Apricot Publication

Rebranding & Relaunch in India

Shruti Marathe (033)Nisha Arora (072)

Magazine industry• The magazine industry is being shaped by forces largely outside its control, from technology and

demographics to economics.

• Print media: It is projected to grow by 5.6% over the period 2009-13, reaching to Rs. 213 billion in 2013 from the present Rs. 162 billion in 2008. The relative shares of newspaper publishing and magazine publishing would remain the same at around 87% in favour of newspaper publishing. Magazine publishing is expected to grow at a higher rate of 6.5% as compared with newspaper publishing which is expected to grow at 5.6% for the next 5 years.

• Some of the major leading players in India are:

– Cooking Light Magazine

– Cosmopolitan Magazine

– Entertainment Weekly Magazine

– Men’s Health Magazine

– Money Magazine

– People Magazine

– Sports Illustrated

– Time Magazine

– WIRED Magazine

– Sports Illustrated Kids

The ‘Teenzine’ Sector Opportunities:

• According to a 2006 report by Magazine Publishers of America, 78% of teens read magazines. A 1999 study conducted by the Kaiser Family Foundation found that teens 15 to 18 spend an average of 13 minutes daily reading magazines. They also found that on a given day, about 6 in 10 of these teens will read a magazine, boys being 10% more likely to do so than girls.

Threat:

• Media agency MindShare head of press Vanessa Clifford says the teenzine market has “virtually imploded” and Vizeum head of press Alex Randall believes it has “pretty much disappeared”

• The teenage sector has seen a 60.9 per cent decline since 2001 to 2006, according to Mintel

However, even though popular magazines including Teen People, Elle Girl and Jane recently folded due to advertising and circulation decline, the teen magazine industry continues to flourish with new names popping up.

Competitive Analysis

• Cosmopolitan is an international magazine for women. It was first published in 1886 in the United States as a family magazine, was later transformed into a literary magazine and eventually became a women's magazine in the late 1960s. Also known as Cosmo, its current content includes articles on relationships and sex, health, careers, self-improvement, celebrities, as well as fashion and beauty. Published by Hearst Magazines, Cosmopolitan has 58 international editions, is printed in 34 languages and is distributed in more than 100 countries.

• Cosmopolitan has readers in more than 100 countries and offers editions, both published by Hearst and/or a licensing partner in 34 languages.

Cosmopolitan- Fun, Fearless, Females

Cont.Cosmo Audience

• Cosmo women are young, ambitious, informed. The majority are in full-time work. They earn - and they spend! Cosmo women spend over 1 billion a year on fashion. They account for 1 out of every 11 spent on cosmetics and skincare in the UK. Cosmo readers live well: they spend over 2 billion on their homes, 3.5 billion on food and almost 1.4 billion on new cars.

• The magazine market has had a5% year-on-year rise in the number of copies actively purchased according to ABC figures released for the period to December 2004. However, there has been fear about a possible saturation of the

Teen Vogue

Teen Vogue magazine began as a version of Vogue magazine for a younger

audience. This US magazine focuses on fashion and celebrities and offers

information about the latest entertainment and feature stories on current issues and

events.

Marketing Strategy:

Teen Vogue is well aware that retail is in big trouble as reflected by its new

concept for the 2008 holiday season. Retailers are thirsty for teenage girls to spend

like they used to, so Teen Vogue is taking advertising for the demographic to the

next level. This is one campaign that doesn't involve the magazine's go-to

heartthrob Zac Efron and actually leaves out boys altogether — the magazine has

tried to develop the ultimate girls spot in hopes of loosening up wallets.

Cont.

• The magazine is forming a presence in malls with temporary pop-up stores,

formally called the Teen Vogue Haute Spot. The store won't sell anything but

hopes to inspire the urge to splurge by providing makeup and perfume stations,

racks of clothing for trying on, informal modeling, and snacks. The stores will

be staffed with stylists who are there to give advice and ultimately escort the

girls to stores in the mall where they can buy the products they've fallen in love

with.

• Teen Vogue planned on opening pop-up stores for prom season and back-to-

school shopping from 2008 onwards.

Seventeen Magazine• The first teen magazine, Seventeen, was established in 1944. With the debut of

the teen magazine in the United States, several other teen 'zines appeared and enjoyed popularity, including 'Teen, Teen Machine, YM and Teen. But only Seventeen, YM and Teen had a long-standing reign.

• The three ruled the teen magazine industry with a combined 6.3 million readers until the late 1990s when the industry took off. The influx was driven by the largest youth market, referred to as "Echo Boomers," since the "Baby Boomers." There were an estimated 33 million 12- to 19-year-olds, the fastest growing segment of the population. The number of teen mags tripled from around five in 1990 to over 19 in 2000. "Little sister" magazines were popular including Teen People, Teen Vogue, Elle Girl and CosmoGIRL!. The surge caused Seventeen to drop in ad revenues and YM to decline in circulation. Eventually YM folded and Seventeen reclaimed its position as the most popular and widely circulated magazine.

Seventeen India Magazine• Seventeen India was every young girl’s definitive guide to an exciting lifestyle,

a big sister and a best friend.

• Seventeen was the go-to source for teens on fashion, beauty, relationships, entertainment, school, health and sexuality as well as many other topics that are important to girls during their teen years

• After its last issue that came out in 2009, Seventeen India Magazine shut citing the reason as ‘rebranding’ but the real reason was that it was not doing too well financially, the sales were dwindling and over all was a loss maker for Apricot Publications.

