In Style

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instylekorea.com

editorial

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mission 현대사회의새로운아이콘으로떠오르고있는스타 배용준의미소하나에일본열도가흔들리고,이효리의배꼽티셔츠하나가 의류회사의매출을좌우할만큼스타의파워는상상그이상입니다. 이젠손안에들어오는핸드폰에서도스타를보고느끼는시대입니다. 인스타일은스타라는필터를통해패션에서부터뷰티,라이프스타일까지 풀어가기때문에더욱쉽고재밌게기사를전달할수있습니다. 기존의패션잡지들이고유의컨셉트를버리고모두인스타일의‘스타’컨셉트를 따라하는이유는무엇일까요?그것은인스타일만의고유색깔인스타컨셉트를 요즘독자들이가장바라고있기때문이지요.느끼고있나요? 잡지의판도가바뀌고있다는것을.벌써발빠른패션리더사이에서는 입소문난가장 ‘힙한’ 잡지,바로인스타일입니다.

In Style takes a uniquely fun and inviting attitude towards style in all its forms. On every page, we present a vibrant, exciting visual feast of fashion, beauty and lifestyle that bridges the gap between fantasy and reality. The magazine inspires readers to enjoy and express their individual style and shows the personal side of celebrities.

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In Style’s guiding principles Fun ‘V isual Feast’ 기존패션지처럼 ‘아방가르드’ 한어려운화보,없습니다. 대신다소촌스러워보여도 ‘예쁜’ 화보,보기만해도즐거운화보만있습니다.

Grotesque pictures? No. Only nice and pretty photos are welcome.

Broad Range of Style Ideas 아세요?기존패션지는패션공부하는학생들이본다는것을. 그러나인스타일은스타일이갖춰져있는, 그래서잡지에서아이디어를얻고싶 은, 그런 ‘패션고수’ 들에게방대한양의스타일정보와영감을드립니다.

Other fashion magazines are read by fashion academics, but In Style is chosen by ordinary people with a good eye for fashion.

Mix of Fantasy/Reality 현실과판타지사이의적절한조화,바로잡지가갖춰야할제1의조건입니다.

The harmony of fantasy and reality is the most i mportant prerequisite for a good magazine.

Personal Celebrity Style TV 연예프로그램에서도볼수있는뻔한얘기,그런스타이야기는없습니다. 좀더인간적이고,아주개인적인그런이야기만을담습니다.

W e reject cliches and platitudes. So when you get to know stars through In Style they are quite human.

Inspires Readers To Make It Her Own 독자를가르치려하지않습니다.에디터의 허세도없습니다.발빠른트렌드와 정확한상품정보로독자스스로가 스타일을찾을수있도록영감을줍니다.

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fun ‘visual feast’ 모든화보의모델은 10 0%연예인.그러므로그들이 입은화보속 의상은 그전달력에있어서다른패션잡지보다훨씬강합니다.

The Models in every single picture are celebrities. So we give stronger messages than any other fashion magazines.

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broad range of style ideas 그림의떡처럼추상적인기사는없습니다.모든제품은정확한가격과판매처,전화번호등의정보가상세히담겨있습니다. 또한에디터가책상에앉아 자료를 가지고쓴기사가아닌, 스타가직접써보고느낀알짜체험담을그대로전달합니다. 무궁무진한스타일의아이디어,인스타일만의저력입니다.

Translates the best looks into practical advice. Shares the beauty secrets of our favorite celebrities.

fashion infos

beauty secrets

Source: Readers’ Survey 2004

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broad range of style ideas 인스타일은홈인테리어나라이프스타일에도개성을불어넣는것이중요하다고생각합니다.

W e feel it’s extremely important to reflect the readers’personal style in home deco and entertainment.

home decor

entertaining

Source: Readers’ Survey 2004

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mix of fantasy/reality 런웨이속멋진의상을실생활에서찾습니다.레드카펫위의화려한스타들의스타일링,평범한사람들이소화할수있도록영감을드립니다. 꿈과현실의이상적인조화,너무짜지도너무싱겁지도않은간이딱맞는 ‘맛깔나는’ 잡지,바로인스타일입니다.

W ith In Style, dreams become a reality.Celebrities’great styles are also possible for ordinary people as In Style drops hints about them .Perfect harmony of fantasy and reality --it is In Style.

