2. ME MY
GENERATION
Me Generation My Magazine
MAGAZINE
“Happy self,beautiful body,mind and soul. ”
SELF magazine celebrates the enjoyment of life and is a total happiness manual for all ‘Me Generation’ women in China.
“ ”
Me Generation, My Vision
The “Me Generation” was born in the 1980s,
and has grown up in an age of rapidly expanding fortunes and diversified culture.
They are young, extraordinarily confident and independent women,
and firmly believe they can live the happiest, fullest lives.
I do, therefore I am
“Me Generation” women rise to the challenge,
and actively try new things.
They believe in themselves and strive to be the best.
They are always willing to learn,
and are eager to succeed in their careers.
I enjoy, I delight
“Me Generation” women enjoy life to the extreme.
They pursue fashion and individuality,
and believe they are beautiful.
They shop to make themselves happy,
and shopping is the most common way for them to relieve pressure.
I love, I dream
“Me Generation” women have dreams for the future.
They want to be loved, and are eager to love
They believe a happy marriage is essential for a fulfilling life.
CONDÉ NAST
Since the beginning of last century, Condé Nast has been known for its superior editorial quality and it
continues to make innovations in publishing today. With a presence in 23 markets worldwide, the Group’s
127 magazines interpret the meaning of fashion and modern life for more than 150 million readers while an
additional 79 websites have an influence on 24 million users around the globe.
Inspirational, innovative and influential, Condé Nast targets at a broad readership and can meet the
different requirements of all nature of readers. SELF and VOGUE, after the successful launch, have
increased their circulations and enhance popularity to become leading titles in China.
127
79
– 23
VOGUE SELF

3. MY
SELF My Mag.
SELF
MAG
Retail sales in 9 cities
1 Ray FB 16.20% 8 Cosmopolitan[Mini Format] 6.22%
2 Ray EF 10.88% 9 SELF[Mini Format] 6.13%
3 SELF 9.05% 10 Marie Claire 5.90%
4 VOGUE 8.83% 11 Marie Claire[Mini Format] 5.02%
5 ELLE 8.54% 12 Trends Health 4.92%
6 Cosmopolitan 8.53% 13 Trends Health[Mini Format] 2.61%
7 BAZAAR 7.17%
Retail sales in 9 cities
SELF Cosmopolitan Marie Claire Trends Health
SELF VOGUE Ray FB Ray EF ELLE BAZAAR Cosmopolitan Marie Claire Trends Health
Mini Format Mini Format Mini Format Mini Format
Beijing 2 10.73% 11 4.31% 7 7.80% 1 18.25% 4 9.67% 6 8.63% 5 8.91% 3 10.68% 10 4.85% 9 5.39% 12 2.80% 8 5.58% 13 2.14%
Shanghai 5 8.93% 10 5.52% 4 9.97% 1 17.50% 2 11.27% 3 10.39% 8 6.39% 6 7.41% 7 6.68% 9 6.25% 12 3.60% 11 3.67% 13 2.53%
Guangzhou 8 6.96% 7 7.03% 2 11.15% 1 11.24% 3 10.05% 4 10.02% 5 8.80% 9 6.82% 6 7.08% 10 6.65% 12 4.90% 11 5.22% 13 4.07%
Shenzhen 7 7.17% 12 4.11% 3 10.23% 1 17.27% 2 11.24% 4 9.44% 5 8.18% 8 6.69% 9 5.52% 6 7.96% 10 4.77% 11 4.63% 13 2.49%
Hangzhou 4 8.99% 8 7.18% 5 8.48% 1 17.00% 2 10.08% 7 7.40% 9 6.61% 3 9.06% 6 7.85% 10 5.07% 12 4.38% 11 4.65% 13 2.46%
Nanjing 3 9.14% 7 6.87% 5 7.51% 1 17.69% 2 11.53% 8 6.41% 10 5.86% 6 7.36% 4 8.10% 11 5.52% 9 6.41% 12 5.43% 13 2.18%
Qingdao 8 5.89% 4 11.04% 5 7.96% 1 14.04% 2 12.83% 7 6.32% 11 5.56% 6 7.20% 12 3.36% 10 5.56% 3 12.10% 9 5.59% 13 2.55%
Shenyang 2 17.88% 12 2.02% 5 7.24% 1 17.99% 4 9.71% 8 6.02% 7 6.12% 3 11.27% 6 6.69% 9 5.29% 11 3.69% 10 4.77% 13 1.04%
