Femina

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Femina

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THINK INDIA, THINK TIMESSe tember 2006

FEMINAThe highest selling women's English magazine in India



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FEMINA

• Femina, is India‟s largest selling women‟s magazine. It‟s primary audience

comprises well-educated, aware and career conscious women from the upperechelons of Indian society.

• The Femina woman is poised, confident and self-assured. She is willing toexperiment with the untried. A decision-maker in her own right, she is animportant influence on household and family purchase decisions. She plays thedual role of homemaker and career woman with competence and elan. Feminatakes a quantum leap into the future, projecting the new lifestyles, ambitions andexpectations of Indian women, including teenagers, in the coming century.

• Femina is now a part of Worldwide Media, formed in April 2004, a 50:50 JVbetween BBC Worldwide and The Times Group. It comprises Femina,Filmfare and a host of new magazines.

The magazine for women who believe in themselves



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Art paper, top quality printing and a wide gamut of topics covered help set it apartfrom all the others in its league.

The Femina Miss India Contest is the exclusive franchise of the Miss Universe,Miss World and Miss Asia contests. It is also the exclusive franchisee in India ofthe Elite Model Look contest. Held annually, the contests are open toSponsorships.

FEMINA GIRL is complimentary to FEMINA readers in the Top 8 Metros - Mumbai,Pune, Delhi, Kolkata, Chennai, Hyderabad, Ahmedabad and Bangalore (with thefirst issue of every month). This is to provide a niche platform to reach out to theteen segment, which is fast evolving as a decision maker/ influencer for householdpurchase decisions.

FEMINA



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Femina Fact Sheet India‟s largest selling women‟s magazine

Internet Edition http://www.feminaindia.com

• Type of Publication : Women‟s Magazine

• Language : English

• Frequency : Fortnightly

• Date of Establishment : 1959

• Published from : Mumbai (Bombay)

• Circulation : 138,636 (Audit Bureau of Circulations, July-Dec 2005)

• Readership : 893,000 (National Readership Survey 2006 )



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Femina Fact Sheet (contd.)

• Format : Magazine - A4 size, perfect bound.

• Primary Audience : Femina‟s primary audience comprises well-educated, aware and career conscious women fromthe upper echelons of Indian society.Indian society.



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Femina Fact Sheet (contd.)

• Sponsorship pages : The core strength of Femina is the Fashion and Beauty

sections.These are available for sponsorships. Sections on

Fashion and Food, Interiors, Men‟s Fashion, Beauty, Fitness,

Children, Gourmet, Jewellery and other sections are also

available for sponsorships.

• Internet Edition : Launched in December 1996, Femina‟s website generates response

from the large Indian diaspora spread across the US, Europe,Australia, & West Asia. Popular sections on the Internet edition,include Indian fashion trends cuisine, glimpses of Indian writing, abuyer‟s guide and interactive sections that help source services

and marital partners.

• Paper : Covers - 170 gsm imported art paper. Body - 65 gsm MWC.

Sponsored Section - 65 gsm MWC.

• Printing Technology : Heatset - Web Offset / Sheetfed



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•

• Over and above the ongoing advertising pages, clients have an option ofassociating with edit related features.

• When two separate entities co-exist in such a manner that both benefit fromeach other, symbiosis takes place. Femina provides innovative value-addedofferings to advertisers in the form of sponsorship of pages.

• Association with edit features is available in Fashion, Gourmet and Jewellerysections. Femina is also an ideal vehicle for innovations, inserts, gatefolds,bookmarks.

VALUE ADDED COMMUNICATION OPPORTUNITIES



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MAGAZINE MARKET PYRAMID

PREMIUM

MASS PREMIUM

NEW WOMAN

WOMEN’S ERA

FEMINA

ELLE

COSMO

SAVVY

VERVE

OOMPH

MASS



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MARKET PERCEPTION OF WOMEN’S MAGAZINES FEMINA• Straddling Indianess with awestward look.

• Modern, More Holinstic

COSMO, ELLE, VERVE• International, Bold

• Sex-Relationships

• High Western Fashion

W’ERA, NEW WOMAN

• Traditional, Indian• Stereotype, Conservative

• Low Fashion Quotient

SAVVY

• Feminist,•Low Fashion Quotient

•Controversial



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Women’s Magazines :Comparative

Circulation & Growth

Femina is the highest selling women’s magazine in India. Source for Femina, Women‟s Era and New Woman : Audit Bureau of Circulations, July-Dec 2005

*Circulation for Savvy & Society - ABC, Jan - June 1999 – as this is the latest available.

Cosmopoliton, Elle, and Verve launched in Oct. 96, Dec. 96 and Nov. 95 respectively, are still not part of ABC.

• 7 6 ,

5 2 2

1 3 8 ,

6 3 6

9 9 ,

1 3

6

8 9 ,

9 0 3

7 6 ,

2 5 8

9 9 ,

4 7 1

5 9 ,

3 6 6

6 7 ,

1 6 3

0

6 9 ,

0 7 4

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

Femina Woman's Era Savvy Society New Woman

July-Dec 1992

July-Dec 2005

*

*



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564

73

181125

369

893

0

100200

300

400500

600

700

800

900

1000

F e m i

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W o m

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a

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t y

Comparative Readership : Women’s Magazines National Readership Survey 2006 - All India

All figures in 000s

The National Readership Survey is conducted by A.C. Nielsen. The NRS reports media consumptionhabits, lifestyle indicators information on macro demographic and geographic parameters.- Population coverage: 12 years and above- Sample size: over 200, 000- Geographic coverage: All India (Urban+Rural)



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Comparative ReadershipWomen’s Magazines : Urban India

NRS 2006

829

520

68

165116

314

0

100

200

300

400

500600

700

800

900

F e m i n a

W o m

a n ' s E r a

C o s m

o p o l i t a n

N e w W

o m a n

S a v v y

S o c i e t y

All figures in 000s



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Metro ReadershipWomen's Magazines - NRS 2006

Femina readership in the top metros has increased by 34 %.