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personal celebrity style 영화홍보,음반발매등그기간에맞춰여러매스컴에 출연하는스타는되도록사절합니다.T V를켜도,잡지를펴봐도 그들의비슷비슷한반복적인얘기도사절합니다. 인스타일에서는스타들의가장개인적인모습을담아냅니다. 독자들이가장궁금한그들의인간적인면,바로그부분을공개합니다.

W e reject those celebrities who exploit media for their ow n promotion. W e also reject their conventional stories in every other place of media. W hat In Style wants is real personal stories of celebrities. W hat In Style wants is what our readers want--stars with their own characters and personalities.

황신혜와딸박지영 〈인스타일 2004.5월〉

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personal celebrity style 인스타일에서다룰수없는것? 스타들의삶의부정적인면입니다. 그래서인스타일에서는일상의 걱정거리,즉 돈, 남녀관계,섹스, 커리어,남자친구,성형,이혼등부정적인면은없습니다. 삶의가장긍정적인면positive,행복한happy 모습만을추구합니다. 그래서스타들의가장편안한모습, 가장인간적인모습, 그리고 가장아름다운모습만을담습니다.

Something you can’t find from In Style -- a negative attitude towards life. Anything bothering you such as money, relationships, sex, career opportunities, and plastic surgery never appear written in In Style. Instead, we try to show the most positive, comfortable, beautiful, and the happiest side of life.

스타들이친구처럼느껴집니다 인스타일을한권읽고나면스타가마치친구가되어귓속말 을해주는느낌, 핸드폰통화로스타가뷰티노하우를가르쳐준느낌을받을 수있습니다. 왜냐하면,인스타일에서는스타가 자신만의숨겨진 모든패션,뷰티노하우를공개하니까요.

It is as if the stars are your friends. When you complete reading In Style, it is as if they were whispering beside you or chatting with you on the

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inspires readers to make it her own 인스타일독자는무조건명품만을좇지않습니다.샤넬의재킷에동대문에서산티셔츠를매치할줄아는그녀. 이런독자가잡지에서원하는것은스타일에대한영감을얻는것.자신만의주장이있는그녀들에게인스타일은다양한스타일의영감을제공합니다.

In Style readers know how to match an up --market jacket and a down --market T--shirt. They express their own voice, and we provide what they desire.

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specialists’ know-hows 창간후열독률이가장높은것은바로뷰티기사. 인스타일의뷰티기사는스타와스타를만드는메이크업아티스트, 에스테티션,피부과의사등전문가집단의직접적인경험담을바탕으로 작성해기사의신뢰도가한층높습니다. 또한과도한이미지사진이나눈요깃감의제품사진보다는 다양한독자의질문을바탕으로하는구체적인노하우위주로다룹니다. 그렇기때문에실생활에도움이되는것이바로뷰티기사입니다.

Again, we must emphasize that we give useful and practical information about beauty in order to satisfy our readers. Readers reaction to our beauty editorials is really hot. One important thing is that every single editorial is written after being checked by an expert, and we always list our sources such as famous celebrities, well--known makeup artists, and, eminent dermatologists. The result is absolute trustworthiness for In Style.

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comparison of beauty pages

Year 2004

In Style

VOGUE

COSMOPOLITAN

ELLE

July

36p

29p

36p

33p

August

30p

28p

42p

31p

September

41p

29p

37p

37p

October

32p

24p

36p

31p

November

44p

17p

41p

39p

circulation

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marvelous record Sell Through Rate March 2004~October 2004

90% 83%

80% 81.1% 94.1% October September

July

May

March Source: JMC statement, 2004

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incomparable circulation growth Sell Through Rate Kyobo&Youngpoong Bookstores March 2004~July 2004 percentage

March

April

Source:Survey Results Given by the Directors from the Largest Bookstores

May

June

July

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newsstand history in subway percentage

Newsstand History January 2004~September 2004

January

February

March

April

May

June

July

August

전체여성잡지판매매출액기준으로1위를차지하고있는지하철서점(한우리서적)의매출은각여성잡지의판매율을알수있는가장큰척도입니다. 지하철서점은전체여성잡지판매량(서점및가판판매포함)의33% 를차지합니다.

