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SELF Redesigns and Repositions to Grow the Iconic Brand to a New Generation



  SELF Redesigns and Repositions to Grow the Iconic Brand to a New Generation

   Leading Women’s Active Lifestyle Brand Grows Audience; New Look, Voice,
       Attitude and Integrated Approach to Content Across All Platforms

  The New SELF Launches With Triple Cover Issue Featuring Julianne Hough in
                                    March

Business Wire

NEW YORK -- February 11, 2013

SELF, for over thirty years, the leading women’s active lifestyle brand, has
revamped and rebooted its look, feel, approach and architecture to reach
beyond the 13 million current users and readers to a new generation of young,
healthy living, active women who embody the SELF lifestyle.

SELF Magazine's March 2013 issue features Julianne Hough on the cover. Photo
by Dewey Nicks for SELF ...

SELF Magazine's March 2013 issue features Julianne Hough on the cover. Photo
by Dewey Nicks for SELF.

The new SELF launches with the March issue, which carries a triple cover of
Julianne Hough, and has a fun, fresh look and messaging for women who know
that being active and healthy is beautiful, being strong is sexy and being
healthy is in fashion. When women think about their lives, the topics of diet,
fitness, health and beauty are all naturally integrated. Being healthy is a
lifestyle, and SELF is their go-to guide.

Transcending the “body” category, the redesigned SELF brand, which includes a
new look and voice across print and digital properties, as well as new
marketing initiatives and an expansion into licensed products, focuses on key
areas of a woman’s life—the physical, the emotional and the social self, and
where these areas intersect.

“Healthy is chic, strong is beautiful, fit is fashionable!” said Lucy
Danziger, editor-in-chief of SELF. “The new SELF helps women navigate the
moments that lead to feeling awesome right now, and to achieving larger life
goals. SELF’s message: You Got This!”

“SELF started the active lifestyle movement that’s now the mainstream,” said
Laura McEwen, vice president and publisher of SELF. “Today’s women have a keen
focus on body consciousness. This cultural phenomenon means that the body
becomes inextricably linked to beauty and fashion. This shift is reflected in
our beauty advertising, which has gone up about 20% year over year. With the
reimagined SELF, and our highly affluent audience, we offer more targeted
opportunities for beauty and luxury marketers than ever before.”

The magazine features a restructuring of the content into four sections that
takes an integrated approach in covering fitness and health; nutrition and
diet; beauty and fashion; and happiness and relationships.

  * The first is an upfront section called FLASH, with
    news-related/trend-driven content that keeps a woman up-to-date so she can
    be the first to share repeatable tips or ideas to try (or skip) with her
    friends.
  * “YOU+”—three main sections that talk directly to the reader and put her in
    the center of the conversation:

       * YOU + LOOKS—offers readers beauty and fashion trends and how to
         personalize them, including hair, makeup, skincare, fragrance,
         fashion and accessories
       * YOU + BODY—new workouts, fast, delicious food and everything a woman
         needs to live her healthiest right now
       * YOU + LIFE—covers her keys to happiness: friendships, relationships,
         sex life, work, travel and money

  * A conversational voice, addressing the moments where women need advice
    pronto, notably in new branded franchises like “You Look Awesome in That,”
    “Did You Do Something Different?” “Want It Now” and “Awkward!” These
    headings capture the way women speak to each other.
  * Revamped visuals: photographs that reflect how young women photograph
    themselves in today’s digital age
  * New cover treatment and bolder, cleaner layouts developed in collaboration
    with renowned international design studio Pentagram

With the March issue, SELF introduces the new smartphone app called
“SELF+” which opens up dynamic digital content from the pages using image
recognition technology that enables readers to unlock bonus digital content.

SELF.com, SELF on tablet and mobile devices have been redesigned along with
the magazine, starting with the home page launching February 12 with the March
issue and SELF’s tablet editions.

“We’ve rebooted the entire brand to build on our recent successes, especially
double-digit growth on Self.com this year to 6.9 million unique visitors in
January,” said Danziger. “The next generation of millennials has more than
$200 billion a year to spend, and they are likely to spend it investing in
themselves. They are active, healthy, fitness- and health-minded, and we’re
engaging with them—in words and images they can identify with—in order to grow
SELF to a much larger audience.”

“For marketers, the reimagination of SELF provides a premium advertising and
sponsorship environment. We are focusing on the fashion, luxury and beauty
categories,” said McEwen. “SELF will deliver print, digital, social and real
world touchpoints that allow more creative and immersive ways for brands to
connect with highly engaged consumers. The magazine’s increased interactivity
drives readers to other platforms, and thus creates additional advertising
opportunities.”

Additionally, to celebrate the 20th anniversary of the SELF Workout in the
Park series, SELF is extending the popular franchise—which recently expanded
virtually with the introduction of the award-winning SELF Workout in the Park
Social/Mobile Game—to the college market with the first-ever SELF Workout on
the Quad. This inaugural program will award one college the opportunity to
host the event. SELF is also developing licensed products including fitness
gear, healthy food and more.

SELF’s March issue features a triple cover of Julianne Hough, on stands
February 19, and online February 12. The April issue will feature Gwyneth
Paltrow on the cover.

For more information, visit www.Self.com.

About SELF:

SELF is the brand that dares women to take life up a notch. SELF puts the
power in a woman’s hands to live her most awesome life—emotionally, physically
and socially. By placing the reader at the center of the conversation, we talk
to her directly about the vital moments of her day, the ones that drive her
happiness that instant, and build toward bigger, bolder goals. With inspiring
visuals and a supportive, trusted voice, SELF helps the reader be her most
satisfied and her healthiest, and to look as great as she feels. Named to the
current Adweek Hot List, SELF is the founder of the Pink Ribbon, and an ASME
National Magazine Award winner for excellence in journalistic achievement in
print and digital. SELF reaches a total print and digital audience of 13
million. SELF is published by Condé Nast, home to some of the world’s most
celebrated media brands. Visit www.Self.com and follow @SELFMagazine on
Facebook, Twitter, Pinterest, Instagram, Foodily and Google+.

Photos/Multimedia Gallery Available:
http://www.businesswire.com/multimedia/home/20130211005939/en/

Multimedia
Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50560190&lang=en

Contact:

SELF
Lauren Theodore, 212-286-8157
lauren_theodore@condenast.com
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