Demographics

1
(No Transcript)
2
Target Market

• Demographics
• Females, aged 28 35 (spill-over to both sides)
• SEC ABC1
• Urban
• Educated
• Psychographics
• Intelligent
• Sexy
• Elegant
• Fun loving
• Adventurous
• Ambitious
• Groomed
• Emotionally mature

3
Editorial Pillars

• Fashion Beauty
• Careers Money
• Views
• Life skills
• People
• Lifestyle

4
Vital Statistics

• Frequency Monthly (Dec/Jan combined)
• Print Order 25,000
• Readership 594,000
• Pagination 132 4
• Paper 150gsm gloss (cover), 80gsm gloss inside
• Format 275mm x 210mm
• Binding Square back
• Cover price Ksh 250

5
Consumer InsightTop-line findings

• Qualitative Study
• June 2007

6
Background

• EAM contracted Consumer Insight to conduct
  qualitative research on True Love, with the
  following objectives
• Gauge perceptions of the magazine
• Identify key selection criteria for buying
  magazines
• Evaluate True Love along key criteria
• Assess readers expectations of True Love
• Seek suggestions for improvement
• Seek better understanding from the True Love
  consumer on behalf of advertisers
• Consumer Insight conducted six focus groups in
  Nairobi in April and May, the regions main urban
  centre
• Females 25-34 in Nairobi, Kisumu, Eldoret and
  Mombasa, ABC1

7
True Loves brand image
8
True Loves brand image (cont.)

• Respondents were asked to describe True Love as a
  person,
• this is what they said True Love is

• A young Kenyan woman
• She is in a lucrative profession and owns a nice
  car
• She resides in a good estate and goes out quite
  regularly
• She is outgoing, fun loving and is considered to
  be a close friend to many
• She is content with life

9
True Love Readers Leisure activities

• Clubbing
• Watching movies (Soap Operas)
• Music (Gospel)
• Reading
• Visiting friends
• Traveling
• Swimming
• Sewing
• Internet surfing

10
True Love Readers What they want in magazines

• Information
• Guidance on relationships
• Careers
• Inspiration
• Real life experiences
• Research

• Leisure
• Horoscopes
• Gossip
• Humour
• Décor
• Fashion
• Pictorials, Adverts

• I like their features on prominent women. They
  always get someone who you would be interested
  in knowing more about. The cover stories are
  very well chosen
• Regular True Love reader, Nairobi

11
True Love ReadersPlaces where they read magazines
12
True Love Readers What drives magazine purchase
13
Magazine Readership Criteria

• The cover is the most important. It will tell you
  all you need to know. First there is the person
  on the cover and then they usually write the
  inside stories on the side. They will help you
  judge if it is really worth buying that magazine
• Regular True Love reader, Nairobi
• I want something with a bit of content. It has to
  be worth the price Im paying for as well
• Regular True Love reader, Nairobi
• Friends also make you buy a magazine on what they
  tell you about it
• Occasional True Love reader, Nairobi

14
Magazine Vendors

• As part of the study 20 magazine vendors were
• Interviewed for their opinions of True Love.
• They consider True Love as a fast-moving
  magazine, for
• the following reasons
• Informative
• Affordable
• Cover issues on woman
• High awareness
• Quality paper
• General target audience

15
Thank You!