Source: Survey Results Given by the Directors from the Subway Bookstores in Seoul.

September

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most powerful magazine in internet bookstores percentage

Sell Though Rate Internet Sites, YES 24, Interpark, Aladin, Libro January 2004~September 2004

March

April

May

June

July

August

September

잡지판매는점점더대형서점중심으로이동하고있습니다.갈수록동네서점이줄어들기때문입니다.더불어인터넷서점이대형서점보다판매부수면에서앞서는현상이벌어지고있습니다. 각서점의담당디렉터에게직접받은2004년판매자료를분석한결과가장잘팔리는곳에서가장많이팔리는책이바로“인스타일” 임이다시한번명백하게드러났습니다. 인터넷서점은전체여성잡지판매량(서점및가판판매포함)의26% 를차지합니다.

Source: Survey Results Given by the Directors from the Largest Internet Bookstores.

who is she?

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the In Style reader’s mind set 마지막에매치한핸드백하나로스타일링이완성되는여자 허세보다는실질적인것을추구하는여자. 평소옷차림만큼이나부엌도예쁘게꾸밀줄아는여자. 오스카시상식을 즐겨보며,시상식에서본 것을파티에응용할줄아는여자. 마티니를주문하는여자.특히고급프리미엄진토닉을주문할줄아는여자. 호텔은단지잠을자기위한장소가아니라그녀의휴가에대한품격을 말해주는곳이라고생각하는여자. 자동차는단지 교통수단이 아니라나를 표현해주는도구라여기는여자. 쇼핑에열정적이지만삶에서중요한것이무엇인지를 잊어버리지않는여자.

Her look is complete once she has the perfect handbag. She expects products that work, not just hope in a jar. A lipstick purchase is a instant pick-- m e--up. Her kitchen is as much about looking as it is about cooking. She loves to watch the Oscars and finds it the perfect excuse to throw a theme party. She orders a martini, and specifies a premium gin. A hotel room is not just a place to sleep, it’s what defines her vacation. A car is more than just a vehicle, it’s an expression of her personality. She’s passionate about shopping, but never forgets what matters most.

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the readers to reach HRC 월간지접촉 평균연령 월평균가구소득

overall audience median age median HHI a month

17만명 27~28세 380만원

Second Round, 2004

Readers’ Survey 전문직및사무직 평균연령 서울∙경기지역

professional & managerial median age Seoul and Kyeong--gi area

65% 27~28세 64%

First Quarter, 2004

Subscribers 평균연령 median age 고급아파트∙빌라 luxurious apartments 서울∙경기지역 Seoul and Kyeong--gi area January 2004~November 2004

Sources: HRC Media Index 2004_ 2k, 2004 In Style Readers Survey, 2004 In Style Subscribers Survey, 2004

28세 90% 64%

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HRC data growth 2003년 3R대비 2004년 2R상승폭

조사기간 2003년3R 누적:2003년1R~3R 2004년1R 누적:2003년3R~2004년1R, 2R 조사대상 표본샘플중20,30대여성 조사매체 고급라이센스여성지5개매체 조사방법 설문지작성후면대면인터뷰

Marie Claire

Bazaar

VOGUE

ELLE

Source: Survey Results Given by the Directors from the Largest Bookstores

responsive readers

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readers respond 왜인스타일이어야만하는가? 해외연수중에인스타일을봤습니다.한국에는왜이런잡지가없을까,하고무척부러웠습니다. 그런데한국에도인스타일을창간한다는소식을접하고 바로정기구독을신청했죠. 가끔라이선스잡지가이름만똑같고책의내용이나 레이아웃은전혀다른잡지가많은데 한국판인스타일은미국에서봤던그대로의정수를담고있어서정말자랑스러웠답니다. 더더욱좋았던점은할리우드스타와국내스타가적절히조화를이루어기사가전개된다는점이지요. 최근들어서는국내스타의내용이더욱많아진것같은데, 한국스타들이들려주는이야기는 왠지더욱가깝게느껴지더군요. 왜,요즘은한류스타붐이라고까지하잖아요. 기존의패션잡지의폼잡는 허세보다는실질적인정보량이 많아훨씬쏠쏠한재미가있답니다. 독자 이혜영(강남구 청담동에서)

