carly boxer, qing li, yilun gu, shunsuke rachi cm405 - group...
TRANSCRIPT
Good HousekeepingCM405 - Group B
Carly Boxer, Qing Li, Yilun Gu, Shunsuke Rachi
The Magazine● Class:
Home Service & Home
● Profile:
Print and digital publication, focuses on food, nutrition, fashion , beauty, relationships, home decorating and home care, health and child care and consumer and social issues.
● History1st Edition published On May 2, 1885 by Clark W. Bryan Hearst bought Good Housekeeping in 1911
● Publishing companyHearst Corporation
● Position:
Symbol of consumer protection and quality assurance
● Field served:
Her, Her Family, and Her Home
Brief Introduction
Some Numbers...1. Circulation
Total Circulation: 4,396,795
2. Cost per issueMonthly print + digital$2.50 per magazine
3. Annual subscription rateMonthly print + digital$21.97 annual fee
Total Paid & Verified Subscriptions 4,057,525 92.3%
4. Circulation by geography
Hearst
One of the nation’s largest diversified media and information companies
Started the business in 1887
“Great content drives distribution, advertising and customers.”
CONTENTCREATIVITYCONNECTION
Founder: William Randolph Hearst
Hearst
15 DailyNewspaper
34WeeklyNewspaper
100+MagazinesAround the world
29TV Stations
#2US MagazinePublisher
28Websites
14Mobile sites
150Apps
Reader DemographicsGood Housekeeping is read by nearly one out of five American women each month.
● Women age 54.8● $61,694 income ● Home owners● Graduated college● Employed● Married
Audience (000) Readers Per Copy Median Age Median Household Income
Adult Men Women Adult Men Women Adult Men Women Adult Men Women
19,032 1,975 17,057 4.45 0.46 3.99 55.6 57.4 55.4 $63,161 $62,246 $63,272
AdvertisersFor HER
For HER FAMILY
For HER HOME
BeautyClothingSanitary
FoodSeasoningMedicine
Electronics
SupermarketFurnitureSanitizerTextile
Our Competitor -- BHG
● Meredith Corporation, est 1922● Adults readers per copy: 4.92● Total circulation: 7.624,505
1. Relationship between HER and HER HOME
2. In business for around 100 years3. Monthly in print and digital
● Hearst Corporation, est 1885● Adults readers per copy: 4.89● Total circulation: 4,396,795
Competitive Analysis -- Demographics
Index:100157 40
Index:100173 22
Competitive Analysis -- Editorial Coverage
Competitive Analysis -- RatesOur RatesBlack & White Rates
1 page 340,080
⅔ page 255,070
½ page 207,465
⅓ page 142,855
⅙ page 70,225
Color Rates (2-Color, 4-Color)
1 page 390,740 , 426,730
⅔ page 293,070 , 330,005
½ page 238,350 , 260,310
⅓ page 157,850 , 184,920
⅙ page 73,295 , 89,700
BHG RatesBlack & White Rates
1 page 457,220
⅔ page 348,420
½ page 288,350
⅓ page 190,680
Color Rates (4-Color)
1 page 552,970
⅔ page 438,040
½ page 360,350
⅓ page 267,460
Competitive Analysis -- Promotion Focus
GHRI & The SEAL
*IT’S WELL-KNOWN 90% of consumers are aware of the Seal *DRIVES PURCHASE 92% of consumers are more inclined to buy the product with the Seal when choosing between similar products *PROVIDES ADDED INSURANCE: two-year limited warranty
Strategy● The Good Housekeeping Institute & the Good Housekeeping Seal ● Symbol of consumer protection and quality assurance in America● All products reviewed by lab then when accepted as advertisers they can
display the Good Housekeeping seal. ● Products rigorously evaluated to assure performance - not all products
approved ● Magazine will refund your money if approved products are not great● Unique mix of inspirational and personal stories, trusted information, and
closely researched investigations and reports● Standard to which all other women's service magazines aspire● Basically, people read magazine to look at the advertisements
Strategy
● Hearst Corporation● No negotiation rate because higher return on investment● Confident in our products and have many ads in our magazines which
proves others agree● Unique readers in the fact that people seriously trust products advertised
References1. Good Housekeeping Media Kit - http://www.ghmediakit.com/r5/home.asp2. Better Homes and Gardens Media Kit - http://www.bhgmarketing.com/mediakit.html3. SRDS: http://next.srds.com.ezproxy.bu.edu/4. YouTube - http://www.youtube.com/watch?v=2iYu2VBP_Nw5. Good Housekeeping Magazine. March 2014. 6. Hearst Website - http://www.hearst.com