Steve Smith's Eye on Digital Media (May 2014 Versus April 2014 Boxscores): Met Gala Drives Fashion, and Rewards Still Compel Seniors to Click

Home , Felix Dennis, M Magazine, The Week

June 30, 2014 Media Industry Newsletter Vol. 67 No. 26 New York, N.Y. www.minonline.com

Steve Smith's Eye on Digital Media (May 2014 Versus April 2014 Boxscores): Met Gala Drives Fashion, and Rewards Still Compel Seniors To Click. May was an uneven traffic month with few seasonal cycles dominating, but audience development tactics and event coverage drove many of the bigger wins. God bless 'em, the retirees coming to AARP.org (+27.0% page views, +50.39% unique visitors versus April 2014) provided one of the strongest spikes last month. There's no seasonal explanation to it, but a big winner for AARP has been like a Web visitor loy- alty program. According to digital media sales director Peter Zeuschner, "Our growth is based on new initiatives like AARP's Rewards for Good and the AARP auto buying programs, which we've supported with various promotions." Rewards for Good gives users of the site points for making use of tools and quizzes and other features that they can redeem for gift cards, daily deals and auctions. Talk about incentivizing site (boxscores are on pages 8 and 9; text continues on page 7) The Post-Felix Dennis "Maxim" Is Also the Post-Ben Madden "Maxim." Maxim is the common denominator in two very different experiences. The 67-year-old Dennis' June 22 death from throat cancer produced a flood of memories about a guy un- afraid to take risks either professionally of personally. His introduction of Maxim to the U.S. in April 1997 was arguably one of the most successful British cultural invasions since the Beatles, as 2.5 million 18-to-34-year-old American men embraced the "lad" marketing of fun, games and girls that made Maxim a hit in the U.K. Dennis smartly came here two years ahead of Emap-published rival FHM (the larger magazine in the U.K.), and his Maxim empire had expanded to Stuff, Blender and The Week when he sold all but The Week to Quadrangle Group for an estimated $250 million in June 2007. Dennis got a peak price in 2008-2009 when Cereberus Capital Management bailed out Quadrangle and folded Blender and Stuff. (Emap folded FHM in December 2006.) Maxim's market value had dropped precipitously with its rate base falling to 2 million and its monthly frequency to 10 times a year. Madden was in day-to-day charge since 1999, and the former Reader's Digest U.S. publisher won the industry's respect by keeping Maxim afloat through the chaos that accompanied the failed sale of the magazine to Darden Media Group last fall. When San Antonio-based fast-food (continued on page 2)

The Next min: July 14 We celebrate Independence Day's red, white and blue before returning for Bastille Day's bleu, blanc et rouge. Both are preludes to a summer highlighted by the women's fashion and beauty magazines' September 2014 "fall previews" (July 28) and the monthlies' January-September 2014 ad pages (August 18). Have a great holiday.

