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
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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