womenâ€™s lifestyle portfolio
m e d i a i n f o r m at i o n
who are future? Future plc is an international media group and leading digital publisher, listed on the London Stock Exchange (symbol: FUTR). Founded in 1985 with one magazine, today we have operations in the UK, US and Australia creating 200 special-interest publications, apps, websites and events.
what we do Future sells 2.2 million magazines each month; we attract more than 45 million monthly unique visitors to our websites; and we deliver over 100 digital editions and bespoke apps on tablet. Future exports or syndicates publications to 89 countries, making us the UKâ€™s number one exporter and licensor of magazine content. Future was named Consumer Digital Publisher of the Year for the second year running at the Association of Online Publishers Awards 2012. Future is the worldâ€™s leading publisher of tablet magazines for the iPad and iPhone, with over 70 titles which have been downloaded over 20 million times.
women’s lifestyle portfolio Future’s women’s lifestyle launches are evidence of our expertise in connecting with online communities and uncovering interesting new market opportunities. By using our online expertise and world-beating social media, we have launched innovative new products which are fresh and contemporary in design and editorial tone which really capture the current zeitgeist. The 2011 launch of Mollie Makes tapped into a strong and growing trend for contemporary handmade craft online. It became Future’s fastest-growing title ever. Our significant success with Mollie Makes has now gone a step further with the 2012 launch of The Simple Things,
which builds on our ability to target an affluent female demographic. We identified a real gap in the lifestyle sector for women who want to embrace a simpler way of life. Both titles are international multimedia brands which deliver in print, online and on the move.
photograph: james lampard
A passionate engaged, female audienceâ€Ś Our market-leading and awardwinning womenâ€™s lifestyle portfolio reaches passionate, high-value readers across a diverse range of media channels, from printed magazines to social media, websites and tablets. Our readers and users love our brands because of the hard work we put into satisfying their needs. Whether they want an in-depth read, daily online advice or a social networking community where they can share photos and chat with like-minded people, Future specialises in giving its readers the best experience possible.
photographs: Left, Chantelle Grady. Top right, Louise Brimble
Fact file First published: September 2012 Distribution: 65,000 Website: www.thesimplethings.com
The background The wave of hyper-consumerism that propelled the U.S. economy into the first years of the 21st century has passed. Consumer spending patterns are changing as part of a trend that has been quietly gathering strength over the past 10 years. Say hello to a lifestyle more focused on community, connection, quality, and creativity. People are returning to old-fashioned values to build new lives of purpose and connection. They also realise that how they spend their money is a form of power, and are moving from mindless consumption to mindful consumption, increasingly taking care to purchase goods and services from sellers that meet their standards and reflect their values..* *Young and Rubicamâ€™s BrandAsset ÂŽ Valuator: the worldâ€™s largest survey of consumer attitudes
‘‘The Simple Things celebrates the things that matter most. It’s about slowing down, enjoying what you have, making the most of where you live, enjoying the company of friends and family and making simple food for simple gatherings.’’ The brand Featuring an inspiring blend of interiors, gardening, cookery, lifestyle and craft, The Simple Things is new multi-media lifestyle launch which fills a gap in the market for a contemporary magazine appealing to a new generation of young mindful consumers keen to embrace a simpler way of life.
The market • Active “spend shift movement” – people moving from mindless consumption to mindful consumption • Individuality – anti-mass production is a trend • Demand for allotments is growing at 20% annually • Vegetable seed sales booming – up 25% • Half a million chicken-keepers in the UK – even Tesco sells coops! • Organic vegetable box sales are seeing 30% annual growth • Vintage/upcycling is all over the high street • In the spirit of make do and mend there has been a 500% increase in sales of sewing machines • Sales of home baking products are up 25% in the last 5 years • The number of people enjoying walking in the country is up 22% photograph: james lampard
Fact file First published: May 2011 Readership: 66,537*
Website: www.molliemakes.com *source Reader Survey Jan 2012
The background Our research showed that out of 25 million British females over half had participated in a craft activity in the last 12 months and that there was a strong and growing trend for contemporary handmade crafts. A generation of new crafters were creating a whole new aesthetic inspired by vintage, love of all things handmade, and showing off their individual style. They were crafting socially in cafĂŠs and clubs, and sharing their ideas globally, using the internet as a giant poster. Mollie Makes was launched as a completely new lifestyle magazine for the generation who make up the handmade revolution.
‘‘ Whatever we do, we’re living and loving handmade. We love to make – handmade is more than just a hobby for us, it’s in everything we do. We’re forever on the lookout for new inspiration ’’ The brand Mollie Makes is a beautiful quirky lifestyle and craft magazine that curates the best of craft online with a look inside the homes of creative crafters, tutorials on inspiring makers, round-ups of the most covetable stash and tours of the crafty capitals of the world.
The readership •M ollie Makes attracts a younger audience with almost half its readers under 35 • They are also likely to work full time, own their own homes and have an above average household income of £41,000 • Our readers devote an average of 4 hours to the magazine; reading it principally for ideas and inspiration. • Mollie Makes readers dedicate on average 9.5 hours per week to their hobby and half have attended workshops or courses • Our readers really interact with Mollie Makes with 9 out of 10 visiting a company website and over half buying a product or service as a result of reading the magazine.
online opportunities www.molliemakes.com www.thesimplethings.com
Capitalise on our online expertise. Take your message online and reach thousands of new consumers with our websites. Each of Futureâ€™s brands boasts its own website. Not only can our websites serve any form of campaign, but we also have a thriving social media presence and hugely popular, innovative email newsletters, which can assist you in delivering your messages effectively.
