Redux Steve Smith's Eye on Innovation: Epicurious and Bon Appétit Feed the Buzzfeed Generation

Home , Advance Newspapers, Diem Brown, Epicurious, Noah Galloway, The New Yorker

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October 19, 2015 | Vol. 68 No. 40 Read more at: minonline.com MPA 'Magazines Move Merchandise' Redux 2 The New York Times Magazine Continues to Tack On Ad Pages New York Times Co. study in 1991 proved that they do. Mary Berner is one week into her new challenge of rebuilding radio as Cumulus 3 What's Happening With The Con- Media CEO after three years of rebuilding magazines in the same capacity at the tent Revolution, Apple? MPA. Berner's "last hurrah" was the October 12 release of the "Print Magazine 5 What Does a SFW Playboy Mean Sales Guarantee" in which members are promising rebates to advertisers that don't for Its Ad Partnerships? get a positive return on investment. Per The Wall Street Journal, a print campaign needs to reach approximately 125 6 Getting to The Root of the Ad Tech million adults during a 12-month period in either a single title or a corporate group Challenge Publishers Face buy. Retail sales data from third-party research firms such as Nielsen Catalina Solutions will determine whether the ads make a positive difference. Jay McGill's New Beginning 10 The MPA campaign and ones implemented by Time Inc. in January and Meredith National Media Group in 2011 (president Tom Harty told the WSJ Continued on page 2 Steve Smith's Eye on Innovation: Epicurious and Bon Appétit Feed The BuzzFeed Generation Millennial consumption habits have Condé Nast Entertainment rethinking video. I’ve said it before and I'll say it again; mobility impacts the fundamentals of media consumption and, inevitably, creation. But publishers are only beginning to appreciate how form factor, circumstance and demographic shifts require that they change their longstanding approaches to familiar content categories. For instance, what does mobile-first foodie content look like? Continued on page 4

5 Reasons You Can't Miss Our Social Media Boot Camp On November 10, min will be hosting it's third-annual Social Media Boot Camp at the Yale Club in New York. There are countless reasons why you should be there, given the importance of social media and what it means to your brand, but we wanted to simplify it down to just five. Tune in every week as we reveal each of these "can't-miss" reasons. Reason #3 Your audience is definitely using social media, a lot. Worldwide, social media platforms have more than 2 billion monthly active users collectively. That's a whole lotta readers who are hungry for content—good content. What's more, a reported 1.86 billion people worldwide now have mobile devices, which offer publishers a whole new challenge when it comes to pushing the right content, at the right time and the right location.

© 2015 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com 'Magazines Move Merchandise' Redux (continued from page 1)

Media Industry Newsletter that the unit "has never had to provide a cash rebate or free advertising space to a marketer") Editor-in-Chief: are descendants of a 1991 study by the former New York Times Co. Magazine Group that Steven Cohn ([email protected]) correlated single-copy sales of the April 24, 1990, Family Circle (now owned by Meredith) 203/899-8437 with the increases in purchases of 15 out of 22 advertised brands over the subsequent four Digital Media Editor: weeks. The study used supermarket scanners and had outside verification from Citicorp POS Steve Smith ([email protected]) Information Services. It was the work of NYTMG women's publishing vice president of 302/691-5331 research, Rebecca McPheters, who went on to become the president of the former Simmons min Market Research Bureau (a participant in the study) before starting the McPheters & Co. Group Editor: Caysey Welton ([email protected]) consultancy in 1997. 203/899-8431 In hindsight, McPheters' work 24 years ago was less urgent than now, but in the May 22, Event Content Manager: 1991, min story we asked whether anyone at MPA was "listening" to print's newfound "am- Kelsey Lundstrom ([email protected]) munition that proves it is the medium that sells." Editorial Intern: Jameson Doris ([email protected]) VP Publisher: Amy Jefferies More NYT Mag. (& T) Ad Growth ([email protected]) The New York Times and New York Times Co.'s future bottom lines may be digital-de- Director of Market Development: Laurie M. Hofmann pendent, but both are getting a 2015 boost from the newspaper's Sunday magazines. The ([email protected]) flagship NYT magazine continues the momentum from its Marketing Associate: Allie DeNicuolo ([email protected]) February 22 redesign–the issue's 122 ad pages were four Senior Account Executive: times that from 2014–and the year-to-date differential Tania Babiuk through October 18 is +18%. ([email protected]) It's other magazine, T is on an even bigger roll. Ad director Production Manager: Sophie Chan-Wood Karen Farina tells min that the September 27 'Fall Design's' ([email protected]) 129 ad pages were 55 greater than 2014 (+74%) and "the Graphic Designer: Yelena Shamis largest design issue in T's history, with 14 new advertisers. ([email protected]) It's also our largest issue outside of fashion." Data and Analytics Manager: Stacy Hill That record used to be held by the 99 carried in the T@10 ([email protected]) anniversary last October 19. The sum is matched by its 2015 Access Intelligence, LLC President & successor 'The Greats,' which T publisher Brendan Monaghan Chief Executive Officer: Don Pazour says is [editor] Deborah Needleman's "new annual issue." Among those saluted in the October SVP, Media Group: Diane Schwartz 25 premiere are Rihanna, Karl Lagerfeld and Quentin Tarantino. Chief Operating Officer: Heather Farley Subscriptions/Client Services: 888-707-5814 A Women's Health Link to Spike TV Is No 'Sweat'... List Sales: Statlistics, 203-778-8700 The Viacom-owned cable channel may be targeted to men (boxing and Cops reruns are Advertising: 203-899-8498 among the programming staples), but 45% of Spike's audience being female means that Reprints: Wright’s Media, partnering with Women's Health on the "Sweat Inc." reality series isn't out of line. The goal 877-652-5295 ([email protected]) is to discover that "next big workout," and the contestants will apply their skills to various Editorial Offices: 10 Norden Place, Norwalk, CT 06855; 40 Wall Street, disciplines–circuit training, interval training, platform devices, etc.—in a manner similar to 50th floor, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; the routines on "Dancing with the Stars." The 10-week series debuts October 20 at 10 p.m. www.minonline.com (Eastern) with Jillian Michaels hosting, and WH editor-in-chief Amy Keller Laird will help Access Intelligence LLC, 9211 judge the finale in advance of the winner being featured in the January/February 2016 issue. Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published Top prize is $100,000. 2015 © by Access Intelligence LLC. Distributed via email and online. For email and postal address changes, allow 2 weeks notice. Send to: Client ...And Tim Boniface Is the 'Ultimate Men's Health Guy' Services or call 888-707-5814. For advertising info contact 301/ 354- He, like the first "Ultimate Men's Health Guy" Noah Galloway, was impacted by the Septem- 1629. Contents may not be reproduced in any form without written permission. ber 11 attacks in switching careers from banker to firefighter. More on the November cover's Subscription Rate: $1099 emotional triumph–and that of the four runners-up–in next week's min.

