WeightWatchers 2010 Annual Report Download - page 23

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o
pportunities both in the United States and internationally to take advantage of the strength of the Weight
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atchers brand and our other intellectual property through additional licensing and endorsement arrangements.
W
ei
gh
t Watc
h
ers Ma
g
azin
e
We
igh
t Watc
h
ers ma
g
az
i
nes are pu
bli
s
h
e
di
n most o
f
our ma
j
or mar
k
ets. In t
h
eUn
i
te
d
States, We
igh
t
W
atc
h
ers Ma
g
az
i
ne
i
san
i
mportant
b
ran
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mar
k
et
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p
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at
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orm t
h
at cont
i
nues to s
h
ow stron
g
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rcu
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at
i
on an
d
a
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vert
i
ser acceptance. As o
ff
a
ll
2010, our US ma
g
az
i
ne
h
a
d
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ers
hi
po
f
10.1 m
illi
on, accor
di
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Me
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Researc
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, Inc., an
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ustr
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trac
ki
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serv
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ddi
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on to
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enerat
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revenues
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rom su
b
scr
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pt
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t
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orces t
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b
ran
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serves a
s
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l
too
lf
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et
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to
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ex
i
st
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n
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potent
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a
l
customers.
M
arketin
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and Promotio
n
W
or
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of Mout
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T
h
e wor
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f
mout
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enerate
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our current an
df
ormer customers
i
san
i
mportant source o
f
new customers
.
Over our more than 45-
y
ear operatin
g
histor
y
, we have created a powerful referral network of lo
y
al customers
.
Th
ese re
f
erra
l
s, com
bi
ne
d
w
i
t
h
our stron
gb
ran
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an
d
t
h
ee
ff
ect
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veness o
f
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l
ans, ena
bl
eustoe
ffi
c
i
ent
ly
attrac
t
new an
d
return
i
n
g
customers.
Media Advertisin
g
Our advertising enhances our brand image and awareness, and motivates both former and potential new
customers to join Weight Watchers meetings or subscribe to Weight Watchers Online. We have historically taken
advantage of a range of traditional offline advertising vehicles such as television, radio and print. Further,
W
eightWatchers.com has developed a strong capability and presence in Internet advertising. Our advertising
schedule supports the three key marketing campaigns of the year: winter, spring and fall. We allocate our media
advertising on a market-by-market basis, as well as by media vehicle. We select our media vehicles (television,
r
adio, Internet, magazines and newspapers) based on their efficiency and effectiveness in reaching our target
audience
.
Direct Mai
l
an
d
Emai
l
D
i
rect ma
il
an
d
ema
il i
sacr
i
t
i
ca
l
e
l
ement o
f
our mar
k
et
i
ng
b
ecause
i
t targets potent
i
a
l
return
i
ng customers.
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ema
i
nta
i
n
d
ata
b
ases o
f
current an
df
ormer customers
i
n eac
h
country
i
nw
hi
c
h
we operate, w
hi
c
h
we use to
f
ocus our
di
rect ma
ili
ngs an
d
ema
il
. Dur
i
ng
fi
sca
l
2010, NACO sent over 31 m
illi
on p
i
eces o
fdi
rect ma
il
. Most
of
t
h
ese ma
ili
ngs are t
i
me
d
to co
i
nc
id
ew
i
t
h
t
h
e start o
f
our mar
k
et
i
ng campa
i
gns an
d
are
i
nten
d
e
d
to encourage
f
ormer meet
i
ngs mem
b
ers to re-enro
ll
.We
i
g
h
tWatc
h
ers.com ma
d
easu
b
stant
i
a
li
nvestment
i
n
d
eve
l
op
i
ng ema
il
target
i
ng capa
bili
t
i
es. Its ema
il
promot
i
ona
l
programs are an
i
mportant customer acqu
i
s
i
t
i
on ve
hi
c
l
e
f
or
b
ot
h
ou
r
Internet an
d
meet
i
ngs
b
us
i
nesses
.
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ei
gh
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ers.com We
b
sit
e
T
h
eWe
igh
tWatc
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ers.com we
b
s
i
te
i
san
i
mportant
gl
o
b
a
l
promot
i
ona
l
c
h
anne
lf
or our
b
ran
d
, serv
i
ces an
d
p
ro
d
ucts. T
h
ewe
b
s
i
te
i
san
i
mportant ve
hi
c
l
e
f
or commun
i
cat
i
n
g
our serv
i
ces an
d
pro
d
ucts
i
n
g
reater
d
eta
il
t
h
an
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ld b
eac
hi
eve
di
n more tra
di
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d
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i
s
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n
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ve
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c
l
es. In a
ddi
t
i
on to
b
e
i
n
g
a
g
atewa
yf
or our Internet
su
b
scr
i
pt
i
on pro
d
ucts, t
h
ewe
b
s
i
te contr
ib
utes va
l
ue to our meet
i
n
g
s
b
us
i
ness
by
promot
i
n
g
our
b
ran
d
,
a
d
vert
i
s
i
n
g
We
igh
t Watc
h
ers meet
i
n
g
san
dk
eep
i
n
g
mem
b
ers
i
nvo
l
ve
d
w
i
t
h
We
igh
t Watc
h
ers outs
id
eo
f
meet
i
n
g
st
h
rou
gh
use
f
u
l
o
ff
er
i
n
g
s, suc
h
as a meet
i
n
gl
ocator,
l
ow ca
l
or
i
e rec
i
pes, we
igh
t mana
g
ement art
i
c
l
es
,
success stor
i
es an
d
soc
i
a
l
me
di
a
f
unct
i
ona
li
t
y
.In
fi
sca
l
2010, our Meet
i
n
g
F
i
n
d
er
f
eature
g
enerate
d
on avera
g
e
o
ver 1.3 m
illi
on meet
i
n
g
searc
h
es per mont
hgl
o
b
a
lly
.T
h
e Meet
i
n
g
F
i
n
d
er ma
k
es
i
t eas
i
er t
h
an ever
f
or ou
r
ex
i
st
i
n
g
an
d
potent
i
a
l
mem
b
ers to
fi
n
d
a conven
i
ent meet
i
n
g
p
l
ace an
d
t
i
me. T
h
eWe
igh
tWatc
h
ers.com we
b
s
i
t
e
attracts, on avera
g
e, over 8.1 m
illi
on un
i
que v
i
s
i
tors per mont
hi
nt
h
eUn
i
te
d
States a
l
one.
7