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MEDIA KIT 2013 URBAN

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Cont

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Overview of Urban Editorial Coverage Benefits to Advertisers ST Reader Profile

ABOUT... URBAN

o A weekly magazine of The Straits Times. o Distributed free with The Straits Times every Friday to reach 1.251 million readers (P15+, 2012). o Average Circulation: 337,479 (2012). o UB was first refreshed on 6 May 2011, with informative features & guides to the best finds and sumptuous photo spreads. o The magazine had been beefed up with beauty FAQs and the latest fitness workouts.

Overview

o A fashion-themed magazine targeted at style-conscious men and women that offers the latest news and trends in the world of fashion, beauty and shopping. o Compact and concise, it is a quick, newsy read for readers and a perfect weekend companion with its longer shelf life. o Urban provides a pulse on the latest trends in Singapore with tips on what’s in/what’s out, where to buy what and how to shop smart.

Overview

o The magazine showcases the urban lifestyle and covers the latest fashion and beauty products to hit the stores with its shopping guide, fashion spreads and features on the industry movers and shakers . o Urban gives on-trend reports on retail, lifestyle, food & fitness. Content also includes regular columns like: Fash Flash – the latest news on fashion, shopping and retail in bite-sized snippets.

The Bag Page – a peek inside the bags of news- makers.

Ask Urban - your burning questions on beauty and fashion answered.

Editorial Coverage

o Content also includes regular columns like : Urban Man - for the modern man who wants to look and feel good. Fitness – features the latest workout trends and news Beauty Secrets: An interesting fortnightly column where we get a personality to open up his or her "beauty black book" and share the products and grooming services he or she cannot do without.

Editorial Coverage

Step By Step: A fortnightly column where we get experts to show us the steps to achieving or perfecting a certain make-up technique, hairstyle or any beauty look that is in vogue. Beauty Flash: A weekly round-up of the latest news about the beauty industry, including innovative products and irresistible promotions related to cosmetics, fragrances, skincare, bodycare and haircare.

Editorial Coverage

ADVERTISERS BENEFITS TO

o Published weekly, on Fridays, UB offers more advertising platforms to build brands or reinforce brand presence in style. o Being a weekly magazine as opposed to a monthly title, it gives readers faster and more regular updates on the new products and trends in the market. o Advertisers who require a shorter turn around time to market their products or services can also use Urban to supplement their main advertising campaigns. o Urban readers are younger, well to do and better-educated PME’s. From a media buyer’s perspective, it allows advertisers to place their brands in the right environment to reach the right target audience. o It has high cost efficiency and lower CPM, compared to most of the other major women’s magazines.

Benefits to Advertisers

READERS PROFILE FACTS & FIGURES...

The Straits Times Reader Profile ST readers are well-educated and affluent. 46% are professionals, managers, executives & businessmen. Most reside in a larger house-types.

2012 ('000) % ('000) %Total 4035 100 1251 100Median Age 42 43

Education*GCE 'O'/'N' Level 933 23.1 294 23.5GCE 'A' Level 237 5.9 93 7.4Tertiary (Degree/Diploma) 1586 39.3 743 59.4

OccupationPMEB 1137 28.2 572 45.7White Collar 603 14.9 204 16.3

IncomeMedian PI $2,440 $3,630Median HHI $4,820 $7,222

Dwelling Type*Landed Property 348 8.6 229 18.3Condo/Pte Apartment 430 10.7 221 17.7HDB 4-room+/Executive/HUDC 2445 60.6 682 54.5Median Reading Time 44 minsSource: Nielson Media Index 2012. Base: All people aged 15+.

National Population ST Readers

ST readers live well, looks good and shop well.

The Straits Times Reader Profile National Population ST Readers

2012 % %Total ('000) 4035 1251

Visited Past MonthHair Salon/ Barber 55 65Department Store 53 64Chinese Restaurant 35 46Fashion Boutique 35 40Beauty/ Facial Salon 11 15Spa/Slimming Salon 4 6

Psychographic Statements (Agree)Important to keep young looking 58 58Enjoy the fun of shopping 48 47Shopping for new brands advertised 26 25I spend a lot on clothes 15 16Source: Nielson Media Index 2012. Base: All people aged 15+.

ST readers are also ardent consumers of beauty products.

The Straits Times Reader Profile National Population ST Readers

2012 % %Total ('000) 4035 1251

Usage of Beauty Products (any brand)Facial Wash 66 71Moisturising Cream 47 49Body/Hand Cream 36 42Hair Styling 30 35Lipstick 30 33Female Perfume 29 31Face Powder 25 29Male Perfume 22 29Cleansing Cream 20 25Foundation 22 25Essence/Serum For Face 21 24Blusher 17 20Eye Makeup 19 20Source: Nielson Media Index 2012. Base: All people aged 15+.

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