Want Want ??

Updated: 20 June 2005

BirthBirth

• Our Publishing Company: Image Factory Limited

• Our 1st issue -26th July 2001

• Our works other than Milk: Cream Magazine (monthly magazine) --- under same bloc

AimsAims

Goal • Be a tailor-made, trendy, informative &

fashionable guideline• Be a Necessities for Publics

Objective • To establish an unique magazine• To provide FRESH and HEALTHY

image

Nutrition Facts (English)Nutrition Facts (English)

Language: Chinese

Frequency: Weekly (on every Thursdays)

Paper: LWC Artpaper

Circulation: 100,000 copies (print run)

Format (Size) : 270mm (H) x 215mm (W)

Back Cover: 270mm (H) x 205mm (W)

Target Readers: 16 – 32 age

Cover Price: HKD 12.00

Target CustomersTarget Customers

Focus on 16-32 aged young male & female aged who are

•Looking for quality & life-style living with high purchasing power

•Willingly to try on new & interesting products

•Sensible to and interested in the Fashion & Trend so as

getting latest news

Milk ClubIt was established in December 2002

Aims: channel for communication ---- Milk, advertisers and youth groups (loyalty readers) who are active in function and trend

Slogan: 「型」養發放 ---- release updated trendy news and give out discount offer

Beneficial especially for: Joint Shops Discounted Offers, Milk News, Milk Activities, Milk Gifts, Milk Products

Readership ProfileReadership Profile

Up to August 2003, according to our Milk Club Database, we have made a members Profile on different aspects in order to identify our readers’ (9500 members) interests and preferences, as follow:

1. Sexual Profile:Female : 4,560 people (48%)Male : 4,940 people (52%)

Figure1: Sexual profile

48%52%

Female

Male

Readership ProfileReadership Profile

2. Occupational Profile (9500 base)• Student : 2,565 people (27%)

• Administration & Executive : 1,995 people (21%)

• Management : 1,425 people (15%)

• Professional : 1,140 people (12%)

• Services : 1,330 people (14%)

• Others : 1,045 people (11%)

27%

21%15%

12%

14%

11% Student

Administration & Excutive

Management

Professional

Service

Others

Fig. 2: Occupation profile

Readership Profile

3. Ages Profile (9500 base)

• Below 9 : 76 people (0.8%)

• 10-15 : 133 people (1.4%)

• 16-20 : 1,900 people (20%)

• 21-25 : 3,420 people (36%)

• 26-30 : 2,166 people (22.8%)

• 31-35 : 1330 people (14%)

• Above 36 : 475 people (5%)0.8

1.4

20

36

22.8

14

5

0 20 40

Below 9

9- 15

16 - 20

21- 25

26- 30

31- 35

above 36

age

percentage

Figure 3: Ages Profile

Readership Profile

4. Income Level Profile (9,500 base)Below $3000 :

741 people (7.8%)• $3001 – 9000 :

2,527 people (26.6%)• $9001- 15,000 :

4,617 people (48.6%)• $15,001- 20,000:

950 people (10%)• Above $20,001:

665 people (7%)

8%

27%

48%

10%

7%

Below $3000

3001- 9000

9001- 15000

15001- 20000

Others

Figure 4: Income Level Profile

Readership ProfileAccording to the previous statistics, • Our loyalty members are matched with our target groups, 94% ( base on 9000

people) are in 16-35 years old.

• They are young, energetic and enjoy the fashionable stuff which related to the trend

• Both of boys and girls love 《 Milk 》 ,as our content can be satisfied with bisexual and rich

• The education background is relatively high; Mostly of them are in junior executive and professional with relatively high income level (more than 65% are in above $9,000 income groups)

Milk Club

• Significant of trendy and style --「型」• Special designed Milk Card • Identification of Milk Members• Enjoying discount from our joint shops (Discount purpose)

Milk Card

Milk Joint Discount Shops

•Be a trendy shops –

「型」養商店•Stick in the visible place

in shops

•recognized by our members

Milk Sticker

shows on joint merchants shops

Milk Club

Milk ClubOne of our Creative work:

Limited 2004 Diario•Full circulation (100,000)•Combine with 12 clients as sponsors•Bind in insertion with Milk Magazine

– issue 126• More will be coming in future,

like watch, stationary, etc

.

