2012 Marketing Planner

Transcription

JANUARY 2011
2010-2011
WWW.NAILSMAG.COM
FEBRUARY 2011
ook
EVERYTHING YOU NEED TO KNOW ABOUT THE NAIL INDUSTRY
Schedule
Your 2011
Trade Shows
state board directory
industry statistics
salon safety guidelines
WHO HAS THE
WORST CLIENT EVER?
Cast Your Vote
marketers directory
consultants directory
THE DEVIL
WEARS…NAILS
[The Inspiration Behind
This Winning Cover]
Comfy, Creative
MANICURE TABLES
association directory
Sweet candy
Treats!
-coated
NAIL ART
COMMIT TO
SAVING
MONEY NOW
no selling
polish on
sundays?
3 STEPS TO A
FINANCIALLY
STABLE FUTURE
THE
ISSUE
[52 Challenges to Help
You Improve Your Business ]
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WWW.NAILSMAG.COM
GROWING
Financing Your
Dream Salon
NEW
spring
[HAND-PICK THIS SEASON’S
MOUTH-WATERING COLORS]
Protect
Your Salon
(and Clients)
From Credit Card Fraud
GIVE
YOURSELF
A RAISE
gel
colors bloom
5 Themes +
16 Salons
= Over 100 Design Ideas
REAL SALON
INSPECTORS
OF THE NAIL
INDUSTRY
Low Flow Pedicure Spas
na1110_coverWinner.indd 2
APRIL 2011
GREEN
farm
fresh
how low
can you go?
Reader-Written
plus: THE GREAT NAIL TECH CHALLENGE
WWW.NAILSMAG.COM
Strange [But True]
Beauty Laws
web showcase
WWW.NAILSMAG.COM
MARCH 2011
WWW.NAILSMAG.COM
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1/27/11 10:40:41 AM
THE SCIENCE
OF GELS
Facebook
Advertising
Tutorial
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Dedicated to helpING nail marketers Succeed
2012 Marketing Planner
MAY 2011
JULY 2011
WWW.NAILSMAG.COM
JUNE 2011
WWW.NAILSMAG.COM
AUGUST 2011
SEPTEMBER 2011
WWW.NAILSMAG.COM
WWW.NAILSMAG.COM
WWW.NAILSMAG.COM
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Not Your
Mother’s
Manicure
(9 Ideas for Upgrades
and Alternatives)
101
relocation
9
Use Our Handy Checklist
When You Move Your Salon
by Adding Couples Services
na0511Cover.indd 2
1
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On Set at the First
Nail Salon Reality Show
SUMMER
PEDICURES
THE BRIDE WORE…
NAIL ART
WHAT TO
EXPECT
(ABOUT
MATERNITY
LEAVE)
WHEN YOU’RE
EXPECTING
3/25/11 12:50:58 PM
Concerned
ABOUT
Chemicals?
A Conversation With a
5/25/11 3:44:32 PM
8
1
WHAT’S YOUR
GREEN IQ?
Are You Making the Most of
Mobile App Check-ins?
11
10
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THE VIDEO
VIXENS OF
NAILS
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8 BRANDED
MANI RECIPES
What’s Hot in
Acrylic Systems
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Pol sh
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16
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HOW TO MAINTAIN
A FULL BOOK
(FIND OUT HOW YOU CAN WIN THEM!)
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#18, the Crescent Moon.)
HUMAN
TRAFFICKING
IN THE NAIL
INDUSTRY?
Salon Inspector
NAILS AROUND
THE WORLD
1
Adaptations
on a French
Manicure
(Our cover model is wearing
CREATE CUSTOM
LOOKS BY LAYERING
sizzling
DOUBLE THE FUN
(and Your Income)
13
TIPS
FOR E-FILE USERS
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Dedicated to helping nail marketers succeed
WELCOME!
Our mission at NAILS is participating in and ensuring the success of nail salons, nail technicians, nail product
marketers and distributors. We bring buyers and sellers together and we provide a wide range of ways for them to
connect, from traditional print magazine advertising to online sponsorships to e-mail marketing campaigns. If you
make, sell, or market a product for use in professional salons, we have a marketing solution for you.
For more than 28 years, we’ve served the nail industry with our award-winning print publication and more
recently with our award-winning website. We keep pace with all new technologies and offer digital editions, weekly
e-newsletters, targeted web channels, 9 active blogs, and a Facebook following of over 68,000 fans.
More than 57,000* print subscribers, plus 133,240** passalong readers, 15,000 VietSALON subscribers, 20,000
Career Handbook recipients, and an average of 265,503 unique monthly website users, as well as 26,000 current
e-newsletter subscribers all combined expand your company’s REACH into the nail market.
You know that today’s busy professionals want information the way they want it, when they want it, whether
it’s in their trade journal, on a website, or via a personally delivered e-newsletter. NAILS delivers for you.
— Cyndy Drummey, publisher
2011
2010-2011
career h an db o o k
G
BUILDIN
INESS
YOUR BUS
G
STARTIN EER
YOUR CAR
ook
UP for
GEAR TURE
your FU
JUNE 2011
WWW.NAILSMAG.COM
Sweet candy
Treats!
-coated
ING
EXPAND IZONS
YOUR HOR
HONING LS
YOUR SKIL
FEBRUARY 2011
WWW.NAILSMAG.COM
On Set at the First
Nail Salon Reality Show
NAIL ART
industry statistics
COMMIT TO
SAVING
MONEY NOW
marketers directory
IL
EAT NANGE iness]
Bus
THE GRCHALLEBuil
d Your
TECH ges to Help You
THE BRIDE WORE…
NAIL ART
no selling
polish on
sundays?
3 STEPS TO A
FINANCIALLY
STABLE FUTURE
llen
[36 Cha
Strange [But True]
Beauty Laws
web showcase
WWW.NAILSMAG.COM
Low Flow Pedicure Spas
na0211Cover.indd 2
5/12/11 3:31:40 PM
JULY 2011
WWW.NAILSMAG.COM
12/22/10 10:32:44 AM
11/8/10 12:13:35 PM
AUGUST 2011
Concerned
ABOUT
Chemicals?
how low
can you go?
naCH11_cover.indd 1
NAILS AROUND
THE WORLD
WWW.NAILSMAG.COM
SEPTEMBER 2011
na0611Cover.indd 2
WWW.NAILSMAG.COM
4/25/11 2:07:26 PM
OCTOBER 2011
WWW.NAILSMAG.COM
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Retailing
TIPS for
1
9
sizzling
SUMMER
PEDICURES
A Conversation With a
8
WHAT’S YOUR
GREEN IQ?
Are You Making the Most of
Mobile App Check-ins?
11
10
1
1
THE VIDEO
VIXENS OF
NAILS
Numb
1
8 BRANDED
MANI RECIPES
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AMY BECKER
TAKES THE
TOP SPOT
AFTER 15 YEARS
ON NAILS’
TOP 25 LIST
Publisher’s Statement
A
2B
(preview the fall gel
color collections)
to Help End Breast Cancer
1
“Nail Techs Don’t
A FULL BOOK
7/12/11 9:54:38 AM
FOR
Buy It in Pink
1
HOW TO MAINTAIN
na0811Cover.indd 2
cure
fall
THE
1
(FIND OUT HOW YOU CAN WIN THEM!)
5/25/11 3:44:32 PM
the Timid
Pol sh
6
4
1
What’s Hot in
Acrylic Systems
*June 2011
**Publisher’s own data
6
2
#18, the Crescent Moon.)
HUMAN
TRAFFICKING
IN THE NAIL
INDUSTRY?
Salon Inspector
na0711Cover.indd 2
1
Adaptations
on a French
Manicure
(Our cover model is wearing
CREATE CUSTOM
LOOKS BY LAYERING
Let Nail Techs…”
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Reach the “universe” of nail professionals with NAILS Magazine
Market Segment
Circulation
Description
57,315 *
NAILS Magazine reaches active, engaged nail technicians every month.
