Steve Smith's Eye on Digital Media: the Right Customer Is Willing to Pay, but Offer Some Fun

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June 23, 2014 Media Industry Newsletter Vol. 67 No. 25 New York, N.Y. www.minonline.com

Monthlies' July Ad Pages Are a Somber "Beach Party." The weather in the East and Midwest is finally warm, but advertising remains stuck in an "ice age" with the monthlies' July 2014-versus-2013 ad-page differential at a sickly -9.65%. This opener for the second half is a bad sign for the critical months to come with the September clos- ings just a few weeks away. Flex (-63.84%) and Muscle & Fitness (-54.04%) got the proverbial sand kicked into their faces because July/August combos competed with sepa- rate July and August issues last year. Were it just July versus July, Flex and M&F would be a softer -26.51% and -9.71% respectively, and the cumulative differentials would be less lopsided. Scientific American's Living in the Connected World delivered a +110.14% "counterpunch." (boxscores are on pages 8 and 9) Steve Smith's Eye on Digital Media: The Right Customer is Willing to pay, but Offer Some Fun... Getting people to pay for content on digital platforms has been a persistent quest I’ve been covering since 1996, at least. We went through a number of phases in this journey, mainly calibrated to the current fortunes in online ad spend. When digital investment by marketers leveled or troughed, the cry went out: “Consumers must pay; damn their freeloading hides.” When the ad money started pouring in again, publishers were as quick as startups to pivot their rhetoric and proudly proclaim they believe in the primary role of free content to their models. No doubt about it, this time. We are somewhere between pendulum swings right now. Double-digit online ad growth, the embrace of pricier native formats and marketer attraction to even higher priced video advertising has contained the make 'em pay meme. Aside from major financials like Financial Times, (continued on page 4) ...And Money Shot: Native + Programmatic = Brand + Performance. The two hot topics in digital publishing these past few years—native advertising and programmatic—seem to represent diametrically opposed types of inventory with warring goals. But according to new commissioned research from Purch, the publisher of Space. com, Laptop Magazine and Top Ten Review, advertisers see these kinds of digital media as complementary and equally necessary. Across both types of advertising, marketers are looking for branding and conversions. A survey of brands conducted by Advertising Perceptions found, for instance, that although 71% cited branding as a primary goal of native ad formats and content marketing, 65% cited (continued on page 6)

• MICHELLE LEE'S "EARLY ADMISSION" TO NYLON; NJ, YJ REDESIGNS....Page 2 • YAHOO! BEAUTY's B+ APP REVIEW; THE ATLANTIC IN ASPEN...... Page 3 • WHY ELITE TRAVELER'S DOUG GOLLAN IS SINGING ON WISCONSIN!...... Page 5 • EYE ON AD RECALL; JULY BOXSCORES; INSIDE b2b.....Pages 7, 8, 9 and 11 • ESSENCE FESTIVAL IS A PLUS FOR TIME INC.; TASTE OF HOME...... Page 12 www.minonline.com © 2014 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. Page 2 min 6/23/2014 Michelle Lee's "Nylon" Welcome Wagon. The editor-in-chief was not hired until June 18, but Nylon's recently named executive VP and chief revenue officer Dana Fields was so impressed with Michelle Lee–one of 15 can- didates–that she held an impromptu meet and greet with staff members after the interview. "Michelle is new and I am new," Fields says. "Given all the change, I wanted everyone to quickly feel comfortable. Now she can start on June 25 as a colleague, not a stranger." A key reason is that much of the staff of the young women's title are car- ryovers from the management of executive editor Ashley Baker and husband-and- wife co-founders Marvin and Jaclynn Jarrett. min reported on May 26 the messy SHRED ALERT! HAIM aftereffects from the sale to the Mark Luzzoto-led Diversis Capital, and it let’s discuss... let’s ROCK RITA ORA LILY ALLEN ELLIE GOULDING was he who hired Fields. THIS LYKKE LI "I had zero to do with the sale," says Fields. "I told everybody to continue

THE KICK-ASS NEW BANDS YOU CAN’T IGNORE RECORD STORES WAY! ARE HERE TO STAY doing their jobs, and they have been great." Among those who helped in the Lee nylonmag.com interview were fashion director Joseph Errico and spinoff Nylon Guys executive editor David Walters. "I love Dana's management style," Lee says, who was recommended to Fields. "I'm confi- dent that I will have a positive effect on Nylon." Lee's background helps, in that celebrity (past InTouch editor-in-chief and Hollywood.com senior VP of content), fashion (The Daily Front Row 2002 launch team) and youth (CosmoGirl! 1999 launch team) matches Nylon's emphases. The intangible is her fre- quent appearances on television (Good Morning America, Today, etc.), which will be a welcome change from the little exposure that Nylon previously received. Fields' Nylon hirings continue, with an associate publisher and West Coast director on deck. "I'm excited about second-half 2014, and I'm even more excited about 2015, when we will have a full year to showcase a strong, multiplatform brand." Iraq Goes from "War Bonds" to The End Of. The June 30 Time cover line could have easily run in May 1975 as The End of South Vietnam. The fact that thousands of American lives were lost in Vietnam and Iraq will forever be in contention, and Iran may have gone from bad guys to good guys because of its desire to protect Shiite Muslim interests in Iraq. How different things were in January 1981, when just-freed Iranian hostage Malcolm Kalp urged Americans to "buy Iraqi war bonds" after he was among the 52 held in captivity for 14 months. The Old and the New at "National Journal" and "Yoga Journal." Both magazines redesigned, and maybe YJ's spirit of Om can soothe NJ's coverage of dysfunction. The new covers are on the right.

