media pack info Editorial pillars Launch Audience circulation rates & sizes website contact
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
vixen 2012 Reader statistics: 70% of those we questioned would like to buy a women’s magazine that focused more heavily on reviews and features than beauty and fashion Over half of VIXEN Magazine survey takers would like to see more interviews and proFIle pieces on their favourite celebrities in the women’s magazines available, and much less focus on health and beauty
Dear Reader... VIXEN
Magazine is being launched in 2012 and aims to keep women everywhere in the know about everything pop culture. We’re striving to achieve prime positioning in top retail outlets such as WHSmith and Borders, all good newsagents, and supermarkets like Tesco and Sainsbury’s, so you can grab it on your weekly food binge. With an initial print run of 15,000 we hope to build up a solid community of loyal readers who see VIXEN as their monthly bible. We here at VIXEN Magazine are dedicated to keeping on top of the latest demands of our readers ensuring we don’t turn boring like your last boyfriend. Although we won’t advise you on what lippy to wear on your next date, we will provide you with a magazine jam packed full of features, reviews and plenty of other stuff on everything from the latest film listings, an interview with your fave cast member of True Blood, enough album reviews to keep you going through the month or some tasty cocktail recipes to try with your mates, that you can sink your teeth into. We’re here, we’re female and we’re bloody brilliant.
Love, Charley & Soph Snark, Sarcasm and Smashing the Patriarchy
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
editorial pillars Reader statistics: More than a third of VIXEN surveyers watch between six and ten FIlms a month, and all enjoy going to the cinema
Popular Culture VIXEN aims to keep women up to date on all things music, film, TV and literature related, with content ranging from interviews with film stars to book reviews and TV listings to festival coverage
Feminism VIXEN ladies are intelligent and politically aware and want to be kept informed on the latest developments on issues relevant to them today. VIXEN places a high emphasis on reporting issues specific to women, so you can stay informed and up to date with matters of interest and help shape a better world for women today.
The majority of those questioned go to at least one live music event a month
Reviews VIXEN
aims to provide a complete and concise review section every month, including everything from the latest singles chart to the new series of Misfits. We’ve got it covered.
Entertainment
Over 75% of those surveyed said that they really enjoyed reading, and a further 20 percent said that they read every now and then
VIXEN women have a good sense of humour, a lot of opinions and do not appreciate being
patronised so our articles are always written with a bit of personality and the intent of giving the readers a laugh along the way.
Global Issues & News VIXEN strives to keep women informed and up to date with the main issues in today’s world so will always provide coverage of controversial and big news stories as they unfold.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
brand eye Rival Analysis
H igh End - mo nth ly
Hi g h En d - W eek ly
Marie Claire
Red
New Woman Glamour Cosmopolitan
Our competitors are generally women’s glossy magazines such as Cosmopolitan,
MOJO
Empire Q mag
Company
Rolling Stone KERRANG!
VIXEN
Glamour, Company, etc. and so most of their advertising revenue comes from vanity products – cosmetics such as make up, hair products and the newest anti wrinkle cream for the older reader. With such a stress in traditional women’s magazines on the importance of looking young, beautiful and feminine we feel that we should be promoting inner beauty to our readers – reinforcing the idea that we are not a publication that forces you to consider what colour nail varnish you’ll be wearing to your next job interview but instead on what products you’ll be investing in. Of course we are women and so we are aware that looking good is a big part of our everyday life and of course clothes are generally essential, although we don’t discriminate products mornings.
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against
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Aside from our women’s magazine rivals, we also are competing with the other general entertainment magazines which advertise music, films and mostly male beauty products. As they are targeted to a majority male readership the adverts would not necessariy appeal to our readers. Some of the magazines advertise gadgets and new technology such as iPhones, the new
t a b l o i d - W eek ly
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HTC phones and digital camera advertisements, which is something that we want to look into as the
VIXEN reader is smart, computer literate and aware of the direction that society is
moving in.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
potential advertisers Reader statistics: More than a third of VIXEN surveyers watch between six and ten FIlms a month, and all enjoy going to the cinema
www.facebook.com/vixenmag
Suitable advertisers for
VIXEN
Quirky standalone fashion boutiques and online outlets such as ASOS, Nasty Gal, Zara, Boohoo, Very, Urban Outfitters, American Apparel, All Saints, Aubin & Wills will be more suitable for our readers than the traditional high street shops such as Topshop, H&M, Primark and New Look as we favour new talent and being different so blending in with every other Sue, Jane or Sally isn’t going to cut it with us. We understand that a pair of shoes might delight some readers but that others won’t be drooling over the latest Christian Louboutins. Material purchases probably aren’t for our demographic. So as a popular culture title we will advertise products linked to our editorial pillars, so items such as the latest new gadget or album are preferable. We want to offer maximum exposure to advertisers so the products advertised should be directly linked to the content featured in the magazine. For example:
The majority of those questioned go to at least one live music event a month
+ Books: Authors can advertise their newly published hardback on Vixen’s advertorial pages and this can also be used to our advantage to hopefully secure cover mount deals for promotion and to entice readers
Over 75% of those surveyed said that they really enjoyed reading, and a further 20 percent said that they read every now and then
+ Music: of course Vixen readers are big music lovers and so as well as reviewing the newest records we’ll also be advertising them too. Gigs, concerts, music festivals, etc. will also be endorsed and happily included
+ Gadgets & Brands: We know that not everybody enjoys the papery feel of a regular book and that’s what Kindle was invented for. Other brands such as Apple, Dell, Sony, Beats (Dr Dre headphones, popular amongst the younger generation), Samsung, Nikon, BlackBerry and such like will be ideal.