The vast majority of these nail professionals are responsible for their
own product purchases.
NAILS Passalong Readers
133,240 **
Though most of our subscribers tell us they keep their copy of NAILS
permanently as a reference, 62% say they share their copy with at least one
other nail tech. That nearly triples your ad’s reach.
Students, New Nail Techs, School
Instructors, and School Administrators
20,000
Get the attention of new nail techs and students as they’re first learning
about products and developing product loyalty.
NAILS Qualified Subscribers
Average Number of Monthly Unique
Users to NailsMag.com
265,503 ***
Through high-quality, regularly updated content, your online message is seen
by an average of 265,503 unique visitors every month on NailsMag.com.
VietSALON Subscribers
15,000
Vietnamese-owned salons account for nearly half the nail industry.
VietSALON Magazine is written in Vietnamese and run by a Vietnamese
editorial staff with the resources of NAILS Magazine.
VietSALON Passalong Readers
60,000
With an average of 4 nail techs working in Vietnamese salons, your
ad message in VietSALON has a potential passalong of 60,000
additional readers.
2,000
Bonus distribution on the annual NAILS Big Book goes to 200 consumer
beauty and business editors (influencing the ultimate end-user of your
products), major trade shows across the country, as well as more than 1,000
international dealers and associations.
Additional Distribution
Average Number of Monthly
Unique Users to NailsMag.com
265,503
Students, New Nail Techs,
School Instructors, and
School Administrators
20,000
VietSALON
Subscribers
15,000
NAILS Passalong
Readers 133,240
VietSALON Passalong
Readers
60,000
NAILS Qualified
Subscribers 57,315
Additional
Distribution
2,000
*June 2011
Publisher’s Statement, Paragraph 1
**Publisher’s own data
***Google Analytics (Jan.-Aug. 2011)
A
3
Total Reach: 553,058
We ensure that the magazine is received by salon professionals, nail technicians, and only
those related to the field. NAILS has a qualified circulation of 57,315*. Qualified circulation
means your advertising message is delivered to likely buyers of your products. Our BPA audit
statement assures advertisers that circulation claims we make are independently verified.
Quality
CIRCULATION
Print Circulation**
Nail Salons 33,091
Salons/Spas Offering Nail Services 18,687
Schools
1,091
Beauty Supply Distributors
452
Manufacturers
133
Other (includes tanning salons, hair salons,
skin care facilities and others allied to the field)
3,716
Manufacturers
Distributors
Schools
Other
Salons/Spas
Offering Nail
Services
Nail Salons
Total57,170
We help you maximize your exposure to this market in several ways:
> NAILS strives to keep a balanced circulation that includes nails-only salons, full-service salons, spas and day
spas, and even mobile and home-based salons.
> Bonus and Show Distribution: NAILS is distributed at all major beauty shows in the U.S. We also provide
magazines for shows around the world through our international distribution network.
> International Distribution: We maintain a high-quality list of international distributors, representatives,
associations, and salons. We are constantly expanding our sources to bring you more circulation in the areas
of the world where nail care is growing.
> Free Subscriptions to Dealers and Reps: We offer complimentary subscriptions to distributors and manufacturer’s
reps, ensuring your advertising support is seen by those who need it most: the dealers who actually sell your
product.
> Partners in Education program: We invest heavily in supporting cosmetology schools and students. We publish
the Career Handbook, and through our Partners in Education program, schools receive complimentary
subscriptions to NAILS and certificates for six-month subscriptions for their nail care students. These programs
help earn loyalty early in a nail professional’s career.
> NAILS Digital Edition: We offer digital subscriptions to our subscribers that allow readers to click from an ad
directly to the advertiser’s website. Readers can also print out ads, editorial articles and step-by-steps, and request
more information from advertisers through our FIFI lead system.
*June 2011
**June 2011
Publisher’s Statement, Paragraph 1
Publisher’s Statement, Paragraph 3a
4
THE SERVICES OUR READERS OFFER:**
97%Manicures
OUR READERS ARE BUYERS**
92%Pedicures
87% Polish changes
83% Nail art
71% Specialty manicures/pedicures
% of NAILS subscribers who purchase all of their own products
69%Full set acrylics
(tip-with-overlay)
66% Pink-and-white acrylics
% of NAILS subscribers who spend at least $100 a month
65% Paraffin dips
personally on nail products
63% Full set acrylics (sculpts)
63% Gels/UV light systems
% of NAILS subscribers who shop for products at least once a month
62% Waxing (for hair removal)
57% Eyebrow shaping
53% Colored acrylics
% of salons that retail products
51% UV top coat service/gel overlay
50% Soak-off gels
49% Brush-on gel polish
47% Colored gels 46% Gel toenails
45% Acrylic toenails 45% Skin care
43% Hair care
33% Makeup application
NAILS readers shop for
their products where you sell:**
31% Eyebrow tinting
30% Massage
I shop in a professional beauty supply store. 89.0%
26% Wraps (silks or linen)
I order online from a dealer’s catalog. 37.4%
24% Fiberglass wraps
I buy products at trade shows.
35.4%
I order from an online-only distributor.
34.8%
I order over the phone from dealer’scatalog or deal sheets. 34.0%
19% Reflexology
I buy direct from the manufacturer.
29.4%
16% Body wraps
I shop in an open-to-the-public beauty store.
25.5%
I buy from a distributor’s sales consultant.
21.1%
24% Eyelash tinting
23% Eyelash extensions
21% Nail jewelry
14% Powder/glue extensions
11%Microdermabrasion treatments
(for hands and feet)
11% Tanning
I buy some products from non-traditional sources
that don’t carry professional nail supplies.
13.3%
11% Ear piercing
I shop at the drugstore or other general store.
7.3%
10% Airbrushing
I shop from a mobile or van dealer.
1.9%
9% Ear coning/candling
9% Airbrush tanning
8% Permanent makeup
6% Non-waxing hair removal
** Source: NAILS 2010-2011 Big Book
2% Teeth whitening
5
EDITORIAL OPPORTUNITIES
We welcome contribitions to our print magazine. For a complete editorial
contact list, see the handy chart on the last page of this booklet.
Go to www.nailsmag.com/freebies
to find web-exclusive giveaways.
freebies{and}
giveaways!
.com
To enter to win, go to
www.nailsmag.com/freebies by November 30.
Receive a
Sampler
of INM
Clear Gel
The Wrist-Assist Relieves
Pain and Strain
The Wrist-Assist from R.S. Innovations LLC is designed
to ease the pain of repetitive strain associated with the
nail industry. It supports the weight of the client’s hand
while still allowing movement in all directions. This helps
the technician avoid lifting, reaching, and fighting clients
with tense hands. Three lucky readers can win this
effective ergonomic tool.
NAILS is designed in four primary “sections”: Business, Technique, Health, and
Style. Marketers are welcome to submit short stories from the field, profiles,
events, news, Q&A, story ideas, including photos and other artwork, directly to
the editor.
FREEBIES
Menswear for women is still hot on the runways,
including unique interpretations of the black-andwhite formalwear that’s the epitome of class.
Rosa Vargas, Nails by
Rosa, Palm Springs, Fla.
Congratulations to
Sep tember’s Winners
Seen Heard
&
High Speed
TOP Coat
Dancer’s Dream.
Superior non-yellowing,
nitrocellulose-free performance.
SEEN & HEARD
4
3
Highly chip and peel resistant.
Instant Impact
BOTTOM Coat
Been hobnobbing with celebs lately? Make sure the news gets into Seen & Heard,
a regular section about celebrity nail sightings. All material in this section is also
automatically posted on our Hot Off the Presses channel on our website.
