Innovation in magazines Ad-revenue models for a new worldInnovation in magazines Ad-revenue models...
Transcript of Innovation in magazines Ad-revenue models for a new worldInnovation in magazines Ad-revenue models...
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Innovation in magazinesAd-revenue models for a new world
Jacquie LochVP & Group Publisher, St. Joseph Media, Canada
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innovation in magazines:ad revenue models for a new world
Jacqueline LochVP + Group PublisherSt Joseph Media, Canada
email: [email protected]: @jacquelineloch
#FIPPCongress
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advertising partnerships andthe new magazine ecosystem
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positioning the magazine as a luxury brand
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we started acting like a luxury brand
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turning the revenue model on its head
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nearly 30% of marketing budgetsare now spent on content marketing
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deep editorial integrations…on brand and on strategy
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leveraging status and category expertise
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Objective/Strategy:
To present the L’Oréal Paris Infallible Paints line of cosmetics in a high impact and never-been-done way that engages Canadian women
Showcase the products via a 360º program that promotes awareness, engagement and consumer education
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the cover
• Special LOP/FASHION co-branded cover and feature story: April issue
• 5 covers – all on cover stock with a high gloss fluorescent pick spot colour and perforations to form an interactive “flip book”
• Make-up by Sir John featuring 5 distinct high fashion cover looks
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The cover: 5 cover images printed on high gloss cover stock — perforated to make an interactive “flip book”
Each cover look featuring a different make-up trendLooks created by Sir John and featuring L’Oréal Paris products
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the cover
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the concept
Feature Story Engagement:
Scroll depth 92%Average time spent 2 mins
Video views across FASHION platforms: 47.8K
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the cover
• Live cover shoot pushed out over social media
• Digital-first execution
• Playful, fun and first-to-market
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April BTS page: featuring images from the cover feature shoot and L’Oréalproduct
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Table of contents: editorial mention
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Editor’s Letter: EIC Noreen Flanagan opens the issue with her personal account of the cover execution and issue theme: IRLvsURL
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Cover Feature:
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Cover Feature:
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Cover Feature:
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Cover Feature:
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Cover Feature:
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VIDEO CONTENT
12 videos posted: • Boomerangs• Facebook Live• Behind the Scenes
FACEBOOK VIDEO
Facebook Live with Sir John on set with Coco Rocha (9:17)People Reached 44.3K | Minutes Viewed 3.8K | Post Engagement 305 | Views 8.1K
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SIR JOHN “GET THE LOOK” VIDEO
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EARNED MEDIA:MULTIPLE OUTLETS
67,065,468 IMPRESSIONS
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DAILY MAIL UKONLINE
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COCO ROCHA’S SOCIAL MEDIA:
INSTAGRAM REACH: 1,208,167
TWITTER REACH: 1,590,967
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The Results:The result: the program delivered exceptional reach, engagement and ROI via multi-platform content across earned, owned and paid media channels:
• Exceeded all metrics
• Achieved 92% scroll depth with online content
• Delivered 104,297,893 Media Impressions
• Delivered a high impact best-in-class editorial integration across digital, social, print, video
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Objective/Strategy:
To present the JOE FRESH summer collection in a high impact and never-been-done way that engages Canadian women.
Showcase JOE FRESH via a 360º program that promotes awareness, engagement and consumer education and integrates seamlessly with an editorial environment and elevates the JOE FRESH brand
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The Solution: Joe Fresh and FASHION magazine partnered to produce a first-to-market perforated “flap cover” + Explore travel and fashion “takeover” for the Summer 2017 issueIssue theme: Your.Best.Summer.EverModel: Heather Marks
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Table of contents: editorial mention
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Contents
FASHION |
phot
ogra
phy:
mar
ks b
y ja
vier
lov
era;
bag
, $60
, ald
o. s
wim
suit
, $28
0, s
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ON tHe cOver
Photographed by Javier Lovera, styled by George Antonopoulos. Hair and makeup, Sabrina Rinaldi. Heather Marks is wearing a jacket, $59, bikini top, $19, and bikini bottoms, $19, Joe Fresh. On cover spread: Left-hand side: Top, $29, shorts, $26, and bangles, $16, Joe Fresh. Right-hand side: Top, $34, bikini top, $24, pants, $34, and sunglasses, $19, Joe Fresh. Rings, price on request, Daniel Espinosa.