2 Magazine Media’s Most Trusted Source Since 1947 10/19/2015 minonline.com Steve Smith's App Review Apple News: Still Waiting for That Revolution Apple comes into any market with exaggerated expectations. It has a pesky tendency to rearrange whatever room it enters. And so expectations (mine, at least) for Apple News may be unfairly high, albeit prompted by Apple itself. After all, it prom- ised a more highly-curated human experience to news aggregation when it first revealed the program in June. Apple married this with high-profile media partners (many of them magazine brands) and algorithms that were supposed to respond to user tastes and behaviors. In the end, after months of daily use in beta and a formal release, I remain mixed about Apple’s success. The app’s strengths in design and in maintaining partner-brand integrity are undermined by some basics of news delivery and curation. On the upside, there are nice Apple-like design touches here. The basic method of discovering news providers and topics, adding them to one’s mix, and managing content are exemplary. The "Explore" tab in the app does an excellent job of targeting my behaviors and current app mix with providers that match. A tier of suggested media brands coincide with a group of general topics, along with featured media brands and specific news topics that are driven by current events. I also found the "Search" func- tion to be very effective. Basic sharing and saving functionality are clean and strong. You can bookmark stories for later use, share using iOS 9 internal tools, and even consult your past history of news viewing. I like that you can long-press on a story to get basic sharing and saving tools. On the new iPhone 6s, you can hard press to get a preview of the item. Also exemplary is the news reading experience itself. Individual brands that take advantage of the Apple formatting will be rewarded with layouts that communicate their individual brand, retain their site advertising, and even suggested reading from within the brand. Unlike some other aggregation partners, Apple is giving readers the opportunity to get hooked on a media brand. In their dedicated sections, media brands can use top-line tabs to divide content into sections, and the brand’s banner is persis- tent throughout the experience. Parallax scrolling and large splash images feel much better than most thumbnail grabs found in other aggregation apps. Obviously, in-feed native ad placements work best here. I also like the smooth zoom technique the interface uses for entering and exiting articles. In many ways this is more in tune with a touch interface than Flipboard’s page metaphor. What is to complain about, then? Well, the basic newsfeed interface is surprisingly awful. On an iPhone the feed is an uninspired scroll of headlines and thumbnails. On the iPad the interface mixes up the formatting, but provides no extra text content to preview a story. The media branding of each article is as feint as native ad labeling. Currency seemed to dominate the feed, so CNN and The New York Times overwhelms the flow often, and there's no attempt to provide serendipity or topical variety. Worse, my iPad and iPhone experiences are different, as the app doesn't seem to be smart enough to carry over my preferences from one platform to the other. But once you drill into topic areas, which will provide greater variety, the Apple News technology really seems to break down. In many topics, I found tremendous story redundancy, the APP REPORT CARD bane of aggregation apps that should have been a first priority for Apple to fix. Additionally, some of the algorithms are just plain broken. In my “Books” topic, for instance, Apple seems to User Experience B- think that "The Walking Dead" is the only subject worth covering. Overall Design B If there are human curators involved in the Apple News experience, they are asleep or working on behalf of readers other than me. Ultimately, Apple News stumbles by not feeling like a Social Integration B+ good enough aggregator of a wide variety of information. And it fails to innovate in the places Mobile Utility B+ one would expect Apple to shine–personalized news alerts, the design of the feed. The app has streamlined the experience, and it indeed feels more integrated and less of a patchwork than Monetization B+ rivals like Flipboard, Zite and News Republic. But as a trusted information source, it still makes me resort to the competition. Final Grade B

10/19/2015 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com EYE ON INNOVATION Epicurious and Bon Appétit Feed The BuzzFeed Generation (continued from page 1)

Well, take a look at Epicurious’ min- The “FIG” video network itself is a B2B play “put together Steve Smith ute-long stop motion video recipe so the advertiser can buy the food vertical in a modern way,” for making a smashed cheeseburger. It looks like an extended Mann says. It's leveraging a lot of the groundwork that Condé Vine with pop up animations, overlay tips and recipe steps. Nast Entertainment has done in the past two years in estab- However, there's no chef voiceover and no lengthy lead-in; lishing a network of viewers and relationships with the many just prancing animated burger meat. The mobile and Millen- distribution outlets. CNE has already amassed hundreds of nial target for this video is not looking for magazine or even millions of monthly video viewers. traditional online video recipes and tips. “They want some- Mann indicates that while native providers like Buzz- thing quick and easy or something that will entertain them, Feed were ahead in serving mobile Millennials content in and not necessarily about cooking,” says Pamela Drucker the form they like, “they don’t know anything about food Mann, group CRO and publisher for Bon Appétit and Epicuri- or have a history with food,” he says. “This is where we ous brands at Condé Nast. have the opportunity to come in and own this position in This week the Epi and Bon Appétit brands launched the the marketplace.” Food Innovation Group Video Network, which will eventually What we’re seeing in the migration to mobility is also a see this “Cooking Magic” and radical transformation in media more than a dozen other fran- consumption habits. Sure, people chises stream across devices as needing to solve the problem of well as Roku, Snapchat, Tum- “what’s for dinner” will continue blr, YouTube and more. to go direct to familiar brands like In a year of testing and re- Epi and Bon Appétit or even hit search, the foodie brands at CN the Google box. Yet increasingly, felt that a truly mobile foodie ex- the mobile-first generation is experience was an untapped space. pecting the content to come to They're absorbing into the food them within the feed—scrolling category the lessons of BuzzFeed, content that's within their natural Vox and other digital native providers that have shown super- media habitat. These users are neither interested in nor im- short, punchy, list-y clips that grab mobile attention in ways pressed by tens of thousands of chicken recipes in one desti- the usual lengthy procedural cooking video cannot. "Just be- nation. They are more likely to take notice of the well-curated cause it’s viewable doesn’t mean it is shareable,” Mann says. and timed delivery of a list of the five best, or five easiest or “They are very different experiences.” five most fun. And these users are finding foodie content on platforms More to the point, models like Condé’s suggest that con- that deal in nano-formats. “Snackable content on mobile is tent types are no longer associated solely with specific des- how do you take what may have taken 30 minutes on TV or tinations or even times of day and environments. One of the five on desktop and tell it in 15 seconds in a vertical orienta- chief teachings of BuzzFeed is that younger consumers don't tion on mobile... and then loop it,” adds Craig Kostelic, head of bucket their content (news, entertainment, fun) in ways that revenue. align with old content segmentation. They expect cute pets, And publishers need to be ready to let that video content listicles, impactful news and, yes, even cheesecake recipes live in its entirety on these distribution platforms but find to coexist in the same endless media stream. Still, it may ways to bring advertisers and the monetization model with only work if that recipe also looks cute and clever, is over in a them. Kostelic says that the group is already working with minute and only involves three ingredients. its clients on unique ad formats that may do things like insert This makes you wonder what wild manner of cuisine the five-second animated GIF ads between loops of a nano-clip in next generation will be raised on. a social feed. “This content may live on Facebook, but you Steve Smith covers digital trends and innovations as min's digital media editor. will only be able to buy it through us,” adds Mann. Send him tips or feedback: [email protected]

