MEDIA GUDEI - Nikkei BPFashion, Beauty, Travel, Culture DAZZLE is directed at female executives. A...

MEDIA GUIDE

Nikkei Businss Publications, Inc.Tel +81-3-6811-8031 Fax +81-50-3153-7274 E-mail [email protected]

日経BP社

5Fashion, Beauty, Travel, CultureAnniversary

th

vol.31April 2014

Fashion, Beauty, Travel, CultureNEW MOOD

日経BP社

April 2015vol.37

日経BP社

April 2016vol.43

GlowSpring

Fashion, Beauty, Travel, Culture

June 2017vol.50

日経BP社

Summer Loving

Fashion, Beauty, Travel, Culture

DAZZLE is directed at female executives.A lifestyle magazine, delivering well-selected content in fashion, beauty, culture, and travel in a high quality engaging, artistic style.

2014

2018

2009

2015

2019

2012

2016

2013

2017

DAZZLE is an edgy and

stylish lifestyle magazine,

produced by top creators

who play an active role around

the world in their respective fields.

It is an exclusive magazine

that is not sold at bookstores.

The top female executives have

been selected as readers

from the Nikkei BP reader database.

They are doctors, corporate managers,

and specialists in various industries.

Issued bimonthly, DAZZLE delivers

quality information reflecting the lifestyles of these

women in a luxurious format.

Since the very first issue, DAZZLE has focused on

catering to the private lives of its busy readers,

and has built engagement to win their support and trust.

With content carefully selected by professionals,

DAZZLE continues to capture the attention of female

executives and establish its position

as the magazine of choice for our readers.

DAZZLE 2

Readership Profile

The majority of our readers are high income career women in their 40s to 50s, with an average annual personal income of JPY10 million. Their household income averages JPY17 million, with more than one out of every three households earning JPY 15 million or more a year.

Less than 6 million: 11.9%

6-less than 8 million: 8.1%

8-less than 10 million: 10.3% No response: 14.1%10-less than 15 million: 22.2% 15-less than

20 million: 10.8%20-less than 30 million:

15.7%

30-less than 50 million: 5.4% 100 million or more: 0.5%


Lawyer, accountant, architect, nurse and other specialist: 10.8%

6-less than 8 million: 9.2% 15-less than 20 million:

7.0%

30-less than 50 million:

1.6%

No income: 3.2%

Self-employed:

6.5%

Part-time employee: 4.9%

20-less than 30 million: 2.7% 100 million or more: 0.5%

Publicservant:

5.9%

Housewife: 6.5%

40-49: 36.8%

Doctor: 23.2% Business owner/executive/manager: 19.4% Corporate employee: 18.9%

50-59: 35.7% 60 and older: 16.2%30-39: 9.2%

29 and younger: 2.2%

Less than 6 million: 36.2% 8-less than 10 million: 10.8%

10-less than 15 million: 13.5% No response: 15.1%

Other:3.8%

Age > Average: 48 years old1

Occupation > 42.6% are doctors, business owners, executives or managers.2

Annual individual income > Average: JPY9.83 million 25.3% earn JPY 10 million or more.3

Annual household income > Average: JPY16.66 million Nearly 33.5% earn JPY15 million or more.4

3

Readership Profile

Hokkaido: 1.6%

Other parts of Kanto: 1.1%

Rented, single-family house: 2.2%

Chugoku: 4.8%

Other: 1.6%

Kyushu & Okinawa: 3.2%

Tokyo, Kanagawa, Chiba & Saitama: 49.1%

Owned, single-family house: 43.2%

Less than 10 million: 9.7%




500-less than 1 billion: 0.5%

1 billion or more: 0.5%

Owned, single-family house: 43.2%



Chubu: 15.1% Kyoto, Osaka & Hyogo: 13.0%

Tohoku: 2.7%

Other parts of Kinki: 6.4%

Rented, condominium: 19.5%

Not certain: 31.4% No response: 16.2%

Shikoku: 1.5%

No response: 1.1%

No response: 0.5%

Area of residence1

Marital status > Married: 64.9% With one or more children: 48.6%2

Residence type3

Total assets > Average: JPY193.3 million4

4

Readership Profile

Reading behavior of fashion/lifestyle magazines > 60.5% buy hardly any or no commercially available fashion/lifestyle magazines