Editor-in-Chief: Steven Cohn ([email protected]) 203/899-8437 Digital Media Editor: Steve Smith ([email protected]) 302/691-5331 Editorial Director: Bill Mickey ([email protected]) 203/899-8427 VP Content: Tony Silber; Director of Business Development: Scott Gentry ([email protected]); Director of Market Development: Laurie M. Hofmann ([email protected]); Marketing Director: Kate Schaeffer ([email protected]); Assistant Marketing Manager: Marly Zimmerman ([email protected]); Associate Editors: Arti Patel (apa- [email protected]) and Caysey Welton ([email protected]); Production Manager: Yelena Shamis ([email protected]); Editorial Intern: Samantha Wood (swood@accessintel. com); Senior Account Executive: Tania Babiuk ([email protected]); Contributing Editor: Cathy Applefeld Olson; Boxscores ([email protected]) SVP, Media Group: Diane Schwartz; Access Intelligence, LLC President & Chief Executive Officer: Don Pazour; Division President: Heather Farley; Subscriptions/Client Services: 888-707-5814; List Sales: Statlistics, 203-778-8700; Advertising: 203-899-8498; Reprints: Wright’s Media, 877-652-5295 ([email protected]); Editorial Offices: 10 Norden Place, Norwalk, CT 06855; 88 Pine Street, Suite 510, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; www.minonline.com Access Intelligence LLC, 4 Choke Cherry Road, 2nd Floor, Rockville, MD 20850; Ph: 301-354-2000 Published 2014 © by Access Intelligence LLC. Distributed via email and online. For email and postal address changes, allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For advertising info contact 301/ 354-1629. Contents may not be reproduced in any form without written permission. Subscription Rate: $1049 min 6/23/2014 Page 3 App Review: Yahoo! Beauty Enters The Cluttered Salon. Yahoo! doesn’t call its new multi-platform verticals "feeds" or "portals" anymore. They describe the content as a series of responsive "tiles"—screen-filling images with bold headlines that flow into whatever screen is available and whose content zooms in and out of the tile without requiring a page load. For its newly launched Yahoo! Beauty Web app, led by cosmetic businesswoman Bobbi Brown, the portal uses the same design template in- troduced with David Pogue’s Yahoo! Tech months ago—a wall of telescoping tiles, some with animated GIFs, and large native ad units that could easily be mistaken for editorial. The content strategy here seems to be "less is more," but overall there's less from the content partners and more Yahoo! itself. Brown is prominent, in features where she shares tips, interviews celebs and even illustrates her own Yahoo! office makeover. There is even a "Yahoo! Smokey Eye" style that uses the brand’s signature purple color. In fact, it takes some digging into older posts, but there are contributions from mainstay name brands like Allure, Elle, GQ, The Cut and Vogue. The Beauty app uses good navigation dynamics to gather the main categories of content, how-tos, beauty stories, food, products, etc. The oversized tile structure works better on a tablet, where you can see more than one story at once, than on a smartphone. Pretty as it all may be, the phone version requires too much scrolling and lacks a snap-back feature. The sharing tools are passable, but the inclusion of Yahoo!-owned Tumblr and exclusion of Pinterest is overt proprietary nonsense that ignores a clear consumer preference for this category and demographic. Although there is nothing glaringly wrong about Yahoo! Beauty, there is also nothing especially distinct about it. Brown’s persistent presence is the only discernable feature, and there is no recognizable voice or point of view here. In fact, her posts seem disarm- ingly brief and uninspired. This vertical is not nearly as impressive as the Yahoo! Shine portal the company launched many years ago under the leadership of magazine vet (Elle Girl, Lucky, etc.) Brandon Holley. All of which speaks to an apparent weakness in Marissa Mayer’s personality-driven strategy to revive Yahoo! as a media source. Unless the likes of Katie Couric, David Pogue and Bobbi Brown have a real imprint on the content, these become high profile hires that have little impact. Grade: B-

Spotlight: Health Is a New Idea at "The Atlantic's" Aspen Festival... For the 10th year, The Atlantic is teaming with the Walter Isaacson-led Aspen Institute to produce the biggest think-tank in the world, with the projected 4,000-plus ex- pected to attend the June 24-July 3 Aspen Ideas Festival at the famed Colorado ski resort. There will be the usual huge allotment of VIPs from academia, business, media, politics and the arts. It will be fun to see actor Robert DeNiro– who will elaborate on the HBO profile of his late father and artist Robert De- Niro, Sr.–mingle with former British prime minister Tony Blair (geopolitics), Harvard University president Drew Faust (higher education), former U.S. VP Al Gore (climate change) and former House Speaker Newt Gingrich, who will be back in the news should Hillary Clinton run for president. The Festival will open with a 2½-day forum called Spotlight: Health, which will bring to the table such points of discussion as living longer, living better, health by design, the business of health and innovations in health. Clearly, this is overdue with the high importance of the quality health care as seen by the controversies over the Affordable Care Act and over the poor administration of veterans hospitals. The Ideas Festival will coincide with the June 26 release of The Atlantic's July/Aug. Ideas issue. There will also be coverage on a slew of websites, as well as social media and The Atlantic's Events Channel. ...And Saving the Railroads Is AN Ongoing Idea at "Harper's." Passenger train service went on death's door in 1970, when competition from air- lines and interstate highways led Congress to give such classics as the 20th-Cen- tury Limited (New York-Chicago) a band-aid with Amtrak. The July Harper's reports that conditions remain critical even though demand is up because security screen- ings and high gasoline prices don't apply (great scenery does). The Atlantic and Harper's have been "ideas" rivals for 157 years. Page 4 min 6/23/2014

