VIVE FOR A HEALTHIER, MORE CONFIDENT TEEN
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Prospectus
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VIVE FOR A HEALTHIER, MORE CONFIDENT TEEN
Magazine Prospectus Kayla Elam - Carley Meiners - Stephanie B. Smart - Alexa Tucker - Ciera Velarde Designed by Madalyne Bird and Abby Holman Š 2015 University of Missouri - Columbia Missouri School of Journalism Magazine Publishing, Spring 2015
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Table OF Contents Purpose ... 7 Editorial Vision ... 9 Departments ... 11 Readers Across Platforms ... 18 The VIVE Reader ... 20 Design Vision ... 22 Competition ... 24 Advertising ... 32 Circulation ... 34 Marketing Efforts ... 35 A Note From Demi ... 36
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Purpose VIVE Magazine is a teen girl’s authority on embracing health from the inside out. We provide tools for the VIVE Magazine girl to be confident, self-assured and motivated in her well-rounded life — no retouching necessary. We’re at the forefront of the movement of teens embracing their bodies, their minds, and the habits that will set them up for lifelong success.
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Editorial Vision VIVE is the new teen lifestyle publication that offers real girls dynamic content that applies to their ever-evolving lives. We take a multidimensional approach to wellness, meaning we’re focused on personal development from all angles, including physical and mental health. VIVE challenges teens to look beyond finding clothes that “flatter” her body or how to get a boy to like her. She wants to read advice that is attainable. She wants to be empowered. She wants to see girls who look just like her. Whether the VIVE girl is interested in starting her own blog, finding ways to stay active with her friends or simply looking for little ways to make her life more whole, the content within VIVE Magazine gives her what she needs to achieve her goals with motivation and selfassurance. At VIVE, we strive to support and empower young women to be their best selves and stay true to who they are.
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Departments Front of Book
yourBODY yourEATS yourmind yourStYLE yourBEAUTY your INSPIRATION your
Back of Book
LIFE
Editorial Mix Mental Health and Wellness, 23%
Style and Beauty, 20%
Self Improvement, 27% Physical Health and Wellness, 30%
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Summer 2015 Stories
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In Our Fall 2015 Issue
yourBODY Fad Diet Frenzy
Watch Out For Your Girls
It’s tempting to jump on the bandwagon of a new eating plan that promises health, happiness and, essentially, miracles. Hey, why not? We can answer that question.
In light of Breast Cancer Awareness Month in October, Dr. Dana answers all your chest — er, best — questions.
yourEATS
Good Carb, Bad Carb
Veg Out
We’ve been taught to see this macronutrient as the enemy, but the truth is, not all carbs are created equal.
If you’re thinking about going vegetarian, here’s what you need to know before you ditch the meat.
yourmind
yourBEAUTY
Thinking About Therapy?
Face Palm!
There’s no shame in seeking out someone to talk to about your struggles. Knowing where to start can be a challenge, but we’ve got you.
Don’t worry about hiding forever after a few too many hours in the sun. We have the best ways to disguise AND treat your sunburn.
yourStYLE Insta-Outfits
Summer Lasts Forever
Searching for some ensemble inspiration to jump start your fall wardrobe? These Instagrammers have some ideas.
Really, it does. VIVE helps you keep those favorite summer staples into the school year.
yourINSPIRATION
yourLIFE
Our Girl Crush
Write Your Own Future
Tavi Gevinson writes for magazines, started her own website, and publishes the Rookie Yearbook. She’s our definition of inspiration. Find out what inspires her.
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Blogs aren’t just a place to express your feelings online. We have tips from four teen bloggers who have made bank by writing.
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the features
Epidemic: Rape Culture
Woman Warrior
We all know rape is bad. But why does it happen so often? VIVE breaks down what you need to know about consent, sex, and what legally is defined as rape.
When Emma Watson isn’t busy studying for her masters or empowering women, she’s talking to VIVE about what it’s like to be a girl in today’s world.