• STOCK WATCH: EARLY TIME INC. INVESTORS ARE MAKING A PROFIT.....Page 2 • APP REVIEW: SI MOBILE IS MOSTLY HIT, BUT THERE IS SOME MISS....Page 3 • MEDIARADAR'S "ATHLETICS"; WEEKLIES' MID-YEAR BOXSCORES... Pages 4 and 5 • NYT IS TOPS IN APP $$$; INSIDE b2b GETS SWEET...... Pages 6 and 11 • PEOPLE STYLEWATCH WOOS MILLENNIALS; ANGELINA, ELLE GO GLOBAL... 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 6/30/2014 The Post-Felix Dennis and Post-Ben Madden "Maxim" (continued from page 1) investor Biglari Holdings bought Maxim in March 2014, Madden was expected to continue, because running a magazine is far different from running Steak 'N Shake. Instead, Madden was a casualty of the transition along with editor-in-chief Dan Bova, associate publisher of integrated sales Sean Flanagan and senior VP of digital Bill Shaw. Stephen Gregory Barr, VP of business development, is in temporary charge of the day-to-day at Maxim until the hire of a publisher. He is credited for bringing new vitality to the Ebony-flagshipped Johnson Publishing Co. during his 2011-2013 stint as group publisher. "Maxim is being relaunched as a premium brand within the men's category," Barr says. The Biglari investment will be a "continued evolution of the brand through a revamped front-of-book, upscale photography and delivering relevant content: automotive, entertainment, fashion, food, luxury goods, grooming, spirits, sports and lifestyle editorial. "Moreover, our coverage of women will remain; however, the execution will be more upscale but not any less beautiful." The June Hot 100 cover is early evidence. Brand and creative director Paul Martinez, formerly with Men's Journal, is in temporary day-to-day charge editorially. The unnamed editor-in-chief will get that responsibility. ------Stock Watch (June 26, 2014, Wall Street close) COMPANY [SYMBOL] PRICE %/Change COMPANY [SYMBOL] PRICE %/Change 6/26 4 wks# 2014@ 6/26 4 wks# 2014@ APPLE INC. [AAPL] (stock split on June 8, 2014) 90.90 0.14 13.41 REED ELSEVIER PLC (ADR) [RUK] 64.54 0.99 7.48 CBS CORP. [CBS] 61.99 3.06 -2.75 ROVI CORP. [ROVI] 23.54 -4.27 19.55 COMCAST CORP. [CMCSA] 53.60 2.94 3.14 R.R. DONNELLEY & SONS CO. (RRD) 16.03 -0.12 -20.96 WALT DISNEY CO. [DIS] 84.45 0.50 10.54 SCHOLASTIC INC. [SCHL] 33.43 5.29 -1.71 FACEBOOK INC. [FB] 67.13 5.17 22.84 SCRIPPS, E.W. & CO. [SSP] 20.25 3.63 -6.77 GANNETT CO. [GCI] 30.52 9.47 3.18 TIME INC. [TIME]TWX 24.39 3.88 3.88 GOOGLE INC. [GOOG]* 576.00 2.84 2.79 TIME WARNER CABLE [TWC] 146.60 3.89 8.19 GRAHAM HOLDINGS CO. [GHC] 717.85 5.63 8.22 TIME WARNER INC [TWX] 69.40 -1.29 -0.46 INTERPUBLIC GROUP OF COS. [IPG] 19.40 1.52 9.60 20TH CENTURY FOX [FOXA] 35.15 -1.01 -0.06 LEE ENTERPRISES [LEE] 4.40 8.91 26.80 TWITTER INC [TWTR]; 41.44 21.88 -34.89 MARTHA STEWART LIVING OMNIMEDIA [MSO] 4.58 -3.17 9.05 VIACOM INC. [VIA] 85.44 -0.22 -2.65 McCLATCHY CO. [MNI] 5.42 7.75 59.41 XO GROUP (THE KNOT) [XOXO] 12.13 5.20 -18.37 McGRAW-HILL FINANCIAL [MHFI] 82.71 1.26 5.77 YAHOO! INC. [YHOO] 33.66 -3.55 -16.77 MEDIA GENERAL [MEG] 20.04 9.69 -11.33 min MEDIA INDEX 2,546.58 3.48 3.55 MEREDITH CORP. [MDP] 46.85 4.16 -9.56 MICROSOFT CORP. [MSFT] 41.72 3.42 11.52 NASDAQ COMPOSITE 4,379.05 3.09 4.85 NEW YORK TIMES CO. [NYT] 15.00 0.94 -5.48 NEWS CORP. [NWSA]F 18.02 5.26 0.00 DOW JONES INDUSTRIAL AVERAGE 16,846.13 0.88 1.63 # = From May 29, 2014; @ = From December 31, 2013; TWX = Time Inc. was spun off from Time Warner on June 9, 2014. Time Inc.'s opening price was $23.48 per share; * = Google effected a two-for-one stock split on April 3, 2014.

