relaunch 2017 - ti media · digital magazine content 1 in 2 female millennials regularly use...
TRANSCRIPT
Relaunch 2017
Contents
The opportunity Behaviour InStyle.com Strategy Profile
Market demands Scale Expertise Engagement
Editorial Vision Team Content Franchises
Commercial Display Native Content distribution
Digital magazine content
1 in 2 female millennials regularly use digital content from magazine brands*
Fashion
Over two thirds of female millennials consider fashion
a core passion*
editorial authority
Trusted personalities, such as editors, add credibility to online content for
this audience*
The opportunity
‘The New Mainstream’ is a recent study conducted by Time Inc. and Differentology on millennials’ media consumption
*source: ‘The New Mainstream’, Differentology, Time Inc. 2016
InStyle.com
Fashion destination
InStyle.com is a top 3 US site for women’s fashion & beauty content, seeing phenomenal growth of
+96% YOY
access & content
InStyle.com has unrivalled access to A-list talent and a team that produces 60+ pieces
of content per day
uK edit
InStyle.co.uk will be merging its CMS and template with the .com site, taking an edit of the best and
most relevant pieces for our UK audience
audience strategy
‘What unites these groups and feeds into InStyle’s new approach is they’re addicted to their devices – shopping, reading, researching, listening to music and watching video across multiple devices everyday, indexing above average for accessing fashion and lifestyle websites. Their busy social lives are driven by digital communications, as they seamlessly blend their on and offline experiences.’
Rich Sutcliffe, Digital Director
central Pulse
InStyle index: 103 Age 18-35
Income £20k-£29k City-centre regeneration
Rent small new-build and converted flats Graduate starter salaries
Cinema-goers who love modern technology
Metro high-Flyers
InStyle index: 164 Age 26-35
Income £70k-£99k High-priced 1 or 2 bed apartments
Highly educated professionals Easily commutable suburbs
IT savvy
Penthouse chic
InStyle index: 145 Age 26-35
Income £100k-£149k Expensive apartments in city centre High rewards from city-based jobs
Extensive use of smartphones Highest Champagne drinkers
audience profile
Millennial
74% 18-35*
upmarket
69% aBc1*
no.1 site
860k unique users*
*source: comscore data based on current UK traffic on InStyle.com and InStyle.co.uk
7 / 38
Scale authority engagement
Market demands
8 / 38
InStyle
Scale
With 860K unique users, InStyle will become the UK’s leading fashion & beauty destination
editorial authority
BSME award-winning Editor-in-Chief Charlotte Moore will lead the London-
based editorial team
engagement
Through Project 13, InStyle has an established and powerful relationship with leading UK influencers
The team
charlotte Moore editor-in-chief
Charlotte has been editor of InStyle for nearly three years. In 2015 she was voted New Editor of the Year by the BSME. Previously Launch Editor of Marie Claire Runway, Charlotte is an experienced editor/journalist covering everything from the biannual collections to designer profiles and backstage reports to celebrity interviews, reportage stories and beauty features. Most recently Charlotte has accelerated growth across InStyle’s digital platforms, with innovations such as Project 13, making video a key component of the InStyle mix.
unique global collaboration
Vision
charlotte Moore editor-in-chief
‘We want to start the conversation of the day. To entertain and entice.
To be irreverent about the things that don’t matter and celebrate the
things that do. With a team of relatable blogger-style journalists,
I want InStyle to be the fast-track to the fashion looks that work for that
very morning, not next month or next season. It’s beauty journalism that starts in front of a mirror, not at a desk loaded with invites and
anonymous new products. It’s Sophie Turner’s burgeoning romance with
Joe Jonas, that ridiculously cheap but brilliant leopard coat from Matalan,
the backstage dramas at the Victoria’s Secret show and how to nail the new
candy-cane eyeliner look. From burgers to ballet buns – with great images,
personality-led videos and surprisingly funny headlines, it’s about tapping
into what’s relevant – what’s happening right now. Every day, always
new – with all that glamorous stuff that really makes you happy.’
