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AOL/SFRWomen’s & Lifestyle Category Review9 July 2009
AB2
AGENDAFR Lifestyle: AOL Femmes
Women’s & Lifestyle Global Landscape
AOL Women’s & Lifestyle Overview
2009/2010 Roadmap
ABFR LIFESTYLE: AOL FEMMES
3
NEW AOL FEMMES: A COMPREHENSIVE SITE FOR MODERN WOMENPhase I: launched May 25, 2009; Notre Famille & Cuisine launching end of July 2009
• Streamlined design affording easier use and uncluttered UI.
• Integrated partner content -- dating, diet, horoscopes, diet and more.
• Enhanced photo gallery, and promotional tools allowing more cross promotional recirculation opportunities.
• Original and partner women’s lifestyle original content and products.
• Increased consistency with AOL brand and global web experience.
4
NEW AOL FEMMES: SFR AOL FEMMES VERSION
First phase of AOL Femmes for SFR launched on June 25, 2009
5
NEW AOL FEMMES: AMOURSMAIN SUBCATEGORIES:• Couple, Psycho & Sexo: mix of original expert articles and
photos galleries.
• Custom tests and quizzes in partnership with Anxa, the market-leading quiz provider.
• AOL Rencontres: Dating powered by Meetic (new version to be launched in July). Includes a broad range of original dating, relationships and advice content.
• Expert blogger: Garance Doré, famous French blogger,
specializing in fashion and love.
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NEW AOL FEMMES: ASTRO• Produced in partnership
with Astrocenter.
• Daily personalized horoscope content.
• Mixture of free and premium content.
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NEW AOL FEMMES: BEAUTY AND FASHION
MAIN SUBCATEGORIES:
• Includes make-up, hair, perfume and beauty and fashion information.
• Mix of original expert articles and photo galleries.
• Expert blogger: Hélène Legastelois, make-up specialist.
8
NEW AOL FEMMES: DIETINGMAIN SUBCATEGORIES:
• Diet and slimming: original articles and photo galleries.
• Dieting: personalized diet program in partnership with Le Diet.
• Expert blogger: Mariem Fron, press journalist specializing in fashion and parenting.
9
NEW AOL FEMMES: CUISINE• New site launching mid-July in
partnership with Allrecipes.fr, featuring one million recipe database.
• Focus on recipes for quick daily meals as well as more elaborate dishes for special occasions.
• Allrecipes is a market-leader across the EU and produces an excellent blend of recipes and more in-depth editorial.
10
ABAOL Confidential
GLOBAL LIVING/WOMEN TRENDS
11
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TREND IN WOMEN’S AUDIENCE ONLINEWorldwide Women’s audience is increasing 30% YoY. Female population across all age groups is growing in France with the 55+ age group exhibiting the highest increase.
Source: ComScore, Key Measures Report, May ’08 vs. May ’09
Source: Europa TGI 2009 February; Percentages given are of respective countries’ women population, which is 25,962,000 UVs for France. Consumption is divided into quintiles. Heavy usage is in quintile 1, moderate usage is classified for quintiles 2-4 and light usage is quintile 5. Non users are categorized separately
Age Breakdown of Females 15+ (Total UVs in millions)
Female
17.6
7.3
6.8
3.5
510
275
184
52
Total
15-34
55+
35-54
612
331
214
67
19.3
7.8
7.1
4.5
Male
+37%
+26%
+11%
YoY
+41%
+29%
+9%
YoY
WORLDWIDE Women Internet Audience Worldwide showing tremendous growth: Women online have increased by 30% with the highest growth is observed in the under 35 age group.
Significant growth in Women Online in France: Female internet audience in France is growing by 23%, compared to 8% and 18% in UK and DE respectively.
55+ females in France exhibiting highest growth and engagement: Increasing YoY by 35%, 55+ French women have the highest minutes per visitor and page views per visitor compared to all other age groups in France or Worldwide
64% of women in France use the internet: Although most women are light or moderate users, the internet reach is expanding among women in France.