Come One, Come All
The VIVE List
Bodyshaming is a seriously shameful act that shouldn’t happen to anyone. VIVE discusses what it means to love your body no matter the size.
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10 Ways to Rock This Semester A new semester means a whole new opportunity to reinvent yourself. VIVE gives you great ways to start fresh and become your most take-charge self this school year.
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In Our Winter 2015 Issue
yourBODY X Marks the Spot
Never Have I Ever…
Not all acne is created equal. Find out what face mapping is and how you can pinpoint what exactly is causing your pimples.
Losing your virginity seems like a black and white topic, but some things can slip into a gray area. Dr. Dana answers your questions about cashing in your V card.
yourEATS
yourBEAUTY
Oh Bring Us Some Figgy Pudding
Pretty Purposeful Products
The holidays go hand in hand with desserts. VIVE’s nutritionist tells you what the best choices are at the dinner table.
Check out great winter products that not only make your skin glow but give back to incredible charities.
yourmind Brain Food
Stupid Eating
Studies have shown that some foods affect not only your body but also your mind. Consider what effects your food might have on your mental health.
We’ve heard the phrase, “That’s going to kill your brain cells!” But what things are we actually doing that injure the cells in our brains, and how can we avoid them?
yourStYLE Confronting The Cold
Working It
VIVE stylists put together the best gear to stand frigid weather based on the temperature you’ll have to endure.
Rock your first interview outfit with a little help from our favorite celebrity business babes, such as Lauren Conrad.
yourINSPIRATION
yourLIFE
Shine On
Kids Bop
Inventor Ann Makosinski sheds light on why her flashlight creation is changing lives around the world. Oh yeah, did we mention she is only 17?
Ready for the major leagues this holiday season with a coveted spot at the adult’s table? Here’s how to leave that seat next to your younger cousins behind.
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the features Back Off Bullies Here’s what you need to know about the horrific effects of cyber-bullying and what needs to be done to prevent it.
Bethany Unbuffered
YouTube queen Bethany Mota on blogs, beauty and the importance of just being you.
Winning the War on Wages
The VIVE List
It’s not just getting the job that’s the scary part — women only earn about 78 cents on the dollar to what men earn doing the same work. Find out what what’s at stake and what you can do now.
10 Resolutions To Own 2016 Avoid the boring “hitting-the-gym-everyday” thing this year. Try these unexpected resolutions to make 2016 your best yet!
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Readers Across Platforms Web VIVE will have a major online presence to cater to all potential readers and encourage them to purchase the magazine as well as read the website and follow our social media accounts. VIVE’s website will be complementary to the magazine by staying true to its mission and editorial mix but with web-optimized content. VIVETeenMag.com will be focused on news and features that are enhanced by online capabilities, such as slideshows and stories embedded with videos, GIFs and ThingLinks, which is a tool that makes images interactive by labeling specific aspects of photos (for example, pinpointing
certain elements of a fashion image and noting the brands and prices.) The website will also provide a behind-thescenes component, giving readers a deeper look at cover stars and how stories come together. We will also have an “ask” form on the site, allowing readers to submit anonymous questions. One question a week from each department will be answered at-length in columns by appropriate experts. Twenty percent of our print content will appear online, allowing some material to remain exclusive to print and hopefully encourage online readers to buy a copy or subscribe.
iPad VIVE will not have an interactive iPad edition, but a PDF of each issue will be available to subscribers as well as for purchase through virtual tablet newsstands.