4 Magazine Media’s Most Trusted Source Since 1947 10/19/2015 minonline.com Playboy Gets 'Dressed'...for Ads? This Old House Has Georgia–And Domestic auto has been out since the '80s. South Carolina–on Its Mind History will be made in March 2016 when Playboy relaunch- The brand's first "Idea House" is called "The Cottage of Cloud- es without its 62-year-old raison d'être—nudity. Founder land Station"—a northwest Georgia suburb of Chattanooga, Hugh Hefner accepted the reality that technology helped Tenn.—that will be open to visitors over the October 24-25 nude images to go from novelty to ubiquity over six decades. weekend in advance of exposure in the November/December Whether dressed women in provocative poses generates the This Old House and on ThisOldHouse.com. same interest as their au naturel forebears once did will be The location is about determined. 300 miles from the floods Also to be determined is whether the "new" Playboy will that struck much of South be acceptable to the interest groups that have pressured the Carolina, and editor-in- brand and its advertisers since the early 1980s. That was chief, Scott Omelianuk, when the Religious Right first showed its clout and such or- hopes that he and his ganizations as the Rev. Donald Wildmon's American Family team can assist in the re- Association success- covery as they did follow- fully forced domestic ing Hurricanes Katrina automakers and other and Sandy, and other mainstream advertisers catastrophes like torna- out of Playboy and since- dos and droughts. "Our shut-down rivals (Pent- mission is to rebuild homes and implement new technology to house, etc.) by threaten- prevent serious damage from the next '1,000-year storm,'" he ing boycotts. says. "This has worked very well with the three homes on the Hefner and daughter Jersey Shore that we built post-Sandy." Christie Hefner, who ran Omelianuk is also This Old House Ventures executive pro- Playboy Enterprises ducer, and any project would be multimedia in print, online and Inc. from 1988-2009, resisted throughout, but it made it dif- TV's This Old House and Ask This Old House. If the Sandy pat- ficult for them to hire and maintain publishers. tern is followed, airing and publication would come next fall. It appears that nudity will continue in some of the licensed Playboy editions overseas. The format was popular in Eastern Europe during the 1990s when the end of communism meant The Knot's Teary 'Dream Wedding' the end of repressive censorship. They will surely be shed at the May 2016 nuptials of Devon Even though China remains sexually repressed, Quartz Still and Asha Joyce when Devon's five-year-old daughter reports that sales of such licensed Playboy "tchotchkes" as Leah leads them down the aisle as the flower girl. Leah was Bunny-emblemed t-shirts and handbags have totaled $5 bil- stricken last year with stage 4 neuroblastoma, and Devon—a lion since 2004 with over $500 million coming last year. It former Cincinnati Bengals defensive tackle—told her sto- makes the country second in brand importance to the U.S. ry at last summer's ESPY Awards. Leah is in remission, and —without a centerfold in sight. cancer-fighting agencies will be the wedding's beneficiaries.

EVENTS upcoming events and webinars

Social Media Editorial and Breakfast Boot Camp Design Awards with the November 10, 2015 Breakfast minsiders New York, NY November 18, 2015 December 1, 2015 New York, NY New York, NY

10/19/2015 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com Google and Facebook Compound Publishers' Ad Tech Problems Confidence about taking on the alpha dogs of online publishing–Google and Facebook–is still a bit shaky among online publishers. According to a new survey of media executives responsible for ad operations by eConsultancy and Signal, only 26% of those surveyed felt their online display advertising revenues were growing quickly. The plurality—34%—characterized display growth as “growing slowly.” At least from an ad ops perspective, the distinct market advantages Google and Facebook enjoy, and growing concerns about ad fraud, blocking and the lack of viewability standards are causing concern among publishers. At this week’s Media- Post Publishing Insider Summit, Evolve Media COO Mike Didge admitted that if projections of ad blocking rise from the current 16% to 17% of users to 35%, "That’s a real impact on our business. We don’t have a solution for that now.” But as the eConsultancy survey points out, one of the biggest choke points for independent publishers is that they're com- peting with behemoths in the market that control both ad tech and content. More than three quarters (80%) of respondents admit that they won’t be able to compete against Google and Facebook unless they can target known subscribers at scale. And 79% voice frustration that allowing universal logins through Google, Facebook, Twitter and others, leaks data to their ad competitors. The problem is acute because of a fundamental weakness for most publishers—a lack of technology and partnerships to effectively target at scale. In fact, only 61% say they can use internal technology or a DMP to target registered subscribers, 51% by audience type or persona and 49% by content category. The real threat is in the move to mobile, however. Only 47% of publishers say they can track use identity across devices and platforms. When asked to identify the key challenges for growing display advertising, the cross-device conundrum dominates, with 33% citing an insufficient scale to recognize individuals online and across channels and 32% citing an inability to recognize consumers across devices. As a result of these challenges to targeting at scale, independent publishers are looking towards pooling more data among partners and extracting higher premiums for their audiences. The survey finds that 37% put a high premium on the ability to target IDs across devices and platforms, while 35% see that high premium opportunity for targeting registered subscribers and 33% for targeting live visitor intent (behaviors).