EYE ON DIGITAL MEDIA STEVE SMITH

The Right Customer is willing to pay, but offer some fun (continued from page 1)

The Economist and Wall Street Journal, most media brands are test- ing incremental pay models that capture the sliver of loyalists who a publisher presumes is most likely to see value in paid content. But in the marketing of these "premium," "members only" and "plus" paid models, I don't see a lot of finesse in the way brands make their offer. In fact, the willingness to pay for content, while certainly tied to perceived value, also intersects with a number of other parameters like demographics, tastes and media consumption behaviors. Manuel Goyanes, Universidad Carlos III Madrid professor, makes that case in a fascinating piece of research just published in Journalism Prac- tice. Goyanes ran the numbers on 500 users and their stated willingness to pay (WTP) for digital news content and associated it with a number of other qualities. Not surprisingly, the baseline of most likely buyers of digital news correlates with younger demos and wealthier users. Okay, sure, but here is an interesting wrinkle in this: The people who say they are most willing to pay for news are also moderate (at least once a week), not light or heavy (everyday) Twitter users. But the heaviest Twitter users are also the ones who consume the most news and publishers might presume most willing to pay for it. To the contrary, Goyanes interprets. He argues that those most fully invested in Twitter are either most wedded to the "free" culture of the In- ternet or are scraping their news from multiple sources and so are connected to many free alternatives to any one source. Interestingly, heavy Twitter users skew younger. Thus, if you wanted to use Twitter as a way of targeting likely payers, you would want to find younger but moderate users of the social channel. One of the strongest signals of WTP is a previous history of paying for utility or entertainment on digital channels. People who pay for software or movies, music and TV downloads are also more likely to pay for news and informational content. While not startling, the importance of entertainment value cannot be understated. Ten to fifteen years ago we used to say that people only paid for online content that "made or saved them money." Those who paid for eBooks are actually most likely to pay for information. But fun is the new variable, and Goyanes suggests that all types of informational content could benefit by crafting packages that include more. Goyanes says information providers need to think outside of their content box. "On- line news organizations need to go a step beyond the classical production of information when implementing paid content strategies. News organizations have to provide content, but also leisure, entertainment, and cultural services, complementary services according to their understanding of the readers’ demands and needs." And the impulse to toss in a game (remember the "arcade" sections at many media sites?) is not necessarily the answer. WTP for informational content correlated mostly with people who paid for eBooks, online videos and apps. The marching orders are clear: Understand where your audience finds gratification outside of your own content and start looking to partner with those providers to add value to premium packages. That is to say that publishers looking for new revenue streams need to do what all other marketers are starting to do: mine the big data to detect unforeseen affinities among your customers. People pay for content that gratifies them on a number of possi- ble levels. Publishers need to holistically understand their potential paying customer in order to find the likely targets and craft packages they may never have considered a decade ago. The full study is available for download—free by the way.

Steve Smith (popeyesmith @c o m c a s t .n e t ) is digital media editor for min/m i n o n l i n e .c o m . He posts regularly on minonline and directs the min Webinars. Smith also co-chairs min's Digital Summits, and he is based near Wilmington, Del. min 6/23/2014 Page 5 "ET's" Doug Gollan Can Find the Mega-Rich in Door County, Wis. Door County, located on its namesake peninsula in northeastern Wisconsin, is a summer resort on Lake Michigan that attracts the ultra-affluent from the upper Midwest. It is not Cannes, Maui or the Hamptons, but 2001 Elite Trav- eler founder and president Doug Gollan writes in his The Long Tail of Ultra High Net Worth research paper that $30 million-plus jet-setters are more geo- graphically diverse than presumed. An ET reader buying a $29 million home in Door County intrigued him, and Gollan found that Wisconsin's 1,370 mega-rich exceeds Saudi Arabia's 1,360. Score one for badgers over sheikhs. Min’s Weekly Boxscores (Week of June 23, 2014) Issue 2014 Issue 2013 YTD YTD Date Ad Pages Date Ad Pages % Diff. 2014 2013 % Diff. AMERICAN PROFILE 6/22 9.05 6/23 10.10 -10.40 207.62 236.87 -12.35 BLOOMBERG BUSINESSWEEK 6/23 19.00 6/24 34.90 -45.56 455.43 551.89 y2 -17.48 CQ WEEKLY 6/23 4.00 6/24 5.50 -27.27 96.65 98.70 y3 -2.08 ECONOMIST, THE (N.A) 6/21 22.00 6/22 27.75 -20.72 545.14 692.78 -21.31 ENTERTAINMENT WEEKLY 6/20 29.41 6/21 28.99 1.45 446.38 542.28 -17.68 GOLFWEEK 6/20 8.35 6/21 14.55 -42.61 387.83 490.94 -21.00 GOLF WORLD 6/23 15.33 6/24 24.99 -38.66 250.21 361.25 -30.74 IN TOUCH 6/23 13.66 6/24 9.16 49.13 353.38 305.74 15.58 LIFE & STYLE WEEKLY 6/23 12.99 6/24 13.81 -5.94 233.22 241.93 -3.60 NATIONAL ENQUIRER 6/23 16.65 6/24 17.81 -6.51 360.90 408.74 -11.70 NATIONAL JOURNAL 6/21 11.00 6/22 5.00 D 120.00 114.50 159.00 y5 -27.99 NATION, THE 6/23 4.88 D 6/24 8.50 D -42.59 131.28 139.15 -5.66 NEW YORKER, THE 6/23 17.28 6/24 21.89 -21.06 371.85 461.70 -19.46 NEW YORK TIMES MAGAZINE 6/22 11.17 6/23 11.70 -4.53 900.32 x 914.46 -1.55 NEW YORK MAGAZINE 6/9 86.08 MD 6/17 21.48 300.74 — — — " " " 6/16 60.84 D 6/24 99.11 DMD -38.61 891.15 1,065.18 y4 -16.34 OK! 6/23 21.83 6/24 24.11 -9.46 586.08 644.88 -9.12 PARADE 6/22 6.31 6/23 10.25 -38.44 189.46 213.95 -11.45 PEOPLE 6/23 46.50 6/24 58.23 -20.14 1,445.32 1,567.66 -7.80 SPORTS ILLUSTRATED 6/23 14.55 6/24 31.92 -54.42 613.31 664.21 y -7.66 STAR 6/23 22.66 6/24 24.97 -9.25 671.26 630.31 6.50 TIME 6/23 17.90 6/24 18.62 -3.87 424.40 448.68 -5.41 TV GUIDE 6/16 35.47 D 6/17 22.78 D 55.71 311.35 347.89 y -10.50 USA TODAY 6/13 30.22 6/14 31.16 -3.02 648.68 711.70 y -8.85 " " SPORTS WEEKLY 6/11 0.37 6/12 0.36 2.78 9.11 8.29 y 9.89 USA WEEKEND 6/22 7.62 6/23 8.28 -7.97 189.33 223.36 y -15.24 US WEEKLY 6/23 28.49 6/24 31.01 -8.13 788.59 908.06 -13.16 WEEK, THE 6/20 9.79 6/21 10.93 -10.43 163.94 197.54 -17.01 WOMAN'S WORLD 6/23 4.50 6/24 6.66 -32.43 158.30 168.25 -5.91 x = One more 2014 issue; y = One more 2013 issue; y2/3/4/5 = Two, three, four and five 2013 issues; D - Double issues; MD = NYM's Best Doctors issues