In the feature film “Black Swan,” the lead
dancer prepares in her dressing room for a
gala where she will be revealed as the new
Swan Queen, and a solitary elegant bottle
of nail polish briefly takes over the screen.
The bottle shown is Zoya nail polish in Bela,
a delicate pink.
Powerful Polish.
Applies and dries instantly as
it chemically bonds to nail plate.
Fuses to become one with color
for unparalleled results!
Maria Shriver (shown) and daughter
Catherine donned NailEZEE’s Power to
the Purple polish during a Think Purple
Now fundraiser for Maria Shriver’s March
on Alzheimer’s benefiting the Alzheimer’s
Association. Power to the Purple is part
of the company’s Polish with a Purpose
collection, which helps raise money to
fight Alzheimer’s.
Affectionate Toward Polish.
In the December issue of Vogue,
Angelina Jolie wore a sheer polish from
Wet Paint Nail Glaze System. The polish
is named Affection.
.com
DEMOS
Dip It from Parley Innovative Solutions is a new
acrylic dipping system that uses nanotechnology
to maximize product performance. The system is
Dip It
Acrylic Nail
Application
For more information, go to www.nailsmag.com/fifi/22311
.com
Watch a video of the Dip It System:
www.nailsmag.com/video/DipIt.
5
6
7
8
56 | NAILS MAGAZINE | NOVEMBER 2011
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For the latest Seen & Heard items, visit
www.nailsmag.com/hotoffthepresses.
“We’ve got you covered
from TOP to BOTTOM”
- Linda and Jim Nordstrom
For this full-page, technical section, you can submit up to 8 photos and steps of
your product, as well as a style or product shot. Contact Tim Crowley (tim.
[email protected]; 310-533-2491) for more information.
non-yellowing, odorless, and offers an easy way to apply acrylic
enhancements. Fills can also easily be done with this system.
1. Santize hands and use an e-file with a fine sanding band to
remove excess cuticle and shine off the natural nail. Apply the
Foundation/Builder liquid on all 10 fingernails and let dry.
2. Apply a thin layer of Structure/Base Gel starting from above
the middle of the nail bed to the free edge. Brush back and
forth three times, ensuring it is evenly applied.
3. Dip the nail into the white powder at a 45° angle to create a
smile line. Tap the finger after removal to shake off excess.
4. Dip the entire nail into the pink powder at a 45° angle. Tap to
remove excess each time. Apply a thin layer of Structure/Base
Gel to the entire nail after. Repeat this step for all five fingers.
5. Apply Promoter/Setting Dryer Liquid to the entire nail plate.
Repeat steps 1 - 4 on the other hand.
6. Using a medium nail file, shape the sidewalls to create the
desired shape. Use an e-file to remove imperfections and finish
the arch of the nail. Buff all 10 fingernails.
7. Wash hands (do not use soap), and dry thoroughly. Apply a
medium coat of Promoter/Setting Dryer Liquid to the entire
nail on all 10 fingernails. Dry in front of a fan for 30 seconds.
8. Apply two thin layers of Gloss Top Coat. Fan dry for 60 seconds,
and repeat on the other hand. Apply cuticle oil and massage.
| 67
What the Doctors Ordered.
it imparts a luminous shine.
2
NAILS MAGAZINE
JellyBath, a spa product that turns water into
a heat-retaining jelly, was recently featured
on two TV shows: “The Drs.” and “Dr. Oz.”
Dr. Lisa of “The Drs.” said, “The idea is that it
takes away stress, relieves aching muscles…
and it looks kind of fun to me.”
Dries with amazing speed as
1
|
7/25/11 3:37:13 PM
9/22/11 3:21:04 PM
TECHNIQUE} demos
>>>
SEPTEMBER 2011
Murals by Diana Ferrer (left) and KazukoTomiyama (right)
na1111freebies.indd 48
Cathelia Cowles,
Sculptures,
Vicksburg, Mich.
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We run two monthly product giveaways in our Freebies department. The contest
is published both in the magazine and online at www.nailsmag.com. Participating
manufacturers receive all inquiries, a write-up and product photo, plus follow-up
coverage in the winner’s issue. Submit requests for Freebies to Judy.Lessin@bobit.
com.
Three readers received wall murals from Alfalfa Nail
Supply and 10 readers received Glow in the Dark Nail
Lacquer from Republic Nail.
Adapted tuxedo nails appeared on
the Ruffian runway at New York
Fashion Week, as CND created
this luxe tuxedo manicure using
Asphalt as a base, topped with
Ice Blue Shimmer, Violet Shimmer
detailed with Blackjack, and Super
Shiney for the finish. Photo courtesy
of Creative Nail Design
TREND
watch: adapted tuxedo
Yvette Pitt, The Lacquer
Beauty Lounge,
Watsonville, Calif.
Why decorate only one nail when you can decorate five — or 10 — and
create a winning mural masterpiece? We’re asking all you talented nail
artists to submit your finest designs to NAILS’ Nail Mural Contest. The
winning entry will receive $100!
Murals must depict a continual theme across a series of five or 10
nail tips. Entries can portray any topic — from landscapes to people to
abstract themes. They will be judged on artistry and use of the format.
For inspiration, check out a slideshow of last year’s entries at www.
nailsmag.com/2011mural.
Submissions should be mailed to Nail Mural Contest, 3520
Challenger St., Torrance, CA 90503 and must be received by NAILS by
December 7, 2011. Please include your contact information (including
day and evening phone numbers and e-mail address) along with a brief
explanation of your theme.
Winners will be announced
in the March issue.
Ten Terrific
Talons Natural
and Organic
Male Nail Oil
is packaged
with guys in mind. The nail oil comes in a handsome
cobalt blue glass vessel with a roller ball lid and is
placed in a tuxedo box. It works great as a nail and
cuticle oil during manicures as well as a retail item for
your gentlemen clients. Four winners will receive a
collection of six bottles.
NAILS FILE
Use the promo code 6245 at INM Canada’s website
(www.inmcanada.ca) and receive a sampler of INM’s
Integrity Clear Gel. This one-step gel is designed to save
the tech time and money. Apply a thin coat as bonder,
apply white and pink, then use the clear gel as builder gel.
Clear Gel is also a top coat gel because after the tacky
layer is removed the nail has a high-shine that will
outperform any top coat. Quantities are limited. One
sample per person.
Enter NAILS’ 2012 Nail Mural Contest
Win Ten
Terrific
Talons’
Nail Oil
for Men
STYLE}
Heavenly Metal
Visit us at ISSE Long Beach Show, Booth #712
Art Club offers more creative options for nail art aficionados with Metallic Threads in
its Sprinkles line. Available in silver, gold, bronze, red, green, aqua, pink, fuchsia, black,
and mixed packages, these threads help you add dimension to otherwise flat designs.
For more information, go to www.nailsmag.com/fifi/13421.
www.nailsmag.com/fifi/13240
58 |
NAILS MAGAZINE
|
MARCH 2011
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TECHNIQUE} signature services
SIGNATURE SERVICES
To create a memorable service, many salons take their favorite product and mix in
a few special touches of their own. We call these “signature services,” and we
devote a regular section to them. Tell us about a salon that uses your products in
a custom way to create a signature service, or connect our editors with salons you
know about.
Sweet Potato Pedicure
Aracely’s Nails, Chicago
1
Aracely’s Nails uses:
2
Sweet potatoes, olive oil, brown sugar, unscented
lotion, base coat, polish, top coat.
1. Before the client arrives, steam slices of peeled
{product spotlight}
Touring America by OPI defines the look of nails
for fall and winter, with twelve shades that revive
classic, iconic colors — from cool gray, khaki, and
chocolate to warm rose, peach, and red. Suzi
Weiss-Fischmann, OPI executive VP and artistic
director, shares her favorite three trendsetting
choices from this collection, A Color to Diner
For, A-Taupe the Space Needle, and Uh-Oh Roll
Down the Window. OPI also has released a new
Gold hue to the OPI Shatter line.