The Seventeen Facebook Page

Seventeen India Magazine ExBlog

Rebranding Strategies• The target segment of Seventeen ranges from 13 to 21, tier 1 & 2 fashion and

self conscious girls and ladies.

• This is the segment that is most active online and the best way to target them would be in the same space…

• Hence we have adopted a strategy that consists of 70% online and 30% offline activities.

• The aim of the rebranding strategy is to make the whole exercise more personal and relevant to the audience.

• A lot of the teen readers used to hold the magazines dear and were devastated when the magazine had to shut down… hence we will reopen with a bang!

• There will be 3 phases to the entire online campaign that will focus on exploding, engaging and enlightening. The 3 phases will be explained in detail in the coming slides…

• The Seventeen branding in terms of color of logo, look & feel of the magazine and content will largely remain unchanged…

• Also since this is a magazine that was already well known among its TG we will aim at first announcing with an event and then keep the flow of content steady…

The 3 Phase E- Strategy

Explode!Pop Ups on networking sitesEvent to unveil the mag with

online contests for invites

Engage!Personalised blogs

Readers get to review free productsContests, polls

Discussions and debatesReaders get featured in the mag

Enlighten!Aim: To help the teens develop their own

POINT OF VIEWActive participation online and offline

Online Strategy The following are the tools that will be used in combination for effective targeting:

A lot of these tools have been used before as well, but the method in which they have been used will undergo complete change!

Blog- SeventeenIndia.blogspot.com

• The aim of the blogs is to make the activity as personal as possible.

• Each of the employees who are editors of their own segments and are known to the readers will have their own blogs. This will ensure more connectivity and relevance.

shruti/seventeenindia.blogspot.com (beauty)

sharana/seventeenindia.blogspot.com (fashion)

richa/seventeenindia.blogspot.com (editorial)

Bazaar/seventeenindia.blogspot.com (weekly shopping fest)

• The parent blog will also urge the readers to come up with

– ideas for the coming issue

– who they want to see on the cover

– discussions & debates on hot topic

– Participation in online and offline contests

– Purchase of products for teens, by teens (cosmetics, jewelry, clothing)

Cont.Content and updation

The beauty specific sub- blog will contain everything to do with products, beauty problems and the editor providing solutions, behind the scenes shots during shoots, tips and trends.

The blog will updated twice a week

To increase stickiness on the blog, 5 readers will be given some products and they will get a chance to review them and post their views on the blog as well!

Along with that we will also have contests every month where readers can post their photographs online, the others will poll on them and the one who wins the maximum number of votes gets featured in the magazine by means of a shoot!

Example (1)Eg: If we have a tie up with the designer brand ‘Home Décor’, then we have an

online contest where the readers can upload the pictures of their rooms and the others can rate them. The highest rated room wins a hamper and an internship with a leading interior decorator!

Pictures of rooms uploaded

Polling for the best room

Winner gets a hamper!

• All of us LOVE freebies… Cosmetic companies are on the lookout for young girls to test their new products (that have been medically certified safe) in the market.

• Another exercise would be to give 5 readers these new products every month that they can use and review on the beauty blog!

Example (2)

Readers receive freebies

Readers use products

Readers review products

Twitter, Facebook, Digg• These will primarily be used for updating readers when there is a new contest

announced or blog post updated…

• All these will have links to the areas where the activities are being carried out and also the website to increase readership, awareness and participation.

• Seventeen will also be associated with various other brands like Nike, Maybelline, Garnier, etc. & will have presence on their sites as well.

• Some stories will be uploaded on the blogs and website. It is here that the readers can Digg their favorite story and help it rank among the listed articles.

• The number of contests and the prizes to be won will be an incentive…

Seventeen Online Bazaar• An innovative online shopping activity where Seventeen will invite the teen

talents across the country to showcase their talent… All support will be provided by the in-house Seventeen team.

• Concept- Every month Seventeen will invite girls (guys are also welcome if they happen to be readers) who have some unique talent like jewelry making, shoe art, canvas shoe painting, sketching, designing clothes, etc. and we will put up the articles designed by that person on the online shopping bazaar space (again connected by means of networking sites, blogs and website). Here the person’s creation will be viewed and can also be purchased. This comes with a unique ‘deliver where you want’, to aid the process in case someone wants to gift an article across geography. Also help will be provided in case the person is doubtful as to what will suit him/ her or what gift would be better than something else… That way the budding talent gets noticed and also earns out of it.

Online Shopping Simplified! (template)

Shops!

By Alankrita Sahani

Buy Now (Rs 280)

Buy NowBuy Now (Rs 310)

Buy Now (Rs 150)

Buy Now (Rs 370)

Buy Now (Rs 430)

Buy Now (Rs 200)

Seventeen Seconds!• Once the shopping bazaar has been set up another of the same format will take

shape except that the articles here will be stuff that the readers do not actually need ie second.

• The concept will be of a garage sale except that the sale will be conducted online…

• Every month a ‘TalenTeen’ is selected (online voting of videos posted on youtube.com) and her birthday party is sponsored by Seventeen India Magazine.

TalenTeen!

The Seventeen Mega-Bash!

• Every year Seventeen will organise a party for its readers in every city where we have a chunk of our audience and they will get to interact with the people ‘on the inside’, the editors, marketing executives, etc.

• This will also include the readers who are particularly active online…

In Addition…• Seventeen will also look in sponsorship of teen related shows where we will

undertake the look and feel of the show (Teen Diva, Teen Queen, etc.)

• For the CSR we are already associated with Make A Wish Foundation where we undertake activities aided by readers. A young child is showered with all the love and care possible and his wish is made to come true

Not too many ads were count but here are the covers

Thank You