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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)
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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)
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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
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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+)
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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+)
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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
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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
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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
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Compelling EditFashion, Beauty, Tastemakers, Trends, and Street Style
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DIGITAL CAPABILITIES
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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
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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
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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
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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
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STRATEGIC PARTNERSHIPS
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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
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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
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APPENDIXEBONY COMPETITIVE ADVANTAGE
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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+)
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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
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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
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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
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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+)
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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
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