Why it must be In Style? I first saw In Style while I was studying abroad. I wished I could have read it in Korea as well. However, I applied for subscription the moment I heard the news of In Style Korea. Sometimes, other international magazines in Korea seem to have only the same title not the content and /or layout. But, In Style Korea is exactly the same with In Style US, and I am really happy. What’s more is that within In Style Korea, there is a perfect harmony between Hollywood stars and Korean stars. Recently, I think I can find more editorials on Korean celebrities. I feel more familiar with Korean celebrities. You know, the so-called“Korean Wave”is truly

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readers respond 연예인인저도매달사서봐요! 인스타일은스타인제가봐도얻는정보가많아자주봅니다. 다른연예인들이쓰는제품이뭔지힌트를얻기도하고, 다양한인터뷰기사도재밌어요. 그래서매달동네서점에서직접사보는잡지가바로인스타일이랍니다. 가수 박지윤

I literally buy In Style. I myself am a celebrity as well. In Style does not give useful information to only ordinary people but also to stars. I learn other stars’ secrets from In Style and various beauty editorials are really fun. So, I go to a bookshop every month to buy In Style. J i--Yoon Park, Singer

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readers respond 동네서점에서직접확인한인스타일의파워 “브랜드홍보로잡지를매달받아보지만사실사무실에앉아서잡지를보면 모두비슷비슷하게느껴질때도있죠.그러나직접광고를집행하거나, 이벤트행사를함께할때면어느잡지와함께해야하나늘고민하곤하죠. 이때주위에서요즘뜨는잡지라며인스타일을얘기했는데,혹시나해서동네서점에들렀죠. “아저씨,요즘잘나가는잡지가뭐예요?” 라고물으니, 아저씨는 “인스타일이요” 라고거침없이대답하더군요. 평소말로만듣던인스타일의파워, 현장에서직접확인했던순간이랍니다.” 세린느홍보송미경

The power of In Style I am a brand manager, and I receive so many magazines every month. But sometimes I feel they are all alike. So when I have to choose a magazine to have a promotional event or to advertise a visual campaign, it always takes a long time before making a decision. One day, some people said the most popular magazine at the moment was In Style. To check if it was true, I went to a bookshop and asked an employee there. “What is the best-selling magazine these days?” He said, In Style without hesitation. To see is to believe and I saw the power of In Style on that

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readers respond TV도놀라는인스타일의스타섭외력 요즘시대는스타를빼곤대중문화를말할수없을정도로스타의위치는대단하죠. 스타의한마디에사회가들썩거릴정도로대중들의가장큰관심은 이제정치나경제보다스타에있다고해도과언은아닙니다. 이런시대에연예프로그램을만드는사람으로서스타를섭외하는일은매번힘든 태산을넘는기분입니다.특히톱스타급은섭외도힘들고,노력한다해도모두 만날수있는것이아니지요.그런데인스타일에서는매번최고의스타들이각종 화보및인터뷰에등장해저희가촬영스케치를의뢰하는경우가자주있습니다. 그때마다인스타일의섭외력에정말놀라곤합니다. 사실,스타들도좋은잡지만을골라서나오거든요.그런의미에서볼때인스타일의 매체력은이미 TV 연예프로그램작가나 담당 PD 사이에서도유명하답니다. 섹션 TV 연예통신 PD 박현석

Star power of In Style surprises TV This is an“Age of Celebrities” .When a star speaks the whole nation listens. The general public pays more attention to stars than politicians or business people. However, the top stars are absolutely difficult to interview, but In Style is always successful in getting a proper interview from them. I often ask the In Style editorial team to let me join the interview. Whenever I do that, I would like to applaude In Style’s editorial team. In fact, celebrities have already decided which magazine they want to expose their lives. So, I dare say the quality and the power of In Style is recognized by celebrities.

the power of the InStyle brand

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published by Time Warner

세계적인미디어그룹A OL타임워너에서19 94년창간된후, 현재미국최고의발행부수와판매부수를기록하며잡지의새로운 장르를개척한 인스타일은스타라는요소를곳곳에배치해재미와신뢰를한꺼번에전달하는색다른컨셉트의스타 & 패션매거진입니다.

