1. (MEDIA) (MEDIA)
e e
BUZZ BUZZ
EXECUTIVE
INTRODUCTION
New-York, May 06
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006

2. (MEDIA) (MEDIA)
e e
BUZZ BUZZ
a) What do we do
& why ?
(MEDIA) (MEDIA)
e e
BUZZ BUZZ2
Key consumer Magazines / USA /2006

3. (MEDIA) (MEDIA)
e e
BUZZ BUZZ
benchmark

 overall picture
 specific
 marketing issues
strategy
objective analysis & benchmark
strengths & weaknesses of your brand’s exposure
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006

4. (MEDIA) (MEDIA)
the overall picture:magazine coverage
e e
BUZZ BUZZ
Print EDITORIALS: the primary lever for Fashion BUZZ *
Both in terms of MEDIA expenditures **…
OUTDOOR
1.5%
RADIO
0.7%
Lo c a l
news pa pe rs Magazine
1%
PRINT Na tio na l
TV 69.0%
Ne ws pa pers
72% 0.4 %
26% S unda y ma g.
1.7%
* * in $ / US expenditures / 2002 / TAYLOR NELSON SOFRES Media Intelligence/CMR * Apparel, Accessories, Leather goods Watches & Jewelry
…and in terms of allocated surface ***
Editorial
Advertising Leather goods &
Accessories
Watches & Jewelry
3.4%
0.9%
Home & Misc.
0.2%
Advertising Editorials Cosmetics &
330 66.5% Designer
33% Fragrance
19.8%
active 8.5%
brands
Misc.
0.7%
1037
active
(MEDIA) (MEDIA)
brands
e e
BUZZ BUZZ
*** source: Mediabuzz / ITALY / 18 Fashion & Beauty magazines Key consumer Magazines / USA /2006

5. (MEDIA) (MEDIA)
the overall picture:magazine coverage
e e
BUZZ BUZZ
Fashion & beauty magazines: pivotal potential for reach…
% trend vs
%
cum.CIRCULATION
Nb of publications 2001
Fashion & Beauty 34 443,612,488 52%
-1.6%
News pictures 12 222,940,552 26%
-0.9%
Eco-Fi 21 47,136,162 6%
-9.2%
Men's magazines 9 13,665,053 2%
8.9%
Home Deco 20 13,852,149 2%
2.5%
Tabloids/Entertain. 6 106,779,026 13%
-0.7%
55%
Magazines 847,985,430
102 100%
45%
Newspapers (incl.w.e.) 6 680,272,811 -2.6%
Total 1,528,258,241
108 100%
source: Diffusion Controle / paid circulation / France 2002
… and affinity with affluent audiences :
pen. %
Nb
upper income HOUSEHOLDS
Fashion & Beauty 12,756,920 34.0%
News pictures 7,623,500 20.3%
Eco-Fi 14,296,770 38.2%
Newspapers 11,437,500 30.5%
Men's magazines 8,436,190 22.5%
Home -Deco 9,631,730 25.7%
Others 14,500,100 38.7%
37,472,000
Nb Houselholds> Income k$75/year
source: MRI data / audience / USA 2002
(MEDIA) (MEDIA)
e e
BUZZ BUZZ 5
Key consumer Magazines / USA /2006

6. (MEDIA) (MEDIA)
the overall picture: magazine coverage
e e
BUZZ BUZZ
Editorial BUZZ: the hard facts of the key stakeholders:
Markets
line between mass products & luxury
goods constantly redefined
Brands  luxury goods made more and more
attractive & accessible to masses
 “Hotness” ruled by media
yearly 60 000 PAGES advertised by
more than 500 Fashion brands
a huge available Editorial exposure :
50 000 pages
$M 400 AD value equivalent
Media
13 billion impressions
*source Mediabuzz/ in $ / 2002 / FRANCE, GERMANY, ITALY,SPAIN,UK, USA, JAPAN/ 112 magazines
fragmentation of MEDIA consumption force to diversify
communications vehicles & messages
more & more active PR from Luxury goods: steeper
competition & clutter
leaders / established brands easily assimilated as classics &
history
natural premium for challengers & newcomers from editors
(MEDIA) (MEDIA)
e e
BUZZ BUZZ 6
Key consumer Magazines / USA /2006

7. A rigorous & pragmatic methodology :
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
NEW YORK Times Magazine/
April ,28 2002
Circulation: 1 698 000 copies
impressions & AD value equivalent
processed from key visibility criteria:
:
 surface
audience of the publication

visibility

position in the article

location in the magazine

(MEDIA) etc..

