Advertisers, Recently, my daughters
began to tire of publications written for
an early-elementary-school audience, so
I started to investigate magazines for older
readers. Magazines on the market were either
too young and bland, or too old and tarty.
(I found a lot of guidance on how to have
a great first kiss.) Since we couldn’t
buy what we wanted, I decided to make Kiki.
Target
Market Kiki
targets a segment of the tween market not
served by existing media: girls who can
appreciate sophisticated content but are
not interested in sexualized pop culture.
A Kiki
reader is learning who she is and how to
be an adult, but she still has a foot in
childhood. Her parents and the adults in
her world actively seek out age-appropriate
media and products and are frustrated at
the inability to find them. We anticipate
our core readership to come from financially
comfortable or affluent households, and
our physical product will have a more luxurious
feel and design than other tween magazines.
Target
market size
There are over 10 million girls ages 9 to
14 in the United States. There are over
4.5 million households with children in
our age range and with an annual household
income over $75,000. Other magazines targeted
at girls in this age range have roughly
500,000 subscribers each. We believe that
the market for Kiki
is as substantial. We will capture the readership
of girls growing out of American Girl magazine
and girls whose parents are uncomfortable
with the content in magazines that shall remain nameless.
Unique
Selling Proposition KiKi
has a unique point of view. It takes the
college fashion design curriculum and tailors
it to a reader 9 to 14 years old. Through
the lens of fashion, Kiki
encourages girls to explore other disciplines
(business, geography, fine art, craft, history,
world culture, even math) and shows them
that having fun with style and artistry
is completely compatible with intelligence
and creativity. There is no other magazine
like this in circulation.
Holding
Power Kiki
is designed to be sticky and interactive.
A reader can transform each issue into her
own creativity journal. That means she will
spend more time engaged with the magazine.
Because the content is rich, she will read
the magazine over and over. She’ll
want to linger. Our quarterly publishing
schedule allows readers to thoroughly absorb
each issue.
What
kind of advertisers are NOT a good fit for
Kiki?
Our readers and our staff are not interested
in any advertiser or advertisement that
does not fully endorse our mission. No pouty-faced
models, no suggestive poses, no sassy anything.
If you’re selling thongs, they better
be footwear.
We
aren’t about gossip, trashy pop culture,
or sex, and we don’t want advertisers
who are. Neither do our readers or their
parents.
What
IS a good advertising fit for Kiki?
Because of the breadth of content in Kiki,
many product categories fit well with the
magazine:
Apparel brands and retailers
Shoe brands and retailers
Sewing products and retailers
Art supply brands and retailers
Healthcare brands (but not feminine hygiene)
Haircare products
Craft kits and supplies
Craft stores
Books and bookstores
Stationery and paper products
Girls’ organizations (for example,
scouting groups)
Fashion programs
Museums and special exhibits
Games
Gifts
As
we already mentioned, not all advertisers
in these categories are suited to placement
in Kiki.
The editorial staff of Kiki
only wants to align itself with advertisers
who endorse and support the editorial mission
of the magazine. We want our advertisers
to share our commitment to helping tween
girls become strong, confident, creative
young women. If that’s your company,
we’d love to see you in our pages.
Become a charter advertiser and grow with
us.
Special
tools for advertisers Kiki
supports the advertisers who support its
mission in many ways:
1. Kiki
will publish an
annual shopping guide containing information
on all the products that were either featured
editorially or advertised in the magazine
during the prior year. Guides containing
product descriptions, stores selling the
product, and average prices will go out
in the winter issue (November) in time to
help parents and grandparents with holiday
shopping.
2. Advertisers with direct distribution
or e-commerce sites can participate in Kiki’s
shopping site located in the Parents section
of kikimag.com. This way, parents and others
can shop for their daughters year round.
Advertisers will be able to tell how many
sales are made by people coming from the
Kiki
shopping pages.
3. Each issue of Kiki
will have pages containing a Shopping and
Advertising guide similar to what is common
in magazines for women and older readers.
The Shopping and Advertising guide will
be at the end of the magazine in the Kiki
Fun section (games and activities), a popular
section of the magazine.
4. Advertisers can create an integrated
marketing campaign by placing ads both in
Kiki
and on kikimag.com.
5. Kiki
is exploring the possibility of enhancing
subscriptions with production offerings
throughout the year. Advertisers could get
samples of their products to Kiki readers
with these offerings.
Jamie Gleich Bryant
Founder
