Can You Hear Me Now???

Finding Media that Finds Women

JSH&A LIF™Style Marketing PR Agency

Life Influence Factors - Drive preference & purchase

Women 25-54 – no longer a target!

LIF™Style identifies variables & pressure points

Breaking Through to Women Cluttered & Noisy Environment

24/7 Lifestyle

New Message Channels

Competition for Share of Mind

Some Facts Major dailies folded or on verge of collapse

o Seattle Post-Intelligencer, Philadelphia Daily News, Boston Globe, Detroit News, Miami Herald, San Francisco Chronicle, NY Daily News, Chicago Sun-Times, Christian Science Monitor

o Only 33% of Americans say they would miss reading their local paper (PewResearch)

More than 75 magazines folded in the past yearo O at Home, Domino, Hallmark, Home, Cottage Living

Women’s Magazines still in the Top 10o Better Homes & Gardens, Cooking Light, Every Day with Rachael

Ray, Cosmopolitan, Elle, O, Prevention, Vogue

Migrating Media Landscape Move from Mass Media to Mass of Media

Demise of print Rise of digital

Confusion in broadcast Profusion of podcasts and vodcasts

Defined media pool Blogger tsunami

Scheduled news delivery Anytime - anywhere

Reporting Conversation

Migration Online & Social Media 47% of all women have

never read a newspaper online

o Ages 20-30: 20.6%o 31-40: 24%o 41-50: 40%o 51-60: 63%

Only 5% of all women use Twitter

47% of all women use none of these social networks (Harris Poll)

12% of all women read news online daily

o Ages 20-30: 23%o 31-40: 19%o 41-50: 9%o 51-60: 4%

52% of all women have a Facebook or MySpace account - but only 18% update their page at least once a day

Finding Media ThatFinds Women

How Effective Are MediaResources in Reaching

the Target???

Women & Media Survey Survey of 500 women conducted by phone and online

during the past two weeks

Where are women migrating for news…or are they?

Who are the new Voices of Influence?

How do we reach women in a relevant way – and with impact?

Women in Migration Wired Women

o Younger, Web savvy, heavy online users, place trust & credibility in online sources. Less interest in traditional media.

Transitionalso Utilize variety of media sources both online and traditional.

Heavy magazine readers. Dabblers

o Tend toward traditional media, but dabbling online. More likely to be found watching evening or morning news.

Groundedo Traditional media sources are focus and generate greater

credibility. Internet used for personal connections.

Women & Print MediaFrequency of Reading Hard

CopyFrequency of Reading Online

2-5 times per week19%

Never16%

DK0%

Daily34%

Sunday/ Occasionally

only31%

Sunday/ Occasionally

only27%

Daily12%

Never47%

2-5 times per week14%

Daily print newspapero 34% read dailyo 47% never or occasionally

Most popular with the Grounded population: 50+

Read online newspapero 12% read dailyo 47% never

Highest online frequency with younger Wired Women (23% daily) & Transitionals (19%)

Women & Print MediaWhich of the following magazines do you read on a regular basis?

37

10

10

11

14

16

17

22

25

0 20 40 60 80 100

None

Prevention

Martha StewartLiving

Cosmopolitan

Time or Newsweek

Reader's Digest

People or US

Better Homes &Gardens

Family Circle orWoman's Day

Percent

Print magazineso 29% subscribe to 2-3 magazineso 28% subscribe to none

Better Homes & Gardens, Family Circle, Woman’s Day reach Transitionals, Dabblers & Grounded

People, US, Cosmopolitan, Time, Newsweek hits Wired Women

Cosmopolitan & Martha Stewart Living reaches Transitionals

Women & Broadcast Evening news draws largest audience across categories (29%)

followed by morning news (19%)

FOX most popular overall for news (15%) followed closely by CNN (13%)

o While 20% Wired Women watch CNN, almost 18% don’t watch the news on TV

Less than a 50/50 chance women are watching morning TV shows (Good Morning America, Today, etc.)

o Of the 46% who do, they watch frequently during the week

Mid-day talk & news rank low

For radio, FM pulls best with music the most popular format

Women & BroadcastWhich ONE type of the following TV programming do you MOST frequently watch? Most often?

13

4

3

10

8

6

7

19

29

9

10

18

25

26

26

33

57

0 20 40 60 80 100

None of these

Mid-Day Talk

Mid-Day News

Morning Talk

DIY/Home Improvement

News Features

Food/Cooking

Morning News

Evening News

Percent

Total MentionsMost Often

Turn on the Internet 83% of all women are online for personal reasons

o 96% of Wired Women & Transitionalso 45% of the most Grounded (over 70 years old)

39% online for 3 or more hours per dayo Wired Women: 71%o Transitionals: 49%

Primary use – connect with friends & family (42%)o Secondary (14%) – Researcho Wired Women & Transitionals seeking entertainment/games

Yahoo and Facebook rank high (14% & 12%) though “other” ranks highest (28%)

Turn on the InternetWhat is the primary reason for going on the Internet?

211111123468

1114

42

0 20 40 60 80 100

OtherTake surveys

EmailSchool

Pay billsBanking

Info on familyInfo on household

Info on health issuesProfessional networking

ShoppingLocal/World news

EntertainmentResearch

Connect with family/friends

Percent

Conclusion

It Takes the Village toGet Out the Message

Electrify the Brainwires Multi-Taskers need Multi-Channels

360o Communication OutreachoOnline news, Web sites, bloggers, social mediaoTraditional news/media resourcesoWOM: Girlfriends, community, family

MoM:

How It Works

Hershey’s Bliss & Spray ’n WashCase Studies

PR Launch – Case Study

Goal: Raise awareness and trial for Hershey’s Bliss

Target: Women (25 – 54)

Media Strategy: Single Tactic to Inspire 360 Degrees of Media

Tactics: Offline: Host 10,000 Hershey’s Bliss House PartiesMedia: Leverage offline tactic to create on- and off-line

conversations

Results:Reached 150,000 women with samples in one weekend Secured more than 150 million media impressionsReached an estimated 10 million consumers through word-of-

mouth

PR Launch – Case Study Goal: Raise awareness and drive trial by positioning Spray ‘n Wash

Bright & White against chlorine bleach

Target: Women (35 – 55)

Strategy: Convergence of Media to Achieve 360 Degree Communication

Tactics: Mom Blogger Forum: Identify Experts and AdvocatesSpokesperson: Mom on the Run – Colleen Burns Reason to Link / Online Sweepstakes: ListenToYourClothes.com National Launch Event: New York City’s Longest Clothesline

Results (To Date):Generated 130 million media impressions (50% online / 50%

offline)

360 Degree Communication

Connecting Online, Offline and in Between

JSH&A Public Relations