First published in 1994 by Time Inc., an internationally recognized media group, In Style now records both the largest circulation and sell--through rate. InStyle is a unique magazine with a new concept of celebrity lifestyle and it is a perfect friend for tensionrelief and reliable advice.

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In Style US

Total Circulation FY 2003

Source: ABC Statements

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the power of the In Style brand

Germany U.K.

U.S.A Greece Korea Spain

Brazil

Australia

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another power of In Style website 또하나의실시간인스타일채널

InStyleKorea.com 스타들의생생한모습그대로,촬영현장동영상 스타가쏜다!스타의친필사인이있는티셔츠증정 스타의어린시절그대로!스타의졸업앨범 푸짐한선물및이벤트!유명화장품선물에서뷰티 클라스,영화시사회까지끊임없이 이어지는이벤트 스타와의데이트!매달독자한분을선정해스타와의 촬영에기자와함께동행하는행운

A glimpse behind the scenes. Free gift! T--shirts with celebrities’ autographs. The stars’ highschool yearbooks. Famous cosmetics, beauty classes and film premieres. Every month we choose one In Style reader to meet a star at the celebrity’s interview. 고정방문객수 Unique Visitors 월방문객수 Visitors No. of regular visiors Total No. of Visitors a month Online Marketing Promotion Patzzi.com

월64만명 82만명 640,000 a month 820,000

who’s who EDITORIAL Publisher & Executive Editor

이강희 Kamg Hee Lee [email protected] Editor-in-Chief

박성혜 SungHye

Park

[email protected]

award’s dresses [email protected] 최경진 KyungJin Choi fashion 101, jewel box fashion buzz, instant style style file, fashion shoot wise buys, fashion feature [email protected]

ADVERTISING beauty preview [email protected]

Yang

fashion feature special fashion theme fashion shoot, designer story [email protected]

Cho

Ro h

special interview, portfolios scene+heard, cover story coming next month [email protected]

Senior Fashion Editor

양수진 SuJin

조인원InWon

inwon@ joongang.co.kr

Features Director

노은아 EunAh

Director

Deputy Director

신휘선HwiSun

Shin

[email protected] Managers

Beauty Editors

Features Editors

정옥자

강현수 HyunSoo

OkJa Chung

김영호 YoungHo Kang

beauty talk, flash hair&now, beauty reports body&soul, you asked trend talk [email protected]

man of style, parties scene+heard, she said portfolios, home destinations [email protected]

윤수영 SooYoung

김원묘 W onMyo

Kim

[email protected]. kr 곽도훈DoHoon

Kwak

[email protected]

Fashion Editors

오세정 SehJung

Oh

the look, fashion shoot fashion feature, star’s fashion, world report,

Yoon

transformations, black book steal this look, beauty buzz know it all, trend talk

to call the editorial Dept. Tel 02.2000.6390 Fax 02.2000.6388

Kim

star’s home, inspiration portfolios he said, c’mon tell us

진항수 HangSu

Jin

[email protected] 박귀범GuiBum

Park

to call the advertising Dept. Tel 02.2000.6076 Fax 02.2000.6090

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advertising rates & specs Rate Base: 60,000

Standard rates for all colorations

Full Page

1페이지

4,000,000

1/3 Page Vertical 1/3 Page Square

1/3 세로광고

3,000,000

1/3 가로광고

3,000,000

1/2 Page Square 2/3 Page Vertical

1/2 가로광고

3,500,000

2/3 세로광고

4,000,000

TOC

목차대면

7,000,000

Editor’s Note

편집인글대면

6,000,000

On the Cover

온더커버대면

6,000,000

Contributors

컨트리뷰터대면

6,000,000

Special Delivery

스페셜딜리버리대면

6,000,000

Masthead

판권대면

6,000,000

The Look

더룩대면

5,000,000

2nd Cover DPS 3rd Cover

표2 스프레드 표3

6,000,000

Back Cover

표4

30,000,000

Media Size Publication Company Launch Date Frequency Ad Close Circulation Average Total Pagination

InStyle Korea 228*275 mm JoongAng m&b February 20, 2003 Monthly 15th every month 60,000 400p

20,000,000

Cover Gatefold: 35,000,000 Non-standard colors and production must be discussed with InStyle advertising staff in advance

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cd a category of one

instylekorea.com