(888) 745-4030 x22318
www.nailsmag.com/fifi/22318
Republic Nail’s Moon Collection of acrylics give you
eight color powders that can be custom blended, and
they actually glow in the dark once set on the nails.
The colors are blue, pink, rose, orange, yellow, purple,
green, and white.
(888) 745-4030 x22317
PRODUCT SPOTLIGHT
Have you introduced a new product or improved an existing product recently?
Our products editor Tim Crowley ([email protected]) will be happy to
answer any of your questions about editorial product coverage.
sweet potato. Put aside a few slices for the soak
and puree the rest of the potatoes and add a little
bit of olive oil for the mask. For the scrub, mix brown
sugar with olive oil.
2. Soak the client’s feet in warm water with a few
slices of steamed peeled sweet potato and a bit of
brown sugar for 10 minutes.
3. Prep nails. Smooth calluses.
4. Exfoliate the client’s feet and lower legs with the
homemade brown sugar-olive oil scrub. Rinse off
the scrub.
5. Apply the sweet potato-olive oil mask to the
client’s feet and lower legs. Wrap the lower legs in
plastic bags, and cover with hot towels for five to 10
minutes. Then unwrap and remove the mask.
6. Massage with any brand of unscented lotion.
7. Clean under the nails and nail plates. Apply base
coat, two coats of polish, and top coat.
price: $55
Want to see your signature service here?
E-mail details to [email protected].
Alternate Names:
Thanksgiving Pedicure
Pass the Sweet Potatoes Pedi
Sweet Potato Pie Feet Treat
na1111sigserv.indd 60
Bellissima International has a special color gel kit for this holiday
season, Glitz Candy Cane Nails. The promotional product
comes in a nice red carrying bag and has gel colors Clear, Lola
Bella, Devil Red, and Garey’s Smile, along with an application
brush and Bella Shine Top Coat. These colors go well to make
client’s nails extra festive for the holidays.
(888) 745-4030 x22319
Alfalfa Nail Supply’s Botanical Escapes Renewing Rose line of
skin care products will hydrate parched skin while leaving a
fresh scent of rose. The Hydration Lotion is for hands, feet, and
body and can be applied daily for moisturizing. The Salt Glow
Gel is an effective exfoliant that makes for a great pedicure
scrub, and the Hydrotherapy Salt is non-foaming and nonstaining so feet can be softened in a fragranced soak.
(888) 745-4030 x22320
*All material submitted to the print magazine is automatically considered for our
website: nailsmag.com. All digital images must be 300dpi or above. If images are too
large to e-mail, we will provide instructions for uploading to our ftp site upon
request or you can send images on CD.
na1111products.indd 138
6
9/22/11 7:14:25 PM
6
9/22/11 3:37:50 PM
nails 2012 Editorial Calendar
Special
Features
Issue
January 2012
All Reader-Written Issue
10/31/11
Salon Furniture
ISSE/Long Beach
February
Electric Files
March
Spring Polish Preview
11/22/11
12/27/11
America’s Beauty Show/
Chicago
Foot Care
“Green” Salons
April
Ad
Ad
Editorial Reservation Material
Due
Deadline
Deadline
Bonus
Distribution
Product
Highlight
1/23/12
Gels
May
June
Bridal Nails
Career Handbook
Advertorial
2/28/12
Acrylics
4/12/12
Hand Care
July
Nail Art
Readers’ Choice Awards ballot
August
3/28/12
Premiere Show/Orlando
September
IBS Las Vegas
4/26/12
Cosmoprof North America
5/25/12
Fall Polish Preview
6/27/12
October
Breast Cancer Products
Implements/Tools
7/27/12
November
Holiday Retail Products
Sanitation Products
8/27/12
December
Readers’ Choice Award winners Pedicure Equipment
9/28/12
The Big Book
Advertorial
10/15/12
January 2013
All Reader-Written Issue
10/26/12
NAILS 2012 Rates
11/3/11
11/8/11
12/9/11
11/30/11
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mail out
date
PAGES PER YEAR
Ad Size
52X
39X
26X
13X
7X
4X
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Handbook
NAILS
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Full page
$3,060
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1/2 page
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- - - - - - $495
$695
NAILS CAREER HANDBOOK PREMIUM PACKAGE…………..…....…$3,300
Includes full-page 4/C ad, full-page advertorial, and Hot Products selection in print
and in the digital edition
NAILS BIG BOOK PREMIUM PACKAGE……………………….….…..…...…$4,200
Includes full-page 4/C ad, full-page advertorial, highlighted logo listing in print
and online directory, and Website Showcase ad
WEB RATES………….………........see online opportunities pageS 10-13
7
For information about advertising, contact:
Mary Baughman - East Coast
(562) 377-0465
[email protected]
Michelle Mullen - West/Canada
(310) 533-2465
[email protected]
Target Specific MarketS
career handbo o k
G
HONIN S
ILL
YOUR SK
ING
START
REER
YOUR CA
2012 Career Handbook
The NAILS Career Handbook provides a unique branding opportunity for marketers, allowing you to reach
brand-new and potential users right when they’re discovering products. You also reach school administrators
and instructors, who influence their students. The Career Handbook has been directly requested by the
school administrators who receive it.
2011
BUILDINGESS
SIN
YOUR BU
}
Circulation: 20,000 students and new nail techs
ING
EXPAND ONS
RIZ
YOUR HO
Ad Close: April 18, 2012
Materials Due: April 23, 2012
UP for
GEAFRUTURE
your
> Your advertising message lasts. As an annual edition, The Career Handbook has a durable shelf-life, and
our surveys tell us that readers keep this edition handy as they enter the professional nail industry.
NAIL
GREAATLLENGE
ess]
THE H
CHHelp You Build Your Busin
TEC
s to
nge
alle
Ch
[36
naCH11_cover.indd 1
5/12/11 3:31:40 PM
> Whether you have a fully developed ad campaign or are just starting out, we have ad options for
companies big and small. As a bonus, your ad will automatically be included in the digital edition of
The Career Handbook, which can be viewed online at www.nailsmag.com/career-handbook.
Career Handbook Ad Opportunities
RESOURCES
WORK SMART
ya
ske
d qu
estio
ns
There are two ways of achieving smile lines: Traditional
application and Reverse application. The fastest and
easiest way to learn is by mastering the Reverse
technique. This is a Young Nails tradmarked technique that had proven successful around the world.
The greatest benefit of the technique is cleanliness.
Glitter or colored powder can be applied without worrying about
whether it will get on the nail bed. You are guaranteed a faster and sharper
look all the time!
RESOURCES
After 22 years of business, Erica’s product line has earned the
reputation of “Simply the Best.” Don’t believe it? Just Google
it! Erica’s electric files and diamond cutting tools are a hot
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Erica’s expert staff is here to educate and lead nail techs to
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lead you to success. Proud to be an American manufacturer!
The right size of pearl is about half the size of the nail plate
`Placing the product at the cuticle area and letting it run towards
the free edge is going to guarantee proper thickness at the stress area. You
can get the product to self level toward the stress area if the finger is pointing
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®
The largest collection of Nail Art Transfer Foil Rolls
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1-877-NAILS95
1-877-624-5795
- Easy to use, cut either pink or white.
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- Use the perfect size as a pusher to remove
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EZ Pink and White
(540) 535-8405
www.ezpinkandwhite.com
A pedicure kit that allows you to custom blend
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Take your nail art to the next
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Embed thin slices into acrylic
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BeautyTech Shoppe stocks
over 300 different designs
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[email protected] 1-631-981-1273
Sheba Nails International is a fingernail and nail art product
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products including UV gels, soak-off and color UV gels,
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Our brand name is Sheba Nails but we also offer OEM
products for private label customers.