+35%
+20%
+20%
+57%
+35%
+11%
+30%+33%
+23%+16% Total
15-34
55+
35-54
13
ONLINE ACTIVITIESMajority of women online in France are using the internet for research and information
10%Working From Home
General Research
31%Banking/Personal Finance
31%Instant Messaging
26%Academic Study
21%Listening to Radio
20%Email
17%Downloading Music (paid for)
17%Online Auctions
16%Social Networking
15%Uploading/Sharing Photos
15%Watching Video Clips
13%Making Internet Voice Calls
Online Activities Women in France (% UVs)
62%“When I need info
the first place I look is the Internet”
27%“To do my shopping
by Internet makes my life easier”
10%“I tend to be influenced
by comments/reviews online”
French women predominantly using the internet for General Research: Although online communications, social networking and shopping are increasingly becoming popular in France, the internet is currently heavily used for research and information purposes and other functional uses such as banking and academic study.
Source: Europa TGI 2009 February; Percentages given are of respective countries’ women internet users, which is 16,525,000 UVs for France.
71%
14
Beauty/Fashion12.3
12.1
Home15.4
15.1
Food23.1
23.0
Family & Parenting28.4
31.2
Lifestyles
-17%
+2%
+2%
+1%
-9%
-1%
-1%
-3%
Personals11.0
43.6
44.1
Health44.0
44.4
Total Internet80.9
83.4
-20%
+26%
-2%
-13%
-16%
+6%
-1%
+8%
2.0
2.5
1.8
1.4
1.5
1.6
1.7
1.9
3.9
4.6
7.2
6.8
11.1
11.2
17.8
16.5
Source: Comscore Media Trend Report, 15+ Females; 2008 data not available for Lifestyles, Food, Home, Beauty/Fashion and Personals category
+17%
+108%
+32%
+18%
+108%
+189%
-13%
+23%17.6
14.3
May ’08
Jan ’09
May ‘09
UV CONCENTRATION OF WOMEN ON LIVING CATEGORIESFemale audience in France has grown significantly across all Living categories (except Health) with audiences increasing by over 100% in Lifestyles, Parenting and Fashion
Living Content Categories by Audience Size of Females 15+ (UVs), in millions
9.1
5.0
4.3
2.7
7.7
1.6
3.3
3.9
4.6
2.7
3.6
1.3
2.7
2.4
2.8
COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY - TOP PLAYERS (UV TREND (000))
15
US
Source: comScore, Lifestyle category, US Domestic - Jan 06 to Apr 09 & Worldwide Jan 08-Apr 09
Worldwide
Property Apr-08 Apr-09 YoY GrowthGlam Media 34,684 54,485 57%iVillage.com: The Women’s Network 19,955 22,596 13%
AOL Living 16,989 17,601 10%
Shine 6,594 14,015 113%
About.com Lifestyle Network - 13,301 -
Hearst Women’s Network 2,985 10,663 257%
CondeNast Publications 10,563 10,333 -2%
MSN Lifestyle 9,558 8,231 -14%Sheknows 6,658 8,089 21%
Property Apr-08 Apr-09 YoY GrowthGlam Media 63,962 110,811 73%iVillage.com: The Women’s Network 33,078 33,367
CondeNast Publications 21,286 23,886 12%
About.com Lifestyle Network - 20,708 -
AOL Living 16,989 18,722 10%
MSN Lifestyle 16,292 17,901 10%
Shine 9,287 15,869 69%
Hearst Women’s Network 3,907 14,726 277%
Sheknows 9,183 13,187 44%
COMPETITIVE LANDSCAPE: LIFESTYLE CATEGORY - TOP PLAYERS (UV TREND (000))
16Source: comScore
France
Property Apr-08 Apr-09 YoY Growth
Doctissimo 6,382 9,107 43%
auFeminin Sites N/A 8,166 N/A
MSN WomenCentral 1,578 2,359 49%
Glam Media 870 1,488 71%
Orange Women & Lifestyle 731 1,031 41%
AOL Femme 578 652 13%
CondeNast Publications 477 640 34%
AB17
CONSUMPTION VARIES BY
LIFE STAGE
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15-24REAL ESTATE, SOCIAL NETWORKING, ENTERTAINMENT
Source: ComScore MediaMetrix, May 2009 – ComScore’s Top Line Categories were used. Index compares % of total minutes by Women 15 to 24 against total Internet audience 6
19
Real Estate, Teens, Department Stores, Social Networking, Entertainment and Education Sites have the most engaged 15-24 year old French women