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 6/30/2014 Page 3 App Review: "Sports Illustrated" Gets "Responsive" To The Mobile Shift. Launched in late June as a responsive design across all screens, the new SI.com is de- signed to update breaking scores and team news that a fan wants front and center, while at the time, continuing Sports Illustrated's nearly 60-year legacy of content curation. It is part of a multi-part rollout that will include a video app 120 Sports, and a new fantasy sports app FanNation. We looked at SI from the mobile phone user's perspective. While the desktop/tablet version is a richer experience with a lot of slide-in content recommendations, the phone rendering is very dependent on ever- present navigation tools. A Scorecard button is always on so the user can access the latest breaking results. Persistent menu navigation di- als into the major sports and alternative SI verticals. In each section there is also a pull-up menu that drills into more scores, teams, stats, etc. The design lets users quickly dive into the sub-sections that interest them. However, the menus themselves are often awkward or unresponsive, and the pull-up menu button is so close to Safari’s multi- screen command that it invites errant clicks. As usual, SI shines when it comes to images. The Photos sub-section has excellent galleries that play well on phones. The image fills much of the screen but a handy caption toggle superimposes an easy-to-read caption. Paul Fichtenbaum, editor, Time Inc. Sports Group tells min that the new architecture is much more editor-friendly in that it moves SI from a grid layout to multi-sized tiles. "The editors manipulate the tiles to create a design that best promotes the content," he says. The same flexibility is being offered to the ad sales staff, which can now make more native-style ads that don't have to conform to convention. All of this is less apparent on a phone screen than a desktop/tablet. In most cases, the sections are the familiar long scrolls of headlines and thumbnails. With all of the more interesting phone experiences from Yahoo! to CNet and others, the basic content scroll here is surprisingly backward. Fichtenbaum promises a next wave of personalization and customization tools, which are sorely needed. The new SI site doesn't seem to invite a user login, which would seem crit- ical to cross-screen tracking/servicing. As is, SI on a phone is at least less cluttered and more elegant than ESPN, but it could offer much more customized, cross-screen seam- lessness to the loyal sports fan. Grade: B-

"The Washington Post" Put Its Teeth Into the Matter. A World Cup soccer player's active chompers that banned him from play for four months earned him this headline in the WP's Morning Mix (June 25): Why athletes like Uruguay's Luis Su- arez bite. The implication of the doublespeak was that fellow jocks admired Suarez's bicuspids and canines in action during the match with Italy, and that boxer Mike Tyson–who bit off a piece of Evander Holyfield's ear in a 1997 fight–was a role model. The true meaning is Suarez's hyperactive mouth, but if the late New York Times colum- nist and wordsmith Bill Safire were alive, he would have demanded a Why such athletes as Uruguay's Luis Suarez bite correction.

What is your favorite (non work-related) magazine? Let us know and enter to win a $50 Gift Card Two lucky winners will each receive a $50 Nordstrom gift card. Deadline: June 30 Take the poll now: www.minonline.com/contests/magazine 24315

