Rexall Glucosamine Notice Plan Overview 

May 15th, 2013

The Audience “The Class”: The Class is defined as all persons in the United States 

who purchased a Rexall glucosamine product. The class size is estimated at 12 

million consumers in the United States. In building the targeted media campaign, 

GfK MRI data1 was used to further define the class as “supplement users aged 35 

years and older.” Where available, GfK MRI data was used to identify adults who 

used glucosamine, specifically.

Objective of Print and Internet Notice Program: Create, execute, and manage a 

Print and Internet notice program in a targeted, consumer friendly manner. The 

program will have extensive reach to potential Class participants. The media will be 

run in a timely manner that is consistent with the settlement agreement and the 

orders of the court. 

Rexall Glucosamine Marketing Analysis: This media plan to inform the public of 

both the long form and summary notices is the result of a campaign analysis which 

included a thorough analysis of print publication and the potential Internet usage by

consumers who may have purchased a glucosamine product, as well as industry 

cross-references. An analysis of the product categories in which the product falls, 

using proprietary historical data trends and reach indexing from over 400 Direct to 

Consumer products, was performed. Furthermore, industry standard information 

from GfK MRI was used to validate the analysis of the media's reach.

1 Based upon GfK MRI Fall 2012 data. GfK MRI is the leading provider of media and consumer 

research in the country. They are the primary source for audience data for the magazine industry 

in the United States.

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Part 1: Print Advertising / Magazine Ads

To develop the print notice plan, both proprietary data and GfK MRI data was used 

to evaluate the reach to the class. As noted earlier, the goal of the campaign is to 

reach a substantial portion of adults, aged 35 and older, who are also supplement 

users. In addition to raw data, an extensive marketing analysis was performed to 

ensure publications used by people with joint problems would be represented. 

Where available, GfK MRI data was utilized to specifically target adult glucosamine 

users.

The magazine selection includes:

“People Magazine” which, according to GfK MRI, has 42.5 million readers, 

17.64 million of which are adults over 35 who use supplements. According to the 

Alliance for Audited Media, People Magazine is the ninth largest publication in the 

United States, based on circulation numbers. Again, using GfK MRI data, People 

Magazine alone reaches 18% of all adults over 35 who use supplements.

“Prevention” is the 16th most circulated magazine in the United States. Its 

readership represents 5,944,000 adults over 35 who use supplements or 6.2% of 

the defined class. Using available data (also through MRI), we can further quantify 

that this publication alone reaches 8.3% of adult glucosamine users. This 

publication has an index of 171 for the defined class, with 70.4% of its readership 

being in this demographic.

“First For Women” has a readership of 2,511,000 supplement users over 35. 

This publication also has an index of 152 for the defined class, with 62.7% of its 

readership being in this demographic. Using MRI data, it reaches 2.6% of all adult 

supplement users over 35, while specifically reaching 3.4% of all glucosamine users.

“Woman's World” reaches 4,133,000 readers who are supplement users over

35 years old. Like “First For Women”, it also indexes high (151) with the 

demographic, with 62% of its readership in the defined class. This represents a 

reach of 4.3% of adults over 35 who use supplements and 5.1% of all glucosamine 

users.

 “Guideposts” which, according to GfK MRI, reaches 3,556,000 adults over age

35 who use supplements (or 3.7% of the defined class). This publication has a 

strong index of 157 for the defined class.

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These magazines were selected for their excellent targeting and wide reach of adults

in the United States. Combined, the magazines have a reach of 35.2% of the defined 

class members of 35+ supplement users and an aggregate reach of 38.5% of 

glucosamine users, where available2. 

Taking this a step further, we used additional GfK MRI reporting (along with Reach 

and Frequency calculations based upon the Metheringham Formula) to calculate the

duplication of readership in the above magazines. 

This additional analysis suggests that the overall magazine portion of the notice 

plan will reach 18.00% of glucosamine users one time, 6.22% of glucosamine users 

two times, and 2.69% of glucosamine users three or more times. This results in a 

reach of 26.91% of glucosamine users seeing the settlement notice at least one time.

(Note: Further overlap of duplicated readers across the various media categories 

will also be calculated and applied on the overall campaign.)

Glucosamine User Research

GfK MRI data tells us that there is a population of 95.6 million supplement users 

over the age of 35. The subset of actual glucosamine users is estimated at 8.19 

million in the past 6 months.

Where data is available specifically for glucosamine users, the reach to this group is 

larger than the broader group of adults 35+ who are supplement users. In a healthrelated magazine, like “Prevention”, the reach increases by 33.8% (from 6.2% to 

8.3%) when targeting glucosamine users. The smallest increase in reach was a more

general magazine, “Women's World”, where reach to actual glucosamine users 

increased by 18.6% (from 4.3% to 5.1%) over the more broadly defined adults over 

35 who use supplements.

2 When researching this notice plan, GfK MRI Fall 2012 data was available for glucosamine users(as

opposed to only supplement users) with respect to specific publications. These included 

“Women's World”, “First For Women”, and “Prevention” magazines.

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Part 2: Direct Mailing To Known Customers

4.84 million unique Rexall glucosamine customers will be notified through retail and

loyalty program information. 

With a class size of 12 million, a direct mailing to 4.84 million unique customers 

represents 40.33% of the class. Based on historical data, if 6% are undeliverable, 

this direct mailing would account for 37.91% of the class being reached.

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Part 3: Demographic Website Relevant & Online Portal Ads

The Internet is an extremely powerful tool for reaching potential class members and

driving them to the settlement website. Past experience with Internet Notice Plans 

has been used to design the most effective plan.