Intention of attending fashion/beauty events and parties organized by DAZZLE

Archiving behavior of DAZZLE > More than 50% of the readers keep past DAZZLE issues

Less than 50,000: 22.7%

I would like to attend: 22.7%

Keep magazine: 20.0%

Less than 10,000: 2.1%

Buy 3 copies or more per month: 4.9%

Buy 1 copy in 2-3 months: 9.7%

Buy 1 copy per year: 2.2%

50,000-less than 100,000: 20.5%

I would like to attend depending on programs/topics: 53.0%

Tear out necessary pages and keep: 33.0%

10,000-less than 20,000: 2.7%

30,000-less than 50,000: 9.8%

Buy 1 copy in 6 months: 6.5%

20,000-less than 30,000: 3.3%

Buy 1-2 copies per month: 14.6%

200,000-less than 300,000: 8.7%

100,000-less than 200,000: 21.6%

100,000-less than 200,000: 24.0%

Buy hardly any: 37.8% Buy none: 22.7%

300,000-less than 500,000: 12.6% 500,000 or more: 16.9%50,000-less than 100,000:

17.5%

No response: 11.4%

No response: 0.5%

No response: 0.5%

Other: 3.8%

No response: 2.2%

No response: 1.6%

200,000-less than 300,000: 10.3%

300,000-less than 500,000: 5.4%

I would not attend: 23.8%

Dispose: 32.4%Give to others: 10.3%

500,000-less than 1 million: 4.3%

1 million or more: 3.8%Monthly disposable personal income > Average: JPY233,000 approx. 23.8% spend an average of some JPY200,000 or more.1

Monthly credit card spending > Average: JPY234,000 approx. 29.5% spend an average JPY300,000 or more.2

3

4

5

5

Readership Profile

Yearly fashion budget

| Coats | Average: JPY 298,000 | Suits | Average: JPY 215,000 | Formal Wear/Dresses | Average: JPY 345,000

Department stores (in home visit sales): 9.7%

Department stores (at the store): 64.9%

Directly managed brand stores: 23.8%

Multi-brand stores: 32.4%

Fashion store complex: 18.9%

Mail order: 11.9%

Official online brand stores: 18.4%

Online stores: 16.8%

Factory stores: 23.2%

Overseas: 19.5%

Other: 8.6%

No response: 0.5%

· Fashion retail avenues

Less than 50,000: 14.6%

Less than 50,000: 21.6%

Less than 50,000: 18.4%

No response: 0.5%

50,000-less than 100,000:

35.7% 50,000-less than 100,000: 42.7%

50,000-less than

100,000: 28.6%

100,000-less than 200,000:

34.1%

100,000-less than 200,000:

24.3% 100,000-less than

200,000: 31.9%

200,000-less than 300,000: 7.6%

200,000-less than 300,000: 5.9%

200,000-less than 500,000: 14.0%

300,000-less than 500,000: 2.2%

300,000 or more: 5.3%500,000-less than 1 million: 2.2%

1 million or more: 3.2%

No response: 1.6%

500,000 or more: 5.4%

> 19.4% spend JPY 1 million or more — > 35.2% spend JPY500,000 or more

6

Readership Profile

| Shoes | Average: JPY 31,000

| Jewelry | Average: JPY 918,000

| Bags | Average: JPY 445,000

| Watches | Average: JPY 900,000

| Eyewear | Average: JPY 36,000

Less than 10,000: 11.8%

Less than 50,000: 16.2%

Less than 50,000: 23.2%

Less than 100,000:

27.0%

Less than 10,000: 16.7%

No response: 1.1%

No response: 2.2%

No response: 1.1%


No response: 2.2%





10,000-less than

20,000: 32.4%

50,000-less than 100,000: 9.7%

50,000-less than 100,000: 19.5%

100,000-less than 300,000:

25.4%

10,000-less than

20,000: 30.9%

20,000-less than

40,000: 34.1%

100,000-less than 200,000: 20.0%

100,000-less than 200,000: 23.8%

300,000-less than 500,000: 12.4%

20,000-less than

40,000: 23.8%

40,000-less than 60,000: 11.4%

200,000-less than 300,000: 11.4%

200,000-less than 300,000: 11.4%

500,000-less than 800,000: 7.0%

40,000-less than 60,000: 15.1%

60,000-less than 80,000: 3.2%

300,000-less than 500,000: 9.2%

300,000-less than 500,000: 10.8%


60,000-less than 100,000: 7.0%

100,000 or more: 5.4%

No response: 1.1%

80,000 or more: 6.0%

500,000-less than 800,000: 4.3%





> 35.1% spend JPY300,000 or more

> 4.9% spend JPY 10 million or more

> 26.5% spends JPY 1 million or more

> 24.3% spend JPY 1 million or more

7

Readership Profile

Department stores: 53.5%

Cosmetic stores: 16.2%

Beauty salons: 7.0%

Drug stores: 27.6%

Supermarkets: 4.9%

Home visit sales: 0.5%

Official online brand stores: 18.4%

Online stores: 30.3%

Duty-free shop at airport, etc.: 17.8%

Overseas: 7.0%

Other: 7.0%

· Cosmetic retail avenues

Less than 10,000: 33.5% 10,000-less than 15,000: 18.4% 15,000-less than 20,000: 14.6%

No response: 1.1%

20,000-less than 30,000: 17.3%

30,000-less than 50,000:

9.2%

80,000-less than 100,000:

0.5%

50,000-less than 80,000: 4.3%

100,000 or more: 1.1%Monthly cosmetics budget Average: JPY19,000

8

Yearly cosmetics budget

| Skin Lotion | Average: JPY 7,400| Beauty Serum/Cream | Average: JPY 12,000

| Foundation | Average: JPY 7,100 | Lipstick/Lip gloss | Average: JPY 4,700 | Fragrance | Average: JPY 9,000

Less than 4,000: 30.8%

Less than 4,000: 12.4%

Less than 4,000: 25.9%

Less than 4,000: 53.5%

Less than 4,000: 25.4%

30,000 or more: 0.5%

4,000-less than 6,000:

24.9%

4,000-less than 6,000: 16.2%

4,000-less than 6,000:

29.2%

4,000-less than

6,000: 30.8% 4,000-less than

6,000: 14.1%

6,000-less than 8,000: 11.9%

6,000-less than 8,000: 6.5%8,000-less than 10,000:

20.0%

6,000-less than 8,000: 16.8%

6,000-less than 8,000: 8.6%

6,000-less than 8,000: 9.7%

8,000-less than 10,000: 13.0%8,000-less than 10,000:

20.0%

8,000-less than 10,000: 13.5%

8,000-less than 10,000: 5.4%

8,000-less than 10,000:

20.0%

10,000-less than 15,000: 12.4%

15,000-less than 20,000: 16.2%

20,000-less than 30,000: 4.3%

30,000-less than 50,000: 3.2%50,000 or more: 1.1%

10,000-less than 15,000: 10.3%

10,000 or more: 1.5%

10,000-less than 15,000: 18.9%

15,000-less than 20,000: 2.7%

20,000-less than 30,000: 1.1%

15,000-less than 20,000: 6.5%30,000 or more: 0.5%

20,000-less than 30,000: 3.2%

30,000 or more: 1.0%

15,000-less than 20,000: 3.8%

20,000-less than 30,000: 2.2%

Readership Profile 9

Readership Profile

Gather information via magazines/Internet: 32.9%

Provide an opinion for purchase: 28.0%

Provide an opinion for making purchase choices: 26.8%

Visit a dealership: 59.8%

Make final purchase decision : 40.2%

No involvement : 7.3%

No response: 1.2%

· Degree of involvement in purchasing a private car

Less than 3 million: 22.0% 3-less than 5 million: 43.9% 5-less than 10 million: 22.0%

No response: 2.4%



15-less than 20 million: 3.7%Yearly budget for purchasing a private car 75.7% spend JPY 3 million or more

| Number of automobiles owned | 27.6% own 2 cars or more

1: 45.4%

2: 19.5%3: 3.8%

No response: 0.5%

More than 4: 4.3%

None: 26.5%

10

Readership Profile

| Frequency of overseas travel (for vacation) | 40.6% travel overseas once or more every year

Once every year:

22.2%

Less than once every

3 years: 29.2%

No response: 2.7%

Once or more a month: 1.1%

Once every 2-3 months: 4.9%

Once every 6 months: 12.4%

Once every 2 years: 10.3%Once every 2 years: 10.3%

Never went: 7.0%

First class: 2.4%

Business class: 30.6%

Premium Economy class: 28.2%

Economy class: 71.8%

No response: 0.6%

· Booking class for overseas travel

33.0% travel business or first class

11

Comments from DAZZLE Readers

Results of the reader questionnaire

Searched for more information on the Internet: 53.7%

Sent a post card to receive more information: 13.1%

Made an inquiry by phone: 3.4%

Visited a store: 17.2%

Purchased a product advertised in the magazine: 5.7%

Nothing in particular: 26.8%

· What action did you take after reading DAZZLE ?

Sent survey request by e-mail to approx. 7500 randomly selected DAZZLE readers. Collected answers through the survey system AIDA on the Internet. Survey period from March to April 2016. Valid responses: 815. Survey by: Nikkei BP Consulting.

*DAZZLE reader questionnaire

Specialist ,age 38The watch supplement was a very timely feature for this season,

I was very pleased by it. I will look into it carefully to plan my next

purchase. I also enjoy the article on travel in every issue. The arti-

cle on HAKODATE was fantastic! I would like to know more about

luxury hotels in Japan.

Medical practitioner ,age 42Being a doctor, I have ample income but no time. I go shopping,

but I don’t trust my taste, so I read DAZZLE for reference. Com-

paring metropolitan cities and local areas, people use money

differently. I meet people from various cities at academic confer-

ences, but they all have different aesthetic sensibilities. I feel their

tastes are unique.

Medical practitioner ,age 37The items selected in DAZZLE are not only luxurious but present-

ed tastefully, so I enjoy looking at each of them in detail. Beautiful

photography is also part of the great attractiveness of DAZZLE,

and your stories featuring successful females are especially inter-

esting for me to read. All of these broaden my horizons.

Medical practitioner ,age 48I really enjoy and look forward to the fashion pages. DAZZLE is

useful since you can keep up with the trends while reading it at

home. You can also study about brands that you don’t know.

Company employee ,age 39DAZZLE comes in very handy because it’s not too overbearing,

and the features and quality of the luxury brands and high jewelry

are carefully explained. Topics covered by DAZZLE are well-bal-

anced and suit women in my age range, with a focus on fashion

and jewelry, and also covering food, travel, art, and cosmetics.

The magazine is not too thick and heavy, with quality paper that

shows beautiful photos, and it’s compact enough to carry it with

you. I enjoy taking it out with me and flipping through the pages

at a café.

Corporate management/Executive, age 57DAZZLE is not as thick as other fashion magazines, but filled with

information, so I enjoy reading every page.

Corporate management/Executive, age 48I don’t wear fur as much as I did in the past. And I think I don’t

see as many people wearing fur as before. But seeing it in DAZ-

ZLE made me want to purchase again. It was very specific and I

liked it.

Manager, age 41Most of the jewelry and clothing in DAZZLE is too expensive for a

normal office employee to afford, but there is always at least one

item that I want to purchase. I enjoy finding items that I really want

to use or wear (not just purchase and then never use).

Architect, age 49To be honest, I’m not the most refined person and only read

fashion magazines at the beauty salon. But DAZZLE is unlike

these magazines, and I enjoy and appreciate reading about luxury

brands. The features are also lavishly produced and very inter-

esting to me.

Others/Specialist, age 52The magazines I usually read are fashion magazines, cosmetic

magazines, and travel magazines, which are often stereotypical,

but the selection in DAZZLE is fresh, original, and highly sensitive,

which makes me very excited.

Medical practitioner, age 45DAZZLE not only helps improve my awareness toward beauty and

fashion, but tells me about culture and attitude. I really appreciate

the contents. I always read it page by page, as if I were rewarding

myself.

Housewife, age 54DAZZLE is always full of useful information that captures my

heart. There is hardly any other magazine like this. I always get

excited when DAZZLE arrives and I break open the seal. Because

DAZZLE is always what you expect.

(Questionnaire at the end of the December 2015 issue of DAZZLE)

12

Flow of Information Request

DAZZLE readers

Nikkei BP

Advertiser

Maximum number of information requests in 2015: 85 for a fashion brand

85(average:35 per advertiser)

Request via post card Request via Internet

Personal information

• DAZZLE provides an information request service for advertisements

placed in the magazine over a period of approx. 1 month from the

delivery date.