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From MediaRadar, Seasonal Trends: Outdoor Athletics Advertising Is Up in Time for Summer. This is despite an overall decline in consumer magazines' advertising pages through the first half of 2014. In the May 26 min, we highlighted the five-month growth in the home furnishings and financial and real estate categories. The momentum continued through June, with home furnishings ad pages up 7.4% and financial and real estate ad pages up 7.0%, as measured among 157 national consumer magazines. Two other sectors–travel and leisure (+0.8%) and professional service (+4.6%)–fared well, but the most "muscle" was produced by the large athletics category (+7.6%). Cumulatively, athletics advertising increased by 159.5 ad pages from January-June's 2,008.3 to the present 2,247.8 Increases from 176 athletics brands contributed to the gains, resulting in growth in such subcategories as fishing (+7.4%), cycling (+14.9%) and boating (+7.7%). The lat- ter's 1,282.8 ad pages were eye-popping even though two most active advertisers were for golfers: Callaway and TaylorMade. Although the numerous boating and golfing magazines received the bulk of the athletics' ad pages, the 66 of the 157 analyzed magazines that received athletics-category ads were eclectic. Power & Motoryacht had the greatest share with 277.3 ad pages followed by Yachting with 235.9 The three MediaRadar charts below show the brands in the athletics category that placed the most ads among 157 consumer magazines, the year-over-year ad pages for the top athletics subcategories and the magazine rankings by market share. min 6/30/2014 Page 5 "Bank" on One Silver Lining to the Weeklies'/Biweeklies' Sickly First Half. When the differentials dropped this severely in 2009, the reason was clear: the recession. In 2014 it is contradictory when stock-market indices are near record highs while weekly and biweekly magazines' ad pages are again in a recession. The negative ad-page effect from digital is obvious, yet this foe can be a subtle friend as proved by the HSBC multi-platform advertising buyout of The New Yorker. That makes the June 30 TNY far more lucrative than the 14.52% ad-page differential. Sports Illustrated benefitted from its multi-platformed 50th-anniversary Swimsuit issue in February (ad pages were up), and an encore will come in August with SI's 60th-anniversary issue. After that, it is "play ball"–football, that is. (Ditto for ESPN.)

MIN’S WEEKLY BOXSCORES (Week of June 30, 2014; end of first half except for USA Today and Sports Weekly) Issue 2014 Issue 2013 YTD YTD Date Ad Pages Date Ad Pages % Diff. 2014 2013 % Diff. AMERICAN PROFILE 6/29 7.40 6/30 5.65 30.97 216.32 242.52 -10.80 BLOOMBERG BUSINESSWEEK 6/30 18.00 7/1 23.45 -23.24 473.43 575.34 y2 -17.71 CQ WEEKLY 6/30 no issue 7/1 no issue — 96.65 98.70 y3 -2.08 ECONOMIST, THE (N.A) 6/28 18.00 6/29 20.25 -11.11 563.14 713.03 -21.02 ENTERTAINMENT WEEKLY 6/27 20.17 6/28 11.33 78.02 466.54 553.61 -15.73 GOLFWEEK 6/27 5.42 6/28 12.55 -56.81 393.25 503.49 -21.90 GOLF WORLD 6/30 6.00 7/1 no issue — 256.21 x 361.25 -29.08 IN TOUCH 6/30 12.49 7/1 16.48 -24.21 365.87 322.22 13.55 LIFE & STYLE WEEKLY 6/30 8.49 7/1 8.49 0.00 241.71 250.42 -3.48 NATIONAL ENQUIRER 6/30 11.57 7/1 11.16 3.67 372.46 419.90 -11.30 NATIONAL JOURNAL 6/28 no issue 6/29 2.00 — 114.50 161.00 y6 -28.88 NATION, THE 6/23 4.88 D 6/24 8.50 D -42.59 131.28 139.15 -5.66 NEW YORKER, THE 6/30 11.67 HSBC 7/1 10.19 14.52 383.52 480.92 -20.25 NEW YORK TIMES MAGAZINE 6/29 11.10 6/30 11.40 -2.63 911.62 x 925.85 -1.54 NEW YORK MAG. (Best Doctors -- 2013) 6/16 60.84 D 6/24 99.11 D -38.61 891.15 1,065.29 y4 -16.35 OK! 6/30 25.99 7/1 25.29 2.77 611.92 670.17 -8.69 PARADE 6/29 7.13 6/30 6.94 2.74 196.59 220.89 -11.00 PEOPLE 6/30 48.33 7/1 42.68 13.24 1,493.73 1,599.06 -6.59 SPORTS ILLUSTRATED 6/30 12.17 7/1 16.00 -23.94 626.99 678.70 y -7.62 STAR 6/30 21.33 7/1 27.97 -23.74 692.43 658.28 5.19 TIME 6/30 21.97 7/1 17.00 29.24 446.37 465.68 -4.15 TV GUIDE 6/30 13.00 D 7/1 17.61 D -26.18 323.35 365.50 y -11.53 USA TODAY 6/20 18.50 6/21 34.15 -45.83 667.18 745.84 y -10.55 " " SPORTS WEEKLY 6/18 0.42 6/19 0.31 35.48 9.53 8.59 y 10.94 USA WEEKEND 6/29 7.71 6/30 8.66 -10.97 197.04 232.01 y -15.07 US WEEKLY 6/30 32.66 7/1 23.50 38.98 821.25 931.56 -11.84 WEEK, THE 6/27 5.50 6/28 7.00 -21.43 169.44 204.54 -17.16 WOMAN'S WORLD 6/30 4.64 7/1 7.00 -33.71 169.94 175.25 -3.03 TOTAL 11,740.27 13,055.73 -10.08