Demographic Website Relevant and Information Ads: 500 of the top online 

information websites have been analyzed, along with Affinity Indexes of pertinent 

demographic sites as they pertain to glucosamine users. Furthermore, marketing 

plans of over 100 related media campaigns have been studied in an effort to reach 

potential buyers in our target categories. The sites below are the top properties, 

which will offer the deepest reach and fastest execution time to inform the public of 

the class action settlement. Further refinement of targeting adults aged 35 and over 

will be included. These advertisements will instruct people of the class action and 

direct them to the settlement website to participate. 

Media Placement Estimated Targeted Impressions

Yahoo RMX 16,521,450

Google Text 412,300

Google Content Network 20,652,050

MSN Network 6,194,950

Subtotal 43,780,750

“Yahoo” (and its partner sites) reach 90.2% of adults over the age of 35 in the United

States who use the Internet3, with a potential target of 107 million. This notice plan 

will deliver an estimated 16.5 million impressions with a frequency of 1.5 or less to 

ensure widespread reach. Yahoo Sites are the third most popular on the United 

States Internet, based upon comScore (September 2012) data.

“Google” (and its partner sites) reach 87.9% of Internet-using adults over 35 in the 

United States. This notice plan will display an estimated 21 million impressions 

with a frequency cap of 1.5 to ensure a large percentage of class members are 

reached. According to comScore (September 2012), Google Sites are the most 

popular on the United States Internet. This portion of the campaign will also target 

specific “search terms” for the highest possible targeting of potential class members.

“Microsoft” (and its partner sites) reach an estimated 82.8% of Internet-using adults

over 35. This notice plan will deliver 6.1 million impressions to the 35+ adult 

demographic with a frequency of 1.5 or less. Microsoft Sites are the second most 

3 Data Source: comScore, September 2012. comScore is a global leader in online business analytics, 

providing industry standard Internet audience measurement and demographics.

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popular on the United States Internet, based upon comScore (September 2012) data.

Based upon the potential reach to the class and the specific number of impressions 

(with a frequency cap of 1.5), the online advertising portion of the notice plan will 

reach an estimated 35.5% of the class (when combined with social media in Part 4 

of this notice plan).

TARGETED DEMOGRAPHIC INTERNET IMPRESSIONS IN REXALL CAMPAIGN: 

43,780,750

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Part 4: Facebook and Social Media

Facebook’s Reach: Facebook has a total U.S. reach of 170 million consumers online,

making it the largest proactive social engine in the country. This media vehicle has 

proven over the last 24 months to be the most effective way to quickly execute and 

engage a targeted audience with the ability to drive them to an independent 

website, such as a class action settlement notice site. The ability for one class 

member to pass along the information to others utilizing social media can have the 

potential to triple the reach index. For the online media plan, the most widely used 

social media sites were researched

Independent data from Quantcast and comScore, two of the industry standards in 

Affinity and Reach analysis for consumer behaviors, were utilized. Our research 

indicates a total social media reach of over 140 million unique users per month in 

the United States. 

Below is the strategy to get the proper notifications out to the public with social 

media via the Facebook platform:

Facebook Creative Unit: A banner with clear text informing the public of Rexall 

Settlement will be displayed with a hyper link directing consumers to the proposed 

website in which they will have all the necessary information related to the case. 

Facebook Targeting: Facebook has proprietary banner advertising targeting 

capabilities. Ads will be segmented to target potential class members in order to 

more effectively target these consumers with proper notice in a timely manner. 

Facebook Settlement Page: A dedicated settlement page will be posted and used 

to educate people on the class action and direct those who wish to participate to the 

main settlement website. 

Based upon the total reach of Facebook, the number of impressions delivered, and 

the frequency cap of 1.5, the social networking portion of the notice plan will reach 

an estimated 35.5% of the class (when combined with targeted Internet advertising 

in part 3 of this notice plan).

TOTAL REACH OF SOCIAL MEDIA: Estimated 140,000,000

TARGETED SOCIAL MEDIA IMPRESSIONS IN REXALL CAMPAIGN:123,912,300

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Rexall Glucosamine Notice Summary

Media placements will be adjusted in order to maximize the number of claims filed. 

A reporting system will allow optimization of placements that are producing the 

greatest numbers of claims. Summary of the media impressions is segmented as 

follows:

Media Category Type Targeted Impressions

Print Magazines Graphic and Text 33,783,000

Direct Mail Graphic and Text 4,840,000

Online Banners & Ads Graphic and Text 43,780,750

Social Media/Facebook Graphic and Text 123,912,300

Ad Units and Copy for Notices: All ad units and the notices that are presented will 

be submitted for prior approval before the online media program is to begin. All 

creative will be done in a straightforward manner that is consistent with all 

applicable laws and is consistent with the wishes of the court and the spirit of the 

settlement. 

Summary: The Notice Plan designed for this settlement is based on the tools and 

techniques that companies use to develop marketing programs for similar products 

and audiences. Wherever available, data is verified using industry-standard data 

from GfK MRI and comScore. 

This plan will provide for the execution of the notices to go out to the target 

audience in an efficient and timely manner, and to meet the legal requirements as 

set forth by the court as well as in the Class Action Settlement agreement. The plan 

will be specifically designed to target the settlement class and notify a substantial 

number of them of the settlement.

While duplication has already been calculated for magazine, direct mail, and 

Internet individually, this notice plan allows for a further 23.9% duplication of 

audience across the various notice methods. In other words, we expect 23.9% of 

people who see a notice in a magazine to also receive a direct mail piece.

Taking into account a 23.9% duplication and without factoring in spread of the 

message through social media and word of mouth, we estimate the campaign will 

reach 76.34% of the defined class.

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