1. Much like the general market, the men’s space is more crowded than ever. From sports to men’s lifestyle there are a seemingly endless number of choices consumers can make. So what drives their decision-making? Before we answer that question we think it’s important to segment content publishers into 2 groups: Generalist Content Publishers and Enthusiast Content Publishers
Generalists create content for the masses. In sports terms, generalist sites are where you go to check out the box scores and/or the top headlines.
Enthusiast sites, rich in community are micro social networks. Creating content people are passionate about and making that content sharable leads to amplified distribution across social networks.
Enthusiast audiences are critical to not only the lifeblood of a content site but to brand marketers. They are passionate and vocal about the topics they crave most. They are your alpha fans, your evangelists, your bullhorns that serve to amplify what they love to others, broadcasting from narrow to broad and influencing others.

2. We have a simple but important mission
We have a simple but important mission. To ignite Enthusiast Audiences by provoking debate and fueling passion around the topics that Enthusiast Audiences crave.

3. In keeping with Crave’s mission, we don’t just cover broad categories widely, we cover them deeply. For example, our Entertainment coverage dives into movie genres like super-hero movies or horror – tapping into a highly engaged community of enthusiasts. Our sports coverage doesn’t just cover big stick sports, we secure unprecedented access to athletes from the fastest growing sport in the US – MMA. We don’t just cover music, we are at every single festival, behind the scenes with well-established artists and helping to discover breaking talent.
** WHEN MEETING WITH A SPECIFIC CLIENT, ADHERE THE STORY YOU TELL TO THE CONTENTS OF THIS SLIDE. FOR EXAMPLE, IF YOU’RE MEETING WITH ACTIVISION USE OUR GAMING VERTICAL VS. ENTERTAINMENT.
CONNECT ONE OF OUR ANCHOR BRANDS TO THE STORY. FOR EXAMPLE, IF YOU’RE MEETING WITH A MOVIE STUDIO MENTION HOW WE GOT THE EXCLUSIVE ACCESS TO THE AMAZING SPIDERMAN 2 SET PHOTOS. UNPARALLELED ACCESS…

4. 45% 53% 48% 56% 68% 59% OF OUTDOOR ENTHUSIASTS IDENTIFY AS TECH GEEKS
OF COMBAT SPORTS FANS
IDENTIFY AS MUSIC EXPERTS
48%
OF GAMERS IDENTIFY
AS AVID FILM FANS
56%
OF TV VIEWERS IDENTIFY
AS DINING ENTHUSIASTS
Why do we publish across such a wide expanse of topics? Through our proprietary, algorithmic technology, Content IQ, we learned that our audience is deep and diverse. They are not defined by one passion, in fact they connect with our categories wherever they are on our portfolio.
ContentIQ fuels their diverse needs by serving up content within these categories while they’re consuming content on another subject. Mention one or two examples…such as 59% of Comic Book Readers identify as Sports Fanatics.
68%
OF STYLE CONSCIOUS
MEN IDENTIFY AS
AUTO ENTHUSIASTS
59%
OF COMIC BOOK
READERS IDENTIFY
AS SPORTS FANATICS
Source: ComScore Plan Metrix, Q1 2014

5. 2.2x 2x 2.2x 2x Alpha ● Influencer / ‘al-fuh in-floo-uhns-er’ /
A dynamically informed trend arbiter who ignites conversation with infectious devotion to his interests. He amplifies insider knowledge, empowering his connections and validating their passions.
Now that we’ve talked about the overarching value of the enthusiast, let’s talk about who our men are very specifically.
They are Alpha Influencers. They fuel trends. They amplify your message. They are your bullhorn.
*Let’s spend a few minutes on the stories you as a brand marketer are looking to tell. Our audience is your canvas… (ASK QUESTIONS ABOUT WHAT KINDS OF STORIES THEY WANT TO TELL, WHAT INFLUENCE MEANS TO THEM.)
2.2x 2x
More likely to
More likely to
frequently advise others on clothes/ fashion
first among friends to see the latest movie
2.2x 2x
More likely to
More likely to
be first among friends to buy/own/use latest video games
share content via social media sites
Source: ComScore Plan Metrix, Male 18-34, Q1 2014

