i n t r o d u c i n g

the f i r s t l i f e s ty le magazine and webs i te for nurses

• scrubs magazine 350,000 circulation

• Nationwide debut August 2009

• www.scrubsmag.com Social media website for nurses in beta April 2009

• inspired comfort Awards Celebrating nurses since 2003

• Scrubs Prize Brilliant contributions to alleviate the nursing shortage

• Founders Strategic Partners, Inc., along with a team of pedigreed publishing professionals from Elle, More, Harper’s Bazaar, Esquire, Redbook, TV Guide, People

v i t A l S i g n S

Dos anD Don’ts

for Dating on the Job

Lance armstrong

anD the nurse Who

heLpeD him beat cancer

beauty secrets for an

aLL-Day (or aLL-night) gLoW

What a DeaL!

7 super-saving buys

scrubsfall 2009 $2.25

scrubsmag.com

s t r e s s - b u s t i n gs t r at e g i e s From Nurses in the Know

the nurse’s guide to good living

m i S S i o n S t A t e m e n t

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o u r A p p r o A c hscrubs is the first magazine/ website that speaks to nurses about issues on and off the job.

scrubs is a celebration of the profession.

scrubs reaches nurses where they shop, where they work, where they study.

scrubs is a smart media buy.

scrubs is not just cause marketing at its best, but a powerful change agent, too.

scrubs will inspire nurses to become active stakeholders in your brand.

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scrubs is the only print and online destination/community for nurses that is based on the wholeness of her life — her personal life and her professional life.

m i S S i o n S t A t e m e n t

t h e n u r S i n g m A r k e t

You can reach an untapped readership ready to be served.

*Source: U.S. Bureau of Labor Statistics, 2007 – as cited in “The Future of the Nursing Workforce in the United States” by Peter Buerhaus, Douglas Staiger and David Auerbach, copyright 2009 ** Source: U.S. Bureau of Labor Statistics

A l A r g e r e c e S S i o n - p r o o f A u d i e n c e

There are 2.9 million registered nurses nationwide.

Registered nursing is the highest paying large profession.

The number of RNs constitutes the greatest percentage of workers within the biggest industry in the U.S.*

Recession proof—demand for nurses far exceeds their numbers.

587,000 new nursing jobs (+23%) projected between 2006 and 2016, the most in any industry.**

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b r o A d e r i m p l i c A t i o n S

*Source: American Association of Colleges of Nursing, December 3, 2008

The lack of nurses is projected to intensify as baby boomers age.

By 2020, in the U.S., the shortage will grow to over 800,000 registered nurses.

Because there isn’t enough qualified faculty to staff nursing schools, they turned away 40,285 qualified applicants in 2007.

“Enrollment Growth in U.S. Nursing Colleges Hits an 8-Year Low”.*

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scrubs is committed to raising awareness and championing solutions to remedy the critical nursing shortage.

w A n t e d : m o r e n u r S e S

e d i t o r i A l p o S i t i o n

scrubs is the modern lifestyle magazine and online community for nurses that is based on the full, varied and expansive entirety of her life.

scrubs understands the challenges nurses face at home and at work, and we provide the information nurses need to gracefully face, surmount, even laugh at daily obstacles.

scrubs is about helping nurses balance their personal and professional lives with consummate grace.

scrubs will share opinions, tips and stories from real nurses.

scrubs is an encouraging and uplifting celebration of all those who chose a career not for comfortable working conditions or convenient hours… but to make a difference in the lives of people who are most vulnerable.

scrubs bears witness to the courage, commitment and compassion of these outstanding medical professionals.

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w h A t i S s c r u b s ?

t h e m A g A z i n e

scrubs is every nurse’s own magazine— branded to her life and style.

s c r u b s [ f a l l 2 0 0 9 ]

26 You don’t have to spend big bucks

on high style.

20 Cancer survivor/cyclist Lance

Armstrong celebrates another amazing

victory.

On the COver:Autumn Dawn

in Cherokee Workwear.

Photography by Lionel Cassini.

c ntents

LetterA few words about the magazine we created just for you.

Vital Signs News for nurses in life, style and work.

BeautyLook Great from 8 to 8

••Savvy nurses share their secrets for staying pretty all day (or all night). By Ellen Paige

TributeThe Race of My Life (and the nurse who helped me win it) •Cyclist Lance Armstrong beat cancer in his biggest battle ever, thanks to a nurse named LaTrice. By Lance Armstrong

$mart MoneyGood Bargains in Bad Times•Seven things you don’t need to buy new.By Angela Szesciorka

Moving ImagesThe Many Faces of Nursing Wherever there’s a suffering soul in need of care or compassion, a nurse is front and center. Photographs by Karen Kasmauski

On Duty“Have You Heard the One About the Nurse Who…?”•The whole truth about the profession’s oft-told tales. By Donna Wilk Cardillo, RN

Life and WorkUnder Stress and Overwhelmed•How to cope when you’re at the end of your rope. By Daryn Eller

First PersonMy First “Condition A” In the blink of an eye, a code, an ending…and one more reason to savor life. By Theresa Brown, RN

StyleScrubs: Off Duty and On the Town Basic scrubs get street-smart good looks.

[•denotes cover s tory ]

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30 Life begins—and often ends—in the care of a nurse.

40 Don’t let stress get the

best of you…. A moment

of meditation can help.

Fresh, smart, thoroughly engaging

Visually beautiful

Lifestyle oriented, not clinical

Real-life nurse stories

Help for balancing personal/ professional lives

Career-building advice

Nurses’ first-person narratives

Hard-core reporting about nursing

Time management tips

Beauty/health/nutrition content filtered through the eyes of nurses

A celebration of America’s most respected profession

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c o n t e n t

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t h e w e b S i t e

www.scrubsmag.com nurtures a community of nurses talking to nursesnot just about work, but about all aspects of life.