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Questions? Contact Marly Zimmerman at [email protected]; 301-354-1703 23672 Page 6 min 6/23/2014 Native + Programmatic = Brand + Performance (continued from page 1) sales and conversions from the same channel. When asked about the KPIs for programmatic campaigns, 75% look at sales and conversions first, but 51% still look for brand lift from the campaigns. The good news for quality and familiar media companies is that advertisers appear to respect and gravitate towards clean, well-lit environments, even in this age of networked native and demand side platforms. For instance, 47% said they were extremely likely to purchase native ads that executed in-feed and linked to an editorial experience on the site. Only 28% were as likely to buy in to in-feed campaigns that linked off site, as many of the networked native solutions do. Still, don't rule out programmatic native, because 42% of advertisers said they ex- pected to be buying into these platforms in the next six months, and 72% in the next year. Overall, native still has something to prove, with 46% of buyers saying that proving ROI is a chief challenge. More than a third (38%) said they are concerned by misalignments between campaigns and marketing objectives. Also good for big media in programmatic is that 36% say they prefer to deal directly with publishers, even ahead of trading desks (23%) and DSPs (21%). This is a good sign for so-called private exchanges where buyers have access to programmatic buying across a sin- gle publisher’s brands. It also suggests a growing frustration with the agency-owned trading desks. Many brands are unclear where their money goes on the trading desk, because the client often is being billed twice, by their agency and by the agency-owned trading desk. Interestingly, agencies and brands have somewhat different priorities when it comes to using programmatic, with brands preferring to reach targets without waste (45% vs. 24%) and agencies favoring increased efficiencies in buying premium inventory (46% vs. 36%). A clear sign that publishers need to know their audiences is that 91% of buyers are looking for publishers with special audience insight and data. Ease of use is close behind (90%), as are credible metrics, audience quality, transparency and inventory guarantees, which were cited by 87% of buyers.

How to Maximize & Optimize Your Facebook Community June 26 | 1:30 - 3 p.m. ET

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24302 min webinar half page ad.indd 1 6/20/14 12:05 PM min 6/23/2014 Page 7

GfK MRI's EYE ON AD RECALL Top-Noted Ads in February 2014 Entertainment Magazines Print ads about pets, African-American achievers and Vikings (the Norse, not NFL) pro- duced a three-way tie for highest consumer recall in the February 2014 entertainment magazines, based on surveys by GfK MRI's Starch Advertising Research. February is when McDonald's celebrates the pride, heritage and achievements of Af- rican-Americans with its 365Black Awards. An ad in Jet featured such honorees as teen hair-care entrepreneur Leanna Archer to youth environmentalist Charles Orgbon III. In Soap Opera Digest, Fresh Step shined the spotlight on a bladder-challenged kitty cat to extol the olfactory virtues of its Triple Action litter box product. Rounding out the trio of ad-recall standouts was a campaign in Entertainment Weekly for History Channel's Vikings that announced the February return of the series' new season and touting the availability of the Vikings Ultimate Reality app for smart- phones and tablets. Along with data on the top three ads that consumers noted, or recalled having read, GfK MRI also listed the audience for the magazines from its Issue Specific study.