(MEDIA)
e e
BUZZ BUZZ 7
Key consumer Magazines / USA /2006
same exact feature in VOGUE (1 175 000 copies) = 133 931 impressions, $ 7 144 AD value 2002

8. Our syndicated global MEDIA sample :
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
U.K. FRANCE GERMANY SPAIN ITALY
AD
ALLEGRA
ANOTHER MAGAZINE 20 ANS ARTE e VIVIR
AMICA
AMICA
ARENA CLARA
AD
ANNA
ARCHITEKTUR & WOHNEN
ARENA + Homme CRONOS
ATMOSPHERES
CLASS
BRIDES BRIGITTE EL PAIS SEMANAL
FIGARO Magazine
CONDE NAST Traveler
CONDE NAST traveler ELLE
BUNTE
CITIZEN K
DONNA
DAZED & CONFUSED ELLE Deco
BUSINESS TRAVELLER
DS
DONNA MODERNA
ESQUIRE
ELLE CHRONOS
ELLE
DONNE
GQ
ELLE Deco ELLE
ELLE Deco
ELLE
IN STYLE
ESQUIRE ELLE DECO
FEMME ELLE DÉCOR
JOYCE
GLAMOUR GRANDS REPORTAGES FREUNDIN FLAIR
MAN
GQ ISA FUR SIE GIOA CASA
MARIE CLAIRE
HARPERS & QUEEN JALOUSE GALA GIOIA
MIA
ID L'OFFICIEL GLAMOUR GLAMOUR
MM MODA
IN STYLE M Magazine GQ GQ
MUJER 21
JEWELS & WATCHES Madame FIGARO HOCHZEIT GRAZIA
QUO
LOADED MAISON FRANCAISE IN STYLE MARIE CLAIRE
RELOJES / STYLOGRAFIA
MARIE CLAIRE MARIE-CLAIRE JOY MAX
TELVA
NEW WOMAN MAX PANORAMA
MADAME TELVA NOVIAS
SPRUCE MONTRES MAGAZINE UOMO VOGUE
MARIE CLAIRE VANGUARDIA (w.e.)
TATLER NUMERO VOGUE
MAX VIAJAR
the FACE NUMERO HOMME VOGUE BAMBINI
MAXIM VOGUE
the FASHION VOGUE GIOIELLO
OPTIMUM PETRA VOGUE NOVIAS
TIME Magazine VOGUE PELLE
OUI PLAYBOY WOMAN
VANITY FAIR VOGUE SPOSA
VOGUE STERN YOU
VOGUE VOGUE Homme International VOGUE
S.KOREA JAPAN
25 ans
AN AN
25 ANS WEDDING
BEAUTY LIFE CLASSY
CECI ELLE
COSMOPOLITAN ELLE DECO
ESQUIRE
ELLE
FRAU
ESQUIRE
GLI
HAUTE
GQ
HAUTE WEDDING HARPER's BAZAAR
JJ HIGH FASHION
KIKI Intl.WRIST WATCH
JJ
LADY KYONG HYANG
MADAME FIGARO
MAISON
MARIE-CLAIRE
NOBLESSE
MEN's CLUB
PREMIERE MORE
SEVENTEEN MRS
USA
THE FIRST OGGI
RYUKO TSUSHIN
THE STYLE
SPUR
VOGUE AD
VACATION
WOMAN's SENSE BRIDES
VOGUE
CIGAR AFFICIONADO
WARAKU
CONDE NAST TRAVELER
WITH
DETAILS
ELLE
ELLE DÉCO
HONG-KONG TAIWAN ESQUIRE
GLAMOUR
COSMOPOLITAN CITA BELLA
GOLF ILLUSTRATED
ELLE COSMOPOLITAN
GOTHAM
ELLE
ELLE DECO
ESQUIRE GQ
ESQUIRE
EVE HARPER's BAZAAR
ESSENTIALS HARPER's BAZAAR
IN STYLE
HARPER's BAZAAR INTERIOR
INTERVIEW
HIM INTERNATIONAL WATCH
JANE
JASMINE
JESSICA
MARIE-CLAIRE
MARIE-CLAIRE
MARIE-CLAIRE
PREMIERE MEN's Journal
TODAY' s LIVING
SCOOP weekly
NY TIMES Magazine
YES VOGUE
TOWN & COUNTRY
TRAVEL & LEISURE
VANITY FAIR
VOGUE
W
WATCH time
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006
corporate included where significant (JEWELRY & DESIGNER)

