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The birth of Grazia

The birth of Grazia. Focus groups provide detail, nuance Gives editorial developers some narrative research to explore ‘I like fashion this way because…’ ‘I couldn’t do without a horoscope’ ‘I hate it when they make it so tacky’ ‘I’m so tired of Victoria Beckham…’. The birth of Grazia.

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The birth of Grazia

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  1. The birth of Grazia • Focus groups provide detail, nuance • Gives editorial developers some narrative research to explore • ‘I like fashion this way because…’ • ‘I couldn’t do without a horoscope’ • ‘I hate it when they make it so tacky’ • ‘I’m so tired of Victoria Beckham…’

  2. The birth of Grazia • 2005 - EMAP concludes a licensing deal with Italian publisher Mondadori and further develop the British version. • Several different dummy issues shown to hundreds of focus groups • Slowly a picture of the typical reader emerges and the magazine built to fit her needs • At the same time, EMAP’s advertising team researches the revenue potential of the Grazia market

  3. The birth of Grazia • Result: • Target audience: • 25-30 year old ABC1 women • Independent-minded, career-centred • Interested in fashion/beauty/celebrity • Aspire to buy the best

  4. The birth of Grazia • The magazine they want is • Weekly • Glossy, like a monthly • Fashion and beauty led • Well-designed and intelligently written • Costs less than £2

  5. The birth of Grazia • If the magazine delivers its audience and its stylish, upmarket look, these lucrative advertisers would buy space • L’Oreal • Prada • Mulberry • Ralph Lauren

  6. The birth of Grazia • RESULT • Grazia sells 250,000 copies a week at £1.50 (now 300,000 at £1.80) • Top end advertisers love it • Big success

  7. The birth of Grazia • Successful magazines always serve two audiences • Readers satisfied with the editorial mix • Advertisers who are confident that the magazine will be an effective vehicle to sell their goods • Editorial teams are always aware of this dual focus

  8. How audiences segment • Following the success of Grazia, rival publisher IPC Media launches Look into the same market in 2007. • In order to succeed, IPC must define a slightly different audience so that they can create their own loyal reader base and avoid splitting the Grazia franchise • They also need to avoid cannibalising their own huge weekly audience of women readers

  9. Look v Grazia • In 2005 IPC researched and developed a magazine in the same weekly fashion market but… • More ‘high street’ • More celebrity • More relaxed in tone

  10. Result: two successful magazines addressing a slightly different audience • Check out these examples of how the reader profile has determined the look and content of each magazine…

  11. Covers always reflect readers’ preferences • Elite shoppers • One celeb story with sympathetic angle • Health • Style updates • Calvin Klein offer

  12. Covers always reflect readers’ preferences • High street fashion • How to wear • Two celeb dramas • 9 outfits • 50-50 celeb/fashion

  13. The editors project themselves as readers

  14. Grazia will not accept ‘cheap’ ads. This maintains upmarket brand feel GRAZIA LOOK

  15. Cheryl Cole in Grazia - sophisticated, sympathetic

  16. Cheryl Cole in Look - Heat meets Marie Claire

  17. Look readers want to be able to buy it…

  18. Grazia readers like to think they might afford it…

  19. Aspirational: Grazia readers enjoy ‘high’ fashion stories

  20. Grazia human interest: concerned, worthy

  21. Look readers prefer less worthy, more tabloid

  22. Down-to-earth Look readers prefer high street news

  23. TV Listings market • Five million copies sold every week • TVChoice - 1.3 million • What’s on TV - 1.2 million • Radio Times - 1 million • TVTimes - 321,000 • TVQuick - 122,000 • Total TV - 110,000 • TV Easy - 180,000

  24. Radio Times v What’s on TV • Radio Times audience is • 54/46% women/men • 74% ABC1 • Median age 48 • High household income • Lifestyle More retired, take foreign holidays more than once every year, more likely to be self sufficient, managerial Use Waitrose, John Lewis Heavy users of Radio 4, watch news, documentaries and classic serials. Moderate viewers of soaps • Discerners

  25. What’s on TV • Audience is • 70/30% women/men • 35% ABC1 • Average age 40 • Lifestyle • Use Tesco/Adsa M&S, may take one foreign package tour but more likely to holiday in UK • Heavy watchers of soaps and mainstream drama • Take away meals • Watch anything - couch potatoes

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