Gena
Created to prevent cracking in hard-working horse
hooves, Gena Healthy Hoof Cream helps hands
stay in blue-ribbon form. Formulated to repel water
and combat dryness, Healthy Hoof protects and
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A thick hydrating cream, Healthy Hoof contains
soybean, rosemary, lavender and castor oils.
Gena
(8oo) 621-9585
www.genaspaproducts.com
www.nailsmag.com/fifi/17xxx
Paying high discount rate
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s!
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Jessica Cosmetics
Quick Dry • 60-Second Drying
Save time — and your manis/pedis
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and created by Jessica Vartoughian, the
renowned natural nail care specialist,
Quick Dry protects fresh manicures and
pedicures from scratching, smudging
and wrinkling with a special formula
that develops an invisible film over
nails. A dropper application allows this
glossy oil to shield the entire surface.
Jessica Cosmetics International
(800) 582-4000
www.jessicacosmetics.com
Please contact CB to save thousand
of dollars. We offer Interchange+
pricing currently as low as 0.95% +.
Salon currently process with us paid
$872.39 for a total of $46,682.87.
872.39÷46,687.87×100 = net cost %
FREE
TERMINAL!
Mosley Bankcard Services specialize in hair
and nail salons. We have credit card terminals
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terminal. Also handles tips. Money can be
deposited into each operator’s individual
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Sheba Nails International
(313) 291-8010
(800) 642-3236
www.shebanails.com
Gourmet Spa Essentials
877-944-9454
gourmetspaessentials.com
http://www.bagsrep.com
mailto:[email protected]
MOSLEY
BANKCARD
SERVICES
Sheba Nails
That is the beauty of Young Nails, you can custom mix
your own colors. Whether you customize the pink acrylics
or colored acrylics, the possibilities are endless.
Mosley Bankcard Services
(888) 248-3232
www.mosleybankcard.net
R
2011 NAILS CAREER HANDBOOK | 81
naCH11resources.indd 81
AKZENTZ has a new line of brush-on, soak-off
gel polish, called Luxio. The soak-off gels come in
polish-like bottles and brush on easily like polish,
while soaking off in 10 minutes. The coloured gels
will last without any chipping, smudging, cracking,
or lifting, and have 24 custom colours for your
clients to choose from.
AKZENTZ
(800) 720-7833
www.akzentz.com
Finally!
Young Nails acrylic liquid and powders have a shelf life of 12
months when stored in optimum conditions (Room temperature
and no direct sun light).
Advertorials — Our
premium package includes a
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http://www.bagsrep.com
mailto:[email protected]
can you mix the powders to create custom blends?
www.dollarnailart.com
Tip Designs And All Content © Shooting Star 2002-2010.
what is the shelf life of liquid and powders?
www.youngnails.com
EZ Pink and White
8 Exciting Colors
Shooting Star . 310.618.1270 . [email protected]
Erica’s ATA
(877) 909-7181
www.ericasata.com
Dollar Nail Art
(954) 564-6303
www.dollarnailart.com
Best Acrylic Products & Gel
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Erica’s
what is the right size of acrylic pearl to pick up for the
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Dollar Nail Art
You Hit The Jackpot!
AKZENTZ
This paid advertising section
contains information on
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Stick Style
Wheeling
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Your time is money, so make the most of it
with the very latest Designer French Tips® from
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l
what is the best way to achieve perfect smile lines?
HOT PRODUCTS
MarketPlace
f re q u e n t
Young Nails Acrylic
146 |
NAILS MAGAZINE
|
Resources — Each resource
ad is 1/4 page, 4/C, and
includes a reader service
number for sales leads. Just
provide a photo or logo, plus
100 words of copy, and we
do everything for you.
Nail art possibilities are endless with over 100 colors
from It’s So Easy. Available in a beautiful variety of glitters,
crèmes and neons, the water and nail polish-based
formulations come in a convenient 1/4 oz. bottle with a
firm, flexible brush for easy movement. The It’s So Easy
Stripe Rite Brush and Polishes are available at Sally’s Beauty
Supply and other fine beauty supply stores nationwide.
It’s So Easy
(800) 621-9585
www.aiibeauty.com
King Research
Ship Shape Liquid Professional
Appliance Cleaner
Ship Shape liquid, introduced by King Research
in 2009, is specifically formulated for the
removal of hair product residue (including
hairspray) from your expensive appliances. Just
a spray removes residue from flat irons, curling
irons, chairs, stations and any other surfaces! As
a multi-use cleaner, it also leaves stainless steel
and mirrors sparkling! Replace multiple products
with one single item that does it all in the salon!
King Research
(800) 222-8160
www.barbicide.com
88 | 2011 NAILS CAREER HANDBOOK
OCTOBER 2010
na1010products.indd 146
5/16/11 4:04:49 PM
It’s So Easy
8/26/10 3:18:11 PM
Marketplace — Allows
smaller advertisers a chance
to connect with our audience
without the expense of
developing advertising
material. It is the ideal place
to advertise distributor
catalogs, skin care products,
tanning lines, or other add-on
salon services.
naCH11hotprods.indd 88
5/16/11 3:23:51 PM
Hot Products — Dramatically
photographed and laid out like
editorial, the Hot Products
section piques the interest of
potential new users. Simply send
your product or a photo, plus 75
words of descriptive copy, and
we do the rest.
Career Handbook Ad Rates
Premium Package $3,300
(Best Value!)
Includes a full-page 4/C ad, a full-page
4/C advertorial, and Hot Products ad.
Full-page display ad
$2,700
Resources pages (4 per page)
$495
2/3 page display ad
$2,200
Marketplace (9 per page)
$295
1/2 page display ad
$1,800
Hot Products (5-6 products per page) $395
1/3 page display ad
$1,200
1/4 page display ad
$800
Cover Sticker/Inserts/Outserts
Talk to us directly for a quote.
8
Target Specific Market
} 2011-2012 Big Book
The NAILS Big Book is the nail industry’s one-stop resource for information. It is referred
to repeatedly during the year by nail technicians. 42% of our readers keep the Big Book
forever and 87% refer to it during the year.
Your image advertising reaches the ultimate end user. We do a PR campaign to all the
major beauty magazines and business press, which has resulted in extensive press
coverage of the nail industry.
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You’ll find a program that suits any budget…from full-page image advertising to
advertorials we create for you to a Web Showcase or Marketplace ads. As a bonus, your
ad will also be automatically included in the digital edition of The Big Book.
2010-2011
ook
industry statistics
marketers directory
TECH
atistics
NAIL
DEMO
GRAP
HICS
try st
indus
Ad Close: October 19, 2012
Materials Due: October 22, 2012
web showcase
MEDIC
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rage thro
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pays for. ugh the
I am cove
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Medicaid
I am cove
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Medicare
income.
I have
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insuranc
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11/8/10
12:13:35 ugh
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3.7%
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2010
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3.5%
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38 |
NAI LS
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resources
WWW.NAILSMAG.COM
14.2%
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THE BIG
BOO K
resources
section contains
This paid advertising
companies whose
information on other
check
you might want to
products and services
mag.com/fifi to get
out. Log onto www.nails
products.
on all your favorite
more information
>>>
11/8/1
0 10:41
:58 AM
Big Book Ad Opportunities
Premium Package (Best Value!)
$4,200
Soft Touch
Includes a full-page 4/C ad, a full-page 4/C advertorial,
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www.softtouch.net
fifi/24167
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My Element Style
(866) 882-9552
le.com
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164 |
NAILS MAGAZINE
|
BOOK
2010-2011 THE BIG
PM
11/8/10 6:39:44
rces.indd 164
bb2010-11resou
$3,060
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web showcase
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it easy to
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and Apparel.
the Best Salon Accessories
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Nailritz™ is one
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|
2010-20 11
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fax (714) 799-4594
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ext. 214
(800) 762-1586
of depilatory
Offers a full line
t and wellness products,
products, equipmen
n treatSpas for body paraffi
including Body
for herbal wrap
ments and the Moistique
treatments.