CONTENT CONSUMPTION: WOMEN 15-24 - FRANCE15-24 year old women spend relatively more time on Real Estate, Social Networking and Entertainment sites compared to general audience in France
Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
Site categories where Women 15-24 index higher in Time Spent
(compared to all internet audience in France)
MultimediaNewsRadioMoviesPhotosTeensIMSocial Networking
BlogsReal Estate
SOCIAL SITES ENTERTAINMENT
TAKEAWAY
129136122126127133
145
200174
205213
329
Education Training
EDUCATION
20
25-34RETAIL, LIFESTYLE, FASHION, EDUCATION, HEALTH
Source: ComScore MediaMetrix, May 2009 – ComScore’s Top Line Categories were used. Index compares % of total minutes by Women 25 to 34 against total Internet audience
21
Retail, Lifestyle, Fashion, Education and Health Sites have the most engaged 25-34 year old French women
Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
Site categories where Women 25-34 index higher in Time Spent
(compared to all internet audience in France)
Health - Information
Career Resources
TrainingStyle/Fashion
LifestylesApparelHome Furnishings
ToysCosmetics
LIFESTYLE EDUCATION
CONTENT CONSUMPTION: WOMEN 25-34 - FRANCE25-34 year old women spend relatively more time on Retail, Lifestyle, Fashion, Education and Health sites as compared to general audience in France
RETAIL
Tickets
TAKEAWAY
163149
169154
173
200
248
147153167170
197
Classifieds Financial Advice
22
35-54 AUTOMOTIVE, HEALTH, POLITICS, ONLINE GAMBLING, STYLE, RETAIL
Source: ComScore MediaMetrix, May 2009 – ComScoreʼs Top Line Categories were used. Index compares % of total minutes by Women 35 to 54 against total Internet audience 10
23Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
Online Gambling
PoliticsAuto Manufacturer
HealthcareTicketsLuxuryCosmeticsMallApparelStyle/Fashion
RETAIL
CONTENT CONSUMPTION: WOMEN 35-54 - FRANCE35-54 year old women spend relatively more time on Automotive, Politics, Gambling, Style and Retail sites as compared to general audience in France
Site categories where Women 35-54 index higher in Time Spent
(compared to all internet audience in France)
Automotive, Politics, Online Gambling, Style and Retail sites have the most engaged 35-54 year old French women
TAKEAWAY
143143149136137143146148150151156
190
240
Kids Incentives Directories
24
55+E-CARDS, LOTTO, LOCAL, NEWS
Source: ComScore MediaMetrix, May 2009 – ComScoreʼs Top Line Categories were used. Index compares % of total minutes by Women 55+ against total Internet audience
25Source: ComScore MediaMetrix, May 2009 – Top Line Category Report. Index compares total minutes spent by Women in different age groups in each content category against time spent by total Internet audience in France. Only Categories with 350K+ UVs in segment included
TravelLotto/Sweepstakes
e-cards ToysCosmeticsFoodCPGNewsRegional/Local
LEISURE
CONTENT CONSUMPTION: WOMEN 55+ - FRANCE55+ year old women spend significantly more time on e-cards, Lotto, Local and News sites compared to general audience in France
Site categories where Women 55+ index higher in Time Spent
(compared to all internet audience in France)
e-Cards, Lotto, Travel, Local, News, Specialty Retail and Food sites have the most engaged 55+ old French women
TAKEAWAY
Food Directories Incentives
142142
188
143150151
211228
275
139
194
372
RETAIL
AB26
AOL WOMEN & LIFESTYLE
AB27
OUR MISSIONBecome the #1 experience for women through a world-class suite of sites and products that measurably makes their lives easier and more enjoyable. Be the first company to specifically translate the power of the Internet into tools, applications, relevant content and experiences that simplify a busy woman’s daily life.
