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    People Magazine

    Uploaded by

    David F Evans
    This document outlines a pitch by Nike to advertise their new "Air Green" shoe in People Magazine. It provides background on People Magazine and its readership demographics. The pitch proposes positioning options like cover stories, ads and inserts. It also details a promotional recycling event co-hosted by People and Nike to promote the shoe. Special advertising opportunities in issues focused on topics like Oscars, best dressed and sexiest man are also outlined, along with standard rates.

    Copyright:

    © All Rights Reserved

    People Magazine

    Uploaded by

    David F Evans
    396 views19 pages
    This document outlines a pitch by Nike to advertise their new "Air Green" shoe in People Magazine. It provides background on People Magazine and its readership demographics. The pitch proposes positioning options like cover stories, ads and inserts. It also details a promotional recycling event co-hosted by People and Nike to promote the shoe. Special advertising opportunities in issues focused on topics like Oscars, best dressed and sexiest man are also outlined, along with standard rates.

    Original Description:

    Sales Pitch - NIKE RFP Pitch

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    This document outlines a pitch by Nike to advertise their new "Air Green" shoe in People Magazine. It provides background on People Magazine and its readership demographics. The pitch proposes positioning options like cover stories, ads and inserts. It also details a promotional recycling event co-hosted by People and Nike to promote the shoe. Special advertising opportunities in issues focused on topics like Oscars, best dressed and sexiest man are also outlined, along with standard rates.

    Copyright:

    © All Rights Reserved
    396 views19 pages

    People Magazine

    Uploaded by

    David F Evans
    This document outlines a pitch by Nike to advertise their new "Air Green" shoe in People Magazine. It provides background on People Magazine and its readership demographics. The pitch proposes positioning options like cover stories, ads and inserts. It also details a promotional recycling event co-hosted by People and Nike to promote the shoe. Special advertising opportunities in issues focused on topics like Oscars, best dressed and sexiest man are also outlined, along with standard rates.

    Copyright:

    © All Rights Reserved
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    PEOPLE MAGAZINE

    NIKE AIR GREEN SHOE


    (MEDIA PROFILE + PITCH)

    DAVID F. EVANS
    FALL 2013

    AGENDA
    BACKGROUND + HISTORY
    CONSUMERS + COMPETITORS
    THE PERFECT FIT
    POSITIONING OPTIONS
    PROMOTIONAL CAMPAIGN
    SPECIAL ISSUES + OTHER PROMOTIONS
    RATES
    CLOSING THOUGHTS

    PEOPLE MAGAZINE
    BRIEFING:
    A weekly American magazine of celebrity and human-interest
    stories, published by Time Inc.
    The magazine runs a roughly 50/50 mix of celebrity and humaninterest articles
    People's editors claim to refrain from printing pure celebrity
    gossip, they refer to it as a "publicist-friendly strategy
    With a readership of 46.6 million adults, People has the largest
    audience of any American magazine
    We dont just focus on celebrity gossip, we focus on greater
    issues such as national/international affairs, real life heroes, giving
    back, and staying green

    TIME INC. + TIME WARNER


    ABOUT TIME WARNER:
    Two formerly separate companies, Warner Communications Inc. and Time
    Inc. formed the current Time Warner Inc. in 1990.
    Time Warner is now a global leader in media with businesses in TV
    networks and entertainment, film, and publishing.
    Time Warner Inc. is a leader in entertainment delivering high-quality
    content worldwide through multiple distribution outlets.
    People Magazine has its success because of the innovative geniuses that
    created Time Warner.

    PEOPLES CONSUMERS
    PROFILE HIGHLIGHTS:
    63% of readers attended college
    70% own a home
    62% of women readers work
    71% of readers are women
    29% of readers are men
    Median age is 43.8
    Median household income $68,630

    THE NUMBERS
    PEOPLES ADVERTISING REVENUE ($993 million)
    PEOPLES WORTH ($1.5 billion)
    PEOPLES CIRCULATION (3.5 million)
    TIME INC. REVENUE ($3.4 billion)
    TIME WARNER INC. REVENUE ($28.7 billion)

    COMPETITORS (WITH CIRCULATION):


    US WEEKLY (2 million)
    OK! MAGAZINE (500,000)
    IN TOUCH WEEKLY (555,000)
    STAR MAGAZINE (806,000)
    LIFE & STYLE WEEKLY (282,000)
    COSMOPOLITAN MAGAZINE (3 million)

    PEOPLES PERFECT FIT


    PEOPLE + THE NIKE AIR GREEN:
    We strive to provide our target audience of stylish, intelligent, and
    hardworking men and women, ages 18-50 with the latest news and
    trendy products
    We focus on the greater issues within society, and are constantly
    featuring stories and products that help the environment
    Our consumers are intelligent individuals who are eco-conscious and
    support the going green revolution
    Since Nike is a leading brand in athletic wear and our readers
    constantly keep up to date with the latest trends, the Air Green shoe
    will have no problem reaching its target audience
    Lastly, we are a leader in the magazine industry, reaching 3.5 million
    consumers a year and beating out our competitors such as: US
    Weekly, OK! Magazine, and Cosmopolitan!

    POSITIONING OPTIONS

    HIGHLY-DESIRED PLACEMENT:

    TABLE OF CONTENTS
    RELATED ARTICLE(S) + SECTION(S)
    COVER STORY

    ADDITIONAL AVAILABILITY:

    INSIDE SPREAD
    INSERT CARDS

    POSITIONING OPTIONS (BACK COVER):

    RATE BASE:
    3,457,000

    AUDIENCE:
    42-50 million

    RATE:
    $437,900

    GETTING STARTED
    NIKE + PEOPLES PROMOTIONAL CAMPAIGN
    PEOPLE MAGAZINES BIG-CITY RECYCLING EVENT
    People magazine will co-host an event with Nike in Chicago
    Anyone will have the opportunity to bring in their old Nike shoes for
    recycling:
    We will collect the shoes directly on-site instead of dealing with the hassles of
    shipping them back via mail
    Customers who bring shoes to the event then they will get an additional 10-15%
    off on top of the $25 coupon presented in the RFP
    Any customer who donates 3 or more old Nike shoes will enter a sweepstakes to
    win free Air Green shoes

    The Air Green shoe will be featured and heavily displayed at the
    event, as well as the hosts of the event, People magazine

    EXCLUSIVE CONTENT SECTIONS


    COVER STORY + SPREAD:
    NIKE-SPONSORED ATHLETE AS THE COVER STORY
    WITH EXTENDED SPREAD

    EVENT SPREAD:
    COVERAGE OF THE BIG-CITY EVENT

    STYLE WATCH:
    SPECIAL NIKE FEATURE IN STYLE WATCH MAGAZINE
    AND WITHIN THE PEOPLE STANDARD ISSUE

    COVER STORY + SPREAD

    EVENT SPREAD

    STYLE WATCH

    SPECIAL ISSUES + PROMOTIONS (WITH RATE BASE)


    FEATURE ISSUES I (HALF THEIR SIZE, BODY ISSUE, BEST & WORST DRESSED):
    3.6 million

    FEATURE ISSUES II (OSCARS & SEXIEST MAN ALIVE):


    3.7 million

    NATIONAL ISSUES:
    3.475 million
    WORLDS MOST BEAUTIFUL:
    3.8 million
    BEST OF 2013:
    4.2 million
    NEWSSTAND SPECIAL:
    350,000

    DETAIL CAN BE FOUND ON OUR

    MEDIA KIT:
    goo.gl/zheGsL

    STANDARD
    RATES:

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