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Questions? Contact Allie DeNicuolo at [email protected]; 301-354-1810

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6 Magazine Media’s Most Trusted Source Since 1947 10/19/2015 minonline.com The Mobile Paradox A Look Back At Mobile Advertising in Summer of 2015. Todd Krizelman October 14, 2015

Every industry conference for mobile starts about the same: A declaration that “this year” is the year of mobile. This is the paradox: The stats on mobile consumption are compelling. Almost all consumer sites generate half of their impressions from mobile devices (with many reporting higher). Yet, despite all the excitement about mobile, few publishersCOMMENTARY report that mobile is generating greater than 5% of ad sales.

We don’t actually find mobile optimized or responsive mobile sites everywhere. In fact, weThe find them Mobile on a small minority Paradox: of 480 websites. In total we found 10,070 advertisers placing from June-September 2015. Looking Back At This Summer's Mobile Advertising Here’s what you need to know:

1.Every Take industry advantage conference of the Long for Tail mo of- mobileUnderstand advertising Buying. Chris Anderson’sHabits. Despite famed 10,070 advertisers plac- Todd Krizelman Longbile startsTail is highlyabout visiblethe same: in mobile a dec. The- brandsing over buying the thesummer, most expansive we found campaigns very few were placing sustained arelaration household that names.“this year” For example, is the year Home Depot,campaigns. Samsung, We Jeep,looked MapQuest, at those T -placingMobile, in June to see if they Progressive, Audi, ATT, Dodge, New Balance, Best Buy, WWE, NFL Fantasy Football, of mobile. But the paradoxVerizon, is that Chrysler, the stats and on Chili’s mobile were con all -placingcontinued ads on moretheir than campaign 100 mobile over sites the over following months. We saw sumption are compelling. Almostthe summer. all consumer But across sites 10,070 generate advertisers ,just this is17% not ofthe brands norm. 82% placed of advertisers in all 4 summer buy months, June-Sep- half of their impressions fromon just mobile ≤ 5 mobile devices sites. (with These many are good re- opportunitiestember 2015. to pursue, This may and suggestmost are thatstill ad buys are not for branding, recognizable, national advertisers. porting higher). Yet, despite all the excitement about mobile, but instead more staggered—supporting short-term marketing few publishers report that mobile is generating greater than efforts (supporting sales, product launches, etc). Key findings: 5% of ad sales. We don’t actually Understand Buying Habits. Despite 10,070 advertisers placing over the summer, we ♦♦ 51% of campaigns found very few were placing sustained campaigns. We looked at those placing in June to find mobile optimized or see if they continued their campaign over the following months. We saw just 17% of ran in June and July responsive mobile sites brands placed in all 4 summer months, June-September 2015. This may suggest that ad ♦♦ 27% of campaigns buys are not for branding, but instead more staggered – supporting short-term marketing everywhere. In fact, we efforts (supporting sales, product launches, etc). Key findings: ran in June, July and find them on a small mi- August • 51% of campaigns ran in June and July nority of 480 websites. In • 27% of campaigns ran in June, July and August ♦♦ 17% of campaigns total, we found 10,070 • 17% of campaigns ran in all 4 consecutive months ran in all 4 consecutive advertisers placing from Pursue early adopters of mobile advertising and remember Sutton’s Law. If you months June-September 2015. decide to pursue mobile advertising, target the brands that are placing the ads. That famous, albeit overused Willy Sutton phrase, comes to mind: Bank robber Sutton was asked by reporter Mitch Ohnstad why he robbed banks. According to Ohnstad, he Pursue early adopters replied, "Because that's where the money is." We find that a huge portion of mobile of mobile advertising Here’s what you need to advertising comes from the Top 5 categories: entertainment media, professional service know: firms, retail, technology, and financial service firms. This represents 54% of mobile and remember Sut- advertisers and should be where you start. ton’s Law. If you decide Take advantage of the to pursue mobile adver-

Long Tail of mobile ad- tising, target the brands vertising. Chris Ander- that are placing the son’s famed Long Tail is ads. That famous, albeit highly visible in mobile. overused Willie Sutton The brands buying the phrase, comes to mind: most expansive cam- Bank robber Sutton was paigns are household asked by reporter Mitch names. For example, Ohnstad why he robbed Home Depot, Sam- banks. According to sung, Jeep, MapQuest, Ohnstad, he replied, "Be- T-Mobile, Progressive, cause that's where the ATT, Dodge, New Bal- money is." We find that ance, Best Buy, WWE, a huge portion of mobile NFL Fantasy Football, advertising comes from Verizon, Chrysler and the Top 5 categories— Chili’s were all placing entertainment media, ads on more than 100 professional service firms, retail, technology and financial mobile sites over the summer. But across 10,070 advertisers, service firms. This represents 54% of mobile advertisers and this is not the norm. Now 82% of advertisers buy on just ≤ should be where you start. 5 mobile sites. These are good opportunities to pursue, and most are still recognizable, national advertisers. Todd Krizelman is CEO of MediaRadar