American Dawn
11590
fax (516) 977-7434
[email protected]
www.sterilizers.com
Contact
utoclave experts.
Your sterilizer/a
anything
parts, supplies or
ts.
us for machines,
control of your instrumen
related to infection
5555 Decarie Blvd.
H3W 3C7 Canada
Montreal, Quebec
• (800) 406-2747
(514) 369-0039
fax (514) 369-9477
ca
www.adicosmetics.
air puridistributes salon
Manufactures and
of “The
systems. Maker
fiers and ventilation
helping you
salon air purifier,
One That Works”
EPA clean air standards.
meet OSHA and
29120 Avenue
• (800) 762-6245
(661) 257-5855
fax (661) 257-5856
[email protected]
www.aspnail.com
Systems Inc.
Air Impurities Removal
02
(Salon Pure Air)
a, WI 53226-38
St. • Wauwatos
natural
artificial nail systems,
Manufacturer of
and accessories.
nail care products,
166 N. 121st
• (800) 236-1889
(414) 257-1770
fax (414) 257-3594
com
info@airsystems-inc.
om
www.salonpureair.c
unique Salon
bb2010-11marketers.indd
126
NE
|
the
years, AII has been
For more than 35
distriburer and worldwide
leading manufactu
products,
, quality beauty
tor of innovative
Ardell,
Nail Glue, Andrea,
including 5-Second
Pinaud,
+ easy, ClubmanBody Drench, clean
SuperNail,
GiGi, ibd, ‘N Rage,
EZ Flow, Gena,
Waterworks,
Nails,
China Glaze, Winning
Vite.
ProLinc, and Seche
Allure Nail Supply
City, MO 64116
• North Kansas
29 W. 14th Ave.
• (866) 986-2457
(816) 231-2288
fax (816) 817-1875
com
info@allurenailsupply.
ly.com
www.allurenailsupp
most complete
the
Nail
We offer our customers
currently offer Creative
product lines. We
Tammy
Nails, Entity Beauty,
Design, EZ Flow
Color
China Glaze, IBD,
Taylor Nails, Cuccio,
much more.
Club, Lechat, and
Systems’
Air Impurities Removal for nail salons will
system
nt
Pure Air filtration
a healthy environme
allow you to maintain
clients.
for you and your
9
• Los
2220 Gaspar Ave.
• (800) 621-9585
(323) 728-2999
fax (323) 728-1100
www.aiibeauty.com
Paine •
Inc.
MAGAZI
126 | NAILS
nal Industries (AII)
American Internatio Angeles, CA 90040
nal Aspire
All Season ProfessioValencia, CA 91355
53716
• Madison, WI
6370 Copps Ave.
• (800) 288-2023
(608) 222-2022
fax (608) 222-2704
s.com
www.aerovexsystem
$250
C
blankets, and other
Manufactures towels,
nail salons,
for beauty, barber,
textile products
s, as well as welcome
spas and esthetician
entrance mats.
ADI Cosmetiques
Aerovex Systems
Inc. (ADI)
CA 90220
Blvd. • Compton,
401 W. Artesia
• (800) 627-5839
(310) 609-3240
fax (310) 223-2014
icandawn.com
salonproducts@amer
.com
www.americandawn
BIG BOOK
2010-201 1 THE
American Manicure )
(The Stephan Company
, FL 33309
Rd. • Ft. Lauderdale
1850 W. McNab
• (800) 782-3555
(813) 248-5761
fax (813) 248-0411
cure.com
www.americanmani
distributes the popular
Manufactures and
developed
nail polish line,
where
American Manicure
to a French Manicure, to
as an alternative
style
takes the French
American Manicure
. American Manicure
a “natural” conclusion
natural look of authentic,
creates the incredibly
or
on either artificial
healthy fingernails
natural nails.
>>>
PM
11/8/10 6:51:16
r
ytaylornails
.com
The Tammy
Taylor Nails
website is created
technician; no
for every nail
matter what
product line
be your “educati
you use let
on source.”
us
our
29 years of
salon and business website is full of over
educational
experience,
articles,
with free
videos and business nail procedures and
techniques,
articles. our
your continui
goal is to help
ng success.
you with
The hosts of
A graphic directory that showcases your website in a 1/6 page
ad, including 50 words of copy, your highlighted web address,
and a screen capture of your actual site.
Color logo in Marketers Directory listing
(in print and online)
NAILS MAGAZ
INE
$695
Feature your product or service in a nicely designed section that
showcases your product. This includes a 1/4 page ad, a product
photo, detailed description, and a reader service number.
Website Showcase (6 per page)
Premier Nail
www.prem
Welcome to
Premier Nail
Source! We
brands and
offer all of
thousands of
the leading
nail product
prices in the
s at the guarant
industry! Be
eed lowest
sure to visit
for our famous
24-hour internet our website every Monday
“NAiLS1” to
Sale! Use
receive a free
coupon code
gift with any
www.premierna
order placed!
ilsource.com
OPI Products
www.opi.c
Website features
the latest oPI
and skin, plus
products for
the freshest
trends in beauty nails, hands, feet,
chic, user-frie
ndly
and
innovative Try-It-odesign with brilliant graphics fashion, all in a
. Don’t miss
n Studio, which
Nail Lacquer
the
lets you
shade looks
with your skin see how every oPI
Just for professi
tone and
onals: a distribut
classes and
or referral source nail length!
education events.
and listing of
162 |
Resources pages (4 per page)
inc.com
NSI
www.nsina
The site (www.n
sinails.com)
includes
art gallery, product
chemistry tutorialsvideo demonstrations, a
entire line of
nail
, a blog
NSI professi
onal nail product and more! Shop the
offers that are
s and redeem
only available
online. Register
special
today!
1/3 page display ad
Nailite
www.nailite
For 25 years,
Nailite has been
based manufac
a leader in the
turer and distribut
industry as
a U.S.nail product
or of high-qua
s. Started
lity, professi
to offering affordab by nail techs for nail
onal
techs, we
le, quality and
products to
innovative manicur are committed
an ever-evo
e and pedicure
lving market.
have paid to
be included in
Young Nails
www.youn
gnails.com
Whether it’s
our website
, Facebook page,
channel, or
old-fashioned
Twitter feed,
phone call, we’re
YouTube
you need —
information
here to give
on educatio
you what
stuff, tricky
n classes in
techniques,
your city, new
or product
Visit us any
usage ideas
way you can
and informat
and we’ll help
improve your
ion.
you increase
skills. it’s all
revenue and
about you.
this special advertisin
g section. 2010-20
11
The Big Book
|
NAiLS MAgAz
iNe
| 163
NAIls ONLINE OPPORTUNITIES
} www.nailsmag.com
With over 3 million page views a month, NailsMag.com is THE
place to be online if you want to interact with nail professionals from
all over the world.
> 3.45 million page views
> An average of 265,503 unique visitors a month
> An average of 13 page views per visit
> 76% of our users return to the site at least once a week
> Year over year growth is 48% in overall page views
How Tech-Savvy Are
Nail Professionals?*
>>
use a computer to
handle some
business functions
Like most cutting-edge websites, NailsMag.com tracks ONLY
human, non-robotic traffic, ensuring that your ad is genuinely seen
by a user rather than by a search engine spider (we use independent,
third party vendors to report our site traffic). Ad performance is also
tracked independently, and we have a team of experienced web
professionals who can review your ad material for best practices,
make recommendations based on our SEO experience, and will
provide regular reports on your performance, whether it’s a banner,
e-promotion, or custom program.
