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10.9 % SHARED AUDIENCE 11.3 10.9 % SHARED AUDIENCE 11.3

10.9 % SHARED AUDIENCE 11.3 - PowerPoint Presentation

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10.9 % SHARED AUDIENCE 11.3 - PPT Presentation

SHARED AUDIENCE 232 SHARED AUDIENCE 237 SHARED AUDIENCE AN UNDUPLICATED AUDIENCE Through a comprehensive crossportfolio research study we learned that men today not only rabidly consume entertainment gaming and sports content but are also hungry for unparalleled access to l ID: 628417

amp fashion editorial artists fashion amp artists editorial inspiration content audience culture franchises interviews entertainment trends design lifestyle built grooming landscape archetypes

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Presentation Transcript

Slide1

10.9

%

SHARED

AUDIENCE

11.3

%

SHARED

AUDIENCE

23.2

%

SHARED

AUDIENCE

23.7

%

SHARED

AUDIENCE

AN UNDUPLICATED

AUDIENCESlide2

Through a comprehensive cross-portfolio research study, we learned that men today not only rabidly consume entertainment, gaming and sports content, but are also hungry for unparalleled access to lifestyle content surrounding their favorite events as well as the latest trends in music,

culture

, design and style.

In other words, no man is defined by one interest.

KEY FINDINGS:

He

does not classify himself by archetypes

defined by one

interest,

but

by a Mindset that spans across

a multitude

of passion points

We set out to feed his Mindset

by rallying around a specific

subset of lifestyle content on Crave to meet his needs, filling a void in the Men’s Lifestyle landscape

In order to best curate his experience, our Editors will tap into influencers, artists, and tastemakers who not only have their fingers on the pulse… but create the pulseTHE EVOLUTION

OF MANSlide3

THE INFORMED

INFLUENCER

Yield

$200B in direct purchasing power

annually, plus an additional

$500 billion

in indirect influence, based on their powers of persuasion over their Baby Boomer parents.$17B Spend Across Retail CategoriesAnnually

53% of Fans CraveMore Variety in theContent They Consume91%Don’t Believe in Being Labeled by Archetypes87% Use Between 2 and 3 Tech Devices at Least Once on a Daily Basis

They Value Authenticity

as More Important

than

Content

44%

of OurAudience Wants to

See PostsCentered Around

Culture

60% areBRAND LOYAL85% Seek Content ofSubstance to Create Meaningful Conversationswith People Around Them65%

are College/Post CollegeEducatedSlide4

A FOUNDATION THAT IS BUILT

ON ARCHETYPES

THE

LANDSCAPESlide5

THE

LANDSCAPE

A FOUNDATION THAT IS BUILT

ON ARCHETYPESSlide6

THE

LANDSCAPE

A FOUNDATION THAT IS BUILT

ON ARCHETYPESSlide7

WE ARE A

MINDSETSlide8

THE CONTENT EXPERIENCE

EXPERT VOICES / PREMIUM ACCESSSlide9

EDITORIAL

VOICE

SMART

I

INFORMED

I

WORLDLYOur voice is built upon credibility, creativity, and taste.We push beyond the stream of gossipand memes with insightful stories thatelevate the conversation, inspire genuinecultural discovery, variety of experienceand personal growth.

We aim to be smart but not pretentious,sexy but not sleazy, provocative but notjuvenile and funny but not sophomoric.Slide10

DESIGN

TECHNOLOGY I HOME I AUTO

SPOTLIGHTING

ARTISANS &

INNOVATORS

Striking a unique balance between utility and craftsmanship, our design section

features a stylish mix of contemporary and vintage finds. From sport cars to handmade furnishings to quality watches, we spotlight the slick aesthetics and functional elegance of innovative products that change men’s lives.Cliff Fong: Interior Designer – Ellen D

Leslie Kendall: Chief Curator – Petersen Auto MuseumRichard Nash: Publisher/Technologist – Small DemonsCraftwerk: Interviews with artisans (woodworkers, metal forging, etc)profiles of studios and workshops.

