2. The magazine will be more visual and more spirited.The voice
ofYM , will be direct and honest We want to makeYMthe ultimate
source book for teen girls.Annemarie Iverson Editor-in-Chief New 3.
Expanded beauty and fashion coverage gooey ,girlyfun stuffNew
Bringing more of the editors personalityto the pages And continue
to write more about the things that girls really want to read
about-all the 4. In Every Issue Beauty Boys Stars Style Regular
Monthly Features & Columns Diary 5. The current 12-19 year old
population is 31.5 million strong and by 2005 is projected to grow
to 33.6 million, as the baby boomers children reach their teenage
years.The Teen Explosion (U.S. Census Bureau) Why Target Teens?
Teen Purchasing Power Teens are spending an astounding $153 billion
a year!The average weekly income of 13-19 year olds is $101.40, and
they spend over half of it on clothing, beauty products, food and
entertainment. (TRU Fall 1999; 1999 Teenage Economic Power Study)
Teens Stroll The Grocery Store Aisles Theyre grocery shopping for
the family!In fact, 67% often do the grocery shopping, and their
parents give them a whopping $59.7 billion per year to spend on
food.(1999 Teenage Economic Power Study) 6. YMmore than doubled its
circulation to2.2million and has more than tripled its newsstand
sales during the past decade. Capells Circulation Report, January
24, 2000 Cosmos January and August issues guarantee a rate base of
2.5 million Source SRDS We are a Circulation Leader! 3 rdlargest
rate base among all beauty/fashion and teen magazines Cosmo
Seventeen Glamour Teen Teen People Mademoiselle Vogue Self Elle
Allure Harpers Bazaar Cosmo Girl 2,200,000 2,400,000 2,350,000
2,000,000 2,000,000 1,500,000 1,100,000 1,100,000 1,100,000 900,000
800,000 700,000 500,000 on the Top 10 BestCirculation Performersof
the Decade List 7. Demographic Profile Total Audience9,159,000
Source:MRI Twelveplus 1999 In every issue, reaches over9
MILLIONteenage girls 8. %Comp 25.4 Seventeen 21.6 Teen 15.8 YMalso
boastsa highercomposition offemales14 to 17 (70%)and a higher
composition offemales14 to 24 (82%)than Seventeenand Teen. Were
Reaching Kraft Cheez Whizs Target Market! Source:MRI Twelveplus
1999 year - oldmarket 9. Among all theteen books, YM reaches female
readers with: The highestmedian HHI($50,162)** The highestmedian
weeklyearnings($74)** The highestpercentage of employed
females(46%)* Sources:*MRI Twelveplus 1999; Teen set includes YM,
Seventeen and Teen, **MRI Teenmark 1999; Teen set includes YM,
Seventeen and Teen We Reach Teens with Spending Power! 10. Summary
New YM s circulation is on the rise,up to the 2.2 million in 2000
YM is a leader inthe teenage category YM reaches over 9 million
teenage girls in EVERY issue YM effectively reaches Kraft Cheez
Whiz s targetaudience 11. KraftFoods Kraft Cheez Whiz 12. Kraft
Cheez Whiz Rates: Percent Discount 1-2x $97,400$87,66010% 3-5x
$94,478$82,79015%6-11x $91,556$77,92020%
12x$87,660$68,18030%Positioning:YMwill offerKraft Cheez Whiz
ALLpage positionsopposite sayanything-franchiseposition! KraftFoods
Page4 Color EarnedGrossRate KraftsGrossRate 13. AddedValue
MerchandisingFY 2001 Proposal Kraft Cheez Whiz KraftFoods 3 - Page
Commitment YMwould like to offerKraft Cheez WhizAdded/Value
Merchandising in the form of bonus visibility in the pages of the
magazine that reaches over 9 million young women 1-1/3 4/C Full Run
Bonus Page or 1-Regional Page 4/C6 - Page Commitment 1-1/3 4/C Full
Run Bonus Page or 1-Regional Page 4/CKraft Cheez WhizRecipes and/or
any otherpromotional literature will be inserted in goodie bagsat
one ofYM s 2001 Events12 - Page Commitment 1-1/3 4/C Full Run Bonus
Page or 1-Regional Page 4/CTwoFresh! New! Wardrobe Events(Please
see attached) 14. Fresh! New! Wardrobe Objective Maximize
visibility for theKraft Cheez Whizbranding campaign through
partnership in an exclusive event-marketing program. Concept
Exclusive Food Sponsorship of twoFresh! New! Wardrobeevents
providingKraft Cheez Whizface-to-face interaction withYMreaders
while aligning them with an important cause. Background TheFresh!
New! Wardrobeevents will focus on teaching todays young women
values while at the same time having fun with fashion.YMis uniquely
suited to host these events because its the ultimate sourcebook for
over 9 million young women.In every issue,YMoffers information
about how to get the most out ofthe teenage years.An Exclusive
Event Sponsored by Kraft Cheez Whiz 15. Details Held at a mutually
agreed-upon fashion mall venue in two markets ofKraft Cheez Whiz s
choice, the afternoon would begin with a festive reception followed
by a discussion during whichYM s fashion/beauty editors will talk
to todays young women about maximizing the clothes they have in
their closet.Topics to be discussed could include taking something
very basic that girls already own and pairing it with other items
for versatility, utilizing accessories, working within a budget,
etc.Attendees will be required to bring one item of clothing from
their own closetto be donated to the Youth Society. Prizes will be
awarded to the girls who have aCheez WhizSticker placed under their
seats at the event.Prizes could include mall gift certificates and
specially designedYM / Cheez WhizGift Baskets.To expandKraft Cheez
Whiz s reach among todays young woman,YMwill provide with the
following: Exclusive Food Sponsor Reference on all information
pertaining to the event including invitations,web site and
in-magazine promotions and press releases Signage, product display
and samplings at the event Kraft Cheez WhizRecipes and/or any other
promotional literatureto be included in party bags distributed to
the guests Benefits MaximumExposure BrandAssociation Fresh! New!
Wardrobe An Exclusive Event Sponsored by Kraft Cheez Whiz