• Nikkei BP compiles a list of readers who have requested information from

an advertiser in accordance with our privacy policy, and provides the list

to the advertiser.

• The advertiser then receives an e-mail from Nikkei BP notifying them of

the information request from the reader within one day of such a request.

The advertiser is able to download the data provided by the reader(s).

Reader’s personal information provided by Nikkei BP

Name, postal code, address, phone number, e-mail address, age,

occupation, and marital status

(only when information is given by the reader)

Note

The advertiser can download and use the reader’s personal

information for sending out a catalogue and other information relevant to

the advertisement placed in DAZZLE, limited to one mailing per reader.

If they wish to use such data for other purposes, they need to ask for

permission from the reader again. Moreover, our readers request

information to be sent only via mail, so the advertiser is not allowed to

make any further contact with the readers, such as visiting their homes.

13

FYI Example of event organization costs (Attendance of approx. 20 people)

Production of event announcement web page, administration (registration, inquiry handling, selection of event participants by drawing, correspondence with event participants selected), List of participants.

Fees for venues, event management (including production of event manuals and programs), guest appearance, etc. are not included.

Note • The event organization fee will be estimated separately depending on size and program.

Reader Events

Generate traffic to the event

entry website

Advertisers can hold reader events in parallel with advertisements in DAZZLE

Requirement for holding a reader event Insertion of one or more of 4-color 4-page advertisements per year

(Pure ad, advertorial and other types of advertisements are available.)*Please contact us for details.

Ad in DAZZLE & Event announcement

Announce the event in parallel to the placement of 4P

advertorial in DAZZLE Announcement is made

via e-mail, etc.

Invite registrationPersonal information

registration/inquiring survey

To the readersInform winning/losing

event participants

To the advertiserProvide personal data of winners

*The above scheme is subject to change, depending on the details of your event. Please contact us for more information.

14

Nikkei BP Active Targeted eDM in HTML

Send your eDMs targeting executive women. Unlike the conventional targeted eDMs which are sent as text only, Nikkei BP Active eDM allows advertisers to insert photos and graphics to enhance the impact of product information. In parallel to your advertorial in DAZZLE, make use of Nikkei BP Active eDM for online tie-up advertisements, announcements of store campaigns and events.

In case of using an eDM draft produced by Nikkei BP.

*Production fee will be charged additionally.

The advertiser is asked to submit the final draft at least 8 business days prior to the delivery date. After production, the final

electronic draft will be completed at least 5 business days before the delivery date.

In case of using an eDM draft produced by the advertiser

*The price and the number of e-mails sent may vary by segment. Please contact us for more details. Example 1) Deliver 10,000 eDMs to female (30 to 49 y/o, living in Kanto area) ——— 40 yen x 10,000= JPY400,000 + HTML cost JPY100,000 2) Deliver 5000 eDMs to female (income over JPY10MM) ——— 100 yen x 5000= JPY500,000 + HTML cost JPY100,000

Ad size Subject Within 30 Japanese letters

File size 150 KB in maximum = html + image file

Dimensions Left-right size 640 pixels, no limitation for vertical size

No. of characters per line Up to 250 Japanese letters

Standard eDM specs Layout with one main visual and up to two thumbnail images

Application should be made at least 3-4 weeks prior to delivery date

The advertiser is asked to submit “design data” and “draft” at least 12 business days prior to delivery date

Nikkei BP submits the proofread draft within two days

The draft is completed at least 8 business days before delivery date

The final electronic draft is completed at least 5 business days before delivery date

15

Advertisement Rates/Sizes

Inside front cover spread JPY3,500,000

Second inside front cover spread JPY3,400,000

Third inside front cover spread JPY3,300,000

Cover story spread JPY3,200,000

Page facing TOC JPY1,800,000

Page facing cover story JPY1,600,000

4-color 1-page JPY1,500,000

Inside back cover JPY1,500,000

Back cover JPY2,400,000

4-color 1-page H297mm x W232mm

4-color 2-page H297mm x W464mm

Back cover H297mm x W222mm

Advertisement Rates Advertisement size

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