Capstone Project Presentation
Defining the Luxury Magazine
Author: Lina Gantar, MLUX Mentor: Dr. Marie-Cecile Cervellon Program Director: Annalisa Tarquini
Monaco, February 2013
AGENDA 1. PERIODICAL PUBLISING IN THE U.S. KEY PLAYERS LIFESTYLE SEGMENT ↵ 2. CONDE NAST CONDE NAST - TODAY CONDE NAST - LUXURY CONDE NAST VS. TIME INC. ↵ 3. LUXURY PUBLISHING CHARTWELL MAGAZINE LUXURY PR ↵ CONCLUSION
PERIODICAL PUBLISHING IN THE U.S.
Periodical Publishers publish magazines and other periodicals in print or electronic form.
Academic and professional periodicals
Entertainment magazines General Interest magazines
Home and living magazines Business journals Political journals
55% represent category – Magazines.
Key players 4 major players – 20.9 % industry share TIME INC. CONDE NAST HEARST MEREDITH 8.8%
Lifestyle segment And affluence Most magazines of major players are Lifestyle Magazines. Readers of Top 31 selling magazines from Time Inc., Conde Nast, Hearst Average Household Income = $85,035 Twice the median HI in U.S. (U.S. Census Bureau)
Readers of lifestyle magazines belong to higher social class.
LIFESTYLE MAGAZINES READ BY AFFLUENT CONSUMERS! Average % of affluent readers = 34.29% % of readers in top 20% wealthiest households in U.S.
18 magazines with Mendelsohn affluent data
CONDE NAST history
Conde Montrose Nast defines ‘class publication’: “…it looks for its circulation only to those having in common a certain characteristic marked enough to group them into a class… the publisher, the editor, the advertising manager and the circulation man must conspire not only to get their readers from that particular class to which the magazine is dedicated, but rigorously to exclude all others. Class publications don’t happen by accident. Every publisher must make up his mind whether he shall edit a publication for the whole heterogeneous reading population, or deliberately aim to attract some special segment of it. (Angeletti and Olivia, 2006).
Conde Nast grew with this vision à
Segmentation and Lifestyle are in its Brand DNA!
CONDE NAST today 25 magazine and online brands focusing on fashion, travel, cooking, golf and men.
CONDE NAST USING Luxury strategies þFlagship Concept – Conde Nast Worldwide Newsstand
þDesigner Concept – capitalizing on their editors þJoint Ventures & Co-Branding
þHeritage of Conde Montrose Nast þBrand extensions (other) Conde Nast College of Fashion & Design Conde Nast Bookstore
þSponsoring Events þInternational expansion – global
CONDE NAST Vs. time inc. BRAND DNA Time Inc.
Online definition: “...one of the largest branded media companies in the world… Time Inc. has owned some of the biggest news stories of the decade…”
Online definition: “...home of some of the world’s most celebrated media brands… Conde Nast has won more awards over the past ten years than all its competitors…”
History: 20s – Time magazine (news) 30s – Fortune magazine (news) 70s – People (lifestyle)
History: 20s – Vogue, Vanity Fair (lifestyle) 30s – American Golfer, Glamour (lifest.) 70s – Self, Brides, New Yorker (lifest.)
Brand DNA = Reporting News
Brand DNA = Superior Lifestyle
BRAND EXTENSIONS Conde Nast is well ahead of Time Inc. à it is using and capitalizing on its brand and on the brands of its magazines à stronger brand recognition and awareness.
INTERNATIONAL EXPANSION Time Inc. Acquiring foreign media companies
Conde Nast Spreading globally as Conde Nast
Conde Nast and its magazines à higher global recognition and brand awareness.
LUXURY PUBLISHING VS. PUBLISHING LUXURY
205,033 (VogueMediaKit) 5,000
Single Copies – Newsstand, Subscription
Single Copies – Sent to private Clients Boxes – Sent to Hotels/Spas/Partners
Source of Revenue
Subscription, Sales, Ads
Main Purpose of Publication
How they HNWI? Readers
target With content Affluent – est. 35%
With distribution and content Affluent – 100% Source: produced by author
Luxury Publishing: Selective Distribution & Luxury Experience
CHARTWELL MAGAZINE Using LUXURY THEORY AD-RATES Rates/Magazine Candy & Candy
£ 2,185 Source: produced by author
LUXURY PR How do press events matter
Luxury Press Events
conclusion How does it all correlate
Luxury Magazine: A magazine read by predominantly affluent consumers who are targeted with selective distribution and luxury lifestyle content. It provides more than just the content, but also a luxury experience through its high print and production quality. It capitalizes on its brand or on the brand of its parent company.
1. Angeletti and Oliva (2006): In Vogue. Rizzoli International Publications Inc. New York. Pages 10 â€“ 25. 2. IBISWorld Industry Report: Magazine and Periodical Publishing in the US, August 2011. 3. U.S. Census Bureau (online). Available at: http://www.census.gov/ 4. Vogue UK Media Pack (online). Available at: http://digitalassets.condenast.co.uk.s3. amazonaws.com/static/condenast/vogue-mediapack-integrated-november-2012.pdf
THANK YOU FOR YOUR ATTENTION
© 2013 Lina Gantar