28
OUR STRATEGY1. BEST-IN-CLASS CONSUMER EXPERIENCES
•Develop vertical women’s/lifestyle sites in key categories•Launch a 21st-century portal “just for women”
2. CONTENT, TOOLS & COMMERCE•#1 producer of daily content for women•Create and own world-class content (text, video, photo, mobile)•Build and distribute new data-rich applications and tools •Develop a shopping experience with coupons/circulars and product reviews
3. LOCAL & COMMUNITY•Surface relevant and actionable local information in key categories •Tap into online and offline communities and charitable initiatives
4. RECOGNIZED THOUGHT LEADERSHIP THROUGH RESEARCH & INNOVATION
29
**
KitchenDaily
horoscopes
Women’s Portal
WOMEN’S & LIFESTYLE BRANDS
HEALTH FOODSTYLE HOME PARENTING
W18-34 LIFESTYLE PETS HOROSCOPES HOLIDAYS GREEN
WEDDINGS FRANCE
30
STYLELIST
BEAUTYHair and beauty basics, step-by-step guides, make-overs, videos and consumer reviews.
FASHIONSimple budget solutions, celebrity style, trends, how-to guides and more.
EXPERT VOICESSeasoned staff, industry pros and category partners.
TOOLSMake-up and hair styling tools coming soon.
SHOPPINGEditor’s picks, look for less and integrated shopping powered by ShopStyle
COMMUNITYBlogs, polls and street style
#1 FASHION & BEAUTY SITE FOR REAL WOMEN OF ALL SHAPES, SIZES, AGES & BUDGETS
MOBILE (2010)Fashion Forecast
31
AOL HEALTHHEALTH & WELLNESS INFORMATION FOR THE ENTIRE FAMILY
Comprehensive guides to diseases and health conditions
Complete a-z guide to weight management and getting in shape
Total body, mind and spirit wellness
Diet journal, symptom checker, BMI calculators and real age tests
That’s Fit, our daily guide to looking and feeling your best
Diet Journal
CONDITION CENTERS
HEALTHY LIVING
DIET & FITNESS
TOOLS
BLOG
MOBILE (2010)
32
THAT’S FITSITE OVERVIEWDaily lifestyle blog featuring news, reviews and advice that helps women have healthier bodies, minds, relationships and lives.
MOBILENews updates
33
AOL FOOD & SLASHFOODOVERVIEWAOL Food and its companion blog, Slashfood, satisfy our audience’s hunger for recipes, cooking advice, food culture and provides tips and how-to’s for every occasion and season
Source: Comscore April 2009
34
KITCHEN DAILY (US LAUNCH Q4 2009)EVERYTHING MOMS NEED TO GET DELICIOUS & WHOLESOME MEALS ON THE TABLE
Celebrate food with quizzes and news
Curated and robust, everything from family friendly to special occasion
Simple budget solutions, how-to guides and more
A fully stocked pantry of smarter choices
Planning made easy with grocery lists, recipe browse & cookbooks
RECIPES
HEALTHY LIFE
FEATURES
TOOLS
FUN FARE
Grocery List, Recipe Search, Menu Planner, Blog NewsMOBILE (2010)
35
AOL HOMEHAPPY HOMES MAKE HAPPY PEOPLE
OVERVIEWAOL Home teaches people how to create a home that reflects their personality and their style
Source: Comscore April 2009
36
NEW HOME SITE (US LAUNCH Q1 2010)
Clutter-busting strategies, seasonal projects and product reviews
How-to videos, step by step galleries and Q&A with leading experts
Photo galleries, regional planting tips and user uploaded photos
Seasoned staff, industry experts including Eric Stromer, Rib Hillis and Kelly Edwards plus category partners
DECORATE
DIY
ORGANIZE & CLEAN
GARDENING
EXPERTS
SHOPPING
Home decor trends and advices. How-to-videos and celeb home galleries
REAL HOME ADVICE, SOLUTIONS & INSPIRATION
Blog NewsMOBILE
Coming soon: editor’s picks, get the look and integrated shopping powered by ShopStyle
37
PARENTDISHCELEBRATING THE JOYS OF BEING A PARENT
Source: Comscore April 2009
News, views, product reviews and recalls
Coming soon: editor’s picks & integrated shopping powered by Shopstyle or AOL Shopping
Blog, polls & enthusiastic commenting
ADVICE
SHOPPING
INFORMATION
COMMUNITY
How to handle the everyday dilemmas of being a parent, from leading experts and regular moms