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Social Media Instagram will be our main avenue to socially engage our readers. We will post at least one Instagram a day that presents a behindthe-scenes look into photo shoots, magazine production or what our cover star is up to. We will also do a few “outfits of the day” (OOTD) where we can tag clothing brands’ Instagram pages as a way to interact with potential advertisers. We will do 15 second workouts that allow our readers to see how real girls workout. To give a behind-the-scenes look at some of our print food stories, we will use Hyperlapse to display how to make meals. On Twitter, our voice will match what appears in print. We will tweet links to our
stories but also send out conversational tweets to our readers. Facebook will also be a top traffic driver to the website. So our plan is to push out a lot of our content on Facebook at peak hours, which typically match meal times and the surge from 8-10 p.m. On Pinterest, we will display boards dedicated to healthy recipes and workout tips. We will also have a board for each of our departments to provide an easy way for Pinners to find our content. Snapchat’s newest update includes channels for magazines, such as Cosmopolitan and People. These channels include interactive stories
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The VIVE Reader The VIVE audience is 14-20 years old, female and is always seeking out ways to lead a healthy life. The ideal VIVE reader is involved in extracurricular activities, focused on getting good grades, and active in some way, whether she plays a sport or takes dance classes with her friends on the weekend. The VIVE reader is always busy. She effortlessly goes from the soccer field to band practice, and then back home to study for that big exam next week. When she’s not rushing around, she wants to relax and find ways that can help her manage her crazy life. She’s sick of magazine articles about how to flirt with your crush or what color nail polish to wear. She wants to see girls who look like her (and according to our potential reader survey, 83 percent said they don’t think models represent them.) She has more important things to worry about, such as how to handle her stress, how to make healthy meals, and how in the world she is going to get into her dream college. She wants to learn how to embrace her own body as it is. She’s strong, confident and ready to conquer the world.
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What VIVE readers would write for a teen magazine: “About keeping positive body image. I have a positive body image of myself but growing up, I did not.” — Maia, 14 “I’d write about stress relieving hobbies.” —Grace, 17 “I would write about real girls because everyone thinks that everyone has a perfect life when they really don’t.” — Felicity “I think teenage magazines shouldn’t focus on such the superficial stuff.” — Jenna, 17 “Body image because everyone needs to feel beautiful.” — Stacey, 17 “I would write about the fears that everyone faces, how to deal with stress, and how to be a better person.” — Ashley, 15
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Design Vision The design of VIVE is playful, fresh and full of color. In a world crowded with so much noise and so many images, VIVE’s design aims to capture the spirit of our readers: young, bold and bright. Our photography choices focus on real girls, with no retouching.
TYPE FACES BEBAS NEUE Janson 55 Roman AlexandriaFLF
Simplifica Fine Style
Aileron Aileron Aileron Aileron
Aileron Aileron Aileron Aileron
Aileron Aileron Aileron Aileron
Aileron Aileron Aileron Aileron
Dragon is coming color palette
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Competition Mission Statement: “Seventeen is the champion of girl power, reflecting the definitions and ideals of the new generation. For 70 years, our mission has been to boost young women—to build their confidence, to support their confidence and to evolve along with them. Seventeen is there to help her: to look and feel her best, to get ahead in the world, and to give back to it. We get her ready for college, for her date on Saturday and for the launch of her online business. Our iconic brand continues to expand in new ways and onto new platforms, evolving with interests, habits and needs of our readers, users and followers. We deliver the important info, stunning visuals and Girl Power they demand… every day!” Print
Print median age: 25.9 Print total circulation: 2,021,792 Rate base: 169,269 Subscribers: 1,852,523 Median household income: $50,528
Website
Total unique visitors: 5,832,760 per month Total pageviews: 60 million per month
Prices
Newsstand price: $2.99 Print subscription price: $10 Ad prices: $160,030 for full page Digital edition: 31,320 readers purchase online
The VIVE Difference: VIVE hopes
to do Seventeen’s job better. Though the magazine claims to advocate for confidence and girl power, we feel their edit is lacking in terms of the information they provide and the focus of their stories. Our survey results show teens want more too: stories with more genuine and diverse content. We move away from Seventeen’s entertainment focus and provide a magazine girls can go to for more tangible advice that will last a lifetime. VIVE is also health and wellness-focused whereas Seventeen’s edit is mostly fashion-driven — only 15 percent of their book is healthrelated. VIVE believes that building a better self only comes from within.
