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

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Redux Steve Smith's Eye on Innovation: Epicurious and Bon Appétit Feed the Buzzfeed Generation Magazine Media’s Most Trusted Source Since 1947 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 con- tent 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.
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