10/19/2015 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com min Social Media Boxscores September 2015 - Google+ and Instagram % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares September September September September September 2015 2015 2015 2015 2015 All You Instagram 9,235 2.19% 9 -65.38% 1,127 -66.57% 39 -53.01% 1 -90.00% Allrecipes Google+ 302,650 -0.80% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 64,631 9.08% 47 62.07% 36,493 43.42% 1,233 12.71% 101 9.78% Allure Google+ 1,285,201 1.34% 274 -42.56% 3,214 -50.40% 65 -51.13% 327 -26.35% Instagram 204,983 4.64% 77 133.33% 80,976 77.37% 2,761 -13.58% 43 -73.94% Automobile Google+ 72,997 0.20% 151 9.42% 2,914 -6.66% 368 13.23% 310 -9.09% Autoweek Google+ 1,597 0.57% 389 16.12% 500 -5.48% 21 -19.23% 81 28.57% Instagram 3,219 5.26% 43 -56.57% 2,458 -55.04% 31 -60.26% 29 -53.97% Better Homes and Gardens Google+ 678,477 2.40% 30 -3.23% 556 -22.56% 41 -29.31% 112 -11.11% Birds & Blooms Google+ 304,734 0.33% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 3,245 0.65% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Bloomberg Businessweek Google+ 205,921 1.96% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Boating Google+ 2,353 2.48% 10 150.00% 39 95.00% 3 NA 6 NA Brides Google+ 455,033 5.56% 324 -5.54% 2,590 4.18% 125 6.84% 329 56.67% Car Craft Google+ 1,041 7.32% 141 53.26% 2,223 14.59% 28 12.00% 61 -34.41% Closer Instagram 1,439 10.95% 56 75.00% 860 39.61% 16 -5.88% 0 -100.00% Conde Nast Traveler Google+ 1,743,082 3.11% 1,032 13.41% 22,324 3.37% 534 16.59% 2,039 -14.54% Instagram 509,309 11.63% 161 -7.47% 1,011,881 -5.95% 17,438 17.71% 457 13.68% Cosmopolitan Google+ 1,488,916 0.84% 74 252.38% 1,624 161.09% 99 67.80% 90 76.47% Instagram 993,226 6.22% 173 32.06% 1,821,616 13.73% 54,881 -16.69% 2,633 236.27% Country Google+ 185 1.09% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Country Living Google+ 606,038 1.24% 90 -5.26% 9,560 -22.31% 468 -22.13% 1,493 -16.22% Departures Instagram 7,297 9.88% 42 -20.75% 4,346 -21.13% 115 -27.67% 4 -82.61% Details Instagram 85,865 4.44% 37 42.31% 26,579 9.15% 407 -41.44% 23 21.05% Dirt Rider Instagram 62,672 9.32% 105 31.25% 112,826 24.09% 1,010 9.19% 43 59.26% DuPont Registry Home Instagram 419,830 5.95% 118 -29.76% 627,891 -30.66% 8,307 -20.58% 762 -21.69% Dwell Google+ 743,437 -1.63% 11 -26.67% 796 -20.64% 49 -41.67% 88 -20.72% Elle Google+ 3,954,973 2.13% 1,084 -21.68% 62,952 -14.11% 1,415 -24.57% 3,546 4.54% Instagram 1,046,270 7.35% 232 125.24% 1,312,358 110.93% 10,799 47.31% 356 122.50% Elle Decor Google+ 525,092 0.75% 137 17.09% 1,028 5.65% 36 89.47% 140 42.86% Entertainment Weekly Google+ 2,892,783 1.60% 2,153 16.76% 24,674 -3.67% 1,256 -30.45% 1,767 -5.00% Instagram 288,515 5.49% 121 -3.20% 255,228 25.69% 3,005 12.00% 820 454.05% Entrepreneur Google+ 2,160,981 5.82% 768 4.21% 26,393 26.07% 578 23.50% 5,451 20.04% Esquire Google+ 112,900 -0.02% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Essence Google+ 79,281 -0.01% 6 -81.82% 12 -81.25% 0 -100.00% 1 -88.89% Instagram 251,982 4.50% 106 49.30% 197,055 85.41% 4,005 9.37% 168 47.37% Every Day with Rachael Ray Google+ 1,297,524 2.22% 0 0.00% 0 0.00% 0 0.00% 0 0.00% FamilyFun Instagram 9,688 5.34% 3 -70.00% 411 -68.75% 33 -41.07% 1 -96.43% Field & Stream Google+ 1,060 -9.25% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Fit Pregnancy Google+ 246,584 -4.83% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 47,101 3.40% 7 -12.50% 3,978 22.78% 451 99.56% 12 300.00% Fitness Google+ 589,469 8.85% 6 200.00% 222 640.00% 7 NA 46 1433.33% Flying Google+ 1,388 1.09% 13 -13.33% 83 -23.85% 0 -100.00% 7 16.67% Food & Wine Google+ 1,352,954 1.64% 7 -98.04% 424 -94.16% 8 -96.41% 79 -92.06% Instagram 773,932 7.68% 90 -16.67% 720,665 -17.44% 18,703 -27.69% 351 -34.51% Food Network Magazine Google+ 5,709,966 1.57% 155 -10.40% 87,793 -17.39% 1,900 -26.41% 6,821 -17.08% Instagram 1,659,394 5.82% 94 4.44% 1,373,957 15.84% 32,624 85.81% 772 103.16% Forbes Google+ 4,386,508 3.18% 52 52.94% 3,924 45.55% 264 38.22% 1,188 37.02% Glamour Google+ 3,861,662 2.86% 19 375.00% 1,974 246.92% 46 100.00% 117 431.82% Instagram 858,601 3.72% 151 184.91% 646,953 142.61% 9,924 102.94% 253 72.11% Golf Digest Instagram 299,418 5.59% 86 -6.52% 544,121 -14.88% 20,177 9.72% 2,299 -20.28% Golf Magazine Google+ 24,100 0.36% 29 52.63% 74 17.46% 2 -33.33% 9 28.57% Instagram 39,992 6.78% 16 0.00% 9,880 -17.95% 239 123.36% 9 -40.00% Good Housekeeping Google+ 724,389 1.76% 87 -14.71% 3,795 -0.24% 111 16.84% 932 9.13% Instagram 76,000 15.15% 49 -3.92% 29,996 6.55% 541 -14.13% 105 101.92% GQ (Gentlemen's Quarterly) Google+ 541,491 -2.85% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 2,011,052 4.05% 89 34.85% 1,654,153 29.18% 33,685 64.60% 430 38.26% Harper's Bazaar Google+ 405,727 -9.06% 29 -71.57% 248 -80.08% 15 -82.76% 39 -66.95% Instagram 1,288,743 9.64% 191 54.03% 1,424,209 27.37% 12,078 -10.13% 550 -7.09% HGTV Magazine Google+ 448,430 1.53% 80 -5.88% 10,172 -25.48% 359 -44.51% 1,012 -20.88% Hot Rod Google+ 47,288 -63.74% 188 36.23% 6,020 19.23% 142 27.93% 285 25.55% Instagram 212,820 8.00% 79 558.33% 291,890 499.91% 3,079 641.93% 327 1535.00% House Beautiful Google+ 496,075 0.88% 128 -18.99% 5,375 -21.05% 190 -29.10% 613 -21.31% In Touch Google+ 442 4.25% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 67,853 2.53% 40 -9.09% 16,993 -37.26% 479 -53.40% 9 -30.77% InStyle Instagram 945,958 4.57% 146 69.77% 571,495 34.89% 8,695 -2.20% 725 82.62% J-14 Google+ 842,668 3.45% 19 35.71% 148 -14.45% 8 -65.22% 2 -83.33% Instagram 73,355 8.63% 27 17.39% 35,650 -6.25% 383 -25.92% 2 -98.84% Life & Style Google+ 319 -0.31% 0 -100.00% 0 0.00% 0 0.00% 0 0.00% Instagram 34,214 7.28% 20 -25.93% 2,622 -24.70% 88 -62.55% 0 -100.00% Lucky Google+ 553,794 -1.60% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 333,112 1.63% 53 165.00% 59,462 146.81% 781 222.73% 21 133.33% M-Magazine Google+ 705,977 0.29% 36 -71.88% 600 -69.73% 49 -51.00% 34 -84.96% Instagram 158,845 9.36% 48 -11.11% 98,186 -23.94% 885 0.91% 2 -66.67% Marie Claire Google+ 159,033 0.39% 1,251 -0.87% 1,692 -45.10% 102 -51.43% 252 -17.92% Instagram 503,167 6.82% 226 62.59% 706,859 52.98% 25,046 64.10% 905 280.25% Martha Stewart Living Google+ 2,480,122 0.42% 89 -14.42% 6,462 -0.98% 197 -1.01% 659 -1.20% Men's Fitness Google+ 26,308 -69.65% 664 2.47% 7,405 5.57% 184 155.56% 1,506 13.23% Instagram 43,312 8.30% 28 64.71% 9,312 71.65% 172 -24.56% 3 NA Men's Health Google+ 760,633 -19.78% 878 42.76% 17,459 3.03% 730 -4.07% 3,230 12.54% Instagram 335,066 9.71% 82 22.39% 188,033 19.50% 7,646 -5.84% 215 2288.89% Men's Journal Google+ 1,338,758 1.67% 37 -39.34% 214 -31.63% 21 -4.55% 36 -26.53% Instagram 17,298 13.24% 21 23.53% 4,549 11.09% 101 6.32% 6 NA Midwest Living Instagram 16,385 7.42% 30 -6.25% 20,439 -4.48% 471 13.77% 67 1016.67% Money Google+ 3,896 -22.08% 362 18.30% 210 -13.58% 19 137.50% 48 -9.43% Men's Journal Google+ 1,338,758 1.67% 37 -39.34% 214 -31.63% 21 -4.55% 36 -26.53% Instagram 17,298 13.24% 21 23.53% 4,549 11.09% 101 6.32% 6 NA Midwest Living Instagram 16,385 7.42% 30 -6.25% 20,439 -4.48% 471 13.77% 67 1016.67% Money Google+ 3,896 -22.08% 362 18.30% 210 -13.58% 19 137.50% 48 -9.43%

