OWNERS

HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE

72% 83%

(years in beauty)

WORK20-40

HOURS

49%WORK20-40

HOURS

47%25+

YEARS

(years in beauty)

25+YEARS

87% 77%ARE FEMALE ARE FEMALE

ARE THE PRIMARY HOUSEHOLD INCOME

45%28% are just getting by or having trouble making ends meet

ARE THE PRIMARY HOUSEHOLD INCOME

55%

HAVE PURCHASED SALON EDUCATION PRODUCTS ONLINE

42% 62%WORK IN SALONS WITH BETWEEN 6-20 CHAIRS

HAVE SALONS WITH BETWEEN 6-20 CHAIRS

73% are completely comfortable with men’s hair

68% have had quite a bit / a great deal of training working with men’s hair

54% have seen their men’s business increasein the past few years

Our stylists are actively involved in the “hot” segments...

60% are completely comfortable working with texture (wavy, curly, coily)

63% have had quite a bit / a great deal of training working with textured hair

81% said their clients are embracing natural hair more than a year ago

MEN’S HAIR TEXTURED HAIR

Our renter audience works in both commission + rental environments...

Average renter is 44.6 years oldHave been a renter an average of 13 years Have been in the industry an average of 21.3 years38% of commission stylists once worked as a renter

WORK IN TRADITIONAL MULTI-SERVICE SALONS

47%WORK IN SUITES

22%15% luxury chair rental11% blended rental / employee salons

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This changes everything, or does it?

Most people understand that rental is impacting

our industry, but it’s also been the “elephant in

the room” that few wanted to talk about or ad-

dress. So MODERN took the lead in getting out

the facts and facilitating a meaningful dialogue

on rental realities. This included research on

renters, non-renters, former renters and owners.

It included presentations to stylists, salon owners

and suppliers and at major industry events. And it

included our Rental Realities special report, the

industry’s most comprehensive analysis of per-

ception, realities and rental’s business, financial

and tax considerations.

People go back and forth

Our research confirmed that renters are almost

identical to non-renters across a wide range of de-

mographic considerations. They just care about,

and are motivated by, different things. The indus-

try will never go back to “the way it was” so we

want to make sure that stylists understand their

choices, make the ones that are best for them and

have the tools to be successful.

SOLO ARTIST: MAKE ADIRECT CONNECTION

Connecting you with rental

They are part of our community and we’re

treating renters just like we’d treat any other

stylists – with understanding, respect and a

commitment to their success. SOLO ARTIST,

our communication for the rental community,

is geared specifically for their needs. And the

most direct and effective way to reach them.

MODERNSALON.COM/RENTAL

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JanuaryBEGINNING BIGStart off the year right with ideas on goal-setting, education planning and exploring other areas of specialty.TREND | Healthy hairPRODUCT FOCUS | BrushesEXPANDED COVERAGE | Gluten-free products

CLOSING: 11/20/2015MATERIALS DUE: 12/03/2015

FebruaryTHE HAIRCUT ISSUE—money-making to avant garde, and all things in between.TREND | Makeovers SPOTLIGHT | Shears and razorsPRODUCT FOCUS | Split-end sealers

CLOSING: 12/29/2015MATERIALS DUE: 01/04/2016

MarchGLAMOR AND DRAMARed carpet, Hollywood, glitz and glam.TREND | Vacation mustsPRODUCT FOCUS | Texturizing spraysEXPANDED COVERAGE | Spring nail shades and servicesSPECIAL SUPPLEMENT | Healthy Hairdresser

CLOSING: 01/23/2016MATERIALS DUE: 02/03/2016

AprilANNUAL SPECIAL OCCASION ISSUEBraids, chignons, accessories and tips for prom, wedding and festival season.TREND | Brides with blingSPOTLIGHT | Colorful thermal toolsPRODUCT FOCUS | Firm-hold finishersEXPANDED COVERAGE | Application, care, color and business opportunities for hair extensions

CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016

MaySUMMER COLOR PREVIEW2016’s first installment of formula round-ups from the industry’s top colorists and leading brands.TREND | Swatch WatchPORTFOLIO | Haircolor that ranges from avant garde to classic and timelessSPOTLIGHT | Pigmented products for reds and brunettesPRODUCT FOCUS | Cleansing conditioners

CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016

JuneANNUAL MEN’S ISSUEThey’re the most loyal, they come in more frequently, they buy product and they refer their friends. Meet your new favorite client: men!PRODUCT FOCUS | Powder-based productsEXPANDED COVERAGE | Beard carePLUS | Meet the NAHA finalistsSPECIAL SUPPLEMENT | Texture!

CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016

JulyEVERY AGEWearing it well in her 40s, 50s, 60s and beyond. CELEBRITY STYLE | Glamor through the decadesPRODUCT FOCUS | Shine spraysEXPANDED COVERAGE | All-in-one multi-taskers

CLOSING: 05/23/2016MATERIALS DUE: 06/03/2016

AugustGAME CHANGERSOur annual “talent” issue shines the light on up-and-comers and social media all-stars who have “liked” their way to the top!SPOTLIGHT | Curling irons and wandsPRODUCT FOCUS | Thickening shampoos

CLOSING: 06/24/2016MATERIALS DUE: 07/01/2016

SeptemberFALL FORECASTFashion Week runways around the globe influence hair and beauty in the salon and on the street—here’s what to look for in the coming months.PRODUCT FOCUS | Pink products for Breast Cancer Awareness EXPANDED COVERAGE | Trending nail shades and nail artSPECIAL SUPPLEMENT | NAHA Winners Portfolio

CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016

OctoberFALL COLOR ISSUEAs the days get shorter and cooler, clients will be looking to darken and enrich their color formulas—we talk to the top colorists and trend setters for buzz-worthy formulas.PRODUCT FOCUS | Holiday retailEXPANDED COVERAGE | Standout packaging

CLOSING: 08/22/2016MATERIALS DUE: 09/01/2016

NovemberHOLIDAY, CELEBRATE!Winter trends and services that will keep her sparkly and photo-ready to ring in the new year.SPOTLIGHT | Clippers and trimmersPRODUCT FOCUS | Curl creams and gels

CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016

DecemberIN CASE YOU MISSED ITOur annual gift to you: the top headlines and hairlines of the year.SPOTLIGHT | BlowdryersPRODUCT FOCUS | Curl creams and gels

CLOSING: 10/24/2016MATERIALS DUE: 11/03/2016

January/FebruaryTHE 19TH ANNUAL SALON TODAY 200The salon industry’s most prestigious competition celebrating salon business and sharing best practices. MINDSET QUESTION: What’s on your professional bucket list for the New Year?SERVICE SPOTLIGHT: Conditioning Treatments, Beauty Bar ServicesMARKETING: Salon Loyalty AppsINDUSTRY ROUNDTABLE: What do you predict will be the big beauty breakout retail product or service categories for 2016?

CLOSING: 11/25/2015MATERIALS DUE: 12/03/2015

MarchTHE MOTIVATION ISSUEA look at the latest tactics and techniques for inspiring team members to stretch cre-atively, market themselves and educate the client about retail. Editorial Bonus: The 2016 Take Action Guide, a directory of beau-ty-based philanthropies and activities. MINDSET QUESTION: How do you encour-age creative thinking in your organization? SERVICE SPOTLIGHT: Hair Thinning Solu-tions, Therapeutic MassagesMARKETING: Social Media CampaignsINDUSTRY ROUNDTABLE: What three qual-ities would someone need to be successful at your job?

CLOSING: 01/22/2016MATERIALS DUE: 02/03/2016

AprilTHE GROWTH ISSUEFrom double-shifting to goal-coaching to increasing average tickets, specific systems for growing your service and retail sales without adding team members or locations. SERVICE SPOTLIGHT: Creative Color Ser-vices, Rejuvenating FacialsMINDSET QUESTION: What’s the biggest challenge facing leaders today?MARKETING: Retention and Referral Pro-gramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?

CLOSING: 02/25/2016MATERIALS DUE: 03/04/2016

MayTHE CULTURE ISSUEIf owners don’t create their salon culture, it will be created for them. We’ll look at en-gaging activities that develop and maintain a culture that attracts talent and clients. Editorial Bonus: The 2016 Education Guide spotlights the year’s best events. SERVICE SPOTLIGHT: Special Occasion Makeup, UpdosMINDSET: What’s your process for ensur-ing a new hire will fit with your company’s culture?MARKETING: Guerilla CampaignsINDUSTRY ROUNDTABLE: What’s the most challenging employee relations issue you’ve ever faced?

CLOSING: 03/25/2016MATERIALS DUE: 04/01/2016

JuneSALONS OF THE YEARAn inside look at the 20 winners of the 2016 annual décor competition.MINDSET QUESTION: How does salon design improve the client experience? SERVICE SPOTLIGHT: Hair-Thinning Ser-vices, Upgraded PedicuresMARKETING: Service MenusINDUSTRY ROUNDTABLE: How do you visually communicate your brand?