Wuhan 5 7.76% 9 5.76% 6 6.64% 1 16.54% 2 12.36% 4 9.24% 7 6.03% 3 11.63% 11 5.16% 8 5.78% 10 5.28% 12 5.05% 13 2.77%
Data source: The second quarter 2008 statistics from the Opening Strategy report of retail sales in 9 cities
2008 9
Distribution of SELF readers by age Marriage status of SELF readers
1% Below 20 64.6% Unmarried
22% 20-24 34.3% Married
1.1% Other
56% 25-29
15% 30-34
5% 35-39
1% Over 40 Education level of SELF readers
Me Generation women have become the main readers of SELF
2.3% High school and below
15.8% Associate degree
69.2% Bachelor degree
Overall satisfaction level of SELF
12.7% Master's degree and above
1.1% Very unsatisfactory
0.3% Unsatisfactory
16.1% Ordinary Income of SELF readers
59.2% Satisfactory
20% 20%
23.3% Very satisfactory
15% 15%
The reader-satisfaction rate for SELF has reached a high record of 82.5%
10% 10%
SELF 82.5%
5% 5%
Vocational status of SELF readers 0% 0%
4000-4999
20000
2000-2999
8000-9999
3000-3999
5000-5999
6000-6999
7000-7999
15000-19999
12000-14999
10000-11999
1500-1999
1499
40000
30000-39999
20000-29999
15000-19999
12000-14999
10000-11999
8000-9999
6000-7999
4000-5999
2000-3999
1999
2% Senior managers
21% Middle-level managers
Monthly income Average Monthly family income Average
26% Grass-roots level managers 4,386 RMB 12,574 RMB
39% General staff
The data above comes from a survey by GMI Online Investigation System of 639 SELF readers
12% Other
SELF In My Mind
“我”心目中的《悦己SELF》
80.3% I agree with the concept of SELF that “Happy self, beautiful body,
mind and soul.” .
96.1% SELF shows me how to take care of myself and be confident and happy.
96.8% SELF focuses on fashion trends as well as personal style.
94.8% SELF teaches me how to nurture beauty from inside and out.
91.8% SELF introduces me to new ways of life and perspectives.
93.6% SELF is rich in content and good value.
The data above comes from a survey by GMI Online Investigation System of 639 SELF readers
GMI 639 SELF
93.4% of readers who see an advertisement of their favourite product in
SELF will immediately take notice.
36% will buy that particular product immediately.
11.6% will consider buying the product soon.
51.9% will obtain further relevant information before buying.
60.0% of SELF readers have purchased products and services
introduced to them by SELF.
68.1% of SELF readers will increase their trust and preference of a product
based on its appearance in SELF.
The data above comes from a survey by Nielsen of 580 SELF readers conducted in July 2008
: 2008 7 580 SELF

4. TOTAL TOTAL
HOW-TO HAPPINESS
Total How-to, Total Happiness SELF’s major editorial content
Features
Focusing on a wide range of common issues faced by its readers,
SELF’s features pages share solutions,
positive experiences and wisdom to enhance the quality of life.
Valuable insights are often provided by respected experts
and well-known people
with readers’ true stories also frequently included.
Fashion in
As an advocate of self-delight,
SELF fashion integrates international fashion with local style and taste,
providing a variety of fashion news which is tailored to the
urban Chinese women,
whilst retaining individual style.
Beauty
SELF’s beauty pages provide a wealth of explicit
and practical beauty tips,
helping fast-paced Chinese women make the most of their appearance
and thus enhance their mood.
Body&Soul
SELF cares about the holistic well-being of its readers.