Tech Spin: GIF-driven coverage of new tech products and trends.

Free Wheelin

:

A monthly interview with

an influencer within the Auto, Design, or Entertainment fields in which the interviewee entertainingly narrates a notable tale that took place while on

the road.

Editorial Inspiration

FranchisesSlide11

ART

ARTISTS I GALLERIES & MUSEUMS I PHOTOGRAPHY

Cross cultural trends with an eclectic mix of coverage

from across the art world, providing an outlet for self

expression. From street artists to

illustration

to Sunday comics to gallery exhibitions, we’ll feature contemporary art from across the world to awaken the senses.Benjamin Handler: Archivist / DJ -Gagosian Gallery

Todd Tourso: Creative Director -Jay-z / BeyoncéShepherd Fairey: Artist / Gallerist –Subliminal Projects Wall To Wall: Interviews

with artists, gallerists, or curators; exploration of a studio or gallery.The

Streets: Showcases

graffiti, public art, and outdoor installations.

Social

Stars: Profiles

of artists & photographers especially influential on Instagram, Tumblr, etc. Instagram, Tumblr, etc.

Editorial Inspiration

Franchises

THE COLLISIONOF INSPIRATION& ASPIRATIONSlide12

CULTURE

ENTERTAINMENT I FOOD & DRINK I WOMEN I TRAVEL & NIGHTLIFE

We arm him with the knowledge he needs to be cultured as he pursues a life of sports and adventure, indulges foodie favorites, frequents entertainment hotspots, and navigates the complex world of women

.

Leslie Barger:

Food Editor – L.A. Magazine

Michael Stock:

DJ / Teacher / Recordphile-Part Time PunksSalma Agah: Skate Legend - PizzanistaNosh Pit: Videos and interviews with notable chefs and restaurants.The Binge: A review of the most interesting film /

tv streaming acrossNetflix, Amazon +, Hulu, Playstation

, and others.

Man, Myth, Legend:

An original

Illustrated history of a select pop culture Icon that humorously explores the life events that made them infamous.

Editorial Inspiration

Franchises

INFORMING

THE PASSIONPOINTS THATDEFINE THEEVOLVINGMANSlide13

STYLE

ACCESSORIES I GROOMING I FASHION

We surface

the new

trends

and the influences behind them. We offer

a unique, multi-dimensional approach spanning fashion culture from urban street wear to resort lines to the fashion shows. we help men look their best year round.Jerome Mage: Designer – JMM / Burton

Donald Simrock: Makeup Artist -GroomingShepherd Fairey: Marketing Director - Cartier / PiagetStyle Originals: Original fashion editorial shot in Crave StudiosShorn Identity: Interviews with male hairstylists, colorists, grooming experts,

athletes, bloggers, etc. On grooming tipsAnd favorite grooming products.

Mavericks of Style:

The Brief Histories of

Influential Figures in Fashion that explore

the roots of the modern fashion industryas we know it.

Editorial Inspiration

Franchises

THE CULUTRE

OF MALESTYLESlide14

MUSIC

EDM I HIP HOP I INDIE/ROCK

We deliver a sophisticated mix of electronic, hip hop, and indie rock

coverage. Join us behind the velvet rope to understand what fuels the artists

and lifestyles that surround the scene.

We provide unparalleled access and Insight into the lives of artists by surfacing the events, fashion, food and Entertainment by which they define themselves.Chris Holmes: DJ / Designer – SmashingPumpkinsClaire Evans: Musician / Pedagogue - Yacht

Bryan Ling: Founder – New Community MusicCrave Onstage: Exclusive live recordings,performance videos, and interviews withnotable up-and-coming bands.Weekend: New music playlistscurated by Crave editors and specialGuest columnists.

Editorial Inspiration

Franchises

FUELING

CULTURE &

LIFESTYLE