Rank: #1 (tie) History Channel, Vikings Magazine: Entertainment Weekly Category: Television and Cable TV Noted: 90% Issue Specific Audience: 9,589,000

Rank: #1 (tie) Fresh Step Triple Action Cat Litter Rank: #1 (tie) 365Black Awards/McDonald's Magazine: Soap Opera Digest Magazine: Jet Category: Pets & Pet Supplies Category: Restaurants, National Noted: 90% Noted: 90% Issue Specific Audience: 2,535,000 Issue Specific Audience: 7,165,000

Page 8 min 6/23/2014 % 4.09 5.50 9.72 4.08 4.37 0.29 3.41 2.73 0.38 -1.01 -5.89 -5.88 -3.12 -9.33 -7.62 -6.61 -0.59 -3.83 -5.98 -2.06 -6.24 -6.66 13.79 -36.33 -16.98 -27.32 -11.99 -12.87 -11.19 -10.54 -10.43 -21.24 -14.74 -14.06 -16.89 -33.51 Change y 2013 339.10 pages 588.46 363.95 902.34 147.31 457.44 517.44 385.32 403.44 355.04 351.10 353.07 143.32 321.53 305.13 564.51 735.45 524.08 546.71 632.90 242.50 382.15 824.06 438.64 371.56 623.24 269.13 317.46 335.89 250.87 223.08 189.60 508.04 268.99 1373.00 1576.51 2014 pages 941.73 138.65 469.92 298.43 438.45 419.95 374.57 347.57 387.39 149.17 264.51 285.56 306.02 546.88 760.54 475.17 505.07 566.20 154.40 356.90 819.23 512.75 364.15 332.80 490.84 229.46 318.66 315.82 215.59 185.40 185.69 476.32 251.07 497.63 1292.15 1048.24 % 5.20 2.97 6.64 1.37 6.84 3.07 8.01 2.19 -6.89 -5.56 -8.99 -6.95 -1.20 -8.84 -5.21 -7.86 -5.46 -7.48 -2.19 -5.70 32.59 20.13 21.65 -48.33 -29.12 -10.49 -13.41 -22.31 -18.08 -27.26 -11.48 -16.53 -22.06 -39.10 -10.90 -63.84 Change J+A July 2013 62.61 67.64 78.04 61.44 57.11 67.39 19.24 60.86 19.16 54.82 60.80 35.62 70.46 76.70 65.85 74.26 30.00 68.61 67.05 97.62 65.32 72.59 82.92 68.12 45.18 47.60 45.11 26.60 64.59 85.52 41.92 112.38 120.49 120.59 383.87 138.33 July 2014 56.04 71.16 80.36 65.52 57.89 72.00 16.66 47.28 17.83 44.91 57.42 47.23 72.62 55.79 58.29 80.21 15.50 67.79 80.55 69.19 66.75 68.81 76.40 56.86 54.96 45.00 35.16 16.20 57.55 79.12 41.00 104.64 109.66 109.93 138.81 130.44 LATINA (June/July) LATINA INC. (July/Aug) FINANCE PERSONAL KIPLINGER’S HGTV HOT ROD HOUSE BEAUTIFUL IN STYLE LADIES’ HOME JOURNAL (July/Aug) -- Last issue HEALTH HEALTH HARPER’S MAGAZINE FOUR WHEELER 4-WHEEL/OFF-ROAD GLAMOUR GOLF MAGAZINE GOOD HOUSEKEEPING GUIDEPOSTS HARPER’S BAZAAR (June/July) GENTLEMEN’S QUARTERLY GOLF DIGEST LUCKY (June/July) MARIE CLAIRE Publication FOOD NETWORK MAGAZINE ESSENCE ESSENCE CIRCLE FAMILY FUN (June/July) FAMILY HANDYMAN, THE FAMILY (July/Aug) FIELD & STREAM FIRST FOR WOMEN (June 23) FIT PREGNANCY (June/July) FITNESS (July/Aug) FLEX (July/Aug) EVERY DAY w/RACHAEL RAY RAY w/RACHAEL DAY EVERY (July/Aug) (July/Aug) COMPANY FAST ESQUIRE (June/July) FOOD & WINE FLYING % 5.80 9.05 9.53 0.95 9.24 4.69 5.91 7.35 9.33 7.82 0.32 3.48 -4.54 -1.83 -9.89 -2.47 -0.99 -4.50 -4.04 -8.07 -3.17 -6.98 -8.32 -6.16 -8.80 12.13 64.26 16.71 -26.36 -12.01 -41.58 -10.10 -24.76 -21.82 -12.27 -23.29 -19.43 Change 2013 49.28 81.80 92.06 29.74 pages 598.02 788.10 479.74 187.81 337.68 359.33 394.06 931.74 361.31 209.39 547.19 295.26 276.84 293.77 473.28 499.83 323.57 406.70 317.70 349.49 387.52 177.47 366.56 377.22 750.43 201.07 104.52 544.59 227.39 287.82 670.93 280.35 1243.89 2014 M IN ’ S ONTHLY BO X SCORES 28.79 78.12 84.21 48.85 pages 763.11 632.71 523.14 369.87 346.74 940.56 270.01 264.11 501.26 436.58 335.37 100.65 138.31 352.76 394.70 234.78 572.85 266.06 494.87 243.45 248.37 417.83 178.04 336.97 330.92 698.03 154.25 563.56 270.10 611.87 327.20 208.48 1187.36 % 3.81 7.77 1.45 4.90 3.06 4.51 -7.30 -3.68 -7.04 -0.75 -5.89 -8.06 -9.42 -7.76 -0.46 11.80 12.67 24.16 16.57 51.47 16.15 10.49 23.08 -18.48 -27.56 -10.44 -36.25 -39.91 -23.96 -26.70 -14.76 -30.38 -35.00 -22.94 -19.36 -40.60 not submitted 131.96 Change July 9.93 3.88 2013 74.58 64.25 93.95 47.89 39.96 42.30 44.41 92.40 45.67 11.30 73.50 16.63 88.91 39.89 45.19 59.83 42.77 36.39 48.00 66.31 55.28 61.16 93.17 45.28 51.15 62.96 60.27 31.94 26.16 59.63 45.67 84.86 42.64 59.76 229.71 E July 6.33 9.00 2014 60.80 59.56 68.06 42.89 38.49 47.66 49.65 99.58 46.33 14.03 77.10 15.46 44.85 61.66 40.25 55.12 36.50 77.02 40.52 52.13 85.66 47.32 46.33 43.83 66.59 20.76 20.16 55.00 36.83 84.47 52.48 35.50 23.97 238.46 103.64 ELLE DECOR ENTREPRENEUR BLOOMBERG MARKETS BON APPÉTIT BOYS’ LIFE BRIDES (June/July) LIVING COASTAL COMPETITOR CONDÉ NAST TRAVELER COSMOPOLITAN CRUISING WORLD DASH (June/July) DETAILS DISCOVER (July/Aug) ELLE BOATING (July/Aug) BOATING CAR AND DRIVER CAR CRAFT CHICAGO CIRCLE TRACK COOKING LIGHT LIVING COUNTRY CYCLE WORLD DWELL (July/Aug) WELL (July/Aug) EATING EBONY Publication ALL YOU ALLURE AMERICAN BABY AMERICAN PHOTO ARCHITECTURAL DIGEST AUTOMOBILE BACKPACKER BETTER HOMES AND GARDENS BICYCLING ATHLON SPORTS MONTHLY SPORTS ATHLON THE (July/Aug) ATLANTIC, BLACK ENTERPRISE (July/Aug) min 6/23/2014 Page 9 % 3.63 -6.07 2.12 4.90 8.59 2.10 6.50 5.87 7.54 3.09 1.27 8.77 -0.73 -5.84 -6.13 -2.14 -6.99 -1.82 -8.30 -9.64 -5.60 -0.67 -3.13 -2.46 -0.05 -0.10 24.24 24.08 10.07 -12.78 -18.84 -19.79 -23.79 -16.13 Change

