WeightWatchers 2005 Annual Report Download - page 17

Download and view the complete annual report

Please find page 17 of the 2005 WeightWatchers annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.

Page out of 128

  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
  • 11
  • 12
  • 13
  • 14
  • 15
  • 16
  • 17
  • 18
  • 19
  • 20
  • 21
  • 22
  • 23
  • 24
  • 25
  • 26
  • 27
  • 28
  • 29
  • 30
  • 31
  • 32
  • 33
  • 34
  • 35
  • 36
  • 37
  • 38
  • 39
  • 40
  • 41
  • 42
  • 43
  • 44
  • 45
  • 46
  • 47
  • 48
  • 49
  • 50
  • 51
  • 52
  • 53
  • 54
  • 55
  • 56
  • 57
  • 58
  • 59
  • 60
  • 61
  • 62
  • 63
  • 64
  • 65
  • 66
  • 67
  • 68
  • 69
  • 70
  • 71
  • 72
  • 73
  • 74
  • 75
  • 76
  • 77
  • 78
  • 79
  • 80
  • 81
  • 82
  • 83
  • 84
  • 85
  • 86
  • 87
  • 88
  • 89
  • 90
  • 91
  • 92
  • 93
  • 94
  • 95
  • 96
  • 97
  • 98
  • 99
  • 100
  • 101
  • 102
  • 103
  • 104
  • 105
  • 106
  • 107
  • 108
  • 109
  • 110
  • 111
  • 112
  • 113
  • 114
  • 115
  • 116
  • 117
  • 118
  • 119
  • 120
  • 121
  • 122
  • 123
  • 124
  • 125
  • 126
  • 127
  • 128

Selected licensees include:
LICENSEE PRODUCT
United States
Applebee’s .................... Casual Dining Restaurant Menu
Conair ........................ Scales
Dawn Foods ................... Snack Cakes & Muffins
Organic Milling ................. Ready to Eat Cereals
Russell Stover .................. Chocolate Candies
Wells Dairy .................... Ice Cream
Weston Bakeries ................ Fresh Bread
United Kingdom
Anthony Alan Foods ............. Snack Cakes
Conair ........................ Scales
Yoplait ....................... Yogurt
Continental Europe
Anthony Alan Foods ............. Snack Cakes
COOP ........................ COOP ‘‘Healthy for You’’ Range
Sara Lee ...................... Meats
Senoble ....................... Yogurt
Australia
Conair ........................ Scales
Nestle ........................ Yogurt
Each licensee is required to include on their packaging information about our services and our
products, including our toll-free numbers and a URL for WeightWatchers.com. This marketing and
promotional support reinforces the value of our brand.
We continue to believe there are significant opportunities both in the United States and
internationally to take advantage of the strength of the Weight Watchers brand and other intellectual
property through additional licensing agreements.
Weight Watchers Magazine
Weight Watchers magazines are published in all of our major markets. In the United States,
Weight Watchers Magazine is an important branded marketing channel that is experiencing strong
growth. We re-acquired the rights to publish the magazine without the subscriber list in February 2000
and re-launched its publication in May 2000. Since then, we have grown paid circulation from zero to
over one million. As of fall 2005, our U.S. magazine had a readership of 6.61 readers per copy,
according to MediaMark, an industry tracking service. In addition to generating revenues from
subscription sales and advertising, Weight Watchers Magazine also reinforces the value of our brand
and serves as a powerful tool for marketing to both existing and potential customers.
Marketing and Promotion
Word of Mouth
The word-of-mouth generated by our current and former customers is an important source of new
customers. Over our more than 40-year operating history, we have created a powerful referral network
of loyal customers. These referrals, combined with our strong brand and the effectiveness of our plans,
enable us to efficiently attract new and returning customers.
7