A L W O N P O I
A Y S N T
CATEGORIES CULTURE - Restaurants • Bars • Cafes • Events • People • Films DESIGN - Industrial Design • Architecture • Interiors • Property FOOD + DRINK - Whisky • Wine • Beer • Product • Recipes HOROLOGY - Reviews • Tips • Information • Sales INDULGENCES - Luxury Products • Services • Travel • Electronics MOTORS - Cars • Motorcycles • Boats • Launches • Reviews • News STYLE - Fashion • Tips • Launches • Opinions • Products
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EDITOR’S LETTER The digital landscape has changed dramatically in recent years, it used to be about numbers and numbers alone. The size of an audience however, does not reflect on the quality of an audience. Now the focus has turned to engagement, a metric TVG prides itself on. The Versatile Gent delivers quality men’s lifestyle content, always. The breadth of our content spans from style and culture to more niche categories such as wine, travel and most notably, watches - a key traffic driver at TVG. With a huge range of lifestyle content delivered in one place, we are attracting audience’s via their core interests and then allowing their curiosity to explore other categories and brands they may not have previously interacted with. Our brand’s credibility is as important to us as it is to our future partners. By maintaining a strict ‘on brand’ policy we have built a dedicated following of 21-35 year old males who expect the best, and who share our taste and trust our opinion. In under two years TVG has grown to amass almost 20,000 Facebook fans who interact with our website and social channels daily. Aside from a highly engaged community, The Versatile Gent is a premium branding platform designed with the client in mind. Recent site updates have allowed us to offer brands exciting new expandable video ad units as well as full site takeovers. We know our readers are savvy, they expect more than just ads, which is why we insist on engaging our existing audience in a variety of ways, be this unique content, social promotions, competitions, events or brand partnerships. In 2014 TVG will continue to establish itself as an emerging force in the Australian mens digital lifestyle space - we’re on our competitor’s radars, we’re now happy to be on yours. I look forward to discussing potential partnership opportunities with you, and the prospect of introducing your brand to our loyal male following. Sincerely, James Want (Founder and Editor)
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READER PROFILES Nicholas 27, Sydney Nick rents a terrace with friends in Paddington and works at an Investment Bank earning $154,000 a year. Nick has followed TVG since day one and loves discovering new brands through the website. He purchases a new suit every month and spends the majority of his paycheck dining out with friends, shopping online and adding to his wine collection. Tim 22, Sydney Tim is a student at Sydney University studying Science and Arts and lives at St Paul’s college. He follows all TVG’s fashion advice and loves his new found passion for Horology. He checks TVG’s Facebook page everyday and shares images and posts that inspire him. Robert 33, Melbourne Rob lives in Fitzroy in Melbourne and works as a Director at an advertising agency. He’s getting married in a couple of months and his fiance wants him to look the part! He wants to get his first proper Made-To-Measure suit and has been trawlling through TVG’s past entries sourcing inspiration and getting some styling advice. A recent survey of 1,580 TVG readers exposed: - An average age of 27 years old - An average income bracket of $80000 - $100000 - 74% engage with TVG daily (on website or social channels) - 43% engage on Mobile devices
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AUDIENCE AVERAGE PER MONTH SINCE JANUARY 1ST 2014
76,000 - Pageviews 52,000 - Unique Pageviews 1.91 - Pages/Session 2.29 - Time on site WORLDWIDE Popula'on
60% - Australia 15% - USA 05% - UK 20% - Other (Canada, 20%
Singapore, NZ, France, Germany, India, Netherlands)
AUSTRALIA Popula'on
52% - NSW 21% - VIC 15% - QLD 06% - WA 04% - SA 02% - OTHER 6%
DESKTOP - 57% TABLET - 32% MOBILE - 11% T H E V E R S AT I L E G E N T.C O M
SOCIAL
18,900 Fans 93% Men
12.4% Average Monthly Engagement Rate 1.39 Million People Reached 8,100 Average Post Reach (Last 15 Posts)
AVERAGE STATISTICS SINCE JANUARY 1ST 2014*
635
2900
4835
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2230
CASE STUDY #1 CLA 45 AMG MERCEDES TVG anticipated the high demand for Mercedes-Benz first AMG model under $100,000 and we knew it was going to be a hard car for guys to get their hands on, even for a test drive. So we wanted our readers to get a first hand experience of the vehicle. We launched a social promotion called #RideWithTVG, which required our fans to tweet their location to us over the course of a Friday night and we would come and pick them up in the CLA 45 AMG and drive them to any destination they wanted. The promotion allowed TVG readers to experience the amazing car in the flesh and created excellent engagement on Facebook and Twitter. The promotion also built excitement for the upcoming content which included Instagram videos and a editorial review of the vehicle.
CASE STUDY #2 JOHNNY WALKER RED LABEL Johnnie Walker is the most famous whisky brand in the world and their Red Label is the most consumed whisky in the world. In late 2013 The Versatile Gent was employed to produce a series of editorial shoots to celebrate Johnnie Walker’s relationship with Australian horse racing. In a collaboration with M.J. Bale, TVG styled, shot and produced four editorial shoots highlighting four key ‘Spring Racing’ looks. Each article was published and promoted with a dynamic social strategy via TVG’s social media channels delivering spectacular engagement and ROI. The campaign was wrapped up with a competition to send one lucky reader and a friend to the Johnnie Walker tent at Stakes Day in Victoria with 2 suits each from M.J. Bale. We registered over 2000 entrants 45,000 unique page views on the content.
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LEADERBOARD + EXPANDABLE VIDEO SKIN
TAKEOVER
TAKEOVER
TVG was founded in June 2012 by friends James Want and Tom Hosking. With James working at a media company in Sydney and Tom writing for a niche online publication they saw a gap in the online men’s lifestyle space - a premium branding platform delivering a range of quality men’s interest content in one place. HALFPAGE
MREC
BOTTOM LEADERBOARD
ADVERTISING RATES Advertorial: $2,500 (Article + Social Promotion) Advertorial Package:
$3,500 (As above + 7 days of display
on Leaderboard/MREC/Halfpage)
Leaderboard CPM:
$45
Halfpage CPM:
$50
MREC CPM:
$45
Btm Leaderboard CPM:
$30
Standard Site Takeover:
$8,000 (Week long sponsorship,
100% Share of Voice)
Expandable Video Skin Takeover:
$10,000 (Week long sponsorship,
100% Share of Voice)
Instagram Post:
$300
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PARTN
NERS
T H E V E R S AT I L E G E N T.C O M
THE VERSATILE GENTS TVG was founded in June 2012 by friends James Want and Tom Hosking. With James working at a media company in Sydney and Tom writing for a niche online publication they saw a gap in the online men’s lifestyle space - a premium branding platform delivering a range of quality men’s interest content in one place. Along side social media roles at two of Australia’s biggest media agencies and a year managing social at Red Bull, Tom and James have built a loyal following for TVG. Since June 2012 The Versatile Gent has published over 600 unique content pieces and registered 1.5 million page views in 167 countries worldwide.
CONTACT The Versatile Gent 59 Cooper St Surry Hills NSW, 2010 Advertising: advertising@theversatilegent.com Press and Partnership: enquiries@theversatilegent.com Media Agency: info@inceptiondigital.com.au Editors: james@theversatilegent.com, tom@theversatilegent.com
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