8 Magazine Media’s Most Trusted Source Since 1947 10/19/2015 minonline.com % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares September September September September September 2015 2015 2015 2015 2015 More Instagram 6,414 13.48% 27 -3.57% 2,380 10.96% 111 177.50% 1 NA Motor Trend Google+ 2,608,530 -19.64% 98 8.89% 13,360 0.15% 984 0.41% 790 15.84% Motorcyclist Google+ 1,176 -70.95% 18 -25.00% 201 -45.82% 17 88.89% 21 -44.74% Muscle & Fitness Google+ 25,652 -76.76% 609 3.75% 8,645 7.69% 196 -29.24% 1,223 10.08% National Geographic Google+ 11,373,824 -5.28% 115 -16.06% 121,318 -18.96% 3,590 -16.90% 9,882 -22.57% Instagram 32,365,040 7.24% 408 -0.24% 148,820,899 -5.95% 1,467,243 16.47% 89,780 29.30% National Geographic Traveler Google+ 9,827 -58.69% 13 -27.78% 166 -30.83% 7 -22.22% 22 -26.67% Instagram 5,602,466 11.33% 159 -3.05% 15,857,081 1.96% 129,111 3.57% 6,279 438.05% New York Magazine Google+ 576,939 -0.28% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Nylon Instagram 797,397 2.90% 199 45.26% 905,404 27.26% 18,846 -2.84% 367 2058.82% Nylon Guys Instagram 50,366 0.32% 13 225.00% 4,666 258.92% 89 286.96% 3 NA OK! Google+ 806,750 -4.25% 19 111.11% 86 53.57% 19 533.33% 13 1200.00% Instagram 96,054 3.94% 71 4.41% 32,287 -8.70% 1,053 -22.97% 9 NA Outdoor Life Google+ 2,587 -16.09% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Outside Instagram 270,005 6.08% 32 -3.03% 198,907 -7.14% 3,672 -17.71% 105 707.69% Parents Google+ 487,984 -10.94% 6 -53.85% 42 -74.23% 1 -87.50% 10 -60.00% Instagram 49,211 4.46% 16 -23.81% 3,771 -16.37% 167 5.70% 0 0.00% People Google+ 1,233,415 -6.96% 34 25.93% 352 1.44% 16 -40.74% 61 5.17% Instagram 987,247 4.92% 309 26.12% 1,978,101 14.28% 46,841 -0.58% 1,055 6493.75% People en Español Google+ 4,433 -63.55% 290 -23.28% 933 10.68% 69 6.15% 30 42.86% Instagram 793,948 5.49% 235 23.04% 646,326 -7.33% 8,960 -28.04% 325 577.08% People StyleWatch Google+ 1,037,231 -1.89% 10 -85.07% 372 -74.56% 20 -76.47% 29 -76.98% Instagram 169,258 0.42% 29 -30.95% 5,679 -87.97% 146 -86.49% 0 0.00% Playboy Google+ 88,448 -77.12% 18 28.57% 1,190 48.75% 70 62.79% 118 42.17% Instagram 3,159,533 5.81% 271 7.97% 6,296,315 -1.13% 50,967 5.50% 800 751.06% Popular Mechanics Google+ 650,489 -1.67% 1 NA 20 NA 4 NA 1 NA Popular Science Google+ 6,399,045 1.67% 7 NA 1,268 NA 81 NA 162 NA Prevention Instagram 9,337 31.41% 39 77.27% 3,267 67.62% 142 178.43% 12 NA Reader's Digest Google+ 4,705 -59.17% 426 14.52% 350 24.56% 7 -12.50% 230 90.08% Instagram 71,180 14.52% 62 14.81% 35,202 -1.85% 322 -27.80% 115 945.45% Real Simple Google+ 185,562 -2.63% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 312 -2.50% 3 -25.00% 30 20.00% 0 -100.00% 0 0.00% Redbook Google+ 512,510 -9.84% 155 -7.19% 908 -10.81% 75 -31.82% 136 28.30% Reminisce Google+ 402 -58.68% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 775 14.99% 21 -30.00% 797 -29.47% 16 14.29% 0 0.00% Road & Track Google+ 1,300 -64.22% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Rolling Stone Google+ 3,353,579 -5.23% 18 5.88% 1,546 26.51% 113 25.56% 232 68.12% Instagram 1,043,049 5.08% 74 12.12% 968,212 7.07% 18,559 13.33% 1,118 4981.82% Runner's World Google+ 450,887 -6.44% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 183,833 7.67% 14 -70.21% 47,164 -62.56% 1,928 -6.95% 158 NA SaltWater Sportsman Google+ 479 -8.76% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Scientific American Google+ 341,674 -11.57% 24 33.33% 1,908 81.71% 237 80.92% 460 62.54% Self Google+ 552,561 -12.87% 193 19.88% 2,151 40.04% 36 0.00% 409 85.91% Instagram 272,058 3.43% 60 -13.04% 101,446 -16.65% 2,017 -43.86% 44 2100.00% Ser Padres Instagram 25,599 13.13% 3 -78.57% 242 -71.56% 2 -75.00% 0 0.00% Seventeen Google+ 716,206 -14.26% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 718,833 NA 87 -15.53% 1,276,409 -30.29% 15,254 -42.07% 278 -76.16% Shape Google+ 594,509 -5.51% 514 -3.75% 12,264 3.62% 424 19.77% 1,539 2.12% Instagram 219,526 5.03% 50 -18.03% 73,243 -15.53% 1,508 -27.43% 22 450.00% Siempre Mujer Instagram 10,448 50.79% 17 0.00% 902 54.72% 44 4.76% 0 0.00% Sierra Magazine Google+ 173,527 -2.49% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Ski Instagram 25,456 17.03% 11 0.00% 6,320 -35.61% 1,269 380.68% 30 650.00% Smithsonian Google+ 1,005,099 -3.56% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Sport Diver Google+ 1,002 -80.40% 67 24.07% 105 69.35% 5 -16.67% 19 90.00% Sports Illustrated Google+ 3,087,351 -13.85% 37 -17.78% 1,088 7.51% 65 4.84% 134 30.10% Instagram 663,373 3.62% 96 14.29% 649,112 11.11% 5,113 22.67% 141 4600.00% Street Rodder Google+ 11,988 -83.99% 64 -7.25% 5,937 -26.91% 66 -52.17% 267 -38.90% Sunset Google+ 1,494,783 6.20% 14 -26.32% 846 -21.74% 29 -45.28% 86 -15.69% Taste of Home Google+ 6,487 3.56% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Teen Vogue Google+ 322,592 -37.41% 696 17.77% 13,165 -10.72% 289 38.28% 687 19.06% Instagram 1,387,247 3.12% 155 61.46% 3,180,787 26.98% 12,784 -19.39% 254 1394.12% Texas Monthly Google+ 554 -24.11% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 22,286 12.94% 19 850.00% 7,421 1021.00% 386 672.00% 25 NA The Atlantic Google+ 295,388 -12.06% 814 52.72% 5,419 61.91% 1,115 85.83% 1,803 39.66% The Economist Google+ 9,600,527 -7.28% 116 -3.33% 10,886 -5.90% 1,253 3.38% 1,743 -16.88% Instagram 156,054 39.37% 137 -6.16% 313,688 51.74% 9,631 96.67% 11,331 1392.89% The Family Handyman Google+ 491,208 -5.58% 36 5.88% 1,449 -1.09% 52 -49.02% 403 15.14% The New Yorker Google+ 641,581 -12.08% 65 20.37% 2,767 44.49% 319 -29.11% 509 30.85% This Old House Google+ 650,643 -8.88% 29 11.54% 928 6.67% 43 -21.82% 198 38.46% Instagram 22,435 9.18% 24 -11.11% 9,020 -14.11% 252 -20.25% 10 -52.38% Time Google+ 7,806,130 -7.74% 16 -54.29% 1,752 -68.57% 154 -75.32% 234 -73.91% Instagram 1,558,499 5.99% 52 -5.45% 612,885 -8.17% 10,627 -32.10% 1,571 -19.02% Town & Country Google+ 351 -17.22% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Travel + Leisure Google+ 2,000,421 -4.80% 583 -11.13% 30,739 -12.00% 614 -13.76% 2,210 -26.92% Instagram 1,070,514 12.02% 85 -17.48% 2,021,512 -19.16% 45,341 -23.84% 902 -24.14% Twist Google+ 405,920 -3.94% 58 -42.57% 2,444 -27.07% 161 -54.78% 87 -45.28% Instagram 26,367 3.53% 54 10.20% 33,409 -14.38% 335 -40.50% 11 10.00% US Weekly Google+ 639,128 -35.44% 573 0.53% 14,318 -30.98% 3,145 -41.75% 1,308 -28.01% Instagram 944,573 4.49% 246 23.00% 2,029,337 21.20% 41,252 -26.38% 1,396 325.61% Vanity Fair Google+ 2,556,031 -0.93% 225 NA 4,247 NA 129 NA 340 NA Instagram 1,223,725 6.34% 63 -18.18% 575,222 -23.26% 10,086 -29.17% 470 -17.40% Veranda Google+ 73,275 -14.70% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Vogue Google+ 3,591,256 -12.65% 1 -50.00% 371 -68.72% 20 -66.10% 37 -58.43% Instagram 6,291,758 7.26% 71 20.34% 4,342,874 -3.18% 59,814 25.31% 3,175 -8.34% W Google+ 6,710 -47.00% 1 -97.96% 0 -100.00% 1 -80.00% 1 -83.33% Instagram 1,191,645 6.68% 96 31.51% 684,658 12.69% 7,634 8.84% 379 25.50% Wired Google+ 3,040,188 -16.43% 584 7.16% 19,260 0.42% 2,457 -1.96% 3,455 2.04% Woman's Day Google+ 309,150 -10.20% 265 35.20% 1,172 12.69% 64 -26.44% 136 19.30% Women's Health Google+ 675,070 -2.49% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 345,302 5.71% 55 10.00% 101,913 1.58% 2,650 -10.23% 34 -78.75% Yachting Google+ 1,942 -0.15% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Yankee Google+ 314 -67.39% 12 50.00% 18 80.00% 0 0.00% 13 62.50% Instagram 11,957 10.87% 37 -9.76% 16,732 -4.70% 361 -15.85% 3 -75.00% Yoga Journal Google+ 1,539,801 -6.11% 168 6.33% 6,347 -15.69% 217 -7.66% 1,333 -9.69% Instagram 220,947 9.10% 32 166.67% 59,084 100.12% 1,124 -18.73% 2 -96.15% *data provided by True Social Metrics.