2004 Diario with clients’ logo in the content page

Works

In 2003-4, Milk had pay intensive effort on Advertising work and promotion in diversify ways,

• Trendy and Interesting Designed Advertisements ,like in wood-free booklet or 8-16 pages Bind-in insert (LEVI’S)

• Specific Supplements which tailor made for clients in order to have a breakthrough on promotion executive (McDonald)

• Holding entertainment Functions for youth like Mall activities, Charity Functions, Designed Competition, Night Parties, Booths, etc

Milk x Knorr Hip Hop Party

(Aug 2003)

Kodak Press Conference with Twins Competition (June 2004)

Works

E.g. Levi’s Red Move Party 2004

-Live band show from different countries and styles, like Josie Ho, Jun Kung, Paul Wong, etc

-Variety of activities: X Game, BBQ, Dancing Performance

•Providing an opportunity for the youth to have fun and relax during this summer.

Works

Works

• Conducting gimmick competition with event or function in order to generate noise for the brand image

E.g. Adidas Collage Design Competition May 03 -------------------------------------- Heineken Tee Design Competition April 03

Works

•Tailor made Special Cover package for client

Example

Milk AV: Canon

Including Cover, Cover Story and Z folder package

#145 29/04/2004

Works

The unique flea market which looks similar with Japan and England in Hong Kong

FARM: Starting from May 2003 (every Sundays)

Victoria Park, Causeway Bay

Maintaining near 130 units

FARM

Works

Event / Activity at FARM

-Attractive and Excellent Bands Shows (Unique performance) with artiste, like 鄧萃雯 ,Juno, ,Jade Kwan, Bliss,Lau Ho Lung,Yan, Stephanie, 儂伕 ,DJ Tommy, DJ Lazy Ming, Endy Chow,2R, 高皓正 , 馮穎琪 , 黃馨 , 張敬軒 ,Angela,EO2,Charles,etc

-1st Birthday Party of Farm on 27/02/2005

WorksIn order to highlight the products, we

Try to make it more eye-catching for

specific package, thick material cover,

bind-in, or the additional booklet for

their brand name.

e.g. 「渴就喝」 Sprite Campaign

during Aug and Sep 02

& Nike specific booklet

IngredientsIngredients

Part 1Part 1 Including --------• 《 Milk 》 Entertainment- Cover Story, New Face, International Music, Bands

news, CD Review, Interview, etc • 《 Milk 》 Movie- Movie buzz,moviegoers,movies news,synopsis of

new movies,coming soon etc.• 《 Milk 》 Styling- Girlie, Girl Styling, Fashion Explorer, New Arrivals,

Fashion Focus, Beauty news, Super brand, shopping news etc

• 《 Milk 》 Sneakers• 《 Milk 》 Playground- Hot Item, Figure, Toys News, etc• 《 Milk 》 Special- Design Happenings, Eye Contact,Global insight,

Shopping news,etc#202 2/06/2005

Part 2 Part 2

Including --------• 《 Milk 》 Sport- Special segment of Soccer, Basketball,etc,Interview, News,

Sporty items such as sneakers,T-shirt etc• 《 Milk 》 AV- AV Collection, AV Product, Digital Snap,Home Theater • 《 Milk 》 Machine• 《 Milk 》 Mobile News• 《 Milk 》 Digital World• 《 Milk 》 Camera- DC, Camera Café• 《 Milk 》 Game- Classic Game, etc• 《 Milk 》 Special News- Exhibition, Collective memory,Dislocation,Culture, Saturday

night fever,photographer,Comics, etc

#202 2/6/2005

Review from 廣州日報 on 18 June 2005

On Milk Magazine

日漸受歡迎的男士雜誌

A a dayA a day

Getting Fresh in everywayGetting Fresh in everyway

Rate Card (effective Jan, 2005)

Position Size 4 Color B/WROP Full Page $35,000 $32,000ROP Half Page $23,000 $21,000ROP Quarter Page $17,500 $15,000Advertorial Full Page $42,000 (production

inclusive)

SPECIAL POSITIONOutside Back Cover (Full Page) $60,000Inside Front Cover (Full Page) $44,000Inside Back Cover (Full Page) $40,000Double Page Spread (Double FP) $70,000Centre Spread $74,000Inside Front Spread $75,000

Have a bottle ofHave a bottle of

Welcome to visit our web site:http://www.milk.com.hkContact us:Phone no.: 3120 3228/ 31203143Fax No.: 2250 7315Email: amytse@milk.com.hkOr contact our sales team directly

Appendix

Circulation Report (March, 2005)

Publication Circulation Cover Price

Milk 100,000 claimed circulation HK$12.00 - 71,000 for newsstands - 22,000 for chain stores - and others East Touch 80,000-85,000 claimed circulation HK$13.00New Monday 78,722 ABC Audited Figures HK$12.00Easy Finder 106,870 ABC Audited Figures HK$12.00

(Jan 4, 2005)

Image Factory Limited

9/F, Zung Fu Industiral Building, 1067 King’s Road, Quarry Bay, HK

Tel: 3120 3228/ 3120 3143