2. Stories well told
Stories worth a listen
Johnson Publishing Company, also known as JPC, publishes two
iconic brands that have an essential voice in the national conversation
and an unequaled position within Black America
3. Unique Position,
Impossible to Duplicate
• For 72 years, Johnson Publishing Company
has told the stories of Black America to the world
• We have a rich archive of more than half a million
one-of-a-kind photographs
• We have a broad consumer reach spanning
generations of Black Americans who have a strong
desire to connect to their heritage
• EBONY and JET are part of their families
and their history
4. Brand Affinity
• EBONY and JET are iconic brands with loyal
and involved readers
• Each year, more than 25 million people read
EBONY and JET
– 70% of the African-American adult population will
engage with our brands this year
• EBONY and JET are the #1 and #3 magazines
serving African-American consumers in terms of
readership and circulation
1945
1951
5. On average, African-American adults read
40% more magazines per month than the
national norm
Source: GfK MRI
Industry Sector
Strength
Over 82% of Black Americans say they
turn to Black magazines most often for
company and product information
Source: Ketchum Public Relations
Black Americans spend 30 more minutes a
week reading magazines than non-Blacks
Source: Drug Store News
Black households spend roughly
$400 million annually on magazines and newspapers
Source: Target Market News, Buying Power of Black America
30MORE
MINUTES
40%
MORE
MAGAZINES
$400MILLION
82%
OVER
6. Response to
Advertising
• JET and EBONY readers pay close attention to advertising
• Of the 166 magazines measured in 2013, JET ranked #2 in
terms of advertising recall; EBONY ranked 7th
55
64
51
108
125
100
EBONY JET All Magazines
Magazine Ad Recall Scores
Noted (%) Noted Index
Source: MRI Starch – AdMeasure [Ads Measured during CY 2013]
Noted: The percentage of people interviewed who remember having previously seen the advertisement in the study issue
7. Passionate Readers
Top 15 Magazines Ranked by Favoritism
Rank Magazine % "One of My Favorites"
1 The Economist 51.1
2 Guideposts 48.9
3 Mother Earth News 44.5
4 National Geographic 43.7
5 Cat Fancy 43.4
6 The New Yorker 41.3
7 Reminisce 38.7
8 Playboy 38.6
9 JET 38.5
10 Smithsonian 38.2
11 EBONY 38.1
12 Taste of Home 37.7
13 Veranda 37.7
14 Cooking with Paula Deen 36.8
15 Food Network Magazine 36.6
Source: GfK MRI 2013 Spring Study (Total U.S. Adults Age 18+)
Out of 200+ measured consumer magazines, JET ranked 9th and EBONY
ranked 11th in terms of level of favoritism - topping Essence (#20), Black
Enterprise (#44), Vanity Fair (#79), and O (#34)
8. Brands with Reach
Sources: GfK MRI Fall 2013 and Alliance for Audited Media
EBONY has 9.1 million adult readers
- Rate base of 1.25 million
- Average Age: 45.8
- Male/Female: 32%M/68%F
JET has 7.1 million adult readers
- Rate base of 700,000
- Average Age: 45.4
- Male/Female: 39%M/61%F
9. • Celebrating 60+ years of delivering news about
Black Americans to Black Americans
• Well-established core franchises make the book
iconic
– JET Beauty
– JET Love
– JET Photo of the Week
JET Digital App set to launch
June 30, 2014!!!
10. Driving
Engagement
Source:MRI Starch (CY2013) 10
44
43
37
51
39
36
38
39
36
All Magazines
Entertainment Weekly
In Touch
JET
Life & Style Weekly
OK!
People
Star
Us Weekly
This publication is a must read for me. (% Agree)
11. 11
As the No. 1 source for an authoritative perspective
on the African-American community, EBONY highlights
crucial issues in a way that shapes thought, ignites
conversation and serves as a call to action for Black
America.
On our pages, you will find our best thinkers, our
trendsetters, our hottest celebrities and our
next-generation leaders. In addition to celebrating
examples of success, EBONY also offers readers the
tools they need to achieve their own personal best.
EBONY is the heart, the soul and the pulse of Black
America.
12. THE RADAR
Politics, arts & culture, technology, people and sports
STYLE
Fashion, beauty, tastemakers, trends, and street style
ELEVATE
Mind, body, spirit, wellness, health, coaching and
spirituality
LIVE
Home, food, travel and entertaining
ACHIEVE
Portraits of successful people and financial advice
CONNECT
Love and relationships
14. 14
Meet The EBONY Woman
EBONY women are ambitious, optimistic, and in
control. They value their families and protect their
close relationships. These readers are marked by
their social activism, community involvement, and
selflessness; however, these women do have a
strong streak of self-interest - especially when it
comes to their outward appearances.