2013 92.67 47.68 64.18 50.96 pages 291.80 579.75 150.53 306.74 327.92 548.01 431.59 611.78 475.59 690.86 179.41 252.10 273.70 316.48 376.10 151.30 906.14 270.88 440.12 308.42 517.90 352.40 319.13 355.12 253.86 495.48 206.33 673.88 1251.17 59,154.58 2014 99.66 59.16 65.54 55.43 pages 287.94 306.09 567.33 356.10 509.70 346.19 466.22 485.57 122.17 678.28 191.07 266.90 271.70 290.20 339.86 142.82 900.09 236.26 546.82 298.76 533.89 356.88 330.70 346.39 253.74 494.98 227.10 565.17 1178.06 55,565.32 % — — -9.65 9.04 4.44 -8.94 -9.82 -3.49 -0.26 -0.18 -1.08 -3.72 18.50 12.05 10.65 22.93 30.44 39.11 50.32 56.52 -36.37 -38.54 -19.72 -13.36 -11.36 -13.33 -27.85 -20.22 -12.67 -10.29 -13.44 -15.89 -12.84 -35.20 Change July 9.60 9.46 2013 48.70 39.91 73.67 63.42 70.57 52.48 56.28 78.52 90.13 47.63 43.74 34.15 42.70 62.10 32.55 26.83 46.26 41.80 52.88 76.33 59.63 57.78 65.30 46.10 41.35 60.99 17.25 66.65 104.63 8,777.84 no issue no issue 45.28 July 5.90 6.13 2014 57.71 32.04 63.83 71.06 62.55 58.07 48.78 56.65 86.98 38.00 38.20 41.98 55.70 56.00 40.33 46.14 37.50 90.57 33.65 83.23 59.52 48.60 68.20 41.98 36.04 60.33 27.00 64.17 7,931.07 no issue no issue TOTALS YOGA JOURNAL (July/Aug) YACHTING WSJ (June 28) TOWN & COUNTRY (June/July) TOWN & COUNTRY WOMAN'S DAY VERANDA VOGUE W (June/July) WIRED WOMEN'S HEALTH (July/Aug) WOMEN'S HEALTH WORKING MOTHER (June/July) VEGETARIAN TIMES (July/Aug) VEGETARIAN VANITY FAIR VANITY VELONEWS TDF TASTE OF HOME (June/July) TASTE TENNIS (July/Aug) TEXAS MONTHLY THIS OLD HOUSE TEEN VOGUE (June/July) TRADITIONAL HOME (July/Aug) TRAVEL + LEISURE TRAVEL TRIATHLETE UNITED HEMISPHERES Publication SUNSET SOUTHERN LIVING SPECTRUM, IEEE SUCCESSFUL FARMING SMITHSONIAN (July/Aug) LIVING SPRY (PEOPLE) STYLEWATCH SPORTS ILLUSTRATED KIDS ILLUSTRATED SPORTS SKI x = One more 2014 issue; y 2013 E Estimate; D Double issue % 4.10 5.53 0.91 6.27 1.52 -1.96 -5.62 -7.01 -8.03 -7.58 -0.96 -6.72 -1.34 -8.36 -5.26 -2.78 -0.06 -4.00 10.75 19.48 17.15 13.32 276.26 -13.41 -12.62 -42.20 -12.37 -15.18 -13.22 -25.81 -32.10 -15.49 -14.82 -22.79 -18.21 -13.96 -16.30 -11.31 -11.76 -18.43 -14.16 -21.25 Change y y y 2013 72.57 51.27 28.75 pages 189.55 644.36 389.81 466.51 705.39 572.96 276.73 629.35 235.95 378.10 390.38 268.31 175.80 107.50 236.69 380.01 444.01 491.59 430.51 480.69 500.44 471.25 353.79 593.63 874.67 222.37 170.00 166.94 175.52 529.62 123.30 151.40 366.28 637.36 531.38 243.24 348.33 368.72 x M IN ’ S ONTHLY BO X SCORES 2014 68.49 43.67 33.68 pages 128.71 713.60 269.65 691.57 502.10 257.33 655.17 360.79 265.74 163.98 128.44 340.60 249.00 347.75 233.53 322.34 385.30 425.69 394.50 356.60 422.94 363.84 357.00 630.86 191.33 161.06 162.30 443.29 109.36 145.35 371.86 433.44 275.65 715.39 175.41 562.43 274.30 316.50 % — 4.54 2.33 5.55 0.80 3.15 9.35 9.58 1.70 1.22 -1.17 -7.52 -6.02 -7.22 -0.31 -5.24 -6.83 -1.14 -7.80 22.22 12.27 22.92 -14.61 -45.86 -16.80 -18.98 -12.13 -17.48 -14.91 -25.72 -21.76 -31.85 -21.42 -26.70 -18.52 -31.05 -42.95 -22.54 -10.31 -33.72 -54.06 110.14 Change J+A July 9.37 2013 62.45 85.95 67.44 45.00 63.17 50.88 31.90 51.00 19.83 68.07 37.50 45.22 56.14 32.89 44.21 69.30 63.49 74.17 33.50 84.14 86.94 50.48 62.20 60.17 24.42 38.39 12.27 50.17 32.97 36.65 42.50 65.40 43.33 39.48 41.95 96.79 60.38 60.32 224.56 119.47 no issue July 9.26 7.00 2014 33.81 96.50 69.01 55.00 58.42 42.33 33.67 41.32 41.67 71.16 37.80 42.50 49.33 27.14 37.62 64.30 47.16 58.03 22.83 66.12 74.24 37.00 50.68 41.49 25.19 41.98 38.86 36.13 34.73 52.24 58.66 40.37 40.15 42.46 95.69 55.67 39.98 103.16 119.10 no issue

