and

&

6.19.14

Stories well told Stories worth a listen

Johnson Publishing Company, also known as JPC, publishes two iconic brands that have an essential voice in the national conversation

and an unequaled position within Black America

Unique Position, Impossible to Duplicate

• For 72 years, Johnson Publishing Company has told the stories of Black America to the world

• We have a rich archive of more than half a million one-of-a-kind photographs

• We have a broad consumer reach spanning generations of Black Americans who have a strong desire to connect to their heritage

• EBONY and JET are part of their families and their history

Brand Affinity

• EBONY and JET are iconic brands with loyal and involved readers

• Each year, more than 25 million people read EBONY and JET

– 70% of the African-American adult population will engage with our brands this year

• EBONY and JET are the #1 and #3 magazines serving African-American consumers in terms of readership and circulation

1945

1951

On average, African-American adults read 40% more magazines per month than the national normSource: GfK MRI

Industry SectorStrength

Over 82% of Black Americans say they turn to Black magazines most often for

company and product informationSource: Ketchum Public Relations

Black Americans spend 30 more minutes a week reading magazines than non-Blacks

Source: Drug Store News

Black households spend roughly $400 million annually on magazines and newspapers

Source: Target Market News, Buying Power of Black America

30MORE

MINUTES

40%MORE

MAGAZINES

$400 MILLION

82%OVER

Response toAdvertising

• JET and EBONY readers pay close attention to advertising• Of the 166 magazines measured in 2013, JET ranked #2 in

terms of advertising recall; EBONY ranked 7th

EBONY JET All Magazines

5564

51

108

125

100

Magazine Ad Recall Scores

Noted (%) Noted Index

Source: MRI Starch – AdMeasure [Ads Measured during CY 2013]

Noted: The percentage of people interviewed who remember having previously seen the advertisement in the study issue

Passionate ReadersTop 15 Magazines Ranked by Favoritism

Rank Magazine % "One of My Favorites"

1 The Economist 51.1

2 Guideposts 48.9

3 Mother Earth News 44.5

4 National Geographic 43.7

5 Cat Fancy 43.4

6 The New Yorker 41.3

7 Reminisce 38.7

8 Playboy 38.6

9 JET 38.5

10 Smithsonian 38.2

11 EBONY 38.1

12 Taste of Home 37.7

13 Veranda 37.7

14 Cooking with Paula Deen 36.8

15 Food Network Magazine 36.6

Source: GfK MRI 2013 Spring Study (Total U.S. Adults Age 18+)

Out of 200+ measured consumer magazines, JET ranked 9th and EBONY ranked 11th in terms of level of favoritism - topping Essence (#20), Black Enterprise (#44), Vanity Fair (#79), and O (#34)

Brands with Reach

Sources: GfK MRI Fall 2013 and Alliance for Audited Media

EBONY has 9.1 million adult readers- Rate base of 1.25 million - Average Age: 45.8- Male/Female: 32%M/68%F

JET has 7.1 million adult readers- Rate base of 700,000- Average Age: 45.4- Male/Female: 39%M/61%F

• Celebrating 60+ years of delivering news about

Black Americans to Black Americans

• Well-established core franchises make the book iconic

– JET Beauty

– JET Love

– JET Photo of the Week

JET Digital App set to launch June 30, 2014!!!

Driving Engagement

Source: MRI Starch (CY 2013) 10

All Magazines

Entertainment Weekly

In Touch

JET

Life & Style Weekly

OK!

People

Star

Us Weekly

44

43

37

51

39

36

38

39

36

This publication is a must read for me. (% Agree)

11

As the No. 1 source for an authoritative perspective on the African-American community, EBONY highlights crucial issues in a way that shapes thought, ignites conversation and serves as a call to action for Black America.

On our pages, you will find our best thinkers, our trendsetters, our hottest celebrities and our next-generation leaders. In addition to celebratingexamples of success, EBONY also offers readers the tools they need to achieve their own personal best. EBONY is the heart, the soul and the pulse of Black America.

THE RADARPolitics, arts & culture, technology, people and sports

STYLEFashion, beauty, tastemakers, trends, and street style

ELEVATEMind, body, spirit, wellness, health, coaching and spirituality

LIVEHome, food, travel and entertaining

ACHIEVEPortraits of successful people and financial advice

CONNECTLove and relationships

Driving Engagement

Source: MRI Starch (CY 2013)

All Magazines

Black Enterprise

EBONY

Esquire

Essence

O, The Oprah Magazine

Real Simple

Vanity Fair

50

59

60

47

57

49

58

51

I would really miss this publication if it were no longer available. (% Agree)

14

Meet The EBONY WomanEBONY women are ambitious, optimistic, and in control. They value their families and protect their close relationships. These readers are marked by their social activism, community involvement, and selflessness; however, these women do have a strong streak of self-interest - especially when it comes to their outward appearances.