News Updates, MiniFashion Forecast, SPF Planner
MOBILE (2010)
38
SITE FOR 20-SOMETHING WOMEN THAT TALKS WITH THEM, NOT TO THEMLEMONDROP
Daily coverage of the stories that impact young women’s lives
From seasoned staff (and their moms!), category experts and regular folks too
Editor’s picks, gift guides and integrated shopping powered by ShopStyle and Pricegrabber
FEATURES
ADVICE
NEWS
SHOPPING
Humor, health, sex, love, work, play, prom dresses & puppies
COMMUNITYBlog, polls & an enthusiastic group of regular commenters. part of a cross-promotional network of like-minded sites
MOBILEBlog news
39
PAWNATION#1 PET SITE FOR PET OWNERS & ANIMAL LOVERS
Source: Comscore March 2009
How to care for your pet: food and nutrition, training, grooming
Adorable photos, hysterical videos, polls, pet horoscopes, our favorite pet websites, connecting users on topics such as loss and healing
Coming soon: newsletter, alerts, dancing pets, photo upload, weather forecast for walkers
NEWS
FUN/VIRAL/COMMUNITY
SERVICE
TOOLS
Updates on everything from pet food recalls & profiles of hero pets to details about Obama’s new leash
EXPERTSAsk a vet, American Kennel Club vet experts and more
MOBILE (2010)News Updates, Weather Walk Forecast
40
AOL HOROSCOPESA PREMIER ONLINE DESTINATION FOR ASTROLOGY
Source: Comscore March 2009
Tips for living in harmony in the home, office and garden
Career horoscopes and market watch
Weekly and weekend love horoscopes plus compatibility reports
ASTROLOGY
FINANCE
FENG SHUI
LOVE
Daily, weekly and monthly forecasts
CELEBRITYOur favorite stars by sign, hot couples and outlooks pegged to all the latest film releases
MOBILEDaily Horoscopes
41
HOLIDAYSRECIPES, HOW-TOS & TIPS FOR PLANNING & CELEBRATING HOLIDAYS & SPECIAL OCCASIONS
Crafts, themes, how-tos, favors and more
Gifts, costumes, products, tipping and shopping
User uploaded photos, favorites list. coming soon: shopping list, party planner, elf me!
FOOD & ENTERTAINING
GUIDES
DECORATING
TOOLS
Recipes, menus, cocktails, step-by-step galleries, invitations and games
TRADITIONSCommunity-driven content, features, quizzes and more
ROADMAP TO FURTHER EVOLVE KEY VERTICALS FOR SPECIFIC PASSION POINTSLeverage best-in-class experiences and hire local staff to provide market relevance
Q3 2009 Q4 2009
Q2 2010Q1 2010
• New Meetic co-branded Amours site• New names and genealogy site in partnership with Notre Famille
• New AOL Cuisine in partnership with Allrecipes.fr
• Featuring diet, fitness, alternative and cosmetic health content
• Complements the AOL Sante channel which includes a conditions and symptoms database, expert opinion and guidance
• Featuring local, original content around fashion, style, beauty, celebrity style, hair, make-up, shopping and trends
• Offer advice, entertainment, news and reviews for parents
• Young women's (18–34) lifestyle site that gets the conversation started about pop culture, relationships, topical issues, politics and more
• Development and deepening of content in AOL Sante, Cuisine and
a new category, Home.• Will give us a broad range of content using local experts, writers
and bloggers, specific to the French market.• Mixture of features, articles, comment, posts, debate, votes, polls, quizzes and galleries.
42
KitchenDailyAOL SANTE New Home Site
43
AOL WOMEN’S PORTAL PREVIEW
44
WOMEN’S OPPORTUNITYWomen are busier than ever: 71% of moms are working full time. A site that offers tools and access to information that will TRULY simplify a woman’s daily life and decision-making process can become an essential service and daily habit.
Sites focused on lifestyle and women’s interests lag behind other categories (finance, entertainment) in using data and the power of the internet to create tools and applications that speak to the need for women to easily organize themselves and their family’s lives and schedules.
