MEDIA INFORMATION 2016

M ED I A
I NFO R M AT I O N
2 016
THE ONLY
MEDIUM
THAT TELLS
STORIES
1. Vanity Fair is a multimedia brand. The only one
on the national and international market offering
the best stories through the most memorable
images and the most iconic characters.
2. The creation of content adapted to each format
has allowed Vanity Fair to grow its total audience
by adapting to the new media consumption of an
interconnected reader.
3. 1,5 million impacts per month.
Source: EGM + RRSS+ ComScore
ONE-OF-A-KIND
EDITORIAL PRODUCT
IN THE WORLD
1. Vanity Fair talks about current events from a
distinct point of view, with an in-depth look at the most
controversial and interesting issues on the national and
international scene.
2. The best photographic productions created by the
most prestigious and charismatic artists of the industry.
3. A mix of subjects to satisfy the most demanding
reader: celebrities, politics, fashion, music, cinema,
economy and many more.
4. The greatest “loudspeaker” effect. Its stories, covers
and characters are news in other media and topics of
conversation among the readers.
5. It can boast full journalistic independence (unpaid
exclusives) as well as in-house productions about
national and international personalities.
A GLOBAL BRAND
1.010.886 UNIQUE USERS 8.341.705 PAGE VIEWS 13.156 REGISTERED USERS
741.493 FOLLOWERS
37.755 COPIES
126.000 READERS
2.864
DOWNLOADS
63.984 DOWNLOADS
Source:
2nd ACUM EGM
Jan-Dec 2015 OJD
Google Analytics June 2016
Apple Store June 2016
RRSS June 2016
THE ONLY
MAGAZINE
ABOUT CURRENT
EVENTS
1. The best editorial environment to inspire and
recommend all kinds of lifestyle products and
premium brands.
2. A monthly magazine characterised by the
quality of its paper, its content and its campaigns.
3. Vanity Fair establishes a connection
with the readers. It is collected, it is
consulted, it is read attentively and its reading
becomes a monthly habit.
37.755
CIRCULATION
Source: OJD 2015/ 2º Acum EGM 2016
126.000
AUDIENCE
A VALUED
POSSESSION
Each issue has a long life and great influence on the
buyers and their close circle.
I keep the interesting issues
When I’ve read them, I share them
58%
36%
43%
31%
I reserve a quiet moment to read them
51%
I carry it in my bag to read it on the go
31%
39%
19%
I read it it several times
I cut out interesting articles and news
58%
25%
47%
16%
Vanity Fair
Other magazines
Source: The Q-Factor (Condé Nast y TCA, 2015)
THE ONLY
SITE ABOUT
CURRENT
EVENTS
1. The site www.revistavanityfair.es combines
current
events, personalities, recommendations and what’s new
in music, cinema and many more; a source of amazing
and reliable information.
2. The news published in the magazine draw traffic to
the website. A reader who wants to get a deeper insight
into detail as well as enjoy the best photographs of the
most widely-discussed events.
3. The website upgraded in 2015; given new responsive
design, new sections and a unique approach to
presenting the news in the online universe.
COMPLEMENTARY
CONSUMPTION
The magazine is read and enjoyed in relaxing moments at home
at the end of the day.
The number of visits to the website rises noticeably during
working hours due to the variety of devices on which it can be
viewed.
12%
10%
8%
6%
4%
2%
0%
07.00-07.59 08.00-08.59 09.00-10.59 11.00-12.59
13.00-14.59
15.00-16.59
Moments of online consumption
17.00-18.59
19.00-20.59 21.00-22.59 23.00-05.59
Moments of print consumption
06.00-06.59
INFLUENTIAL
READER
MIXED READER
22% men (27.720 MEN)
78% women (98.280 WOMEN)
HIGH CULTURAL AND
EDUCACIONAL LEVEL
38% with higher education
INTERESTED IN FASHION
THE BEST CONSUMPTION AGE
41 median age
WITH BUYING POWER
50% upper and
upper-middle class
WITH URBAN LIFESTYLE
65% live in cities
ACTIVE
62% work currently
Source: EGM 2º Acum 2016/TGI 2015
95% expert advisors on
clothes and accessories
INTERESTED IN BEAUTY
80% expert advisors
on the subject
INTERESTED IN SOCIETY
35% trained in political
and social subjects
SOPHISTICATED
LIFESTYLE
The readers of Vanity Fair across all its platforms are
sophisticated people, hedonists who appreciate good living.