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Mission Statement: “Influence starts here. Young trendsetters everywhere know there’s only one authentic source for emerging fashion, beauty and pop culture delivered with the sophistication of the Vogue brand.” Print
Print median age: 24 Print total circulation: 1,000,000 Rate base: 1,000,000 Subscribers: 933,685 Median household income: $56,000
Website
Median age: 27 Median household income: $83,000 Female readers: 73% Male readers: 27%
Prices
Newsstand price: $2.99 Print subscription price: $10 Ad prices: $145,636 for a full-page ad. Advertising rates vary depending the advertiser and are broken down into four categories: retail/ entertainment/direct, insert, mass/ salon and pharmaceutical.
The VIVE Difference: Although Teen Vogue has been successful in branding itself under the Vogue name, VIVE hopes to reach real teens with a lifestyle approach that is very separate from Teen Vogue’s narrow focus on fashion, celebrities and beauty. VIVE does not see sophistication as its primary mission as Teen Vogue does. Instead, we embrace and value authentic teens who crave to see reflections of themselves in our publication during this ever-evolving time in their lives. VIVE provides a platform to reach these girls, and we bring a refreshing voice to the teen magazine market with edit that dares to go beyond the surface.
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Mission Statement: SELF is the
authority on health, fitness, beauty, and style for the woman who wants to achieve her personal best in all aspects of her life. The brand sets forth aspirational yet attainable goals—at the gym, at work, and beyond—and gives the reader the tools to reach them. SELF shows her that she can realize all of these goals by tapping into her greatest source of strength: herself.
Print median age: 40.7 Print total circulation: 1,515,880 Subscribers: 148,055 Median household income: $90,368
PRICES
Newsstand price: $3.99 Print subscription price: $17.97 Ad prices: $209,553 for one fullpage ad Tablet edition: both a digital edition or a PDF version of SELF is available on the iTunes App Store, Amazon.com, Google play, Zinio, Next Issue, Nook and Kobo.
Website
Total unique visitors: 3.5 million (per month) Total pageviews: 17 million (per month) Total visits: 6.4 million (per month)
The VIVE Difference: Though VIVE and SELF share many attributes such as a focus on what our competitor calls “your best self” and the print issues have similar department set-ups to ours, SELF’s targeted demographic and readership is older and more mature than VIVE’s. The average reader of SELF is 40 years old, and VIVE’s audience target is 14-20. In fact, there is no content in SELF that is specifically created just for teens. Our publication also approaches health and wellness in a more well-rounded fashion with our edit than SELF. SELF’s edit and cover lines often feature trendy diets or advocate fast fixes. VIVE promotes good health as a lifelong objective and is cognizant of the impressibility of our teen audience. We take our approach a step further than just a list of work outs: we encourage confidence and love for the body you have.
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Mission Statement: Healthy living is more than an endgame; it’s a source of personal joy and lasting reward. The VIVE Difference: Though VIVE
Magazine has a similar mission of encouraging confidence and health, we are geared toward a younger audience that is not being served in the marketplace. VIVE differentiates itself in terms of its editorial content with a greater diversity of stories that possess a strong emphasis on internal and social well-being. SHAPE’s editorial mix includes 29 percent health and nutrition content, 27 percent fitness and sports, 25 percent beauty and style, 3 percent lifestyle, 4 percent entertainment/ celebrity and 12 percent “other”.
Print median age: 39.6 Rate base: 1,600,000 Median household income: $88,521
Prices
Newsstand price: $4.99 Print subscription price: $12.00 Ad prices: $206,705 for full page
Website
Total unique visitors: 7.9 million Total pageviews: 61.3 million
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WEbsites devoted to Teens RookieMag.com
About: Rookie is an online publication
for teenage girls featuring writing, photography, illustrations, videos, and more from a lovely staff and our readers. The site features monthly “issues,” each revolving around a theme. We post three times a day—after school, after dinner, and before bed— and once a day on the weekends.
The VIVE Difference: Unlike Rookie,
VIVE’s editorial centers around physical and mental health and focuses much less on fashion and illustrations. Rookiemag. com is more blog-centric, whereas VIVE will be published quarterly.