>>
access the Internet
to do research of the
nail business
>>
access the Internet
to learn more about
new products
E-MAIL marketing
Deliver your customized message directly to the in-boxes of our highly qualified subscribers.
We can produce and deliver an e-mail promotion to more than 26,000 in-boxes. You provide
the material or we can assist with development. E-mail promotions are ideal for company
announcements, calls to action, recruitment, and developing an e-mail list.
Rates: $750 per deployment
Top Deals of the Week e-blast program is designed so nail professionals get a quick read on what’s
“on deal” this week. The e-promotion, which is sent weekly to over 26,000 nail professionals, is
designed by our award-winning art team and resembles editorial. Stop worrying whether your
dealer is hyping your deals and get your message out to your buyers directly.
Rates: 8 blast package: 13 blast package: 26 blast package:
52 blast package: $1600
$2275
$3900
$6500
Custom Online Programs
We can create practically anything your team is able to imagine. We can put together microsites,
landing pages, lead-generation programs, white paper downloads, or something tailored to your
specific company. For a sample of a recent project, visit www.nailsmag.com/90days. We
created a custom e-newsletter for a client that included interactive calculators, a 90-day e-mail
program, banner ads, e-mail address collection, and a hosted microsite.
* Source: NAILS 2010-2011 Big Book
10
Nail Art Gallery
The Nail Art Gallery is kind of a cross between Facebook and Flickr — users can
create a personal profile, become a fan of other nail artists, and upload all of their
nail art photos in one easy-to-share place. Our original version of Nail Art Gallery
was the single most popular section of our website, but we felt it had some
limitations. This new version is much improved, allowing users to tag their photos
by the theme or the products they use, and they can browse others’ work easier
as well. Advertising in Nail Art Gallery guarantees you maximum online exposure
to an active professional audience.
Rates: $750-$1800 per month
Channel Sponsorship
NailsMag.com has 6 targeted, topical channels where nail professionals go to read and
learn more about their specialty, whether it’s pedicuring or running a “green salon.” Each
channel features varied content, including feature articles, photo galleries, video, news,
Q&A, and demos. Marketers are welcome to submit any editorial content at no charge.
Current channels include The Conscious Salon (green business practices), E-files (all about
electric files), Nail Art, Feet, and Style (everything from polish colors, nail trends, and
runway fashion). Channels are ideal for generating traffic to your website, increasing
brand awareness, and communicating directly with nail techs.
Rates: Total channel sponsorship is $2500 per month
Blog Sponsorship
NAILS editors, salon coaches, salon owners, competitors, students, and nail techs offer tips and share
their experiences on a wide variety of nail-related issues on 8 original NAILS blogs, including Blueprint
of a First Year, The Coaching Chronicles, From the Editors, Maggie Rants (and Raves), Viet (Salon)
Voice, 365 Days of Nail Art, Competition Insider, and Nails 101: A Student Blog. Sponsorship includes
banner advertising on the blog homepage and logo inclusion in blog promotions. Blog sponsorships
are ideal for branding, creating community, identifying with enthusiasts, and driving traffic.
Rates: $300-$750 per month (3-month commitment required)
Roadblock
Own all of the advertising units on a targeted content page. As a roadblock advertiser you
own all of the advertising real estate that allows you to position your brand with the content
your customers and prospects are specifically looking for.
Rates: $2500 per roadblock
11
NAIls ONLINE OPPORTUNITIES
} www.nailsmag.com
NAILStv
Video can provide an innovative avenue to present your brand. This is an excellent way to
demonstrate your products or introduce your company’s philosophy. A short impactful video
can add visual impact to your overall marketing campaign. NAILS welcomes video submissions
from marketers at NO CHARGE. We have one attention-getting premium position (rotating
with a maximum of three ads) on the NAILStv page. We also offer keyword-logo tags, which
when clicked serve up all videos where your product is mentioned or used. All videos are housed
on our own server, are converted to a web-friendly format, and uploaded by our web team.
Banners
Attention-grabbing banner options provide you with a very cost-effective way to
build your brand and provide additional impact to your print advertising program.
Banners build brand awareness, drive traffic to your website and can help you develop
highly qualified leads. You can create a dynamic banner ad by adding video, Flash, or
rich media.
Rich Media
This includes a wide variety of technology-driven advertisements. Rich media
includes expandable ads, site overlays, floating ads, page takeovers, backgrounds,
cursor ads, and audio ads. These high-impact marketing vehicles can provide an
exciting way of driving new customers to your products. Material for rich media
should be provided by client.
Rates: Depend on specific campaign.
Prestitial
These high-impact advertisements are presented before a content page. Imagine the
results you will receive from a full “page” advertisement that is presented to the visitor
before the visitor actually enters the website. This premium ad placement will bring
your brand and product line to the attention of every targeted web visitor.
Rates are CPM-based.
12
Web Poll Sponsorship
Homepage advertising for a fraction of the price of banner advertising, the monthly web poll sponsorship
gives you homepage recognition, a 100x40 logo, association with a topical question (including a question
of your own design), and regular leads.
Rates: $600 per month
Page Peels
Starting as a page curl in the upper right corner of the home page, when
moused over the page peels down to present a 489x485 advertisement.
This dramatic presentation is certain to bring attention to your brand
and visitors to your website or campaign-specific landing pages.
Rates: $2000 per month
NAILS Magazine Digital Edition
NAILS offers a digital edition of our print magazine (and all supplements), created
with “flip book technology,” which allows you to turn pages as naturally as you would
a print magazine. To see the digital edition in action, go to http://issuu.com/bobit_
nails/docs. The digital edition drives traffic to your site, fosters interactivity with
readers, can help you gather e-mail addresses, do a survey, or conduct a contest. We
can animate your print ad for the digital edition, link up to video or audio files (we
host), or provide custom URLs if you want users to go to specific areas on your site.
Rates: Depend on the features desired.
Web Seminars
Web seminars, or “webinars,” are unbeatable marketing solutions that
target your customers by providing them the industry information they
want and need. Audiences receive real-time interaction with key
industry experts to discuss new solutions and industry trends via live
online presentations. We offer turnkey solutions (where we develop
content, provide a session leader, conduct all pre- and post-webinar
marketing) or “a la carte” options, depending on your need. Web
seminars are guaranteed high-quality lead-generators: When someone
commits to a webinar to view a product demo or hear an online
seminar, they are someone genuinely interested and a potential buyer.
Rates: Call for quote
13
Build Brand Awareness
Introduce New Product
Generate Industry Buzz
Drive Direct Sales
Launch a New Company or Brand
Generate Leads
Check list
Drive Web Traffic
Build User/Salon Database
Drive Sales into Distributors
Support Distributor Event
Get Samples Out
Promote Bimonthly Deals/Specials
Recruit Personnel
Support Educational Efforts
Cultivate School Market, Strengthen New Tech Awareness
Open and Develop Vietnamese Distribution
Develop Regional Domestic Business
Develop International Business
No Ad Agency/Limited Resources for Ad Material
REGIONAL ADVERTISING
COVER STICKER OR POST-IT
• • • • • • • • • •• • • • • •• •
• • • •• • • • • • • • • • •
• • • •
• • •
• • • •
• • • • •
• • • • • • •
• •
• • • print
14
BELLY BAND
marketing challenge
READER SERVICE CARD (VS) SPONSORSHIP
work around your goals and your budget.
ADVERTORIALS
advertising and allow us to customize something that will
MARKETPLACE
help you focus on what you want to achieve with your
THE NAILS MALL
the most common marketing challenges and solutions, to
DEAL SHEET ADVERTISING
What are you trying to do? Use this planning tool, with 19 of
DISPLAY ADVERTISING: NAILS, VietSALON
} Challenges and Solutions
marketing Solution
Marketing checklist
and I’m here to bring
you ROI — Return on
[Your] Investment.