9. (MEDIA) (MEDIA)
markets bear very different levels of Media stakes …
e e
BUZZ BUZZ
Magazines AD spending
Population
GERMANY
GERMANY
15%
12% ITALY
4%
HK
USA 2%
52%
ITALY
11%
FRANCE
10%
H.K.
1%
USA U.K.
61%
FRANCE 8%
13%
U.K. source FIPP / 2003 / in us$ billion
11%
the USA amount to 4 key equally key European markets !
Readership
Circulation GERMANY
GERMANY
15%
13% ITALY
12%
H.K.
ITALY
USA 1%
12%
51%
FRANCE
12%
HK
1%
FRANCE USA
10% 51%
U.K. U.K.
11% 11%
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
International Cosmetic brand media sample / 65 Publications / 6 markets Key consumer Magazines / USA /2006 9

10. (MEDIA) (MEDIA)
e e
BUZZ BUZZ
a) An example:
US Fashion & Accessories
market highlights
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006

11. (MEDIA) (MEDIA)
e e
FASHION & Accessories in key US consumer MAGAZINES in 2006
BUZZ BUZZ
Editorials: quite a powerful complement of ADvertising
towards building brand EXPOSURE
More than 13 000 branded pages
Surface:
available across 17 key magazines
(pages)
EDITORIAL Editorials
39%
 more than 5 100 pages
 $m 446 gross AD value
 billions 30 impressions
Advertising
60%
ADVERTISING
 more than 7 800 pages
 $m 864 gross AD value
Exposure:
AD value:
(impressions)
Editorials
Editorials
36%
34%
Advertising
64%
Advertising
66% •ON LINE impressions
per year for Retail
category
(MEDIA) (MEDIA)
e e
•(Nielsen Media ratings)
BUZZ BUZZ
Key consumer Magazines / USA /2006

12. (MEDIA) (MEDIA)
e e
FASHION & Accessories in key US consumer MAGAZINES in 2006
BUZZ BUZZ
Editorial/ADvertising clutter: an average 1/3 ratio across magazines…but
with wide variations:
More than 1250
 30/70 in VOGUE Advertising pages in
2.87 2.9
900  55/45 in GLAMOUR VOGUE vs 578 pages in
816
Advertising BRANDED Editorial
 10/90 in VANITY FAIR
800 mentions
Editorials
 40/60 in LUCKY
700 2.6
ratio
 73/27 in ALLURE 578
600
509 500
500
2.3
378
400
314
308
273
251
300
213 202 192 2
169 162
200
91
87
81
100 1.67
1.62
1.7
0
1.49
-88 -101 -50 -109 -211 -242 -739 -411 -311 -799 -140 -896 -388 -802 -1273 -462 -759
-100
1.30 1.4
-200 1.27
VANITY FAIR
-300
COSMOPOLITAN
MARIE CLAIRE
IN STYLE
COUNTRY
GLAMOUR
LUCKY
VOGUE
ALLURE
OPRAH
JANE
HARPERS
DETAILS
GQ
1.10
ELLE
SELF
W
BAZAAR
& TOWN
-400 1.1
1
-500
0.77
-600
0.68 0.8
0.64 0.62
-700 0.56
0.52
0.47
-800 0.45
0.42
0.5
-900
-1000
0.12
0.2
-1100
-1200
-0.1
-1300
Editorial & Advertising , number of pages, Cum Jan-Dec. 2006, 17 key magazines USA
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006

