Good HousekeepingCM405 - Group B

Carly Boxer, Qing Li, Yilun Gu, Shunsuke Rachi

The Magazine● Class:

Home Service & Home

● Profile:

Print and digital publication, focuses on food, nutrition, fashion , beauty, relationships, home decorating and home care, health and child care and consumer and social issues.

● History1st Edition published On May 2, 1885 by Clark W. Bryan Hearst bought Good Housekeeping in 1911

● Publishing companyHearst Corporation

● Position:

Symbol of consumer protection and quality assurance

● Field served:

Her, Her Family, and Her Home

Brief Introduction

Some Numbers...1. Circulation

Total Circulation: 4,396,795

2. Cost per issueMonthly print + digital$2.50 per magazine

3. Annual subscription rateMonthly print + digital$21.97 annual fee

Total Paid & Verified Subscriptions 4,057,525 92.3%

4. Circulation by geography

Hearst

One of the nation’s largest diversified media and information companies

Started the business in 1887

“Great content drives distribution, advertising and customers.”

CONTENTCREATIVITYCONNECTION

Founder: William Randolph Hearst

Hearst

15 DailyNewspaper

34WeeklyNewspaper

100+MagazinesAround the world

29TV Stations

#2US MagazinePublisher

28Websites

14Mobile sites

150Apps

Reader DemographicsGood Housekeeping is read by nearly one out of five American women each month.

● Women age 54.8● $61,694 income ● Home owners● Graduated college● Employed● Married

Audience (000) Readers Per Copy Median Age Median Household Income

Adult Men Women Adult Men Women Adult Men Women Adult Men Women

19,032 1,975 17,057 4.45 0.46 3.99 55.6 57.4 55.4 $63,161 $62,246 $63,272

AdvertisersFor HER

For HER FAMILY

For HER HOME

BeautyClothingSanitary

FoodSeasoningMedicine

Electronics

SupermarketFurnitureSanitizerTextile

Our Competitor -- BHG

● Meredith Corporation, est 1922● Adults readers per copy: 4.92● Total circulation: 7.624,505

1. Relationship between HER and HER HOME

2. In business for around 100 years3. Monthly in print and digital

● Hearst Corporation, est 1885● Adults readers per copy: 4.89● Total circulation: 4,396,795

Competitive Analysis -- Demographics

Index:100157 40

Index:100173 22

Competitive Analysis -- Editorial Coverage

Competitive Analysis -- RatesOur RatesBlack & White Rates

1 page 340,080

⅔ page 255,070

½ page 207,465

⅓ page 142,855

⅙ page 70,225

Color Rates (2-Color, 4-Color)

1 page 390,740 , 426,730

⅔ page 293,070 , 330,005

½ page 238,350 , 260,310

⅓ page 157,850 , 184,920

⅙ page 73,295 , 89,700

BHG RatesBlack & White Rates

1 page 457,220

⅔ page 348,420

½ page 288,350

⅓ page 190,680

Color Rates (4-Color)

1 page 552,970

⅔ page 438,040

½ page 360,350

⅓ page 267,460

Competitive Analysis -- Promotion Focus

GHRI & The SEAL

*IT’S WELL-KNOWN 90% of consumers are aware of the Seal *DRIVES PURCHASE 92% of consumers are more inclined to buy the product with the Seal when choosing between similar products *PROVIDES ADDED INSURANCE: two-year limited warranty

Strategy● The Good Housekeeping Institute & the Good Housekeeping Seal ● Symbol of consumer protection and quality assurance in America● All products reviewed by lab then when accepted as advertisers they can

display the Good Housekeeping seal. ● Products rigorously evaluated to assure performance - not all products

approved ● Magazine will refund your money if approved products are not great● Unique mix of inspirational and personal stories, trusted information, and

closely researched investigations and reports● Standard to which all other women's service magazines aspire● Basically, people read magazine to look at the advertisements

Strategy

● Hearst Corporation● No negotiation rate because higher return on investment● Confident in our products and have many ads in our magazines which

proves others agree● Unique readers in the fact that people seriously trust products advertised

References1. Good Housekeeping Media Kit - http://www.ghmediakit.com/r5/home.asp2. Better Homes and Gardens Media Kit - http://www.bhgmarketing.com/mediakit.html3. SRDS: http://next.srds.com.ezproxy.bu.edu/4. YouTube - http://www.youtube.com/watch?v=2iYu2VBP_Nw5. Good Housekeeping Magazine. March 2014. 6. Hearst Website - http://www.hearst.com