This section contains invaluable and authoritative information on maximizing
and maintaining optimum health and fitness,
and demonstrates the enormous potential of every woman’s spiritual
and physical sides.
Good Life
The Good Life pages teach women
how to enjoy a well-balanced and happy life,
empowering them to care more about themselves and have fun.

5. MY MY
MAGAZINE
My Magazine My Space
SPACE
SELF is not only a magazine.
“Happy self, beautiful body, mind and soul” is not just a slogan.
SELF provides a life sphere for Me Generation women:
a sphere in pursuit of happiness and harmony of the body and
soul;
a sphere in which beauty is shared and love is spread;
a sphere more than that can be bought at newsstands;
a sphere of Me.
In this sphere, Me is not a single, lonely me.
In this sphere, a small Me becomes a great Me.
……
SELF Song Love Action
“Love yourself, be brave and never give up…” Through an innovative and extremely well received
In April 2008, SELF released its own song, entitled fundraising campaign, SELF invited its readers to spread
“Love yourself”, which became so popular that it their love by texting messages and donating money to
topped the radio music charts and now features Jet Li’s One Foundation. The first 3,000 people to
in KTVs[karaoke establishments] around the country. pledge money were awarded specially designed and
produced love rings.
SELF KTV SELF
Music Radio
525 Road show Subscription
On May 25, 2008, as part of SELF’s “525-Love, In May of 2008, SELF held a subscription drive in 25
now” campaign, a hugely popular road show Grade-A office buildings in Beijing, involving over 4,500
was held simultaneously in Shanghai, Beijing and companies. A total of 3,300 people subscribed to the
Wuhan. magazine there and then.
2008 5 25 2008 5 SELF 25
525 4,500 3,300
525 Shopping Week 525 Happy SELF Classroom
For a week in May 2008, SELF joined forces with 12 Share Beauty and Spread Love.
well-known brands to offer reader benefits, such As part of the 525 road show, SELF and leading
as in-store redeemable vouchers, and free Japanese beauty brand Aupres jointly hosted a Happy
interactive experiences. A service-provider to SELF seminar, in which a panel of senior psychological
readers, this event was also highly advantageous consultants and female experts were on hand to
to the participating companies. answer questions from young women regarding
SELF 12 personal care and relationship issues. Held in Beijing,
Shanghai and Wuhan, these forums also showed its
audiences how to nurture their personal beauty and
style, and gave them advice on alleviating work
pressure and achieving physical and spiritual harmony.
SELF
SELF.COM.CN
SELF.COM
Based on WEB 2.0, SELF.COM.CN formed an online
community providing the users with further opportunities
to immerse themselves in SELF’s philosophy for enjoying a
fashionable and fulfilling lifestyle. Armed with an
international view, SELF.COM.CN inspires Chinese
women to experience and share the benefits of their
individual lives and common progress toward a Happy SELF 365 Love Yourself More Each Day
Self. It becomes a popular online community for Me 365
Generation women. The Happy SELF calendar on the website gives
www.self.com.cn readers a different daily objective which, though
easy and enjoyable, encourages them to go and
out and achieve.
“ ”
Multi-directional Close Interaction
SELF Diary
The SELF Diary web activity in 2008 provided an
Online advertising, special topics, advertorials, e-DM,
opportunity for SELF readers and ‘netizens’ to write
e-magazine, and wireless mobile etc. provide a
their own SELF online diaries, in which to record
comprehensive solution to help your brand win
their personal sentiments and stories.
increased profits in your market.
2008
e-DM
SELF, My Music Show
High-end Users, Experience “Happiness Within” In coordination with the release of SELF’s exclusive
song, “Love yourself”, www.self.com.cn also
We have more than 300, 000 members, among them launched “Love yourself, my music show” activities
90% members are women at average age 25.7, over for users to give full play to their ideas and show
97% have college degrees or above. The average “my charm with my songs”.
monthly income is over 3,500 RMB. They are eager to try
anything and enjoy spending for pleasure.