EBONY women invest heavily – in terms of time and dollars - in maintaining/improving their image, status, and beauty. These readers claim to know a lot about beauty, fashion, and style. They view themselves as experienced experts and trusted advisors in the area of “looking good.” They are particularly well-versed in the world of shoes and hair – from bottom to top these women are fierce about their fashion sense.

Sources: Various

15Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)

Access to the Influencers

EBONY women are highly influential in the beauty category. More so than all U.S. women and African-American women, EBONY women are likely to give advice and to provide trusted recommendations regarding beauty. Category Influential Consumers are:

• Deeply familiar with their category • Frequent recommenders across broad social networks • Highly trusted • Word of Mouth leaders for products and services

16

Got The “Look”7 out of 10 EBONY women say that “looking good” is very important to them • EBONY women value having a beautiful outward appearance

more highly than the average U.S. woman and the average African-American woman

Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)

17

Branded Beauty

• EBONY women are eager to buy brands that reinforce their image and style

• They believe that brands convey status and quality, and they are determined to buy new products before their friends

Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)

18

Reaching the Right Women

CATEGORY COV. %Mascara 38.9 Pressed Powder 38.3 Eye Shadow 37.7 Blusher 37.7 Nail Care Products & Polish 37.4 Foundation Make-Up 37.1 Lipstick & Lip Gloss 36.4 Eye Liner 35.7 Loose Face Powder 35.1

• Nearly 40% of African-American women who purchase cosmetics via mass channels* read EBONY

• The average issue of EBONY is read by roughly 40% of African-American women who use mascara, pressed powder, and eye shadow

Source: GfK MRI 2013 Doublebase Study (Base: African-American Women Age 18+)

*Discount Stores, Grocery Stores, or Drug Stores

19

The women who read EBONY use key beauty products more frequently than the average U.S. woman and African-American woman

High Volume Users

Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)

20Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)

The EBONY Woman + Elizabeth Arden

21

Female Composition Growing

Source: GfK MRI 2012 Twelveplus Study (Base: Total Persons Age 12+)

• The EBONY audience is becoming increasingly more female • Over the last 3 years, the magazine’s female composition grew 3.5

percentage points

65% of the 10.3 million people who read the average issue of EBONY are female (Female Audience Age 12+: 6,748,000)

22Source: Hall’s Magazine Reports

Beauty & Grooming

Edit Pages

CY 2006 CY 2012

Up 123%!

Compatible Editorial Environment

25.7

57.3

23

Compelling EditFashion, Beauty, Tastemakers, Trends, and Street Style

24

DIGITAL CAPABILITIES

25

EBONY.COM

• Channels– Careers & Finance– Love & Sex– Entertainment– News & Views– Wellness– Life– Style– Photos

• Audience– female/male: 53.8% / 46.2% – median age: 34.9 – median hhi: $79,353

• Site Metrics– monthly visits: 903K – monthly unique visitors: 706K – monthly pageviews: 2.1M

• Social Media Metrics

facebook: 535K

twitter: 142K

instagram: 27K

26

In love with beauty, style and female empowerment, EBONY.com Associate Beauty and Style Editor, Melanie Yvette Martin has her finger on the pulse of all things fab!

Her love for beauty, empowerment and media birthed the newest, most talked about column on EBONY.com, Beautifully Brown. The weekly series is a self-love movement inspiring brown women to feel confident in their skin through makeup and inspiring conversation. Through the column, Melanie has gotten the chance to chat with gorgeous female celebs and stars such as Ciara, Kelly Rowland, Tracee Ellis Ross and more, getting the dish on their secrets to self-confidence and how they’re working to inspire young women. Check out our latest chat with Kimberly Elise!

http://www.ebony.com/video/style/beautifully-brown-3-minutes-with-kimberly-elise-992#.U5sRmf1OVMs

27

JETMAG.COM• Channels

– News– Entertainment– Life– JET Beauty– JET Love– Inside JET– Giveaways

• Audience– female/male: 61.9% / 38.1% – adult median age: 29.5

• Site Metrics– monthly visits: 164K – monthly unique visitors: 132K – monthly pageviews: 352K

• Social Media MetricsFacebook: 134KTwitter: 57KGoogle+: 122K

28

JET, the pioneering African-American weekly magazine that rose to prominence covering the civil rights movement and many sea-changing events since, is transitioning to a digital-only publication!

• The New JET Magazine Digital App will feature the news and entertainment content that readers have come to appreciate, but with this new medium it will bring an added level of interactivity, engagement and addressability.

• The app is being designed with the flexibility to innovate and experiment more with the amazing content that JET captures, combined with the desired capabilities brand partners can bring into the “lab” with us. The result, the opportunity to create powerful, relevant and memorable experiences geared toward amplifying and influencing the consumer behaviors of African American audiences.  