CLOSING: 04/25/2016MATERIALS DUE: 05/02/2016

July/AugustTHE TECHNOLOGY ISSUEAn investigative report on the impact of online shopping on the salon world’s retail sales, and strategies for keeping those sales in the salon. Software and Technol-ogy Guide helps owners compare salon software. MINDSET QUESTION: What future technol-ogy do you have your eye on, and how will it shape the client experience?SERVICE SPOTLIGHT: Hair Extensions, Spa PackagesMARKETING: E-lettersINDUSTRY ROUNDTABLE: What’s the last technology tool or gadget you personally adopted?

CLOSING: 05/23/2016MATERIALS DUE: 06/03/2016

SeptemberTHE MERCHANDISING GUIDEToday’s top retailers will help owner build dis-plays that grab attention and escalate sales. Plus, the winners of our 5th annual STAMP competition. MINDSET QUESTION: When’s the last time you borrowed a great idea from outside the beauty industry and how did you implement it? SERVICE SPOTLIGHT: Balyage Services, Body TreatmentsMARKETING: Merchandising DisplaysINDUSTRY ROUNDTABLE: What’s one mis-take you see leaders make more frequently than others?

CLOSING: 07/25/2016MATERIALS DUE: 08/03/2016

OctoberTHE HEALTHY SALON ISSUEFrom ventilation systems to employee weight-loss competitions to creating private spaces for nursing moms, strategies for fostering healthy practices for the salon team. Plus, a guide to recognizing domestic abuse and what to do about it. MINDSET QUESTION: What strategies do you put in place to maintain a healthy work/life balance? SERVICE SPOTLIGHT: Medi-Spa, Texture ServicesMARKETING: Retention and Referral ProgramsINDUSTRY ROUNDTABLE: Name a time you have risked something and failed. What did it teach you?

CLOSING: 08/22/2016MATERIALS DUE: 09/01/2016

Nov/DecTHE PLANNING ISSUEIndustry experts show you how to build your marketing calendar, plan your tax strategy and review your HR plans. Plus, our annual Coach-ing and Consulting Guide. MINDSET QUESTION: If we asked your team what were your strengths and weaknesses, how would they respond? SERVICE SPOTLIGHT: Holiday Hair, Gift CardsMARKETING: Holiday ProgramsINDUSTRY ROUNDTABLE: Who has had a tre-mendous impact on you as a leader, and why?

CLOSING: 09/26/2016MATERIALS DUE: 10/03/2016

PLAN FOR A BEAUTIFUL YEAR

GROW SALON BUSINESS IN 2016

Hair: Martin Parsons, assisted by Michelle Pleasant | Photography: Robaerto Ligresti Makeup: David Maderich | Fashion styling: Alejandro

Marc Albert, Pittsburgh, PA, SALON TODAY, June 2015

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spring 2015

modernsalon.comA MODERN SALON PUBLICATION

A Starter’s Guide to a Beautiful Career

SHIFTING GEARS

FROM STUDENT TO PROFESSIONAL

Resume writing,interview tips and

building your portfolio

How $5 add-ons can equal big bucks

Getting the perfect shot for your portfolio

8 little changes to live more joyously

FC_Cover_Spring2015 FINAL.indd 1 2/19/15 9:50 PM

STANDARD AD SIZES Width DepthOne Page ......................................... 7" ........................... 10"Spread .............................................. 15" ......................... 10"Two-Thirds Page ............................ 4.5625" ............... 10"Half Page (Vertical) ........................ 3.375" .................. 10"Half Page (Horizontal) .................. 7" ...........................4.875"Half Page (Island) ........................... 4.5625" ...............7.375"Third Page (Square) ...................... 4.5625" ...............4.875"Third Page (Vertical) ...................... 2.1875" ................. 10"

Width DepthFull Page........................................... 8.125" ................... 11"Spread .............................................. 16" ......................... 11"Half Page (Horizontal) .................. 8.125" ...................5.5"Half Page (Vertical) ........................ 4" ........................... 11"Third Page (Vertical) ...................... 2.75" ..................... 11"

Final Trim Size ............................7.875" ................ 10.75"

Bleed Spread Measures: 16" x 11"Spread Trim Size: 15.75" x 10.75"

BLEED AD SIZES

MATERIAL SUBMISSION: Upload a hi-res PDF to

http://adupload.vancepublishing.com For upload instructions visit modernsalon.com/modern-salon-media-advertise.