30 90% 25.7 97%
3500

6. My Magazine My Choice
Since its launch on March 25, 2007, SELF has become increasingly popular in various sectors of society and
become a leading brand within the industry.
In April 2008, mini format editions based on the original publication were published to encourage more
people to “Read SELF and Love SELF”. With the advantages of convenience and cost-effectiveness, mini
format editions were received positively by readers across the board. This gave critical support to the increase
in the magazine’s circulation and helped to promote return of investment for SELF’s advertisers.
Distribution Channels
& Geographical Distribution
9% Bookstores
6% Privately-owned businesses
3% Subways
59% 4% 10% Kiosks
Supermarkets
Subscriptions
4% Airports
5% Drugstores
Circulation target
750000 250000
SELF SELF[Min i Forma t]
Advertorial & Creative Ideas
Creative, unique and acutely informative, SELF’s advertorials have become first choice for many brands in the For clients needing an original method to convey their product message, SELF can provide diverse sources of
industry.They offer professional perspectives with regards to brand and product interpretation and answer the inspiration to meet every requirement. These include special supplements, posters, calendars, audio and video
demands of SELF’s readers. discs, all implemented to the standard of international 4A advertising agencies.
4A
SELF
SELF 2009 Advertising Rate Special Orders 特殊形式广告
The special orders would include but not limited to different size or special production treatment, such as gatefold,
inserts, supplement, multiple-page advertisements, special inks and paper.
Position RATE(RMB) All the special orders are available on contract basis, the rate will be negotiated separately according
Front Cover Gatefold 1,100,000 to special production treatment.
Single Page The special orders must be discussed in advance to confirm mechanical feasibility and final quotation.
Facing Content 275,000
From Upfront to Dos & Don'ts 223,850
Facing MeMeMe MeMeMe 215,380
First Third 1/3 193,600
First Half or Specified position 1/2 175,000
Run of Paper
Inside Back Cover
145,200
229,900
Advertising Size 广告尺寸
Outside Back Cover 475,200 Advertising Size for standard format Advertising Size for mini format
Double Spread
1st Cosmetic/Fashion Double Spread 660,000 Full Page 275x204(H x W)mm Full Page 223x165(H x W)mm
2st Cosmetic/Fashion Double Spread 618,750 Double Spread 275x408(H x W)mm Double Spread 223x330(H x W)mm
3st Cosmetic/Fashion Double Spread 591,250
1/2 Page(horizontal) 138x204(H x W)mm 1/2 Page(horizontal) 112x165(H x W)mm
DPS Before Content 550,000
DPS After Content 440,000 1/2 Page (vertical) 275x102(H x W)mm 1/2 Page (vertical) 223x83(H x W)mm
DPS before Feature 363,000 1/3 1/3 Page (horizontal) 92x204(H x W)mm 1/3 1/3 Page (horizontal) 74x165(H x W)mm
First Third 1/3 338,800
First Half or Specified 1/3 1/3 Page(vertical) 275x68(H x W)mm 1/3 1/3 Page(vertical) 223x55(H x W)mm
1/2 314,600
Double Spread 242,000
Mechanical Requirements
Inside Back Cover Spread 363,000
Others 广告操作要求
1/2PAGE 1/2 108,900
1/3PAGE 84,700 Technic requirement: Four- color film and the color design should be provided on time
1/3
Reticle:175 lines/inch
Bleed Size: 3mm for all the single sides
Time Line 广告操作表 175
3mm。
1
2
12
1
25
25
11
12
25
25
11
12
30
30
11
12
20
20
Cancellation Terms 撤销期限
1. Cancellation terms of signed specific position orders (refer to the specific positions of Rate Card):
3 2 25 1 25 1 30 1 20
Written notice in 6 months advance shall be subject to 50% of cancellation fee.
4 3 25 2 25 2 28 2 20 Written notice in 3 months advance shall be subject to 70% of cancellation fee.
5 4 25 3 25 3 30 3 20 Written notice in 2 months advance will not be accepted and on cancellation could be done.