I take care of my image
90%
77%
I have clearly defined tastes
49%
21%
I appreciate accessories
76%
46%
I spend a lot on clothes
48%
12%
I go to good restaurants
76%
49%
People ask me for advice
42%
21%
I love to go shopping
68%
33%
I invest in personal care
36%
10%
I’m interested in aesthetic innovation
66%
Vanity Fair
25%
Source TGI 2015
Other Magazines
MALE READER OF
VANITY FAIR
Vanity Fair has more “volunteer” male readers than any
other men’s lifestyle magazine (a sector in which the
percentage of free circulation ranges from 60-80%, except for GQ, which doesn’t have combined circulation).
Vanity Fair reader’s high-quality profile:
upper and upper-middles class
* 60%
working
* 67%
62% urban area
* 40% higher education
* 42 median age
*
50.000
Male Audience
45.000
40.000
35.000
30.000
27.720
25.000
20.000
14.800
15.000
10.000
5.000
0
Male readers of
Vanity Fair
Average male readers of
other magazines
Source: 2º Acum EGM 2016 Vanity Fair/OJD 2015 Men’s magazines (Average paid circulation x 2 readers/copy)
EXCLUSIVE
READERS
Vanity Fair also has a group of exclusive
readers who do not read any other women’s
fashion or lifestyle magazine and represent
an even more quality and interesting
sociodemographic profile.
100
90
80
70
60
50
65
59
53
46
44
40
33
30
20
10
0
Upper and
upper-middle class
Working
Vanity Fair exclusive readers
Higher Education
Women’s magazine readers
Source: 2º Acum EGM 2016 Vanity Fair (29,000 exclusive readers)
GREAT
BUYER OF
FASHION
AND
BEAUTY
ITEMS
Quarterly frequency
in personal care
Purchase of personal care products
84%
87%
Clothes
80%
79%
Underwear
71%
67%
Shoes
49%
41%
Bags, leather goods
23%
73%
84%
Quarterly frequency in
fashion purchase
Hairdresser/Barber
41%
78%
Jewellery, other accessories
23%
Beauty treatments at a salon
45%
23%
34%
Watches and jewellery
16%
Massage or treatments
42%
19%
35%
Glasses
16%
Vanity Fair readers
News and lifestyle readers
Source: The Q-Factor (Condé Nast and TCA, 2015)
PASSIONATE
ABOUT CUISINE
AND SOCIAL
LIFE
Quaterly frequency in restaurants
61%
Stylish cafes or tearooms
27%
48%
60%
Bars or pubs
Creative restaurants
25%
27%
Gourmet Corners
19%
30%
35%
35%
Gourmet markets
30%
56%
40%
35%
Cocktail Bars
Gastropubs
Vanity Fair readers
News and lifestyle
readers
Source: The Q-Factor (Condé Nast and TCA, 2015)
MAGAZINES
ARE THEIR MAIN
SOURCE OF
INSPIRATION
Magazines (online/offline) are the medium with the
most exciting, fun and inspiring content, offering
even more benefits to the readers of both versions.
43%
Inspirational content
35%
62%
Enjoyable content
46%
Regular reader of both versions
Average reader of any of the versions
ESPECIALLY
IN LIFESTYLE
TOPICS
I go to stores for inspiration
and see what’s new
I am inspired by celebrities
59%
36%
Magazines/websites with
ideas on what’s fashionable
I ask for recommendations from people I trust
45%
55%
35%
Websites of store brands,
bloggers, celebrities, gurus, etc.
47%
32%
26%
21%
24%
Vanity Fair readers
News/ lifestyle readers
Source: The Q-FActor (TCA and Condé Nast, 2015)
DEMANDING
TOWARDS THE
MEDIA AND
THE CONTEXT
1. Men and women who are refined
and cosmopolitan brand lovers.
2. They take care of themselves and define
themselves as passionate about fashion and good
living.
3. Restless in looking for sources of fashion
inspiration, especially in magazines (online / offline),
visiting stores and watching what their favourite style
celebrities wear.
4. Say that advertising of luxury items
must appear in a related environment.
5. 53% admit that seeing a product advertised
in magazines encouraged them to buy it.
PRESCRIPTIVE
ADVERTISING
1. Growth of + 12% advertising space in 2015 vs. 2014.
2. 72% of the campaigns in Vanity Fair
are Premium and luxury brands.