I represent a sales lead
Career Handbook
PR OPPORTUNITIES (SEE GUIDE)
CUSTOM WEB PROGRAM
RESEARCH PROJECT
DIRECT MAIL CAMPAIGN/LIST RENTAL
HOST FREEBIE OF THE MONTH
POST VIDEO ON NAILS TV
WEB POLL SPONSORSHIP
PRESTITIAL VIDEOS
E-BLAST/E-PROMOTION
WEBSITE BANNER ADS
CUSTOM E-NEWLSETTER
WEBSITE CHANNEL SPONSORSHIPS
DIGITAL Magazine PROGRAM
Hi, I’m Fifi,
• •• • • • • • •••
• • • • • • • ••
• •• • • • • • ••
• •• • • • ••
• • • • • • • • • ••
• • • • • • • • • ••
• •• • • • • • • • •••
• •• • • • • ••
• •• • • • • • •
• • • • •
• • • • • • •
• •• • • •
• • • •
• •• • • • •
• • •
• ••
• •
• • • • •
• • • •
Online
custom
15
A
generation program for
NAILS advertisers that
has resulted in over
139,698 sales leads in
2010. Unlike traditional
reader service programs,
our Fifi program tracks
all LEADS, including
those that come via the
web, telephone, or mail.
Advertisers receive
a bimonthly report
via e-mail with
tracking of all ads and
product mentions.
Talk to your sales representative about
how to get FIFI creating sales leads for
you in our next issue.
Mary Baughman — East Coast
(562) 377-0465
[email protected]
Michelle Mullen — West/Canada
(310) 533-2465
[email protected]
Dedicated to the success of nail professionals
GENERAL INSTRUCTIONS
Publisher reserves the right to reject
any advertising that, in the sole
discretion of the publisher, does not
conform to publication standards.
Publisher reserves the right to place
the word “advertisement” on copy
that, in its opinion, closely resembles
editorial matter.
Advertisers will be short-rated if,
within a 12-month period from the
date of first insertion, they do not use
the amount of space upon which their
billings have been based.
Publisher is not bound by conditions
appearing on contracts, insertion
orders or instructions from any agency
or advertiser that conflict with the
terms listed herein. Only written
instructions including those on
contracts and insertion orders, agreed
to in writing by the publisher, are
binding.
INVOICES, CREDIT & CONDITIONS
Our invoices are NET 30 Days on
approved credit for all services,
payable in US dollars. Marketplace/
Classified advertising: payment is
required in advance — VISA,
MasterCard, and Amex accepted.
New advertisers and agencies may be
required to prepay their first insertion
and submit a credit application.
Extension of credit is subject to
approval of our Credit Department.
Payments received will be credited to
the oldest outstanding balance.
POSITIONING REQUESTS
Positioning of advertisements is at the
discretion of the Publisher. Position
requests other than those specified in
the rate card with an additional charge
are valid only with the written
acceptance of the publisher.
SEQUENTIAL LIABILITY
Publisher holds advertiser and/or its
advertising agency jointly and severally
liable for payment due to publisher.
This applies even when a sequential
liability clause is included in a
submitted contract or insertion order.
PUBLISHER’S LIABILITY
Advertisers and their agencies assume
liability for advertisement and agree to
indemnify the Publisher from any loss
or claim based upon the subject
matter (including text, images, and
illustrations),
representations,
trademark or copyright of submitted
advertisements.
Publisher’s liability for any error will
not exceed the cost of the space
occupied by the error. Publisher
cannot be held liable for circumstances
beyond its control affecting production
or delivery.
DIGITAL AD PRODUCTION
REQUIREMENTS
Complete digital ad specifications can be
downloaded at: www.nailsmag.com. Click on
the “Advertise” icon then “Ad Specifications.”
All ad materials and production questions can
be addressed to:
NAILS Magazine and Viet Salon
Carla Benavidez – Production Manager
3520 Challenger Street, Torrance, CA 90503
PH: (310) 533-2456 • Fax: (310) 533-2501
Email: [email protected]
Digital Submissions for
Advertisers (Print edition):
Ad Portal (Send My Ad): PDF ONLY.
Ad Portal cannot accept compressed files.
Photoshop files saved as PDF’s are acceptable,
but must be set to bleed size. When uploading,
select the size for Photoshope PDF’s.
New advertisers, click https://bbm.
sendmyad.com and create an account.
Existing advertisers, log-in and follow upload
instructions.
If you are unable to use our ad portal system
(Send My Ad), please contact Production
Manager for further instructions.
Digital Submissions for
Advertisers (Digital edition):
Digital editions cannot accept rasterized
PDFs. PDFs must be 1st generation. All web/
urls must contain active links.
INSERTS AND OTHER SPECIAL
MARKETING INNOVATIONS
Inserts, tip-in, ride-along, posters, CD inserts,
gatefolds, business reply cards and other
custom publishing are available and by
custom quote. Please consult with your
Regional Sales Manager for a specific
quotation on any of these services. If you have
a unique marketing concept, please let us
know—we would be happy to accommodate
your special needs. Before ordering custom
printing, advertisers should contact our
Production Manager to determine quantity,
size specs, mechanical requirements, and
shipping instructions.
MarketPlace / CLASSIFIED
ADVERTISING
Please contact your sales representative for
more information. You can send us printready artwork or provide us a maximum of 30
words of copy and a 300 dpi photo, and we
will do the layout for you at no charge.
NEW PRODUCT RELEASE
SUBMISSIONS FOR EDITORIAL
Advertisers may send new product releases
for complimentary editorial publication to:
[email protected] or via regular mail.
Only 5” X 7” @ 300 dpi color photos or images
are acceptable for proper production quality.
We do not guarantee product release
placement or editorial PR text will appear in an
issue. Editor has sole right to choose materials
for insertion.
16
For information about
editorial submissions, contact:
We welcome your editorial submissions. To make things
easier for you, use this guide to our editors and their
responsibilities. If you have any questions, contact editor
Hannah Lee directly.
Editor
Responsibilities
Hannah Lee
Associate Publisher/Editor
(310) 533-2552
[email protected]
Features
Letters to the Editor
Salon Profile
Blogs
Industry News
Sree Roy
Managing Editor
(310) 533-2458
[email protected]
Style section
Nail art
Show calendar
Signature Services
Online channels
Judy Lessin
Beauty Editor
(310) 533-2457
[email protected]
Business section
Health section
Nails File
Top 25 Competitors
Tim Crowley
Senior Editor
(310) 533-2491
[email protected]
Technique section
Product Spotlight
Demos
Videos
Kim Pham
Associate Editor
(310) 533-2485
[email protected]
VietSALON
Ad Configurations & Dimensions
Trim Size: 7 7⁄8” x 10 3⁄4” Live matter on bleed units must
be kept 1⁄4” from all outside edges and gutter.
Live Area: 7” x 10”
Spread (bleed): 16 1⁄4” x 11”
Full Page (bleed): 8 1⁄8” x 11”
Full Page: 7” x 10”
2/3 Vertical: 4 9⁄ 16” x 10”
1/2 Island: 4 9⁄ 16” x 7 1⁄2 ”
1/2 Horizontal: 7” x 4 7⁄8”
1/2 Vertical: 3 3⁄8” x 10”
1/3 Square: 4 9⁄ 16” x 4 7⁄8”
1/3 Vertical: 2 3⁄ 16” x 10”
1/4 Vertical: 33⁄8” x 4 7⁄8”
Marketplace Ad: 2.196” x 3.1035”
Please leave .2” of space at the bottom for the reader service line.
For information about advertising, contact:
Mary Baughman - East Coast
(562) 377-0465
[email protected]
Michelle Mullen - West/Canada
(310) 533-2465
[email protected]

2012 Marketing Planner

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