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Gurl.com
About: Gurl.com is a resource and
community for teen girls to reference information and relationship and sex advice, as well as play free games, explore freebies, giveaways, videos, entertainment, quizzes and take polls. This community provides girls to ask questions and connect with other teens on various topics.
The VIVE Difference: VIVE is quite different from Gurl.com, as Gurl.com’s editorial appears to be more game and advice based, and includes less on health and wellness. Gurl.com seems as if it is a communication and information vehicle, rather than a content-based website, which is quite the opposite of VIVE’s mission. VIVE | 29
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Teen.com
About: Teen.com is a teen and preteen website featuring celebrity and entertainment news, freebies and giveaways, exclusive video interviews, red carpet style, TV recaps, movie reviews, new music, funny viral videos, quizzes, beauty ideas and games. Teen.com is focused on all the latest teen celebrity gossip from Selena Gomez and Justin Bieber to One Direction. The VIVE Difference: Unlike Teen.
com, VIVE focuses very little on celebrities. Unless a celebrity is featured on the front cover, VIVE will steer clear of thin celebrity trends, focusing on empowering young celebrity women, not just on the hottest celeb gossip.
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Advertising Why Choose Us? We can all agree that the teen magazine market is a challenge to break into. Seventeen and Teen Vogue both have long histories of readers and advertisers to back them up. But these magazines are still problematic. 85 percent of moms with teenage daughters agree that the content in teen girls magazines are not realistic. VIVE provides more down-to-earth content that empowers teens to be healthier and happier. Our magazine allows teen girls to see themselves in a new light. Our readers will say goodbye to the feeling of needing to shave off 10 pounds
in two weeks or worry about the text a boy just sent them and what it means. VIVE readers are powerful young women who want that same empowerment from the products that they buy. It helps that their sole income, their mothers, love our magazine, too. The readers trust that we are there to give them information that will better themselves, and our advertising will speak to that ideal. VIVE has a guaranteed niche audience that is ready to purchase trustworthy products from our advertisers.
Why These Advertisers? In targeting potential advertisers, we specifically chose brands that promote and embody confidence, self-worth and an overall healthy lifestyle. Our competitors such as Seventeen and Teen Vogue have primarily fashion retailer and beauty advertisements, so when we chose our ideal fashion and beauty advertisements, we wanted to make sure each one served a specific purpose. For example, Dove, our ideal No. 1 advertiser that we would like to see on our back cover, releases multiple ad campaigns a year that encourage women to love their bodies, view themselves as beautiful and accept their differences. Additionally, Aerie has pledged to never photoshop their models. Of course, we chose to include H&M and Forever 21 because teens are starting to move away from brand teen
retailers like Hollister and Abercrombie. Both H&M and Forever 21 have plus-size lines that we plan to feature in the ads. In addition to fashion and beauty, we have carefully considered food and health advertisers that match our mission statement as well. Special K promotes body confidence in a similar way, and Cheerios and Honey Maid consistently feature families of all races and income levels. We also decided to target Michelle Obama’s Let’s Move Campaign and Gardasil, which speak to our physical health stories in the magazine. Overall, these advertisers aren’t just selling a product—they are selling confidence and promoting healthy lifestyles, which aligns perfectly with VIVE’s editorial philosophy.