3. Variety of lifestyle sectors.
11+12+14182025
25%
11%
DRINKS
FASHION
12%
THE REST
20%
WATCHES AND
JEWELLERY
18%
BEAUTY
14%
AUTOMOTIVE
LUXURY IN
VANITY FAIR
1. Vanity Fair offers fashion, cosmetics,
automotive and technology brands,
a perfect environment for their campaigns.
2. Along monthly specials and big
photographic productions where characters,
designers and great creators tell their
stories and experiences.
3. In Vanity Fair the most prestigious and
exclusive advertising campaigns find the
greatest visibility and results at the image
and decision-making level.
VANITY FAIR
SPECIALS
Magazine and website specials:
* JANUARY
* FEBRUARY
* MARCH
* APRIL
* MAY
* JUNE
* JULY
* AUGUST
* SEPTEMBER
* OCTOBER
* NOVEMBER
* DECEMBER
Luxury
Valentine’s Day
Fashion
Man
Beauty
Travel
Gourmet
Summer
Fashion
Man
Watches
Gifts
VANITY FAIR
EVENTS
PREM
INTE
Personality
of the year
Vanity Fair
breakfast
Exhibitions
IO D
E PE
RI
RNA
CION
ODIS
AL
International
Journalism
Award
MO
VANITY FAIR
INIMITABLE
FORMULA
1. An international luxury brand supported by
by Conde Nast.
2. The most distinctive characters, content and
approach on the market.
3. The most faithful reader and user, enthusiastic
and influential, highly qualified and with a mixed
profile.
4. Always news in the media.
5. The most qualitative advertising impact
immersed in the most inspiring and prescriptive
environment.
VANITY FAIR THE
MOST RECOGNIZED
BRAND OF
THE SECTOR
In 2015 Vanity Fair won two Lovie awards, a bronze and a
silver in the Best Writing - Editorial and the Best Design of
the news and entertainment site categories.
Moreover, Vanity Fair became the highest-rated
magazine among customers for its strategy and
commercial service in the the Mediascope 2015 Study.
Enero
Febrero
Marzo
Abril
Mayo
Junio
Closing
DATE
02
DICIEMBRE
04
05
FEBRERO
02
06
ABRIL
04
Sale
DATE
DICIEMBRE
18
19
enero
FEBRERO
19
18
21
20
Julio
Agosto
Septiembre
Octubre
Noviembre
Diciembre
Closing
DATE
03
JUNIO
06
JULIO
04
AGOSTO
SEPTIEMBRE
02
05
OCTUBRE
NOVIEMBRE
Sale
DATE
ON-SALE AND CLOSING
CALENDAR 2016
21
21
19
SEPTIEMBRE
20
20
NOVIEMBRE
JUNIO
ENERO
JULIO
AGOSTO
MARZO
MARZO
ABRIL
OCTUBRE
MAYO
MAYO
04
22
Contacts
MADRID
COMERCIAL DIRECTOR VANITY FAIR
BARCELONA
ADVERTISING MANAGERS
Amaia Muruamendiaraz
amuruamendiaraz@condenast.es
GROUP MANAGER
Mónica Ferré
mferre@condenast.es
Arantxa del Pozo
adelpozo@condenast.es
COORDINATION
Mercedes González
mgonzalez@condenast.es
Pº Castellana 9-11 . 28046 Madrid
Tel.: 91 700 41 70 - Fax: 91 319 93 25
Claudia Jové
cjove@condenast.es
NORTH
COORDINATION
DELEGATE
Mª Carmen Herrero
mcherrero@condenast.es
Ana López Cámara
alopez@condenast.es
Barrio Gerra, 1. Los Llanos
(San vicente de la Barquera)
39547 Cantabria Tel.: 619 603 776
Pº de Gracia 8-10 . 08007 Barcelona
Tel.: 93 412 13 66 - Fax: 93 412 66 98
FRANCE
ITALY
DELEGATE
DELEGATE
Anabel Marqués-Meyer
anabel.marques-meyer@condenast-europe.com
Elena Marseglia
emarseglia@condenast.it
4, Place du Palais Bourbon
75007, París
Tel.: 00 33 144 117 890
Fax.: 00 33 145 560 446
Piazza Castello, 27
20121 Milano
Tel.: 00 39 0285 614 217
Fax.: 00 39 0286 455 026
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