ONLY ACCEPTABLE FILE FORMAT IS A HIGH RESOLUTION PDF SAVED USING THE “PDF/x-1a:2001” SETTING. Only CMYK or Grayscale colors allowed. All images should be 300dpi as used in the file for the best print quality. All fonts must be embedded in the PDF. Ad size must exactly match a bleed or standard size given to the right. Do not add printer marks of any kind. Bleed ads must maintain a 1/2" safety margin inside the bleed dimension. Do not add bleed to a non-bleed ad. One SWOP color proof made from the actual file submitted is required for the printer to match colors as close as possible. If a SWOP proof is not supplied, the publisher reserves the right to have one made at the advertiser’s expense. Vance Publishing accepts no liability for advertisement reproduction on files that do not comply with our specifications and/or are not supplied with a SWOP color proof that has been approved by the client. A list of SWOP proofing systems is available at swop.org. Printing is done on a heat-set, web-fed offset press, all colors wet. The printer uses the “U.S. Web Coated (SWOP) v2” color profile.

PRODUCTION CHARGES: No charge for properly supplied digital files prepared in accordance with publisher’s requirements. Advertiser will be charged for any work required to update advertiser’s provided files to meet our requirements. Any corrections are billed back to advertiser at publisher’s cost.

2016 PRINT SPECS

We will trim 1/8" from top, bottom, left and right sides.

Note: On bleed pages and inserts when preparing the material keep all live matter 1/2" within all four sides of bleed dimension to avoid possible loss in binding and trimming.

On spread advertisements, either run of book or inserts, have copy or images across the gutter, kept 3/16" from left and right of center line.

STANDARD AD SIZES Width DepthFull Page........................................... 6.625" ..................9.125"Spread .............................................. 13.25" ...................9.125"

Width DepthFull Page........................................... 6.875" ..................9.375"Spread .............................................. 13.5" ......................9.375"

BLEED AD SIZES

2 page Spread 1 page

1/2 page

Horizontal

1/3

page

2/3 page

1/2

page

Vertical

Jenny Barnette400 Knightsbridge Parkway Lincolnshire, IL [email protected]

SEND MATERIALS TO:

2016 DIGITAL SPECS

Top Banner • Appears at the top of the website• 728 x 90 or 970 x 90• 320 x 50 for Mobile views

Rectangle Banner• Embedded within the editorial content,

slideshows and video pre-rolls• 300 x 250

Supersized Banner• Embedded within the editorial content,• placed lower on the left• 300 x 600

Brand Voice (Article)• Your message as an article on our home page/content

feed with our editorial content • Featured in the MODERN SALON Daily eletter • Headline and article (up to 1000 words) with either a video or

up to 10 photos (for a slideshow) with appropriate photo credits• Images must be a model shot or product photo,

not a banner ad or logo• We review/approve your article before it gets posted,

up to two revisions• Links to your article on our website

Sponsored Content• Your image and message on our home page/content

feed with our editorial content• Headline (7 words max), body copy (50 words max)

and image (300 x 250)• Images must be a model shot or product photo,

not a banner ad or logo• Links to your website, or any other page you choose

WEBSITE

Rectangle Banner• 300 x 250 ad• Linked to your website, or any

other page you choose

Sponsored Content (Text Ad)• Your image and message included in

our eletter with our editorial content• Headline (7 words max), body copy (50 words max)

and image (300 x 250)• Images must be a model shot or product photo,

not a banner ad or logo• Links to your website, or any other

page you choose

ELETTER

1

2

3

4

5

TOP BANNER1

RECTANGLE BANNER

2

SUPERSIZEDBANNER

BRANDVOICE

SPONSOREDCONTENT3

4

5

ALL AD SUBMISSIONS MUST SPECIFY THE URL YOUR AD WILL LINK TO

1/4 page

Square

1/3 page

Square

June 2015

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MODERNSALON.COM

Catering to the guys, bros, dads, and men with style and swag.Hair: Rocky Vitelli for Farouk Systems

Meet your new favorite client

dollars &gents

How a celebrity stylist went from Iowa to Idol

NewCooltheNAHA 2015

Announcing the finalists

making scents

Products that make a fragrant

statement

FC2_MS0615.indd 1 5/21/2015 5:00:01 PM

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MODERN SALONMARKETING TEAM

Steve [email protected] 847-634-4354

Gregg McConnellWest [email protected]

Katharine CookMidwest/Southeast [email protected]

Angela ReichEast [email protected]

Sherry DelvecchioSales [email protected]

Rudy [email protected]

»Contact MODERN to leverage the best reach, frequency, content and customized solutions to meet your brand goals

MODERN SALON EDITORIAL Michele MusgroveAssociate Publisher/Editorial [email protected]

Alison AlhamedMODERN SALON Editor in [email protected]

Stacey SobleSALON TODAY Editor in [email protected]

Lauren QuickFIRST CHAIR [email protected]

WHATEVER YOU NEED IN 2016,MODERN SALON MEDIA HAS IT COVERED

memo