EBONY women invest heavily – in terms of time and
dollars - in maintaining/improving their image,
status, and beauty. These readers claim to know a
lot about beauty, fashion, and style. They view
themselves as experienced experts and trusted
advisors in the area of “looking good.” They are
particularly well-versed in the world of shoes and
hair – from bottom to top these women are fierce
about their fashion sense.
Sources: Various
15. 15
Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)
Access to the Influencers
EBONYwomen arehighly influentialin the beautycategory. More sothanall U.S.
women andAfrican-Americanwomen, EBONYwomen arelikely togive adviceand
toprovidetrustedrecommendationsregardingbeauty.
Category Influential Consumers are:
• Deeply familiar with their category
• Frequent recommenders across broad social networks
• Highly trusted
• Word of Mouth leaders for products and services
16. 16
Got The “Look”
7 out of 10 EBONY women say that “looking good” is very
important to them
• EBONY women value having a beautiful outward appearance
more highly than the average U.S. woman and the average
African-American woman
Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)
17. 17
Branded Beauty
• EBONY women are eager to buy brands that
reinforce their image and style
• They believe that brands convey status and
quality, and they are determined to buy new
products before their friends
Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)
18. 18
Reaching the Right Women
CATEGORY COV. %
Mascara 38.9
Pressed Powder 38.3
Eye Shadow 37.7
Blusher 37.7
Nail Care Products & Polish 37.4
Foundation Make-Up 37.1
Lipstick & Lip Gloss 36.4
Eye Liner 35.7
Loose Face Powder 35.1
• Nearly 40% of African-American women who
purchase cosmetics via mass channels* read EBONY
• The average issue of EBONY is read by roughly 40%
of African-American women who use mascara,
pressed powder, and eye shadow
Source: GfK MRI 2013 Doublebase Study (Base: African-American Women Age 18+)
*Discount Stores, Grocery Stores, or Drug Stores
19. 19
The women who read EBONY use key beauty products more frequently
than the average U.S. woman and African-American woman
High Volume Users
Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)
20. 20Source: GfK MRI 2013 Doublebase Study (Base: Total U.S. Women Age 18+)
The EBONY Woman + Elizabeth Arden
21. 21
Female Composition Growing
Source: GfK MRI 2012 Twelveplus Study (Base: Total Persons Age 12+)
• The EBONY audience is becoming increasingly more female
• Over the last 3 years, the magazine’s female composition grew 3.5
percentage points
65% of the 10.3 million people who read the average issue of EBONY are female
(Female Audience Age 12+: 6,748,000)
25. 25
EBONY.COM
• Channels
– Careers & Finance
– Love & Sex
– Entertainment
– News & Views
– Wellness
– Life
– Style
– Photos
• Audience
– female/male: 53.8% / 46.2%
– median age: 34.9
– median hhi: $79,353
• Site Metrics
– monthly visits: 903K
– monthly unique visitors: 706K
– monthly pageviews: 2.1M
• Social Media Metrics
facebook: 535K
twitter: 142K
instagram: 27K
26. 26
In love with beauty, style and female empowerment, EBONY.com Associate Beauty and
Style Editor, Melanie Yvette Martin has her finger on the pulse of all things fab!
Her love for beauty, empowerment and media birthed the newest, most talked about
column on EBONY.com, Beautifully Brown. The weekly series is a self-love
movement inspiring brown women to feel confident in their skin through makeup and
inspiring conversation. Through the column, Melanie has gotten the chance to chat with
gorgeous female celebs and stars such as Ciara, Kelly Rowland, Tracee Ellis Ross and
more, getting the dish on their secrets to self-confidence and how they’re working to
inspire young women. Check out our latest chat with Kimberly Elise!
http://www.ebony.com/video/style/beautifully-brown-3-minutes-with-kimberly-elise-
992#.U5sRmf1OVMs
27. 27
JETMAG.COM
• Channels
– News
– Entertainment
– Life
– JET Beauty
– JET Love
– Inside JET
– Giveaways
• Audience
– female/male: 61.9% / 38.1%
– adult median age: 29.5
• Site Metrics
– monthly visits: 164K
– monthly unique visitors: 132K
– monthly pageviews: 352K
• Social Media Metrics
Facebook: 134K
Twitter: 57K
Google+: 122K
28. 28
JET, the pioneering African-American weekly
magazine that rose to prominence covering the
civil rights movement and many sea-changing
events since, is transitioning to a digital-only
publication!
• The New JET Magazine Digital App will
feature the news and entertainment
content that readers have come to
appreciate, but with this new medium it will
bring an added level of interactivity,
engagement and addressability.
• The app is being designed with the
flexibility to innovate and experiment more
with the amazing content that JET
captures, combined with the desired
capabilities brand partners can bring into
the “lab” with us. The result, the
opportunity to create powerful, relevant
and memorable experiences geared
toward amplifying and influencing the
consumer behaviors of African American
audiences.