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26888 min Edit and Design Finalist Ad.indd 1 10/9/15 12:12 PM NOVEMBER 18 | 8:30 – 10:30 AM | THE YALE CLUB, NYC NOVEMBER 18 | 8:30 – 10:30 AM REGISTER NOW AT: WWW.MINEDITANDDESIGN.COM THE YALE CLUB, NYC Breakfast REGISTER NOW AT: WWW.MINEDITANDDESIGN.COM Opinion/Commentary Profi le or Q&A Single Article - Consumer Special Supplement Breakfast § ESSENCE Magazine - Melissa § AARP The Magazine - Bob Dylan § The Atlantic – What ISIS Really § AARP The Magazine - Your Guide Harris-Perry’s Parenting Column Does the American Songbook His Wants to Health @ 50+ § InsuranceNewsNet - Letter from Way § Better Homes and Gardens § Coastal Living - Cottage Style CONGRATULATIONS TO THE 2015 FINALISTS the Editor § InStyle - “Funny That Way,” a magazine – Save Your Own Life § Cosmopolitan Magazine - Cosmo § The Rotarian - In Praise of profi le of Mindy Kaling § Consumer Reports – How Safe is Careers: Rise To The Top Advice Column ham Issue struction Workforce Development Sorority Row Libraries (March 2015) § InStyle - “How Sweet It Is,” a Your Shrimp? § Food Logistics - July 2015 Special § Redbook - Whys Guy § Time Out New York - Summer’s Article Series § More magazine - “Superbugs in § The Rotarian - Sacking the Super profi le of Jennifer Aniston § Essence Magazine – Pride and Edition on Software & Technology § This Old House - Advice Column: Last Hurrah § Inc.com - Main Street Your Supper” Bowl (February 2015) § InStyle - “Practical Magic,” a profi le Prejudice in the Global Food Supply Chain Ask TOH § Time Out New York - Undateables § Outside Magazine - Unprotected of Julia Roberts § Garuda Indonesia Colours § InStyle - Your Look Special Issue Cover Design - Consumer Photo Gallery § InStyle - You Can Do, Beauty § Yoga Journal - 40-Day Digital § Prevention - The Natural Superbug § Marie Claire - Very Kerry magazine –Oct 2014 § Architectural Digest - May 2015: § AARP The Magazine - The Technical Article § InStyle - You Can Do, Fashion Countdown to Yoga Journal’s 40th Cure No One is Telling You About § More magazine - The Accidental § Live Happy magazine – Can Boomer List § APEX Experience Magazine - Inspiring Style Around the World Anniversary Activist Happiness Save the Planet? 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To register for the event, visit: www.mineditanddesign.com Advertising Contact: Tania Babiuk at [email protected] | Questions: Allie DeNicuolo at [email protected] 10/19/2015 Magazine Media’s Most Trusted Source Since 1947 11 Advertising Contact: Tania Babiuk at [email protected] | Questions: Allie DeNicuolo at [email protected]