MIN’S BIWEEKLY BOXSCORES (end of first half) Issue 2014 Issue 2013 YTD YTD Date Ad Pages Date Ad Pages % Diff. 2014 2013 % Diff. AUTOWEEK 6/23 23.24 6/24 34.85 -33.31 367.44 397.90 y -7.66 ESPN 6/23 48.37 6/24 65.66 -26.33 463.34 x 544.04 -14.83 FORBES (Mid-Year Investment Guide) 6/30 107.28 6/24 111.15 -3.48 — — — (Forbes Life) 6/30 26.30 6/24 33.66 -21.87 649.63 728.88 -10.88 FORTUNE 6/30 39.34 7/1 45.76 -14.03 665.33 698.42 -4.74 JET (final print edition -- 2014) 6/23 17.00 6/10 23.98 -29.11 86.00 130.46 -34.08 ROLLING STONE 6/19 49.77 6/20 39.29 26.67 313.90 399.72 -21.47 TOTAL 2,545.64 2,899.44 -12.20 x = One more 2014 issue; y = One more 2013 issue; x2/3/4/6 = Two, three, four and six more 2013 issues; D= Double issues; HBSC = TNY special (2014) Page 6 min 6/30/2014 Magazines, iPad Dominate Among Paid News App Earner. While the bottom line revenue may not still be amounting to much in the coffers of magazine publishers, there are signs of hope for branded media in getting direct sales to consumers. In charting the top apps by revenue across iOS and Google app stores, analytics company App Annie finds that magazines pretty much own the news and information category. Free and broadcast entities still lead in overall downloads. In fact, Yahoo! is the most downloaded app in the Top News/General & Business category, followed by CNN News and Fox News. But in gener- Apps By Revenue, May 2014 ating money, the traditional media brands from print are 1. New York Times still in the lead. More than that, App Annie reports, the 2. The Wall Street Journal money is going almost exclusively to the iPad in this cat- 3. The New Yorker egory. About 80% of revenue generated in the news app group 4. The Economist is coming from the iPad. Part of this involves the digital 5. Zinio magazine format that seems to dominate the paid news side on the iPad. The game is still in Apple’s court. Google 6. The Washington Post Play is responsible for just a sliver (about 5%) of all 7. TIME paid app revenue. 8. TheBlaze On the other hand, Google Android is still the king of 9. Newsweek scale. In the news category it drove three times as many 10. Harvard Business Review downloads as iOS. If you put together the presence of magazines among top revenue earners with the fact that iOS pretty much earns all the revenue in the category and it is clear that Apple’s Newsstand is more compelling to consumers than Google’s aggregated magazine format. The iPad mimics print experiences enough so that people may have a greater satisfaction with equating an app with an issue of a magazine. The news is good here for the value of trusted brands among newshounds, especially when it comes to laying cash on the line. But that's not to say they can’t learn from the up- starts. Apps like Pocket, Yahoo! News Digest, Flipboard and BuzzFeed make news gathering more fun, shareable and, in some cases, digestible.

SAVE THE DATE!