THE NEW JET MAGAZINE DIGITAL APP
30. 30
Since 1975, EBONY has celebrated Black collegiate women—
poised to make a positive change in the African American
community—through the Historically Black Colleges and
Universities Campus Queens program.
The young women (Ages 18 – 24) who participate are poised
to affect great social change within our collegiate, civic,
national and global communities. The annual EBONY HBCU
Campus Queens franchise embodies this movement through
a 360o integrated program.
Activating millions of African-Americans, the scale of EBONY’s
program provides a one-of-a-kind opportunity to engage these
consumers and supporters through sponsorship opportunities
across print, online, mobile, social media and TV.
The program’s focus is on the synergistic values of these
future leaders, their commitment to citizenship, service, health
and fitness.
In 2013,
EBONY.com
engaged the
audience to
deliver 2.4MM
votes for the
annual HBCU
Campus Queens
31. 31
The EBONY POWER 100 celebrates the world’s most inspiring
100 African Americans.
The EBONY POWER 100 event brings EBONY to life through a
fully integrated program. It is a night to experience those who
lead, inspire and demonstrate, through their individual crafts and
talents, the very best in Black America.
Only EBONY can bring together this formidable list of the most
influential and intriguing men and women in Black America.
This year’s event takes place November, 17-19 at the Avalon
Hotel in Los Angeles, CA.
The 2014 Power
100 salutes
Quincy Jones as
the recipient of
the “Lifetime
Achievement
Award.”
34. 34
Competitive Advantage #1
Scale
On average, EBONY delivers 5.2 million African-
American women per issue
A single insertion in EBONY reaches roughly 35% of
the 15 million African-American women in the U.S.
Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Adults Age 18+)
35. 35
The women who read EBONY are highly engaged with the publication
They read more frequently, spend more time reading, and rate the publication higher in
terms of favoritism than the women who read the competitive titles
Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Women Age 18+)
Competitive Advantage #2
Passionate, Loyal Readers
Average Frequency: the average number of issues read out of the last 4 issues published
Average Days: the number of days, on average, that a reader spends reading the magazine
Average Minutes: the average number of minutes readers spent reading the magazine in the most recent publication period
% "One of My Favorites": the percentage of readers who rated the magazine "One of My Favorites". It is a measure of favoritism/affinity.
Average Frequency Average Days Average Minutes % “One of My Favorites"
Magazine Title # Rank # Rank # Rank % Rank
EBONY 3.2 1 2.4 1 48.8 1 45.4 1
Essence 3.0 2 2.3 2 47.8 3 42.9 2
Glamour 2.6 5 2.0 6 34.5 6 19.1 6
O, The Oprah Magazine 2.8 4 2.3 4 48.5 2 31.9 4
Real Simple 2.9 3 2.3 3 46.0 4 36.7 3
Vanity Fair 2.6 6 2.2 5 45.9 5 29.9 5
36. 36
The ad to edit ratio found in EBONY is much more favorable than that
found in competitive titles
Source: Hall’s Magazine Reports (January to June 2013)
Competitive Advantage #3
Uncluttered Environment
37. 37
EBONY readers — EBONY women in particular — are more likely than
the norm to recall ads — especially ads for beauty products
Noted:The percentage of people interviewed who remember having previously seen the advertisement in the study issue
Source: MRI Starch — AdMeasure (Ads Measured from January to June 2013) [Women]
Competitive Advantage #4
Superior Ad Recall
38. 38
EBONY readers are unlikely to be readers of many mainstream,
consumer magazines — allowing EBONY a near exclusive reach of
its audience
Competitive Advantage #5
Low Duplication
EBONY readers do not read…..
Real Simple 97%
Vanity Fair 92%
Glamour 86%
O, The Oprah Magazine 71%
Essence 44%
Source: GfK MRI Doublebase 2013 Study (Base: Total U.S. Adults Age 18+)
39. 39
The EBONY page rate is less out of pocket than the mainstream titles in the competitive
set; EBONY is the only title in this group with a page rate under $100K
EBONY delivers a rate base CPM under $100 — significantly less than the niche AA-
focused titles in the set
In fact, only O delivers a more efficient rate base CPM than EBONY
Competitive Advantage #6
Low Page Rate/Efficient CPM
Sources: MRI Plus Online and Online Media Kits
Publication
4C Bleed
Open Rate
Rate Base
Rate Base
CPM
EBONY $73,788 1,250,000 $59.03
Essence $107,800 1,050,000 $102.67
Glamour $229,609 2,250,000 $102.05
Heart & Soul $21,400 300,000 $71.33
O, The Oprah Magazine $126,110 2,350,000 $53.66
Real Simple $196,900 1,975,000 $99.70
Upscale $14,126 175,000 $80.72
Uptown $29,106 225,000 $129.36
Vanity Fair $198,099 1,175,000 $168.59
Vibe $30,000 300,000 $100.00