Samta Khinda on Femina
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Transcript of Samta Khinda on Femina
September 2006
Femina1
THINK INDIA, THINK TIMES
FEMINAThe highest selling women's English magazine in India
September 2006
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FEMINA
• Femina, is India’s largest selling women’s magazine. It’s primary audience comprises well-educated, aware and career conscious women from the upper echelons of Indian society.
• The Femina woman is poised, confident and self-assured. She is willing to experiment with the untried. A decision-maker in her own right, she is an important influence on household and family purchase decisions. She plays the dual role of homemaker and career woman with competence and elan. Femina takes a quantum leap into the future, projecting the new lifestyles, ambitions and expectations of Indian women, including teenagers, in the coming century.
• Femina is now a part of Worldwide Media, formed in April 2004, a 50:50 JV between BBC Worldwide and The Times Group. It comprises Femina, Filmfare and a host of new magazines.
The magazine for women who believe in themselves
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Art paper, top quality printing and a wide gamut of topics covered help set it apart from all the others in its league.
The Femina Miss India Contest is the exclusive franchise of the Miss Universe, Miss World and Miss Asia contests. It is also the exclusive franchisee in India of the Elite Model Look contest. Held annually, the contests are open to Sponsorships.
FEMINA GIRL is complimentary to FEMINA readers in the Top 8 Metros - Mumbai, Pune, Delhi, Kolkata, Chennai, Hyderabad, Ahmedabad and Bangalore (with the first issue of every month). This is to provide a niche platform to reach out to the teen segment, which is fast evolving as a decision maker/ influencer for household purchase decisions.
FEMINA
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Femina Fact Sheet India’s largest selling women’s magazine
Internet Edition http://www.feminaindia.com
• Type of Publication : Women’s Magazine
• Language : English
• Frequency : Fortnightly
• Date of Establishment : 1959
• Published from : Mumbai (Bombay)
• Circulation : 138,636 (Audit Bureau of Circulations, July-Dec 2005)
• Readership : 893,000 (National Readership Survey 2006 )
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Femina Fact Sheet (contd.)
• Format : Magazine - A4 size, perfect bound.
• Primary Audience : Femina’s primary audience comprises well- educated, aware and career conscious
women from the upper echelons of Indian society. Indian society.
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Femina Fact Sheet (contd.)
• Sponsorship pages : The core strength of Femina is the Fashion and Beauty sections.These are available for sponsorships. Sections on
Fashion and Food, Interiors, Men’s Fashion, Beauty, Fitness, Children, Gourmet, Jewellery and other sections are also available for sponsorships.
• Internet Edition : Launched in December 1996, Femina’s website generates response from the large Indian diaspora spread across the US, Europe, Australia, & West Asia. Popular sections on the Internet edition, include Indian fashion trends cuisine, glimpses of Indian writing, a buyer’s guide and interactive sections that help source services and marital partners.
• Paper : Covers - 170 gsm imported art paper. Body - 65 gsm MWC. Sponsored Section - 65 gsm MWC.
• Printing Technology : Heatset - Web Offset / Sheetfed
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•
• Over and above the ongoing advertising pages, clients have an option of associating with edit related features.
• When two separate entities co-exist in such a manner that both benefit from each other, symbiosis takes place. Femina provides innovative value-added offerings to advertisers in the form of sponsorship of pages.
• Association with edit features is available in Fashion, Gourmet and Jewellery sections. Femina is also an ideal vehicle for innovations, inserts, gatefolds, bookmarks.
VALUE ADDED COMMUNICATION OPPORTUNITIES
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MAGAZINE MARKET PYRAMIDMAGAZINE MARKET PYRAMID
PREMIUM
MASS PREMIUM
NEW WOMAN
WOMEN’S ERA
FEMINA
ELLE
COSMO
SAVVY
VERVE
OOMPH
MASS
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MARKET PERCEPTION OF WOMEN’S MAGAZINES FEMINA
• Straddling Indianess with a westward look.
• Modern, More Holinstic
COSMO, ELLE, VERVE
• International, Bold
• Sex-Relationships
• High Western Fashion
W’ERA, NEW WOMAN
• Traditional, Indian
• Stereotype, Conservative
• Low Fashion Quotient
SAVVY
• Feminist,
•Low Fashion Quotient
•Controversial
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Women’s Magazines :Comparative Circulation & Growth
Femina is the highest selling women’s magazine in India.
Source for Femina, Women’s Era and New Woman : Audit Bureau of Circulations, July-Dec 2005
*Circulation for Savvy & Society - ABC, Jan - June 1999 – as this is the latest available. Cosmopoliton, Elle, and Verve launched in Oct. 96, Dec. 96 and Nov. 95 respectively, are still not part of ABC.
•
76,5
22
138,
636
99,1
36
89,9
03
76,2
58 99,4
71
59,3
66
67,1
63
0
69,0
74
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
Femina Woman's Era Savvy Society New Woman
July-Dec 1992
July-Dec 2005
*
*
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564
73181 125
369
893
0100200300400500600700800900
1000
Comparative Readership : Women’s Magazines National Readership Survey 2006 - All India
All figures in 000s
The National Readership Survey is conducted by A.C. Nielsen. The NRS reports media consumption habits, lifestyle indicators information on macro demographic and geographic parameters.- Population coverage: 12 years and above - Sample size: over 200, 000 - Geographic coverage: All India (Urban+Rural)
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Comparative Readership Women’s Magazines : Urban India
NRS 2006
829
520
68165 116
314
0100200300400500600700800900
All figures in 000s
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Metro Readership Women's Magazines - NRS 2006
Femina readership in the top metros has increased by 34 %.