+Food & Drink: With our cookery section featuring Gizzi Erskine, we thought it appropriate to also include restaurants and food brands in our advertisements. Eateries such as Nando’s, Pizza Express, Frankie and Benny’s, Outback Steakhouse, Wagamama’s, TGI:Fridays, etc. as well as bars and other restaurants are ideal. Drink advertisements could perhaps range from the everyday coffee run (Costa, Starbucks, Pret a Manger) to the evening beverages – Smirnoff, Schnapps, Disaronno, Blossom Hill, Southern Comfort, Bacardi and Baileys. Also, bands can advertise their upcoming shows in our gig listings section.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
the three whys Why This? Despite women consuming just as much music, film, TV and gadgets as men, there are no magazines focused solely on popular culture for women. Women’s magazines are usually mainly or wholly focused on celebrities, fashion and beauty with news, reviews and entertainment sections only taking up a couple of pages of editorial content. Results from a survey we undertook showed that 71% of respondents wanted more news and features, over half wanted more interviews and profiles of popular culture figures and 24% would appreciate a greater section on entertainment. More traditional content targeted at women such as beauty, fashion and celebrity gossip were the least valued, with only 19.4%, 16% and 19.4% of respondents saying they would like to see more of it respectively. This indicates that the market for this type of content is completely saturated and that modern women want more than that – the type of content that we would aim to produce for our magazine. Therefore, according to the data available to us at present these results show that the majority of 18 – 30 year old women feel that there is a gap in the market for a high end glossy entertainment magazine focusing on reviews, news, features and profile pieces targeted solely at women and would buy it if it existed. Most entertainment style print publications are targeted at men and therefore alienate potential female readers. Whilst there are blogs dedicated to news and entertainment for women such as Jezebel, Autostraddle and Hello Giggles to name a few, most of these websites are US based, meaning a lot of the content regarding politics for example is not necessarily relevant to UK women. However, articles on these sites can easily gain thousands of hits w ithin the first few days of publishing and rack up hundreds of comments. It would be unreasonable to assume that all commenters and readers are American, meaning that a lot of British women are still reading the articles regardless of the origins of the content. The popularity of these sites demonstrates that women do take a great interest in news and
Reader statistics: More than a third of VIXEN surveyers watch between six and ten FIlms a month, and all enjoy going to the cinema The majority of those questioned go to at least one live music event a month Over 75% of those surveyed said that they really enjoyed reading, and a further 20 percent said that they read every now and then
reviews and a UK version would be appreciated. This new magazine and supporting website could serve as a more relevant replacement for UK women who have to go elsewhere for content as there is nothing available for them right now.
Why Us? As women that fit into the target age group of the magazine, it is implicit that we would have a good idea of the type of content the magazine should be featuring and the type of things that we would want to read about, we would have an idea about what is current and trendy, plus as we have a range of eclectic tastes in film, TV and music there would be a good choice and should be something for everybody published. Emphasis on good quality copy and quirky topics would also help make this magazine successful and sustainable.