Publication READER’S DIGEST REAL SIMPLE REDBOOK RELISH ROAD & TRACK ROBB REPORT SAIL SPORTSMAN SALTWATER (June/July) SAVEUR SCIENTIFIC AMERICAN MONEY MONEY POWER & MOTOR YACHT PREVENTION ROD & CUSTOM RUNNER’S WORLD SCOUTING MORE (July/Aug) MOTOR TREND MUSCLE & FITNESS (July/Aug) MEN'S JOURNAL JOURNAL MEN'S MARTHA STEWART LIVING LIVING STEWART MARTHA (July/Aug) MAXIM MEN'S FITNESS (July/Aug) MEN'S HEALTH SELF SEVENTEEN (June/July) SHAPE (July/Aug) " HERS (July/Aug) GEOGRAPHIC NATIONAL (July/Aug) HEALTH NATURAL NG KIDS (June/July) O (OPRAH MAGAZINE) GARDENING ORGANIC (June/July) OUTDOOR LIFE (June/July) OUTSIDE PEOPLE EN ESPAÑOL (July/Aug) PLAYBOY POPULAR SCIENCE NG TRAVELER (June/July) NG TRAVELER PARENTS POPULAR MECHANICS POPULAR PHOTOGRAPHY Page 10 min 6/23/2014 CALL FOR ENTRIES!

Entry Deadline: June 20 | Final Deadline: June 27 Enter Today: www.minonline.com/ima

Saluting the campaigns, programs & innovative people who’ve raised the bar on magazine marketing programs

CAMPAIGN CATEGORIES • Print/Web Bundle • Best App Integration • Retail/Merchandising Tie-in • Client Promotion Via Facebook • Social Media Initiative/s • Contests/Sweepstakes • Special Advertorial Section • Custom Publishing Project • Total Integrated Program • Customized Web Site/Microsite • Total Integrated Program for Magazine Launch • Event • Wow Award • Lead Gen Initiative PEOPLE CATEGORIES – MARKETING MASTERS • Most Creative Use of New Technology • Marketer of the Year (VP level or above) • Multiple Magazine Title Program • Marketer of the Year (Manager level) • New Event Program • Marketing Team of Year • Print/Mobile • Magazine/Client Team of the Year • Print/TV or Radio Bundle • Sweet 16 • Print/Video