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Health-Related Products/Campaigns:
Always YMCA Michelle Obama’s Let’s Move Campaign Gardasil Playtex Epiduo FDA Nuvaring Mixify (Coca-Cola, Pepsi, Dr. Pepper campaign)
Food
Special K Honey Maid Cheerios California Almonds Crystal Light
Beauty Products Dove Pantene CoverGirl Biore ProActiv Secret Clarisonic Clean and Clear Olay Philosophy
Retailers
Aerie Lane Bryant Vera Bradley The Container Store H&M Forever 21 Macy’s Nike for Women Under Armour Target
VIVE Ad Rates Print Rates 4-Color/Gross Rates Full Page: $24,000 2/3: $18,264 1/2: $15,557 1/3: $11,591 B&W/Gross Rates Full Page: $16,565 2/3: $11,786 1/2: $9,419 1/3: $5,824 Covers/Gross Rates Second: $30,000 Third: $25,203 Fourth: $31,205
Web Rates Standard (Price per section monthly) Bottom leaderboard: $500 Medium rectangle: $1,000 Large Rectangle: $1,500
CPM: $213 RATE BASE: 150,000
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Circulation Subscription: 100,000 (soft initial offer) Newsstand: 50,000 Total Circulation: 150,000 As VIVE grows as a brand, we expect to see gains in subscribers and newsstand sales in future years. How We Are Attracting our Readers:
Direct Mail Campaigns
To attract our goal of 100,000 subscribers, we are undertaking a large direct mail campaign that includes sending 3 million pieces of mail to attain 100,000 subscribers (expected 3 percent return). We are buying lists of addresses from popular teen retailers such as Forever 21 and H&M as well as address lists from marketing companies that are specifically focused on our targeted demographic. We are also purchasing lists of addresses from teen girl expos, which reach thousands of girls a year.
Newsstand
In our first year, we hope to sell 50,000 copies of each issue of VIVE on the newsstand. We will have a nationwide distribution at popular grocers and retailers.
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Marketing Efforts Girls World Expo: VIVE will rent out a booth at a popular yearly
expo for teen girls, Girls World Expo. At the booth, we will have valuable access and face time with our teen girl demographic and also have an opportunity to sell subscriptions and share our unique product. We will also purchase a sponsorship package that includes our logo on the expo’s gift bags, an opportunity to include an item in the gift bag (such as a brochure) and a quarterpage color ad in the expo’s printed publication that is distributed at the expo. We will also receive digital exposure on the Girls World Expo website with links to our own website.
Retail Partnerships: We plan to partner with brands that echo
our commitment to helping teens live well. For example we will partner with Aerie, where we will have subscriptions cards put in every shopping bag in exchange for discounted advertising for their company. On select Dove products, we will have a small ad for our magazine in exchange for discounted advertising.
Social Media: According to our survey, our readers are using
Instagram, Twitter, Snapchat and Facebook the most and these will be the platforms we heavily target with daily content to reach them. When our readers share, retweet and spread our content in other ways over social media, we expect to attract a bigger audience.
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A Note From Demi Demi Lovato knows what it’s like to struggle with body image, mental health issues and more. Here’s why she’s on board with VIVE and our mission to empower young women.
Dear potential VIVE subscriber, As a teenager, I was lost. Sure, at 15, I was catapulted into the spotlight with the help of Disney Channel Original Movie Camp Rock, but I couldn’t have felt more alone. I felt insecure about my body, I struggled with depression, I dabbled in drugs, and I even engaged in self-harm. I wish VIVE existed when I was a teenager because it would have helped me when no one else could. VIVE is the first and only magazine I’ve read that tackles real issues for real teenagers while giving them the tools to lead a healthy and productive life. VIVE understands what teenagers want and delivers it to them in a fresh, conversational way. For example, I was truly moved by the yourMIND piece in the first issue in which a brave young writer shares how she started openly talking about her struggle with clinical depression. When I was a teenager, I was terrified to talk about my battle with mental illness. It took a lot of time for me to come clean to my fans about all of my personal struggles, and I know that if I were to have read a magazine article like this back then, I would have been able to accept and talk about everything much sooner and with greater confidence.
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Whether VIVE is helping you achieve your dreams or telling you ways to love your body the way it is, this amazing magazine helps you realize how beautiful you are from the inside out. I fully support the mission VIVE stands for, and I hope you subscribe to this groundbreaking magazine as soon as possible to benefit from its helpful, thoughtful content. XOXO, Demi Lovato
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Š 2015 University of Missouri - Columbia Missouri School of Journalism Magazine Publishing, Spring 2015
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