26888 min Edit and Design Finalist Ad.indd 1 10/9/15 12:12 PM 26888 min Edit and Design Finalist Ad.indd 2 10/16/15 12:11 AM THE WRAP Beekman 1802 Almanac CEO Jay McGill's Near-Family Ties Two years ago, Jay McGill had just ended three decades at Hearst Magazines when wife and 2013-2014 Country Living publisher Jane Wladar told him of a magazine project being shopped by Brent Ridge and Josh Kilmer-Purcell–the "Fabulous Beekman Boys" who had turned their city-to-upstate New York farm lifestyle into a successful series of books along with a reality TV show and a victory in the 2012-2013 season of "The Amazing Race." "They originally reached out to [former] CL editor-in-chief, Sarah Gray Miller," he says. "I had Jane invite them to the CL holiday party that we hosted in our Chappaqua, N.Y., home. We would again meet several times in early 2014 to draw up a business plan." McGill says the Meredith Corp. partnership went from a "substantiative meeting in Sep- tember 2014 to a signed agreement this spring." The recent debut of Beekman 1802 Alma- nac–"a seasonal quarterly with fresh-from-the-farm inspiration"–has minimal advertising (six pages), but campaigns from Overstock Farmer's Market, Country Inns & Suites and Time Warner Cable have Ridge and Kilmer-Purcell in them. McGill wouldn't disclose the other investors he reached out to. Wladar and Miller were casualties of HM's relocation of CL to Birmingham, Ala., and both might of joined him at Beekman 1802 had they not chosen to relaunch Modern Farmer in the same capacities. "They earned salaries there before they would have here," he says. Also playing a key role as editor is Gina Hamadey, former Food & Wine travel editor. McGill's publisher stints at Hearst were at Motor Boating & Sailing, Sports Afield, CL (he didn't work with Wladar), Popular Mechanics and SmartMoney. He was also Hearst Magazines' International senior VP from 2006-2012. A Siempre Mujer 'Estrella' Is Born September was Siempre Mujer's 10th anniversary, and the celebration included Univision's "Despierta America" morning show (pictured below) with editor-in-chief and Meredith Hispanic Media group content director, Cristy Marrero, who ap- peared on September 29 to announce that 18-year-old Shakira Bonilla was the winner of the magazine's second annual "la musa de Siempre Mujer" cover contest. Bonilla was selected for the October/November cover by editors and readers for both her beauty and determination. Even as a teenage mother, this has not stopped her from pursing a college degree in business administration. Bonilla received a scholarship award from the University of Miami's Division of Con- tinuing and International Education, and UM senior director of corporate relations Sasha Dolgicer was on hand to present it. In 2005, Meredith went from zero Spanish- language brands to two as SM was joined by Parents spinoff Ser Padres. SM was in the planning stages when Meredith acquired the latter two plus Family Circle that June from Bertelsmann (Gruner + Jahr).

Feliz aniversario, Siempre Mujer, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief; Caysey Welton, Group Editor A Q&A with Returning Steve Smith, Digital Media Editor Rodale Editorial Director, Mike Lafavore Kelsey Lundstrom, Event Content Manager

12 Magazine Media’s Most Trusted Source Since 1947 10/19/2015 minonline.com