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

Target MarketTarget Market

Editorial PillarsEditorial Pillars

Fashion & Beauty

Careers & Money

Views

Life skills

People

Lifestyle

Vital StatisticsVital 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

Consumer InsightTop-line findings

Qualitative StudyJune 2007

BackgroundBackground

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 region’s main urban centre: Females: 25-34 in Nairobi, Kisumu, Eldoret and Mombasa, ABC1

True Love’s brand imageTrue Love’s brand image

True Love’s brand image (cont.)True Love’s 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

True Love Readers Leisure activitiesTrue Love Readers Leisure activities

ClubbingWatching movies (Soap Operas)Music (Gospel)ReadingVisiting friendsTravelingSwimmingSewingInternet surfing

True Love Readers: True Love Readers: What they want in magazines…

Leisure Horoscopes Gossip Humour Décor Fashion Pictorials, Adverts

Information Guidance on

relationships Careers Inspiration Real life experiences Research

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 chosenRegular True Love reader, Nairobi

True Love ReadersTrue Love ReadersPlaces where they read magazines

Salon At work When travelling

At home At a friend’s

In order of DECREASING frequency

At Home Salon At workWhen travelling

On chance

Occasional readers

Regular readers

True Love Readers: True Love Readers: What drives magazine purchase

Regular Readers Price

Cover model

Content/Design

Referrals

Adverts

Occasional Readers The cover page

Price

Celebrity features

Referrals

Magazine Readership CriteriaMagazine 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 I’m 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

Magazine VendorsMagazine Vendors

As part of the study 20 magazine vendors wereInterviewed for their opinions of True Love.

They consider True Love as a fast-moving magazine, forthe following reasons:

Informative Affordable Cover issues on woman High awareness Quality paper General target audience

Thank You!