There is an opportunity for AOL to present a new, highly-engaging destination where W25-54 can obtain and customize information/ news and tools they need to get things done easier (“Women’s Personal Assistant”).
45
ACCESS
NEWS
TOOLS
CONTENT
COMMUNITY
MOBILE
To multiple email services and social networking sites
Curated from a women’s perspective including a good news feed
Calendar, shopping list, fashion forecast, diet tracker and many more
From AOL’s award-winning suite of sites including lifestyle, entertainment, finance, autos and more
Blogs, boards, user reviews, polls and local
2 Min Memo
46
WOMEN’S PORTAL
47
WOMEN’S PORTAL
The most useful tools and third-party utilities are always one click away wherever our users go within Living properties. Items can be easily added or deleted.
TASK BAR
a closer look.
AB48
PRODUCTS & PROGRAMMING 2009
CONFIDENTIAL
49
SHOUTcast RadioThe #1* online radio directory featuring over 30,000 stations from around the globe!
• Mission: To be largest index of online global radio stations with the most engaged listeners, most active broadcasters and broadest distribution across 3rd party developers
• Easy to use product allows consumers to explore vast genres from music to talk and sports
• Current Audience: 6,9 mm global monthly UVs** 94% non-US
• FREE tools for broadcasters to create compelling radio experiences
• Accessible on multiple platforms (web, iPhone, Sony PSP and more)
• Planned features will fuel additional growth (e.g. localization, personalization/social broadcasting.)
*According to Accustream, SHOUTcast remains the most listened (highest TTSL) to internet radio destination with 52% market share (April, 2009)**MMX April 09
50
AOL VIDEO
•Powered by Truveo video search(2nd largest video search +350M videos indexed)
•Partner content can be embedded OR ingested
• Ability to rapidly rollout dynamic micro-channels e.g. http://video.aol.fr/show/michael-jackson
• Support for ‘Sponsored by’ channel hubs
• Display, in-player and sponsored ads support
• Growth since late March 09 launch:
Q2 2009 UV PV
April 128,913 +89% 264,486 +89%
May 372,266 +65% 746,544 +65%
June 530,838 +30% 1,210,980 +38%
Total 1,032,017 2,222,010
% is MoM growth.
does this need a tag line at top? all others have one
51
Features include:• Audio and video management & playback• CD ripping and burning• Music and video discovery tools• Highly customizable interface via skins and plug-in
components• iTunes library import• Device synchronization including iPod• Support for AAC, MP3, WMA and more• Contextual ecommerce links (e.g., MP3 sales,
concert tickets)• Powerful visualizer• Value added services with free access to bios/
news, fan sites, discographies, related videos, radio stations, podcasts, and photos
• 16 Language packs available (French, German, Korean etc.)
And the newly launched Online Services … a program that is based on an open set of APIs allowing a 3rd party to build or leverage an existing web-based product that renders inside the Winamp Client and integrates with client controls and features
WINAMP MEDIA PLAYEROne of the most customizable and full featured media players in the world with over 80MM monthly UVs
*(MMX June 09)
52
• Presents a rich opportunity to expand revenue opportunities with major advertisers
• Pixcetera aggregates photographic content and highlights the best photography across AOL
• Aggregates more than 20,000 photo galleries on a variety of subject matter
• Average engagement is 22 PVs per unique
• Pixcetera outperforms competitive areas on Life.com, New York Times Multimedia, Time.com Photo Essays, and Washingtonpost.com Photo
PIXCETERA.COMOut-performs the Competition with 3.1M UVs & 59M Monthly PVs!
53
•DailyFinance is a comprehensive source of business/financial news and information and data-rich applications targeted to individual investors
•Quotes, Portfolios, Charts, Research and Real-time News
•The goal of the property is to be a leading brand for high-quality original editorial with the most useful andinnovative applications on the market
MONEY & FINANCE WILL BE REBRANDED TO DAILYFINANCE IN Q3
More to come:A comprehensive source of news, commentary and information about consumer and personal finance
The blog for luxury goods and aspirational living, adding lifestyle, celebrity, advice and trends coverage
One of the most popular and cited financial blogs in the US. It is the stock-picking and investment-analysis complement to DailyFinance
AB54
APPENDIX
WOMEN’S & LIFESTYLE SITES
55
BrandWW UVs
Value PropositionBrandMay 09
Value Proposition
18.5MM The busy woman's destination for must-reads on food, health, style, family and home.