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23728 min 6/23/2014 Page 11

INSIDE b2b Cathy Applefeld Olson

How New Hope's Sales Team Mines Digital Success From Formerly Print-Only Clients

How can b2b sales teams successfully migrate print-only clients to the im- mense possibilities of the digital platform? For answers, we went straight to an expert, Elliot Howell, integrated sales manager at New Hope Natural Media, who recently picked up min's top b2b salesperson of the year honor. "Most companies have some type of mission, a much deeper story to tell. It’s no longer about looking at that story and thinking, what can they say if I sell them 12 print pages. Maybe I can sell them seven pages and then create this dynamic package that allows us to go deeper and tell a more robust and informative story," Howell tells min. Equally important is fostering a fully integrated approach, where print and digital are no longer siloed but rather parts of a greater whole. "If you sell those seven pages, don’t look at it as losing $30,000 in print, you're gaining $50,000 in digital. As everyone migrates to a more digital platform, you can really leverage the flexibil- ity the digital platform allows that the print platform simply doesn't." Howell should know, his stewardship of New Hope's integrated digital platform has ushered in a groundswell of content marketing and sponsorship opportunities for clients that previously clung to print-only. In 2013, his team increased total advertising revenue by more than 20% over 2012. And the momentum continues. By this January, Howell's contracted business already beat his 2013 year-end total by 17%. And there's no cannibalization in sight; New Hope's growth has been across sales channels. "A lot of the revenue growth is coming from content marketing, because that is a fairly new revenue stream for us. But because we've been able to go out with an integrated approach and positioning sales in a very comprehensive way, even if the package is largely content in nature we also bring in some print elements, some dis- play elements that allow multiple touch points for engagement," he says. Take, for example, the supplements category, the category in which New Hope is ex- periencing the most growth in integrated sponsorship programs. "If you walk down the supplements aisle there are a lot of different products that address different conditions, and it can be confusing," Howell says. "What's been interesting for us is, we touch everyone in the product cycle. We help ingredient suppliers connect with manufacturers that are looking to source, and helping manufacturers connect with retail- ers who then educate a consumer audience on health and wellness. There are so many possibilities." Recently New Hope designed a program for a collagen supplier around the Paleo Diet. The publisher created a digital cookbook and exercise guide for the company, as well as digital guides to yoga and fitness. Both were rife with educational material in tangential lifestyle arenas. "Doing something on yoga and fitness seems to be so out of the box. Why would an ingredient supplier want to sponsor something that educates consumers about yoga? But it helps position their partners as educational resources to end users, and education is such a key initiative," he says. Also important, Howell notes, is a willingness to help clients as they progress along the learning and technological curve. "We are taking on a lot of the technology part when we do these custom content programs," he says. "In large part, we do all the heavy lifting. There's always going to be bumps in the road, and we're dealing with an adoption curve internally and externally, making sure everyone is on the same page. We're lucky to have a talented editorial and design team who can really connect and understand the vision of the client and convey it."

min contributor Cathy Applefeld Olson is based in Northern Virginia. She also is an editor at our sister publications Cynopsis and CableFAX Daily. Page 12 min 6/23/2014 The 20th "Essence Festival" Was Born on the Fourth of July... It was in 1995 that Essence co-founders Ed Lewis and Clarence Smith hosted the first Es- sence Music Festival in New Orleans over the July 4 weekend to celebrate the monthly's 25th anniversary. It was an instant success because of Essence's popularity with African- American women, whose love for 1981-2000 editor-in-chief Susan Taylor was shown by Ameri- can Libraries citing her in 1994 as "the most influential black woman in journalism today." Taylor ended her 38-year association with Essence in 2008. Since, the Festival has thrived, in spite of a minor concern in 2005 after Time Inc. bought Essence outright from Lewis and Smith, and a major one in 2006 because of the severe damage in New Orleans one year earlier from Hurricane Katrina. "It moved to Houston that Fourth of July without a hitch," says Essence president Michelle Ebanks, who took charge with the Time Inc. acquisition. Under her management, the weekend evolved to the musical performances remaining very important to the bottom line while marketed as just one element in the mission of "empowerment, giving back to the community, and improving our everyday lives," according to Taylor. That is why Ebanks felt comfortable dropping "Music" from the event name last year. This year, from July 3-6, such media and political VIPs as Steve Harvey, the Rev. Al Sharpton and New Orleans mayor Mitch Landrieu will again be at hand. But it is event newcomer and Good Morning America co-host Robin Roberts who will generate the most emotion following her recovery from breast cancer and a blood disorder that required months of bone-marrow transplants. On June 13 The London Daily Mail declared that Rob- erts "is in the best shape of her life," giving added support to Ebanks saying that "we're thrilled to have her." Highlighting the educational programs is a digital literacy campaign featuring a hack- a-thon through the #YesWeCode initiative jointly supported by Essence and Prince. He will be performing on stage for first time since 2005, while Mary J. Blige's "encore" is from year #1, when she appeared with Boyz II Men, Aretha Franklin, the O'Jays and the late Aaliyah. Festival partners: Coca-Cola (19 out of 20 years), Ford, McDonald's, Procter & Gamble and Walmart, which sponsored this spring's Road to Essence Festival five-city tour. ...And Will It Be a Financial "Firecracker" for Time Inc? The Essence Festival comes less than one month after the Time Inc. spin-off from Time War- ner, and Ebanks tells min that chief content officer Norm Pearlstine and executive VP Ev- elyn Webster will represent corporate. "Joe Ripp has said that event marketing is essential to the company's future. The Festival—which hosted 543,000 people last year—is the biggest magazine event in the country, and I see the day when other Time Inc. media brands can be promotion partners. In turn, we can partner at their events." Also scheduled to be on hand are People editorial director Jess Cagle and his successor as Entertainment Weekly editor Matt Bean. "July 4 weekend is generally quiet around the country," says Ebanks. "Except at the Essence Festival in New Orleans. We don't need fire- works to make noise." "Taste of Home" Delivers a Taste of Summer. Taste of Home, the Reader's Digest Association's 3 million circulation bimonthly acquired 12 years ago from Reiman Publications is all-American, as the June/July cover of steak, salad and corn-on-the-cob attests. That may be square to some foodies, but few would dis- agree over the temptation of barbecue as we hit the summer solstice on June 21.

Here comes summer from Taste of Home, The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Arti Patel and Caysey Welton, Associate Editors