13. (MEDIA) (MEDIA)
e e
FASHION & Accessories in key US consumer MAGAZINES in 2006
BUZZ BUZZ
All magazines are far from equal in Editorial power:
0 50 0 1,0 0 0 1,50 0 2 ,0 0 0 2 ,50 0 3 ,0 0 0 3 ,50 0 4 ,0 0 0 4 ,50 0 5,0 0 0 5,50 0 6 ,0 0 0
 Best potential for Luxury VOGUE
Fashion & Access. GLAMOUR Editorials
Editorials: People/Celeb
HARPERS BAZAAR
 HARPER’s BAZAAR > 800 pages/year CAPTION / Cover
COSMOPOLITAN
CAPTION / Fashion
 VOGUE= 578 pages…but twice the ELLE
power of exposure
IN STYLE
 Weakest : T&C, JANE, SELF..
ALLURE
VANITY FAIR 20 times less exposure
than average magazines MARIE CLAIRE
SELF “only” 76 pages over 12 issues
TOWN &
COUNTR Y
GQ VA NITY F A IR
1.4 %
VOGU E
0 .4 %
J A NE
23.7%
 VOGUE+GLAMOUR+HARPER’S OPRAH 1.4 %
S ELF
BAZAAR = 3 most powerful DETA ILS 1.5 % GLA MOU R
W 1.9 %
exposure accounts for > 50 % of total 17 12 . 8 %
LUC KY
LUCKY
key magazines.. W
2 .0 %
3 .1% GQ HA R P ER S
OP R A H
DETAILS 3 .8 % B A ZA A R
3 .3 %
 MASS-MID market brands given 10 . 8 %
MA R IE C LA IR E A LLUR E
SELF
average 30 % BUZZ against 70 %
3 .9 % 4 .2 %
COS MOP OLITA N
ELLE
IN S TYLE
9 .9 %
for Prestige, varying from 5 % (in JANE 7 .9 %
7 .8 %
HARPER’s), 10 % (VOGUE) to 50 % TOWN & COUNTRY
(MARIE-CLAIRE, JANE) to a reverse 65 %
Mass in LUCKY, SELF… VANITY FAIR
Editorial exposure , in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA
(MEDIA) (MEDIA)
e e
BUZZ BUZZ
Key consumer Magazines / USA /2006

14. (MEDIA) (MEDIA)
e e
FASHION & Accessories in key US consumer MAGAZINES in 2006
BUZZ BUZZ
the Editorial-Advertising synergy reads differently
across TOP brands and metrics:
Millions of impressions
KARAN & GAP
3000
performance better in terms Mass market advertisers
all Editorials
of IMPACT than pure receive much less in
surface…
2500 Exposure than their
all ADvertising
Prestige peers…
894
2000
722 673 184
849 632 1625
1500 1632
93
900 979 919
1432 1385
735 1357 538 48
431 266 1133 143 161
1200
1000
876 823
1024
948
925 851 480
861
847
759 779 791 764
500
500
455 420
0
BLIC
A NN
AN
DA
N EL
G
REN
RY
OBS
IN C
IGER
TON
E
ANI
CI
DIOR
GAP
DI
YS L
H&M
BEB
CE &
GUC
F EN
B ER
PRA
KAR
ARMANI , BURBERRY &
EPU
ARM
CHA
KL E
LAU
VUIT
JAC
L OR
HIL F
VERSACE performance
looks better in terms of
DOL
BUR
NA R
surface than real IMPACT…
T AY
Editorial & Advertising, in millions of impressions, Cum Jan-Dec. 2006, 17 key magazines USA A
BAN
500 Nb of pages
Editorials
450
all ADVERTISING
400
350 177
135
300
155 122 120 126
30
250 163
257 256 175 177
144 240
200 218 210 201 52
194 75
157 147 82
150
162 156 87 79
143 131 139 70
91
100 126 116
80
50 78
77 76 77 65
IC
0
Y
I NO
G
E
UBL
RE N
N
OB S
EL
N
C
ANI
DA
E
SM
ER R
CI
DI
R
GA P
SA C
Y SL
TTO
O
A
E&
IN
DI O
GU C
FE N
N
KA R
ENT
CH L
P RA
AR M
KO R
RE P
CH A
LAU
KLE
JA C
B
C
V ER
VUI
BU R
DO L
V AL
NA
Editorial & Advertising , number of pages, Cum Jan-Dec. 2006, 17 key magazines USA
A
(MEDIA) (MEDIA)
e e
BA N
BUZZ BUZZ
Key consumer Magazines / USA /2006