591

257

60 60 68

165

6118330

9696

0

100

200

300

400

500

600

700

F e m i n a

W o m

a n ' s E r

a

C o s m

o p o l i t a n

N e w W

o m a n

S a v v y

S o c i e

t y

Top 8 metros

Other metros

Figures in „000



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Comparative Readership by Monthly HouseholdIncome : Women’s Magazines (NRS 2006)

69% of Femina’s readers belong to the premium segment.

2 3

1 6 2

3 9

1 8

1

3 0

2 8

1 1

1 6

1 6

5 2

2 0

3 0

1 5

3 4 8

3 6

1 0 4

7 4

3 9 1

3 8

6 0

6 1 6

0

100

200

300

400

500

600

700

Femina Woman's Era Cosmopolitan New Woman Savvy

upto Rs 2000

Rs 2000-4000

Rs 4000-6000

Rs 6000-10000

Rs 10,000+

Figures in 000s



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Comparative Readership by Education : Women’s

Magazines (NRS 2006)

Femina is the leading brand among all three levels of Education and has thehighest number of readers in the Graduates + segment.

4 2

1 3

1 9

0

2 9 9

1 8 1

2 0 6

1

3 3 9

3 9

1 0 1

7

9

9

0

1 4

5 0 1

0

100

200

300

400

500

600

F e m i n

a

W o m a n ' s E

r a

C o s m

o p o l i t a n

N e w

W o m

a n

S a v v y

Below SSC

SSC/HSC Not

GradsGrad+

Figures in „000



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IRS 2006 Findings - A Synopsis

• Femina is the undisputed number one women’s magazine in

English.

• 72% of Femina’s readership is in the 15-39 age group.

• Femina is the leading brand among all three levels ofEducation specially the Graduates + level.



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A LOOK AT THE CONSUMER’S MIND

• Cosmopolitan : The relationship magazine, the contents often are on “The

greatest sexual, turn on, seducing her softly, what men wantin women today and so on.”

• Savvy : A mouth piece for women screaming for justice. It is a

magazine for the liberated woman, male basher and stronglyfeminist.

• Elle : The fashion magazine is very much like the internationaledition.

• Women’s Era : Remains where it has been all these years - staid and oldfashioned.

• Femina : For the contemporary Indian woman.



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EDITORIAL HIGHLIGHTS

• Femina caputures the essence of the contemporary Indian woman, her feelings

and desires; her style; her sensuality; her very essence. Femina reflects the

sophisticated internationalistic outlook of the elite urban woman in India today.

Femina is synonymous with Indian beauty and fashion. Femina alone has put the

Indian woman firmly in the international beauty spotlight. But Femina has to be

more than purely a beauty and fashion magazine to satisfy her demands. So it

offers a total package, comprising beauty fashion, gourmet food, decor, childcare.It‟s a magazine that mirrors the multi faceted life of the modern Indian woman.

• As beauty products, both Indian and foreign have become more widely available in

India, beauty has become an increasingly important topic for our readers. As such

it is a vital component of Femina‟s editorial package. As changing lifestyles exposemore and more Indian women to the same stresses as their western counterparts.

Indian women are becoming more aware that facial and body care must be

essential parts of their daily regime. It is this editorial matrix that has made Femina

the leading woman‟s magazine in India today.



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THE TARGET READER

• Although we justifiably call Femina the market leader, for in comparison with

other women‟s magazines it has a high circulation, we are referring to it in the

context of a small niche market. It must be remembered that in India, literacy

offers fragmentation of a market like no other parameter. The very fact that you

can read makes you elitist and privileged. Further, English is the language of the

privileged upper class relegating local languages to a lower position in society.

Therefore, English readers are at the pinnacle of the Indian consumer spectrum.

In other words the sophisticated affluent elite with a class all of its own. This

Indian woman may be outward looking and internationalist. But she is not

western. She is Indian and very, very proud of it. Femina has maintained thatdelicate balance of Indianness and western aspiration which is just where the

top stratum of Indian womanhood is at and which the international magazines in

Indian women cannot be judged by western standards.



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FEATURE SPONSORSHIP

• Advertorial sponsorship of following regular features is available. Other titles are possible,subject to regularity and brand compatibility.

• Sponsorship of the Femina Miss India Contest is available.

• TRAVEL : A 6 page travel related feature on art paper, ideal for tourism authorities, airlines,hotels and cruises.

• IN VOGUE: A photo feature on ladies‟ fashion wear, accessories boutiques, department

stores, etc. on art paper.



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FEATURE SPONSORSHIP (contd.)

• UP FRONT : Editor‟s page

• HOT MALE : A humorous take on men around town.

• PORTFOLIO : Featuring designers and their latest creations.

• HOROSCOPE : Two pages foretelling what the stars have in store for you.

• RELATIONSHIPS : Focusing on every kind of relationship there is.

• PARENTING : Guidance and tips on the children of the twenty-first century.

• DE-LUXE : The latest in luxury.

• TRAVEL : Highlighting fashionable travel destinations



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FEATURE SPONSORSHIP (contd.)

• HAIR, SKIN, MAKE-UP : Two pages on art paper on beauty tips on skin care.

• FACES : A page on new faces in the modeling world.

• HANDY HINTS : Household tips and household products covered in aone- page feature.

•

• FOOD : A section on recipes from all over the country.

• DÉCOR Q&A : Nisha Jamvwai answers all readers questions on

home decor.

• BELIEVE : Femina women share their experiences.



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THANK YOU

Femina

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