Online Advertising Options include leaderboard, MPUs and buttons.
Advertorials Tell the community about new products, special offers, product availability or simply drive traffic to your site.
Social media opportunities We recognise the importance of social media and have built sizeable audiences across Facebook and Twitter. Our brands also have healthy Pinterest and Flickr communities.
Email newsletters We produce two newsletters that reach highly engaged consumers. Both newsletters feature opportunities for promotional content.
digital editions The popularity of tablet-based devices is revolutionising magazine publishing and Future is leading the way with interactive iPad editions of both Mollie Makes and The Simple Things available from the iTunes store with additional galleries, audio and video content. Android versions will be coming in 2013.
Our revolutionary digital magazine launch
Fact file First published: October 2012 Website: www.molliemakes/gathered
The background Gathered by Mollie Makes is a completely new magazine concept. Itâ€™s digital only, available in over 150 countries and comes out every seven days, delivering craft projects, features, and buying advice to tablet-owning creative individuals. Gathered by Mollie Makes is tailored to tablet reading, with inspiring interactive articles, photo galleries, built-in video and integrated social media. It is the ideal publication for targeting stylish, keen crafters and trendsetters. Although itâ€™s only available for the iPad initially, support for other devices will follow in the future.
innovative & creative ways to work with us Looking for something more bespoke? We’ve got plenty of experience when it comes to helping brands make an impact. We have an expert team of marketers and creative people who are focused on ensuring that our clients are getting the most that our magazines and websites have to offer. Sponsorship opportunities
employ video, interactive hotspots in display
Sponsoring a magazine section or a regular
adverts and clickable web links, we can help
element amplifies your sales message and
you shape and deliver your message.
enables you to stand out from the crowd.
Covermount tie-ins Advertisement features
Sponsoring a covermounted product is a great
A highly effective way of increasing the impact
way to reach a large audience. Not only will
of your advertising, particularly if there’s a
your brand be associated with a desirable extra,
complex brand story to communicate.
but promoted issues typically sell more copies, letting you maximise exposure and generate
Bespoke marketing campaigns
awareness at point of sale.
As one of the world’s leading content-creation companies, Future is uniquely positioned to
Retail Store exclusives
help you create and execute campaigns. Our
We offer readers added value in the form of a
team can provide everything from copy writing,
gift when they purchase their magazine at one
design and art direction to video production,
of our selected retailers. It’s a great opportunity
web design, development and app creation.
to sample new product and clear stock.
Interactive iPad adverts
We can create interactive advertising
Earn commission by selling magazine
experiences for the iPad editions of our
subscriptions on your website, offer discounts
magazines, helping you achieve new levels
to your customers or offer product as a
of audience engagement. With the ability to
The Mollie Makes 2013 calendar sponsored by Dotty Brown.
Top: Liberty fabric offered as a subscription gift in Mollie Makes. Above: ‘Let’s get Hitched’, DIY Wedding Lookbook produced in association with online marketplace Etsy. Left: Covermounted notelets to promote the launch of ‘Granny Chic’ from Kyle Books.
Liberty fabric featured as ‘Wallpaper of the Week’ in Gathered by Mollie Makes.
photograph: Chantelle Grady
advertise with us
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“Working with Mollie Makes has been an absolute pleasure. They are an inspirational, fun and very organised team to collaborate with and we hope we can continue our mutual love of Liberty print to create great things in the future.”
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“We’re delighted to be working with The Simple Things. We love their innovative, fresh approach and it’s great to be involved with a brand whose outlook, values and philosophy are so clearly expressed, as well as being very much in tune with our own.”
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“Oxfam Fashion visits a lot of festivals over the summer and in 2012 we had the pleasure of working with the Mollie Makes team at Womad Festival. The team came up with easy to make customisation and craft guides and helped us over a three day period deliver craft workshops outside our Oxfam shop. Mollie Makes are a pleasure to work with and this year our shop made around £6000 more than 2011. We can’t wait to work with the team again!” Oxfam Fashion team
“I have so enjoyed working with the team at Mollie Makes and The Simple Things over the past six months. It’s great to find an advertising partner that values your brand as much as their own and who really work with you to maximise your advertising investment with them. We hope to be working with them more and more over the months and years to come.”
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LEADERBOARD MPU SPOT
£10 CPM* £8 CPM*
ADVERTORIAL + BUTTON
*CPM=cost per 1000 impressions
The Simple Things
photograph: james lampard
Contact Advertising Call: 01225 442244 Account Manager â€“ The Simple Things Emelie Davies firstname.lastname@example.org Senior Sales Executive â€“ Mollie Makes KIrsty Whelan email@example.com Senior Advertising Manager Penny Stokes firstname.lastname@example.org Sales Director Clare Coleman-Straw email@example.com marketing Group Marketing Manager Lyndsey Mayhew firstname.lastname@example.org
photograph: james and freya lampard
publishing Group Publisher Katherine Raderecht email@example.com
Future UK London 2 Balcombe Street London NW1 6NW Bath Beauford Court 30 Monmouth Street Bath BA1 2BW www.futureplc.com
Future US San Francisco 4000 Shoreline Court South San Francisco CA 94080 USA www.futureus.com Future Australia Sydney Suite 3, Level 10 100 Walker Street North Sydney NSW 2060, Australia
Published on Jan 25, 2013