591
257
60 60 68165
6118330
9696
0
100
200
300
400
500
600
700
Femin
a
Wom
an's
Era
Cosm
opolitan
New W
oman
Savvy
Socie
ty
Top 8 metros
Other metros
Figures in ‘000
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Comparative Readership by Monthly Household Income : Women’s Magazines (NRS 2006)
69% of Femina’s readers belong to the premium segment.
23
1 6 2
39
18 1
3028 11 16 16
52
20 30
15
3
48
36
104
74
39
138
60
616
0
100
200
300
400
500
600
700
Femina Woman's Era Cosmopolitan New Woman Savvy
upto Rs 2000
Rs 2000-4000
Rs 4000-6000
Rs 6000-10000
Rs 10,000+
Figures in 000s
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Comparative Readership by Education : Women’s Magazines (NRS 2006)
Femina is the leading brand among all three levels of Education and has the highest number of readers in the Graduates + segment.
42
13 19 0
299
181
20
61
339
39
101
7990
14
501
0
100
200
300
400
500
600Below SSC
SSC/HSC NotGrads Grad+
Figures in ‘000
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IRS 2006 Findings - A Synopsis
• Femina is the undisputed number one women’s magazine in English.
• 72% of Femina’s readership is in the 15-39 age group.
• Femina is the leading brand among all three levels of Education specially the Graduates + level.
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A LOOK AT THE CONSUMER’S MIND
• Cosmopolitan : The relationship magazine, the contents often are on “The greatest sexual, turn on, seducing her softly,
what men want in women today and so on.”
• Savvy : A mouth piece for women screaming for justice. It is a magazine for the liberated woman, male basher and
strongly feminist.
• Elle : The fashion magazine is very much like the international edition.
• Women’s Era : Remains where it has been all these years - staid and old fashioned.
• Femina : For the contemporary Indian woman.
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EDITORIAL HIGHLIGHTS
• Femina caputures the essence of the contemporary Indian woman, her feelings and
desires; her style; her sensuality; her very essence. Femina reflects the sophisticated
internationalistic outlook of the elite urban woman in India today. Femina is synonymous
with Indian beauty and fashion. Femina alone has put the Indian woman firmly in the
international beauty spotlight. But Femina has to be more than purely a beauty and
fashion magazine to satisfy her demands. So it offers a total package, comprising beauty
fashion, gourmet food, decor, childcare. It’s a magazine that mirrors the multi faceted life
of the modern Indian woman.
• As beauty products, both Indian and foreign have become more widely available in India,
beauty has become an increasingly important topic for our readers. As such it is a vital
component of Femina’s editorial package. As changing lifestyles expose more and more
Indian women to the same stresses as their western counterparts. Indian women are
becoming more aware that facial and body care must be essential parts of their daily
regime. It is this editorial matrix that has made Femina the leading woman’s magazine in
India today.
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THE TARGET READER
• Although we justifiably call Femina the market leader, for in comparison with
other women’s magazines it has a high circulation, we are referring to it in the
context of a small niche market. It must be remembered that in India, literacy
offers fragmentation of a market like no other parameter. The very fact that you
can read makes you elitist and privileged. Further, English is the language of the
privileged upper class relegating local languages to a lower position in society.
Therefore, English readers are at the pinnacle of the Indian consumer spectrum.
In other words the sophisticated affluent elite with a class all of its own. This
Indian woman may be outward looking and internationalist. But she is not
western. She is Indian and very, very proud of it. Femina has maintained that
delicate balance of Indianness and western aspiration which is just where the
top stratum of Indian womanhood is at and which the international magazines in
Indian women cannot be judged by western standards.
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FEATURE SPONSORSHIP
• Advertorial sponsorship of following regular features is available. Other titles are possible, subject to regularity and brand compatibility.
• Sponsorship of the Femina Miss India Contest is available.
• TRAVEL : A 6 page travel related feature on art paper, ideal for tourism authorities, airlines, hotels and cruises.
• IN VOGUE: A photo feature on ladies’ fashion wear, accessories boutiques, department stores, etc. on art paper.
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FEATURE SPONSORSHIP (contd.)
• UP FRONT : Editor’s page
• HOT MALE : A humorous take on men around town.
• PORTFOLIO : Featuring designers and their latest creations.
• HOROSCOPE : Two pages foretelling what the stars have in store for you.
• RELATIONSHIPS : Focusing on every kind of relationship there is.
• PARENTING : Guidance and tips on the children of the twenty-first century.
• DE-LUXE : The latest in luxury.
• TRAVEL : Highlighting fashionable travel destinations
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FEATURE SPONSORSHIP (contd.)
• HAIR, SKIN, MAKE-UP : Two pages on art paper on beauty tips on skin care.
• FACES : A page on new faces in the modeling world.
• HANDY HINTS : Household tips and household products covered in a one- page feature.
• • FOOD : A section on recipes from all over the country.
• DÉCOR Q&A : Nisha Jamvwai answers all readers questions on home decor.
• BELIEVE : Femina women share their experiences.
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THANK YOU