The team
The team
Suzannah Ramsdale Digital editor
A key appointment for InStyle’s next phase, Suzannah joined InStyle in July 2016. An experienced digital journalist, in 2008 she won a place on the highly coveted Digital Graduate Trainee Scheme at Time Inc, working at Marie Claire, Good To Know and Decanter. From Time Inc she went to Sky.com as a celebrity journalist and Weekend Editor before she returned as Marie Claire’s Digital Features Editor. As well as running the day-to-day content production on the site, Suzannah will be editing the travel section.
The team
Josh newis-Smith Digital Fashion & celebrity Director
A presenter, stylist and fashion journalist, Josh started his career in 2012. Since then he has interviewed everyone from Brit superstars Rita Ora and David Gandy to US legends Julianne Moore and Joan Collins. Stylish, charismatic and instantly likeable, his buoyant, playful interviews are unique to InStyle. Joshington Hosts, his weekly digital chat show, is broadcast every week across YouTube, Facebook and Instagram and Josh will be writing about everything celebrity and fashion – from the high street’s obsession with leopard print to Bella Hadid’s Victoria’s Secret look.
The team
chloe MacDonnellDigital Style Director
A brilliant writer with personality, creativity and journalistic integrity, Chloe is the go-to for in-depth features. From fashion to food to fitness, Chloe is the first to know the hottest new names, looks and trends. As well as covering the big fashion launches and writing about the biggest movies and trending TV shows – think Amazon Prime’s Outlander to Netflix’s Narcos – Chloe will be producing videos for our site and social channels with our food editor Gizzi Erskine as well as working on collaborations with food, fitness and fashion influencers.
The team
hannah lewisJunior Digital Fashion & Beauty StylistEffortlessly stylish, Hannah has the innate ability to sift out the winning pieces from every collection, whether it’s Whistles, Warehouse or Wang. A beauty obsessive, Hannah will also be working alongside Beauty Editor George Driver, editing the best beauty products of the day for Instagram as well as the best of the week for the website. Hannah’s Haul will be her regular edit of the biggest stores and brands – from Topshop and Zara to Matches and Harrods. It will go live on Instagram every week, as well as regular Facebook Lives where she will showcase how to wear each piece.
collaborators
content
content
InStyle FitThe showsJoshington
hosts
Stolen from the street
Go social
#Beautyblog adulting Film & TV
Backstage beauty
Franchises
Best Beauty BuysBaFTa
Project 13
Our services
Our Services
native
Social live
Sponsorship high impact advertising
Marketing services
Marketing services
Marketing Services is Time Inc.’s content marketing & social department
• Social media management • Consultation • Training • Content creation • Strategy, analysis, support
advertising solutions
We can use the whole of Time Inc.’s digital audience and beyond to find the most engaged users and distribute the content to a guaranteed number of users to any scale.
InStyle
Owned
Earned
Extended
6 million+
Brand footprint
10 million+
Website audiences
31 million+
Time Inc. brands’ social media audience reach**
Extended audience
Using our data and insight we can extend the reach of our
audience beyond our owned and earned media
*comscore **31m is Facebook reach using our comscore 41% brand duplication factor, other social channels would increase this figure, hence it is quoted as 31m+
Brand footprint
Twitter 232k
860k unique users
email 60k
11m video views Facebook reach 3.5m
Instagram 144k
contact
editor-in-chief charlotte Moore [email protected]
Publisher Jhan Rushton [email protected] Tel: 020 3148 7618 Mobile: 07950 189 843
InStyle Blue Fin Building, 110 Southwark Street, London SE1 0SU United Kingdom
Digital editor Suzannah Ramsdale [email protected]
Digital Fashion & celebrity Director Josh newis-Smith [email protected]
Digital Style Director chloe MacDonnell [email protected]
Digital Beauty editor George Driver [email protected]
Junior Digital Fashion & Beauty Stylist hannah lewis [email protected]