HEARST

October 19, 2010 11:00am

CORPORATION

Alana ParsonsAlyssa HennessyJennifer AlbertsManny CurlingSamantha Hayden

Skippy Natural Peanut Butter with HoneyMedia Proposal

MAGAZINE TRUTHS

:48 http://www.youtube.com/watch?v=YmGSfVo2NUw&feature=related

AGENDA Market Overview Target Why Us? Media Plan Budget Breakdown

NEEDS & GOALS

Awareness

Trial

Sales

SWOT ANALYSIS

–

Strengths

Brand awareness and loyalty

Health benefits- “natural”

Accessible nationwide

Great taste

Shelf life

Weaknesses

Awareness

Level of nutritional value

Opportunities

Healthy is trendy with food

Moms

Honey & peanut butter

Threats

Competition for market share

Organic vs. natural

Nutritional benefits compared to competition

COMPETITON

TARGET AUDIENCEDemographic Index Number

Women 25-54 115

White 93

Graduated College Plus 105

Now Married 110

$40,000 + 114

Children Aged 6 and Under 120

Northeast 149

County Size A 124

Source: MRI+ Fall 2009

TARGET AUDIENCE

Lifestyle Statement Index Number

“Kids have a significant impact on brands” 135

“Hard to resist kids requests for non essentials” 115

Source: Simmons, 2007

MeetBetty

WHY MAGAZINES?

• REACH• Attention• Audiences are growing• Drive action• Improve advertising ROI

Source: The Association of Magazine Media

WHY MAGAZINES?

“Magazines outperform other media in driving positive shifts in purchase consideration/intent.” Source: Dynamic Logic

Source: The Association of Magazine Media

WHY HEARST?

“Hearst reaches more adults than any other publisher of monthly magazines.”

(73.8 million total adults, according to MRI, Fall 2009)

WHY HEARST?

Specialized Content

Established brand

Innovation

Cross-platform

MAGAZINES

Source: O The Oprah Magazine 2010 Media Kit

Credible Influential Purpose Target #3 on Newsstands 120 Index Source: MRI+ Fall 2009

VALUE ADDED

“The O List” “Love That” Affiliation with the Oprah brand Social media

• #2 Epicurean Magazine• Target• Content

“35% of readers purchased a product/service based on a recipe, article or feature in the magazine.”

Source: Food Network Magazine Media Kit 2010

VALUE ADDED Affiliation with Food Network Coupons “Food4Thought” Lounge Celebrity ad endorsement

Sandra Lee of Semi Homemade Cooking

“Good Housekeeping is read by one out of every fiveAmerican women each month.”

Longevity Trusted 107 Index

Source: Good Housekeeping Media Kit 2010Source: MRI+ Fall 2009

VALUE ADDED “Fuel the Family Fun” Sweepstakes Association with Good Housekeeping brand Social Media

JAN “Love That” Event “Food4Thought” Coupon

FEB Event

MAR Event

APR

MAY

JUN Sweepstakes

JUL Sweepstakes

AUG “The O List” E-blast recipe Coupon Inside cover

National

SEP Back coverCoupon Endorsement

National

OCT Endorsement

NOV E-blast Endorsement

DEC Endorsement

PROPOSED SPEND• O, The Oprah Magazine

- Total print: $2,147,762.40- Value added: Included

• Food Network Magazine- Total print: $962,501- Value added: $2,060,000

• Good Housekeeping- Total print: $2,076,450- Value added: $10,000

PROPOSED SPEND

$7,256,713.40

PERFECT MATCH

Maximum reach

Target

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Any Questions?