6 5 25 4 25 4 30 4 20 2. Cancellation of normal orders: Written notice in 2 months advance, otherwise shall be subject to 50% cancellation fee.
7 6 25 5 25 5 30 5 20 3. Cancellation of any part of the original orders by advertisers will lead to the invalid of initial position and rate.
8 1.
7 25 6 25 6 30 6 20
6 50%
9 8 25 7 25 7 30 7 20
3 70%
10 9 25 8 25 8 30 8 20
2
11 10 25 9 25 9 30 9 20
2 2 50%
12 11 25 10 25 10 30 10 20
3
Advertising Notice 广告刊登须知 OFFICE CONTACT 广告部联系方式
* Payment terms: 30 days before publishing date. SHANGHAI CONDE NAST ADVERTISING CO., LTD
* SELF has the right to arranger the position of advertisement according to the content of articles.
* All advertisements are subject to approval of SELF. SELF has the right to refuse any illegal advertisement. SELF China Advertising Director Zhao Ying 010-59631720 zhaoying@condenast.com.cn
* All advertisers are required to supply all appropriate documentation in accordance with China's Advertising Law. PA to Advertising Director Jade Su 010-59631711 jadesu@condenast.com.cn
* Customers should provide advertising film in the right size with prototype according to the requirements of SELF.
* Advertisers warrant SELF that they shall be fully responsible for all copyright infringement and any violation of the law North and South China
arising from or in connection with any advertising material provided by advertisers or its agencies, and shall indemnify
Senior Account Manager Tina Guo 010-59631712 tinaguo@condenast.com.cn
and hold harmless SELF from all claims against SELF or losses incurred by SELF (including but not limited to the attorney
Account Manager Vivian An 010-59631713 vivian@condenast.com.cn
fee) under all circumstances.
Head Office
Self is not responsible to any errors in the picture and text materials. Written explanation is required for any change in
* 18/F, Tower1 China Central Place Office Building, No.81, Jianguo Road, Chaoyang District Beijing, 100025, PRC
the advertisement, in 45 days advance the publication date.
81 1 18 ， 100025
Delay material delivery: For those advertising clients who have confirmed the position bookings, but fail to submit the
*
advertising materials before the material deadline, samples used on the previous issue will be automatically used by Self East China
at the original full rate.
Associate Advertising Director Hellen Wu 021-63406699-716 hellenwu@condenast.com.cn
Self preserves the right of dealing with art works after publication. If the documents are needed by advertisers, Self must
* Senior Account Manager Sophia Zhang 021-63406699-711 sophiazhang@condenast.com.cn
be informed with written notification. In the conditions of necessary care, SELF is not responsible for missing or attainting
Account Manager Emily Ling 021-63406699-715 emilyling@condenast.com.cn
documents.
Sales Assistant 销售助理：邵楠 Cathy Shao 021-63406699-714 cathyshao@condenast.com.cn
For Cosmetic, Medicine and Food advertisements, the health/hygiene certificate number must be shown in the adver-
* Shanghai Office
tisements.
Suite 2505, 1 Corporate Avenue, No. 222 Hu Bin Road, Lu Wan District, Shanghai, 200021, PRC
The word “SELF promotion” will be placed above in which SELF's opinion stimulates editorial.
* 222 2505 ， 200021
30
*
* South China
* Senior Account Manager 高级客户经理：安卫东 An Weidong 020-38477092 anweidong@condenast.com.cn
* Guangzhou Office
* Suite 1022,Yao Zhong Plaza, Lin He West Avenue, Tian He District, Guangzhou, 510095, PRC
* 中国广州市天河区林和西路9号耀中广场1022室，邮编 510095
* Hong Kong
* Associate Advertising Director 广告副总监：陆婉珊 Sweeney Luk 00852-21695101 sweeneyluk@condenast.com.cn
Hong Kong Office
* Unit 10,58/F,The Center 99 Queen’s Road Central, Hong Kong
中国香港中环皇后大道中99号中环中心58楼10室
*
“SELF promotion”
*