THE NEW JET MAGAZINE DIGITAL APP

29

STRATEGIC PARTNERSHIPS

30

Since 1975, EBONY has celebrated Black collegiate women—poised to make a positive change in the African American community—through the Historically Black Colleges and Universities Campus Queens program.

The young women (Ages 18 – 24) who participate are poised to affect great social change within our collegiate, civic, national and global communities. The annual EBONY HBCU Campus Queens franchise embodies this movement through a 360o integrated program.

Activating millions of African-Americans, the scale of EBONY’s program provides a one-of-a-kind opportunity to engage these consumers and supporters through sponsorship opportunities across print, online, mobile, social media and TV.

The program’s focus is on the synergistic values of these future leaders, their commitment to citizenship, service, health and fitness.

In 2013, EBONY.com

engaged the audience to

deliver 2.4MM votes for the

annual HBCU Campus Queens

31

The EBONY POWER 100 celebrates the world’s most inspiring 100 African Americans.

The EBONY POWER 100 event brings EBONY to life through a fully integrated program. It is a night to experience those who lead, inspire and demonstrate, through their individual crafts and talents, the very best in Black America.

Only EBONY can bring together this formidable list of the most influential and intriguing men and women in Black America.

This year’s event takes place November, 17-19 at the Avalon Hotel in Los Angeles, CA.

The 2014 Power 100 salutes Quincy Jones as the recipient of the “Lifetime Achievement Award.”

RelevantBrand Solutions

EVENTS

PRINTDIGITAL

STRATEGICPARTNERSHIPS

33

APPENDIXEBONY COMPETITIVE ADVANTAGE

34

Competitive Advantage #1Scale

On average, EBONY delivers 5.2 million African-American women per issue

A single insertion in EBONY reaches roughly 35% of the 15 million African-American women in the U.S.

Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Adults Age 18+)

35

The women who read EBONY are highly engaged with the publication They read more frequently, spend more time reading, and rate the publication higher in

terms of favoritism than the women who read the competitive titles

Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Women Age 18+)

Competitive Advantage #2Passionate, Loyal Readers

Average Frequency: the average number of issues read out of the last 4 issues published Average Days: the number of days, on average, that a reader spends reading the magazine Average Minutes: the average number of minutes readers spent reading the magazine in the most recent publication period % "One of My Favorites": the percentage of readers who rated the magazine "One of My Favorites". It is a measure of favoritism/affinity.

Average Frequency Average Days Average Minutes % “One of My Favorites"

Magazine Title # Rank # Rank # Rank % Rank

EBONY 3.2 1 2.4 1 48.8 1 45.4 1

Essence 3.0 2 2.3 2 47.8 3 42.9 2

Glamour 2.6 5 2.0 6 34.5 6 19.1 6

O, The Oprah Magazine 2.8 4 2.3 4 48.5 2 31.9 4

Real Simple 2.9 3 2.3 3 46.0 4 36.7 3

Vanity Fair 2.6 6 2.2 5 45.9 5 29.9 5

36

The ad to edit ratio found in EBONY is much more favorable than that found in competitive titles

Source: Hall’s Magazine Reports (January to June 2013)

Competitive Advantage #3Uncluttered Environment

37

EBONY readers — EBONY women in particular — are more likely than the norm to recall ads — especially ads for beauty products

Noted:The percentage of people interviewed who remember having previously seen the advertisement in the study issueSource: MRI Starch — AdMeasure (Ads Measured from January to June 2013) [Women]

Competitive Advantage #4Superior Ad Recall

38

EBONY readers are unlikely to be readers of many mainstream, consumer magazines — allowing EBONY a near exclusive reach of its audience

Competitive Advantage #5Low Duplication

EBONY readers do not read…..

Real Simple 97%

Vanity Fair 92%

Glamour 86%

O, The Oprah Magazine 71%

Essence 44%

Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Adults Age 18+)

39

The EBONY page rate is less out of pocket than the mainstream titles in the competitive set; EBONY is the only title in this group with a page rate under $100K

EBONY delivers a rate base CPM under $100 — significantly less than the niche AA-focused titles in the set

In fact, only O delivers a more efficient rate base CPM than EBONY

Competitive Advantage #6Low Page Rate/Efficient CPM

Sources: MRI Plus Online and Online Media Kits

Publication4C Bleed

Open RateRate Base

Rate Base CPM

EBONY $73,788 1,250,000 $59.03Essence $107,800 1,050,000 $102.67Glamour $229,609 2,250,000 $102.05Heart & Soul $21,400 300,000 $71.33O, The Oprah Magazine $126,110 2,350,000 $53.66Real Simple $196,900 1,975,000 $99.70Upscale $14,126 175,000 $80.72Uptown $29,106 225,000 $129.36Vanity Fair $198,099 1,175,000 $168.59Vibe $30,000 300,000 $100.00