Coming off its best first quarter with the Nielsens, The Style Network has formed a new global, multimedia content company focused on an array of media and consumer touchpoints.
Style Media comprises digital, mobile, licensing, merchandising and brand experiences, as well as domestic and international television networks.
"Style is a powerful brand that resonates with women on multiple platforms and across the globe," said Salaam Coleman Smith, president, Style Media in announcing the new company. "The creation of Style Media will broaden our business and allow us to capitalize on Style's strong consumer base of savvy women with immense purchasing power. On the heels of record-breaking success at The Style Network we want to seize the momentum and ensure that Style Media allows our viewers to experience Style in a multi-dimensional manner."
At Style Media's core is the 78-million subscriber Style, which marked its best first quarter in network history in 2012, when it grew 22% among women 18 to 49. The network continues to resonate with younger viewers, lowering its median age by four years to 38, year-over-year.
The following is a breakdown of Style Media
Style Media: The unit, including myStyle.com and various social media platforms, provides companion resources on the user's journey through stylish living. Style attracts more than 10 million social followers from Twitter and Facebook, which are driven by how-to beauty tips seen by nearly one million Twitter followers of @myStyleQuickTips, and popular TV series that attract digital savvy audiences and on-air talent who engage with fans on a year-round basis.
Style Media's campaign to re-launch its digital properties, including myStyle.com, will take advantage of the latest advances in technology through adaptive, liquid and responsive user interfaces, using whatever device available, from desktop to tablet to mobile. In addition, Style Digital plans to enhance the way in which viewers experience Style shows with dynamic, narrative and interactive second screen experiences, including more talent live chats, social TV initiatives and a second screen-viewing app.
Style Licensing & Merchandising: Style Media will produce branded products for their passionate consumer base through lines inspired by Style shows as well as the style category overall. In addition, Style will create talent-inspired products, from clothes to beauty, which will be integrated into show storylines, and offered to consumers for purchase at myStyle.com.
Style International: Style has channels in the U.K., Australia and Pan Regional, which include Pan Asian and EMEA. All told, Style International's reach extends to over 17 million subscribers in 90 countries and nine languages with 900+ hours of programming licensed worldwide.
Style Experiences: Style Experiences will allow fans to engage with the brand on a more personal level as Style Media makes their desire to live stylishly attainable through various local activations such as pop-ups, local retail partnerships, expert styling events and social interactions.
One such activation is the "Style Beauty Bus Tour," which will begin rolling in September, traveling to as many as 10 major markets across the country. The sleek 34-foot bus will provide consumers with complimentary services, including nail stations with mini-manicures and tips for everyday makeup application
Elsewhere, Style's skin cancer initiative is part of its overall pro-social platform, "Fight With Style," that empowers women to be actively engaged in the causes that matter most to them. The focus of the annual multi-tiered campaign on-air, online and on the ground is to raise awareness and educate viewers on how to best protect themselves from skin and breast cancers.
Style's support of breast cancer awareness focuses this year on early detection via partnership with Giuliana Rancic and Be Bright Pink. Included in the program are two PSAs executive produced by and featuring Rancic, which will premiere during original episodes of Giuliana & Bill.
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