10.6 MM
Your family health manager, providing resources for living a healthy lifestyle.
News, reviews and advice that helps women achieve healthier bodies, minds and lives (relaunching June 2009)
5.4MM#1 destination online for fashion and beauty advice and information, providing professional beauty, fashion and celebrity style coverage with a focus on helping real women enhance their personal style.
4.8MM Satisfies our audience's hunger for recipes, cooking advice, food culture, how-to videos and tips on food for every occasion and every season.
3.5MM An inviting destination for people passionate about creating comfortable, efficient and welcoming homes that reflect their personal taste and style.
KitchenDaily
Source: comScore May 09
WOMEN’S & LIFESTYLE SITES
56
BrandWW UVs
May 09Value Proposition
2.6MMHelps readers find advice, community, a laugh, news and food for thought in the everyday experience of parenting.
1.2MM Where pet owners and animal lovers come to share photos and stories, read the latest animal news, find useful tips and information and leave with a smile.
1.7MMOffers lively features and must-read daily horoscopes for theserious stargazer, the curious newbie and everyone in between.
1.5MM Takes an informed irreverent look at a range of lifestyle topics for women, including news, relationships, fashion, pop culture, shopping and humor.
60KLive better, feel healthier and embrace the freedom of a simpler existence – this is your day to get started going green. Money-saving tips, products you can trust, and daily inspiration to help you make the right green choices.
114KPreparing for the rest of your life doesn't have to be the daunting task that it can seem to be. We're here to make sense of things and help you plan the wedding of a lifetime.
horoscopes
*source: comScore May 09
57
FRANCE - FASTEST GROWING CATEGORIESTop 20 Categories in France with Highest Audience Growth - Females 15+ (UVs, MM)
Source: Comscore; Top Line Category Reports (2008 data not available for Style, Lifestyles, Parenting & Green sites)
Category May-08 May-09 YoY Growth
Total Internet 14,342 17,604 23%
Retail - Food 424 1,698 300%
Incentives 1,216 3,354 176%
Career Resources 1,017 2,608 156%
Retail - Toys 1,173 2,771 136%
Family & Parenting 1,599 3,324 108%
Coupons 800 1,610 101%
Home 1,801 3,591 99%
Photos 4,681 8,915 90%
Retail - Sports/Outdoor 1,245 2,212 78%
Retail - Home Furnishings 2,032 3,401 67%
Retail - Mall 827 1,367 65%
Online Gaming 4,822 7,972 65%
Online Travel Agents 3,669 6,032 64%
Newspapers 3,638 5,939 63%
Retail - Comparison Shopping 4,504 7,232 61%
Retail - Fragrances/Cosmetics 1,866 2,951 58%
Business to Business 2,662 4,074 53%
Personals 1,862 2,841 53%
Entertainment - Movies 4,095 6,242 52%
Social Networking 12,356 8,284 49%
58
FRANCE - TOP CATEGORIESTop 20 Categories in France by Size of Audience - Females 15+ (Total UVs in millions)
Source: Comscore; Top Line Category Reports
Category May-08 May-09 YoY Growth
Total Internet 14,342 17,604 23%
Portals & Corporate sites 22,451 30,095 34%
Search/Navigation 10,992 14,652 33%
e-mail 9,671 13,040 35%
Social Networking 8,284 12,356 49%
Technology 7,823 11,392 46%
Multimedia 7,963 11,341 42%