Why Now? The fact that the vast majority of survey respondents said that they would be interested in purchasing the magazine shows that now would be a good time to produce this magazine as there is a willing audience. Also, the women’s magazine market as it is today, with its predominant focus on fashion and beauty is a heavily saturated market. Clearly there needs to be a new magazine for women with different, fresher content, as not all women’s magazines are representing all women’s interests. This can also be demonstrated in the fact that previously popular women’s magazines, such as Company Magazine, are having to redesign and reduce the size of their product – indicating slow sales and lesser cash flow; women today are becoming less interested in the magazines available to them and therefore a new magazine could be a welcome change. The current trends with regards to popular culture type content aimed solely at women are that it only really exists online. However the content that is online is very popular; women’s entertainment site Jezebel has nearly 73,000 Facebook fans and 41,400 followers on Twitter. 82% of Jezebel’s readers are 18 – 34, again encouraging as our magazine would be aimed at the 18 – 30 target market.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
the launch
twitter.com/vixenmag
vixenmag.tumblr.com
Plan of Action for
VIXEN
Launch
We want to make sure you don’t miss out on any juicy bits for the launch of our brand spanking new magazine in June so we’ll be joining you around the UK at all of the upcoming festivals. Not only will we be up to our knees in mud but we’ll also be selling copies of the first issue so you can get the first sneak peek at the lift off of Vixen. We’ve reeled in as many A-star writers to keep Vixen as fresh and full of superb writing as possible. After her departure from another publication Vixen now have Gizzi Erskine on board for all the foodies out there. She’ll be writing a monthly column tackling some beautiful recipes and answering all of your cooking queries. And who better to smear awesomeness all over the pages of the magazine than the most unapologetic feminist herself? Caitlin Moran has agreed to share her wisdom at Vixen HQ and we hope you’ll be as stoked as we are to have her on board. She’ll be channelling all of her award winning writing, such as those side splitting chapters found in her bestseller How To Be A Women, straight into her monthly column so keep your eyes peeled. Also bringing along her musical knowledge, fresh from Radio 1 is Annie Mac, the lady DJ extraordinaire, filling you all in on the newest talent from the sound waves. After generating interest through social media networks - including Facebook, Tumblr and Twitter Vixen has tried its upmost to reach out to potential readers to ensure that we are filling our pages with stuff that won’t bore the pants off of you all. We understand that we need to be new, fresh and interesting and we promise to not let you down. Advertising will be key in ensuring our magazine is well publicised. We’ve struck reciprocal deals with other magazines under Bauer Media. We’ll be encouraging all the lads to treat you ladies to a subscription of Vixen, giving you all the opportunity to have our magazine drop on your doormat every month in entertainment publications such as Mojo and Q. Bored of unaffordable fashion, silly celeb gossip and want something new to mix it up? We’ll also be found advertised in more!, POP, Heat and others.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
audience profile Reader statistics: 80 percent of survey takers use some form of app on their phone, and a fIfth of respondants use magazine apps, like VIXEN ONline Nearly half of respondants do still support the music industry by paying for all the music they buy, spending up to £20 a month. Most of this music is downloaded via iTunes or by using services such as Spotify
So who will read
VIXEN
Magazine?
Katie is a 23-year-old postgraduate living in Manchester. She shares a rented flat with her best friend and works full time as an assistant in a PR company. This is her first job after graduating University with a BA Honours Degree in Journalism. Katie is well-educated, intelligent and motivated, aiming to climb the career ladder as time goes on. An unapologetic feminist, she takes time to read about current women’s issues which is something that she feels strongly about. She is always looking for new ways to get involved with campaigning for equality. She is single and dating, and most of her weekends are spent attending gigs or watching the latest blockbuster with her dates. As a film buff, she watches around five movies a month and has an unlimited cinema pass which she uses to her full advantage. With every spare penny she has being spent on gigs and other social events she can’t afford a car on her initial salary so she relies on public transport to get around the busy city. Katie is a new technology fiend, and is the proud owner of an iPod, an iPhone and a Kindle. She keeps her iPod jam-packed with current music which she regularly updates. She also likes to keep up to date with what is happening in the world with a keen interest in global affairs and politics as well as music, film and literature. When her head’s not buried in the latest book on her Kindle she’s busy searching for new apps to download on her iPhone or writing away on her blog. Katie is an avid user of social networking sites, with profiles on Facebook, Twitter, Tumblr, WordPress and YouTube. She has taken full advantage of the free mobile phone apps that these websites offer, preferring to use these to the mobile sites when she is on her phone. She spends about fifteen hours a week browsing the internet at home. An enthusiastic yet tragic cook, Katie is always on the look-out for easy to make tasty recipes and exciting cocktails she can share with her housemates and friends. Whilst she takes pride in her appearance, her student loan debt and graduate salary means she cannot always afford everything that she would like and so is frustrated with other women’s magazines which focus heavily on style and appearance. When she comes home from work she wants nothing more than to wind down with a large cup of tea and VIXEN Magazine – the only women’s magazine she can really relate to.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
ins & outs Reader statistics:
Readership figures & Initial print run
The majority of VIXEN VIXEN Magazine is aimed predominantly at 18 – 30 year-old ABC1 women. Our initial print run is 15,000 but we aim to increase this when we have gained a questionaire takers visit reasonable amount of subscriptions and have generated more awareness and interest in the magazine. Ideally, sales will increase to rival more traditional women’s monthly entertainment news sites magazines with projected sales of 185,000 annually within the next five years. frequently (at least monthly) to Initially, over the next six months we would like to see our readership gradually increase monthly by 5,000. Advertising from our other titles will help increase awareness of VIXEN catch up on the gossip and 43 and should help increase sales dramatically. percent of those surveyed We hope to gain a solid subscriber base which increases monthly due to our reader enjoy reading about incentives such as discounted prices, special collectors edition covers and free gifts. entertainment news on sites which Haptics update daily VIXEN Magazine is an American A4 sized matte paper publication, with a minimum of 96 pages per issue. The publication will retail at the reasonable price of £3.50 per issue.