OCTOBER 20-22, 2014 MARRIOTT MARQUIS, NEW YORK CITY

23350 min 6/30/2014 Page 7

EYE ON INNOVATION STEVE SMITH

May vs. April 2014 Boxscores Analysis (cont. from page 1)

use, Zeuschner also says the site has "seen significant increases in Health, Finance and Travel traffic." The Bauer sites continue their overall strong traffic gains for most titles in May. Among the most notable are Life & Style Weekly (+49.84% PVs, +57.81% UVs) and M (+30.25% PVs, +29.39% UVs). Last month Chris- tian Baesler, VP, new media, only slightly lifted the skirts on the Bauer push–driven by a social distribution approach that effectively converts newcom- ers into publication loyalists. This month Bauer added all the numbers and announced that its teen group of sites alone has seen a 300% increase in unique visitors in the last year. Its social fan bases are up by even higher multiples, 543% for J-14 Face- book fans and over 1,000% in fan increase for M. Also blistering this month was American Media's OKmagazine.com (+40.75% PVs, +49.72% UVs), Jay Ehrlich, general manager, digital entertainment tells min that the boost came from improved search traffic of 20% because of a refreshed SEO approach. "We had a high referral month thanks to Yahoo.com picking up our Jay-Z/Solange elevator fight coverage," he says. OK! is getting a lot of its traffic from traditional rather than social sources, referral, followed by direct and natural search. Only 14% come from social right now. Traffic to the site is now split about evenly between desktop and mobile, with 12% coming from tablets. The Met Gala drove traffic to two rival fashion mags. Harpers- Bazaar.com (32.93% PVs, +40.04% UVs) topped 60 million page views, with about 12% coming from the page of the month: "Met Gala 2014 Red Carpet Dresses–Best Red Carpet Fashion Met Ball 2014." Thecut. com (+54.40% PVs, +13.56% UVs) also spiked during the month. Over at Vogue, (+118.24% PVs, +32.93% UVs) editor Anna has a bit of an in at the Metropolitan Museum of Art's Costume Institute Gala (she has been chair since 1995). The site made the most of the event by posting 68 content pieces throughout the night to the site and on social media, Vogue tells min. Good Housekeeping (+38.86% PVs, +36.27% UVs) set a new personal best in May, hitting 6.2 million UVs, which was 1.5 million more than the previous record. And while many sites are seeing dramatic shifts away from search as a main traffic source, Good House- keeping continues to get 44% of its flow from search. An article on uses and alternative uses for common household items drove the most pages for the month. Demonstrating how audience demographics can influence traffic sourcing, Seventeen. com (+22.89% PVs, +46.44% UVs) also set a record in May with over 6.8 million UVs. But unlike GH, the teen mainstay gets 53% of traffic from social networks, and it has seen its traffic increase 78% from the same time last year. While the audience sources mix varies considerably from site to site, the general trend this year has been social sharing driving more traffic as traditional search de- clines. A survey of traffic to over 300,000 publishers in the first six months of 2014 by Shareaholic shows that in December 2013, Google was sending 37.49% of traffic, but by May that was down to 31.04%. The decline was even sharper from the secondary search sources like Yahoo! and Bing. Meanwhile, in the first quarter of the 2014, Shareaholic saw Facebook’s overall share of traffic referrals grow 37.65%, from 15.44% in December 2013 to 21.25% in March 2014. Pinterest grew its share from 4.69% to 7.1%. Mobility is likely helping to amplify the shifts. Anecdotally, many publishers tell us that the level of sharing content on devices far exceed the sharing they see from the desktop. Within the less search-driven silos of mobile content consumption, social will be a key driver of discovery going forward.