6. Frequently advise others on different topics #1 against competitors
Share their opinions via social media
#1 against competitors
Why does this matter and how does Crave Alpha Influencer stand out against our competitive set?
Our Alpha Influencers are #1 for advising, socializing, consuming and influencing.
They are early adopters that drive trends and influence others, for this reason they are your most critical targets to win over.
81M Total Monthly Video Views
#1 against competitors
Consider themselves influential/trendsetters
#1 against competitors
Source: ComScore Plan Metrix/Video Metrix Key Measures Q1 2014
*Competitors – Complex, VOX Media (SB Nation, Polygon, The Verge), SpinMedia, IGN, Vice

7. 10.1+ AVG. MINUTES PER VISITOR 3.5M+ SOCIAL POPULATION
Where are they consuming our content? EVERYWHERE. As a result, it’s no surprise that our guys are #1 within the competitive set for consuming mobile content.
We have a highly qualified and engaged footprint on social media. The underlying passion-fueled content we create resonates strongly within social media and not just with our enthusiast Alpha Influencers... (INSERT A TIMELY EXAMPLE) Most recently we saw our exclusive Malificent story get retweeted and shared on FB by Disney. Zach Braff announced the premiere date of his upcoming movie through Crave’s portfolio.
10.1+ AVG. MINUTES PER VISITOR
3.5M+ SOCIAL POPULATION
#1 ACCESS MOBILE MEDIA (WEB/APPS)
Source: ComScore Key Measures Multi-platform / Plan Metrix, Q *Competitors – Complex, VOX Media (SB Nation, Polygon, The Verge), SpinMedia, IGN, Vice

8. Crave delivers influence at scale through the power of enthusiast publishing. In a highly competitive set, Crave’s vast reach serves as a robust platform to connect and engage with the Alpha Influencer across all of his passion points.
The combination of scale and deep engagement is the perfect formula for amplifying a brand’s message.

9. (In terms of qualifying our influence at scale), creating rich enthusisast-focused content experiences truly delivers a NEW audience.
With no more than 22% duplication, Crave’s minimal audience overlap means it is likely you have not spoken to our highly valuable Alpha Influencer male.
In simple terms, we are 14MM strong that you likely haven’t connected with.

10. Our editors not only cover the content that Alpha Influencers care about, they are at every music festival, big and small. Crave delivers front row access to sports from the Super Bowl to the X Games. Our coverage of gaming spans from consoles to game releases and major tentpole events like E3.
For example, no other publisher has the breadth and depth to send 57 editors to E3 and cover it from every single angle.
Use the SXSW Semi-precious weapons example as how deeply we engage. We shut down a city block, Lady Gaga showed up…it doesn’t get more influential then that for brands telling their stories.

11. JAN FEB MAR APR-JUL APR-OCT JUN-JUL AUG-SEP SEP-OCT SEP-NOV NOV-DEC
New Year, Big Events: CES, Sundance
FEB
Romance Guy’d, Sports Fever
MAR
College Madness, SXSW
APR-JUL
Spring/Summer Entertainment
APR-OCT
Summer Grilling Guy’d, Music Festivals
JUN-JUL
Major Entertainment Fests: Comic-Con & E3
This is the articulation of our coverage for We offer deep levels of integration and experiential activation at each one of these editorial tentpoles.
*THIS IS WHERE YOU NEED TO CONNECT WITH OUR MATERIAL IN A DEEPLY PERSONAL WAY. WHAT DRIVES YOUR INTERESTS? IF YOU CAN SPEAK WITH PASSION TO HOW YOU’RE ENGAGED AND TRANSLATE THAT TO WHAT A BRAND CAN DO, WE’LL WIN EVERY TIME.
FOR EXAMPLE, IF YOU’RE A GAMING FAN, WHAT E3 MEANS – WHO ATTENDS - WHY IT’S IMPORTANT AND HOW THAT TRANSLATES BEYOND THE ENDEMIC GAMING CATEGORY ADVERTISER.
ASK QUESTIONS ABOUT KEY DATES, TIMING, INVESTMENT OPPORTUNITIES. WE SHOULD WALK AWAY FROM THE MEETING WITH HOMEWORK BASED UPON THIS SLIDE. I.E. “WE ARE INVESTING IN BACK TO SCHOOL OR HOLIDAY AND WE’D LOVE TO SEE A CUSTOMIZED SOLUTION FROM YOU AS A NEXT STEP.”
AUG-SEP
Back to School, PAX Prime, X-Games
SEP-OCT
Fall Food & Beverage
SEP-NOV
Fall Festival Lineup
NOV-DEC
Holiday Shopping
NOV-DEC
Best and Worst of 2014

12. This is our full calendar with more detail on the topics our audiences are most passionate about and the events we will cover with the goal of providing front row access.