Survey respondants cited the Distribution method cheaper prices, free gifts and magazine will be distributed both through retail outlets and through subscriptions. special covers for subscribers plus The VIXEN will retail in all major outlets such as WH Smith, Borders, supermarkets and in smaller retailers such as in airport and train station newsagents and smaller points and incentives to subscribe, also newsagents such as convenience stores. plus knowing it’ll be there each month! For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
rates & sizes Full Page First Half or RHP Half Page DPS Run Of Magazine DPS First Half Opposite Editor’s Letter Strip Ads Inside Front Spread Outside Back Cover Inside Back Cover
Casual
3x
6x
9x
12x
7,000 4,400 2,845 13,000 10,000 9,000 2,845 12,000 10,000 9,500
6,900 4,300 2,745 12,900 9,800 8,800 2,710 11,980 9,900 9,300
6,700 4,100 2,545 12,700 9,600 8,600 2,385 11,780 9,700 9,100
6,500 3,900 2,465 12,500 9,400 8,400 2,465 11,580 9,500 8,900
6,300 3,620 2,350 12,300 9,200 8,200 2,350 11,380 9,300 8,700
MECHANICAL SPECIFICATIONS
INSERTS
(dimensions are listed depth x width in mm) Full page trim 275 x 220 Full page bleed 283 x 219 Full page type 256 x 193 Spread trim 276 x 426 Spread bleed 282 x 432 Spread type 256 x 406
SINGLE LEAF LOOSE INSERTS PER ’000 £70 TIP-ONS (MACHINE) PER ’000 £100 SINGLE LEAF BOUND-IN
Other sizes, advertising technical and insert specifications available from production department. Live matter and type Safety: Allow 10mm from trim and 13mm from bleed. No type should appear within 4-5mm either side of gutter on a spread
Inserts accepted by arrangement only. Above prices are based on full print run. Prices for hand inserts, other quantities, gatefolds, magna-stripping, other paper engineering available on request.
1/12 Page 60mm x 60mm
FULL PAGE 275mm x 220mm (plus 3mm bleed) Type Area 245mm x 190mm
1/6 Page 123mm x 60mm 1/3 Page 123mm x 123mm 1/4 Page* 60mm x 186mm
Half page Vertical 245mm x 89mm Eighth page 58mm x 89mm Quarter page 120mm x 89mm
Half page Horizontal Height:120mm Width 183mm
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
vixen online VIXEN
Online
The brand new VIXEN website will bring you a handpicked selection of entertainment news, reviews and topical blogs to keep you going in between issues. By the end of 2012 we anticipate reaching over 600 unique users a day, and more than a million page impressions a month. For a limited period of time we are offering our print advertisers the following rates, saving you 75% against standard advertising prices: Leaderboard: The most prominent advertising space, the leaderboard takes up position on every page right across the website. Size: 90 x 728 pixels. Maximum file size: 40k. Max animation length: 15 seconds. Prices: Magazine advertisers: £500 Non magazine advertisers: £2000 Rectangle adverts: The rectangular adverts also appear across the site and rotate at intervals to provide maximum exposure. Size: 80 x 160 pixels. Maximum file size: 20k. Prices: Magazine advertisers: £125 Non magazine advertisers: £500 Square adverts: Square adverts appear across the entire site and also rotate to provide maximum exposure. Ideal for animated content. Size: 160 x 160 pixels. Maximum file size: 30k. Prices: Magazine advertisers: £150 Non magazine advertisers: £600
Apps
The new VIXEN Online website
As well as the free VIXEN Magazine app, there is a fully functional mobile version of the site. VIXEN Magazine is also available as a full and complete digital download for iPad for the same price as a subscription.
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com
contact us Reader statistics: Over half of the people we questioned use the internet for more than 20 hours a week 97 percent of our survey takers are avid social networkers with profiles on various accounts 43 percent of those surveyed enjoy reading about entertainment news on sites which update daily, like VIXEN magazine online
Charley Ward Team Leader T: 0203 148 2558 F: 0203 148 8159 charley.ward@vixenmag.com Sophie Westrope Copy/Production T: 0203 148 2511 F: 0203 148 8159 sophie.westrope@vixenmag.com
For advertising enquiries contact Sophie or Charley on 02380 556 4785 or advertising@vixenmag.com