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. Page 8 min 6/30/2014

MAY 2014 VERSUS APRIL 2014 DIGITAL MEDIA BOXSCORES Media Site/ Parent URL May 14 PV April ‘14 PV % Diff. May '14 UV April ‘14 UV % Diff. Source AARP aarp.com 145,268,031 114,386,434 27.00 14,169,698 9,422,146 50.39 Omniture All You/Time Inc. allyou.com 5,158,000 7,118,000 -27.54 485,548 607,380 -20.06 ComScore (PC) Allure/Condé Nast allure.com 29,174,928 37,660,215 -22.53 3,395,829 4,340,941 -21.77 Proprietary Analytics American Photo/Bonnier americanphotomag,com 379,825 329,557 15.25 84,701 76,132 11.26 Omniture Answerology/Hearst answerology.com 685,910 748,142 -8.32 271,007 202,108 34.09 Omniture Architectural Digest/Condé Nast archdigest.com 8,335,239 6,848,549 21.71 570,338 484,959 17.61 Proprietary Analytics Atlantic, The/Atlantic Media theatlantic.com 37,607,933 38,412,680 -2.10 13,765,045 14,137,811 -2.64 Omniture Atlantic Cities, The/Atlantic Media theatlanticcities.com 2,892,612 4,089,307 -29.26 1,262,699 1,989,825 -36.54 Omniture Atlantic Wire, The/Atlantic Media theatlanticwire.com 9,103,125 10,681,057 -14.77 4,915,839 5,798,042 -15.22 Omniture Automobile/TEN: The Enthusiast Network automobile.com 5,303,390 6,187,942 -14.29 1,484,600 1,523,897 -2.58 Omniture Better Homes and Gardens/Meredith bhg.com n/a n/a — 14,022,561 13,861,029 1.17 Omniture Bicycling/Rodale bicycling.com 10,397,176 9,806,307 6.03 1,643,143 1,515,394 8.43 Coremetrics ComScore Digital Birds and Blooms/Reader's Digest birdsandblooms.com 2,246,773 1,771,040 26.86 515,231 425,822 21.00 Analytix (Dax) Bon Appétit/Condé Nast bonappétit.com 22,717,508 24,365,380 -6.76 3,957,178 4,300,322 -7.98 Proprietary Analytics Brides/Condé Nast Bridal Media brides.com 13,451,171 15,087,415 -10.85 1,424,578 1,550,514 -8.12 Proprietary Analytics Budget Travel budgettravel.com 8,238,037 9,022,965 -8.70 1,252,525 1,247,431 0.41 Google Analytics Car and Driver/Hearst caranddriver.com 64,469,327 88,095,941 -26.82 7,534,352 7,830,753 -3.79 Omniture Car Craft/TEN: The Enthusiast Network carcraft.com 1,297,434 1,253,879 3.47 387,946 379,528 2.22 Omniture Circle Track/TEN: The Enthusiast Network circletrack.com 302,612 285,862 5.86 85,030 78,793 7.92 Omniture Condé Nast Traveler/Condé Nast cntraveler.com 16,859,803 20,808,077 -18.97 1,758,575 1,876,040 -6.26 Proprietary Analytics Cooking Light/Time Inc. cookinglight.com 10,250,000 12,938,000 -20.78 1,419,022 1,711,219 -17.08 ComScore (PC) Cosmopolitan/Hearst Cosmopolitan.com 243,465,487 273,435,953 -10.96 28,848,404 25,139,500 14.75 Omniture Country Living/Hearst CountryLiving.com 42,036,580 43,649,013 -3.69 3,186,008 3,036,939 4.91 Omniture Craft Stylish/Taunton craftstylish.com 304,591 299,393 1.74 166,397 158,600 4.92 Google Analytics Delish/Hearst Delish.com 46,749,190 59,905,006 -21.96 6,210,556 6,356,223 -2.29 Omniture Details/Condé Nast details.com 9,032,628 8,600,465 5.02 1,285,539 1,258,266 2.17 Proprietary Analytics Discover discovermagazine.com 3,269,182 3,351,438 -2.45 1,926,244 