Blogs 8,096 11,212 38%
Instant Messengers 8,151 11,018 35%
Directories 7,101 10,021 41%
Reference 6,738 9,706 44%
Downloads 8,237 9,506 15%
TV 6,534 9,267 42%
Photos 4,681 8,915 90%
Banking 6,450 8,702 35%
Entertainment - Music 5,807 8,140 40%
Retail - Apparel 6,476 8,011 24%
Online Gaming 4,822 7,972 65%
Maps 5,693 7,890 39%
General News 5,542 7,435 34%
Government 5,443 7,305 34%
59
May-08
43%
41%
16%18%
83.480.9
May-09
43%
39%
18%
39%
40%
42%
14.3
May-09
41%
20%
17.6
May-08
40%
16.5
17.8
41%
May-08
18%
May-09
40%
43%
17%
Age Breakdown of Females 15+ (Total UVs in millions)
Source: Comscore Key Measures reports, 15+ Females
AGE BREAKOUT OF WOMEN ONLINE IN US, FR & UKFemale population across all age groups is growing in France with the 55+ age group exhibiting the highest increase. Reverse trend is observed in the US with senior women online declining significantly
+26%
-16% +16%55+
35-54
15-34
STYLE COMPETITIVE LANDSCAPE: TRAFFIC - UNIQUE VISITORS TRENDS (000)
60
Worldwide
Source: Comscore, MyMetrix, Media Trends Report, Apr ’08-Apr ‘09
Property Apr-08 Apr-09 YoY Growth
StyleList 2,976 6,303 112%
About.com Style 4,775 5,513 15%
Time Inc. Style Network - 3,977 -
Daily Makeover Sites - 3,402 -
Hearst Beauty/Fashion - 2,657 -
Elle.com 1,768 2,369 34%
France
Property Apr-08 Apr-09 YoY Growth
Elle Group Int'l Editions 1,173 997 -15%
AOL France Women 578 652 13%
MARIECLAIRE.FR 313 554 77%
Le Journal des Femmes Fashion 140 346 147%
Le Journal des Femmes Beauty 171 318 85%
COSMOPOLITAN.FR 100 291 191%
GLAMOURPARIS.COM 219 246 13%
VOGUE.FR 116 178 53%
AOL Living 17 80 375%
COMPETITIVE LANDSCAPE: HEALTH CATEGORY
61
Worldwide
0
7,500
15,000
22,500
30,000
Jan-0
8
Feb-08
Mar-08
Apr-08
May-08
Jun-0
8Ju
l-08
Aug-08
Sept-0
8
Oct-08
Nov-08
Dec-08
Jan-0
9
Feb-09
Mar-09
Apr-09
Source: comScore
Total WW Audience: 241MM (22% reach, +17 YoY)
Property Apr-08 Apr-09 YoY Growth
Everyday Health 18,110 27,928 54%WebMD Health 25,954 27,065 4%Yahoo! Health 12,236 18,247 49%About.com Health 12,265 14,045 15%MSN Health 11,001 11,312 3%
AOL Health 11,766 9,473 -19%
Revolution Health 6,706 1,115 -83%
France
Property Apr-08 Apr-09 YoY Growth
E-santé 525 1,196 128%
MEDIADICO.COM 588 1,066 81%
VULGARIS-MEDICAL.COM 394 759 93%
ATOUTE.ORG 552 750 36%
PASSEPORTSANTE.NET 443 573 29%
Linternaute Health 170 356 110%
CHU-ROUEN.FR 222 334 50%
TASANTE.COM 356 295 -17%
AOL France Health 30 64 111%
COMPETITIVE LANDSCAPE: FOOD CATEGORY
62
Worldwide
Source: Comscore, MyMetrix, Media Trends Report, Apr ’08-Apr ‘09
Total WW Audience: xMM (x% reach, +x YoY)
France
Property Apr-08 Apr-09 YoY Growth
Marmiton Sites 3,230
Le Journal des Femmes Cooking 1,184 2,271 92%
750G.COM 732 2,215 203%
SUPERTOINETTE.COM 935 2,035 118%
CUISINEAZ.COM 604 1,546 156%
MEILLEURDUCHEF.COM 458 941 105%
PTITCHEF.COM 63 880 1292%
AOL France Women 578 652 13%
AOL Living 17 80 375%
NEW AOL FEMMES: FEATURES
Pop up Flash photo galleries
Horoscopes module on right column
Pregnancy module on right column
All galleries module
63
NEW AOL FEMMES: FEATURES
Meetic search box Right column on every page
Le Diet box Right column on every page
Editorial corners for recirculation and IM deals or specials
64