Leafy botanical prints take over everything from shoes to handbags to dresses.
Make a splash in this season’s best one-piece swimsuits.
t r eNd
AlwAys in fAshion30 Letter from the editor 32 Behind the Scenes34 Contributors36 Readers’ Letters
fAshion41 The Gabrielle handbag pays homage to Chanel’s trailblazing founder.
46 Paul Andrew makes his debut as design director for women’s shoes at Salvatore Ferragamo; fine jewellery brands design pieces that are tougher than nails; and Ollie Quinn has a global view on eyewear.
48 Louis Vuitton’s Masters x Louis Vuitton x Jeff Koons col-lection is the luxury brand’s most epic artistic collaboration yet.
54 Music festivals are here to stay. Update your look while dancing under the stars.
58 Lacy shoes that will make you hit the ground running.
JOe Fr eSH
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Summer BTS page: featuring images from the cover and the Explore travel section takeover
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Editor’s Letter: EIC Noreen Flanagan opens the issue with the backstory on how the integration idea evolved including the #inspo for the setting
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Contribpage: Shout to our cover star for the project, Heather Marks
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Explore: Editorial takeover
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Explore Feature:
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Explore Feature:
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DIGITAL CONTENT
Feature Story Engagement:
Scroll depth 85%Average time spent 2:13 minsVideo views across FASHION platforms: 33.6K
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COVER REVEAL
Instagram animated cover revealViews 1,882
VIDEO CONTENT
3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes
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VIDEO CONTENT
3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes
FACEBOOK LIVE VIDEO
Facebook Live from San Cristobal equestrian estate in Mexico City (5:44)People Reached 45.5K | Minutes Viewed 3.2K | Post Engagement 258 | Views 9.7K
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FACEBOOK LIVE VIDEO INSIGHTSVIDEO CONTENT
3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes
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BEHIND THE SCENES
Behind the shoot (00:59)People Reached 30.2K | Minutes Viewed 2.1K | Post Engagement 224 | Views 5.8K
VIDEO CONTENT
3 videos posted: • Cover reveal promo• Facebook Live• Behind the Scenes
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EARNED MEDIA:MULTIPLE OUTLETS
1,544,055IMPRESSIONS
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PROGRAM TIMELINE
Total EstimatedMedia Impressions:Over 4 million
Instagram posts/stories March 12, 13, 14
Facebook live from the set : March 14
Cover shoot promo period: March 12-14
Cover reveal online: May 8
Social media promotion: May 8 – May 19
Cover release on newsstand: May 15
Online feature story hits market: May 8
Duration of social media activity: May 8 – May 19 (12 days)
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“Joe Fresh strives to innovate with their media approach. Partnering with Fashion magazine we
were able to elevate the brand and the summer fashion line to entice in store sales. Fashion
magazine was able to push the norm bring to life a unique magazine execution”
Sabrina LaRosa, Senior Manager Media Marketing
THE CLIENT RESPONSE:
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the results:• Exceeded all metrics/delivered exceptional ROI
• Achieved 85% scroll depth with online content
• Delivered OVER 4 MILLION Media Impressions
• Delivered a high impact best-in-class editorial integration across digital, social, print, video
• Elevated the JOE FRESH summer collection for a fashion-forward luxury shopper
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leveraging status and category expertise
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thank you
Jacqueline LochVP + Group PublisherSt Joseph Media, Canada
email: [email protected]: @jacquelineloch
#FIPPCongress