Mirrors the magazine in look, feel and tone

Expands on print coverage

Original content

Interactive

Coupon downloads

Newsletters

Polling

Social media Web 2.0 features

Strong community

Blogs

Updated daily

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f e A t u r e S

m A g A z i n e d i S t r i b u t i o n

scrubs is an out-of-the-gate integrated approach, offering big reach and big rewards.

d i S t r i b u t i o n350,000 debut circulation

Innovative distribution channels deliver guaranteed reach to nurses – where they shop, where they work, where they study

2,000 retailers where 67% of nurses consistently shop for uniforms

In-hospital scrubs retailer sales

E-tailers—gift with purchase

Nursing school presence

V.I.P. distribution

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f r e q u e n c yIssue One: in stores August 2009; in schools September registration period; in hospitals August to November 2009

Issue Two: in stores December 2009; in schools January registration period; in hospitals December 2009 to April 2010

Beginning 2010, three issues: May, August and December

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stres s reliever s for tireD feet

r . n . s o s : s av i n g a st ra n g e r ’ s l i f e

101 n o - fa D e m a k e u p t i p s m y y e a r i n i raq by J a n e D o e

the many faces of nursing

scrubsthe nurse’s guide to good living

winter 2010

Diary of an ICU Nurse

Stress Relieversfor Tortured Feet

R.N. SoS: Saving a Stranger’s Life

101 No-Fade Makeup Tips

My Year in Iraqby Jane Doe

scrubsthe nurse’s guide to good living s p r i n g 2 0 1 0

Dos anD Don’ts

for Dating on the Job

Lance armstrong

anD the nurse Who

heLpeD him beat cancer

beauty secrets for an

aLL-Day (or aLL-night) gLoW

What a DeaL!

7 super-saving buys

scrubsfall 2009 $2.25

scrubsmag.com

stress-

busting

str ategies

From Nurses

in the Know

the nurse’s guide to good living

t h e w e b A u d i e n c e

www.scrubsmag.com expands and extends the scrubs franchise, and captures the attention of the nursing community.

v i S i t o r p r o f i l eInitially targeting the 300,000 nurses who belong to active, existing nursing communities, and building from there

Search engine optimized to every facet of a nurse’s life

Engaging in an active social media marketing campaign

Utilizing all Web 2.0 features and technology (i.e. Twitter, Facebook, pod casts...)

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A w A r d p r o g r A m S

inSpired comfort AwArdS

Strategic Partners, Inc./Cherokee —celebrating nurses since 2003

Nearly 7,000 nurses nominated to date

Donations to Nurses House, a national fund providing financial assistance to RNs facing serious hardship

Panel of judges includes nursing industry leaders and past award recipients

Additionally, the ICAs solicit and receive direction from hospitals’ top nursing administrators, deans of nursing schools as well as nursing association leaders

Annual awards/promotion/celebration

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“Honoring exceptional service, sacrifice and innovation”

ScrubS prize

Awarded to individuals and institutions making a difference in the faculty shortage that prevents nursing schools from accepting, enrolling and matriculating all qualified RN candidates

Working in tandem with the American Association of Colleges of Nursing and a coalition of industry and education leaders

Strong press coverage showcasing the positive steps being taken to aid the profession

Ground-floor opportunity to be a part of the Scrubs Prize sponsorship

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“Honoring innovation and solutions to the nursing shortage”

d e m o g r A p h i c S

Nurses are trusted voices* and persuasive product advocates. scrubs is in the unique position to deliver a 100% professional/managerial audience.

95% female

Median age 38.5

65% married

Dual income households HHI

It bears repeating: 100% professional/managerial

Recession proof: IEI $60,970 (131 index vs. U.S.)

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o u r r e A d e r S h i p

* Nursing is the most trusted profession (Gallup Survey - every year except 2001 when firefighters finished first).

r A t e c A r d

2 pages every issue

Website – home page and section-specific ads

Inspired Comfort Awards branded sponsor

Awards luncheon co-host

Net cost $80,000 in 2009 (two issues)

$120,000 in 2010 (three issues)

Guarantee not to increase CPMs in year three

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c h A r t e r S p o n S o r S h i p

A g r e A t m e d i A b u y

t I t l e 4 - Co lo r PAg e r At e C I r C u l At I o n C P M

scrubs $20,000 350,000 $57.14 Oprah Magazine $147,775 2,350,000 $62.88

Good Housekeeping $324,975 4,600,000 $70.65 Glamour $185,403 2,250,000 $82.40

More $125,500 1,200,000 $104.50

Source: published rate cards for 2008

b e A p A r t o f s c r u b s !

Nurses have great influence, and associating with them will sell your brand.

b e n e f i t S

Beautiful, positive, uplifting editorial/web environment

Breakthrough element: first high-quality media specifically for nurses

Great visibility; no clutter

Great cost/value proposition

The cost of sponsorship is a very low out-of-pocket $80,000

Tap into a recession-proof market with a new integrated approach

Tie in to the ICA Inspired Comfort Awards long-standing nurse appreciation program that has strong positive branding impact

The Scrubs Prize is a high-profile way to play a role in helping solve the nursing shortage

Consistent with your cause marketing objectives: supporting the noblest profession

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c o n t A c t S

A D V E R T I S I N G Dorian Adams, Associate Publisherdorian@scrubsmag.com 805-895-5640

W E B S I T EMiriam Bookey, Webmastermiriam@scrubsmag.com

P U B L I C R E L A T I O N SDayna Macy, Director of Communicationsdayna@scrubsmag.com