1,896,763 1.55 Google Analytics Dwell dwell.com 9,951,694 10,036,441 -0.84 2,048,704 1,744,552 17.43 Google Analytics Eating Well/ Meredith eatingwell.com n/a n/a — 5,028,712 4,377,418 14.88 Omniture Ebony/Johnson Publishing ebony.com 2,962,328 3,055,708 -3.06 775,191 737,174 5.16 Google Analytics Elle/Hearst elle.com 70,182,512 52,950,603 32.54 7,916,216 7,515,312 5.33 Omniture Elle Decor/Hearst elledecor.com 8,208,791 7,883,158 4.13 948,344 952,059 -0.39 Omniture Entertainment Weekly ew.com 84,363,037 89,576,149 -5.82 15,369,717 15,571,798 -1.30 Omniture Entrepreneur entrepeneur.com 110,587,439 109,271,130 1.20 11,685,315 11,290,477 3.50 Omniture Esquire/Hearst esquire.com 36,360,378 30,015,041 21.14 7,283,473 7,683,459 -5.21 Omniture Essence/Time Inc. essence.com 38,778,549 32,041,169 21.03 1,863,521 1,779,056 4.75 Omniture Every Day with Rachael Ray/Meredith rachaelraymag.com n/a n/a — 1,359,863 1,243,089 9.39 Omniture Family Circle/Meredith familycircle.com n/a n/a — 869,659 817,299 6.41 Omniture ComScore Digital Family Handyman, The/Reader's Digest familyhandyman.com 7,580,075 7,579,293 0.01 3,962,910 3,662,147 8.21 Analytix (Dax) Fast Company/Mansueto fastcompany.com 10,280,709 12,404,792 -17.12 4,393,146 5,560,875 -21.00 Omniture Field & Stream/Bonnier fieldandstream.com 4,089,390 3,834,367 6.65 1,793,327 1,696,134 5.73 Omniture Fine Cooking/Taunton finecooking.com 4,642,336 4,692,928 -1.08 2,379,749 2,320,956 2.53 Google Analytics Fine Gardening/Taunton finegardening.com 3,657,885 3,196,364 14.44 1,571,855 1,244,219 26.33 Google Analytics Fine Homebuilding/Taunton finehomebuilding.com 2,580,952 1,939,391 33.08 1,273,872 877,756 45.13 Google Analytics Fine Woodworking/Taunton finewoodworking.com 2,051,922 2,421,116 -15.25 642,624 701,198 -8.35 Google Analytics First for Women/Bauer firstforwomen.com 2,032,875 2,872,308 -29.23 118,140 85,539 38.11 Google Analytics Fitness/Meredith fitnessmagazine.com n/a n/a — 7,265,582 7,863,529 -7.60 Omniture Fit Pregnancy/American Media fitpregnancy.com 7,178,291 5,423,337 32.36 1,342,591 1,111,671 20.77 Google Analytics Food & Wine/Time Inc. foodandwine.com 36,017,746 30,417,640 18.41 4,131,089 3,804,069 8.60 Omniture Forbes/Forbes Media forbes.com n/a n/a — 24,000,000 25,200,000 -4.76 ComScore Four Wheeler/TEN: The Enthusiast Network 4wheeler.com 2,783,670 3,483,057 -20.08 786,299 989,563 -20.54 Omniture Gentlemen's Quarterly/Condé Nast gq.com 72,387,653 68,316,902 5.96 5,843,787 6,849,397 -14.68 Proprietary Analytics Glamour/Condé Nast glamour.com 43,530,575 49,976,039 -12.90 9,076,627 8,553,478 6.12 Proprietary Analytics Golf Digest/Condé Nast golfdigest.com 21,021,515 27,854,428 -24.53 3,038,248 2,763,793 9.93 Proprietary Analytics Good Housekeeping/Hearst goodhousekeeping.com 47,705,977 34,856,348 36.86 6,227,666 4,570,026 36.27 Omniture Guns and Ammo/Intermedia Outdoors gunsandammo.com 6,731,777 5,588,829 20.45 1,040,584 1,137,430 -8.51 Google Analytics Grub Street / New York Media Grubstreet.com 2,384,708 2,425,324 -1.67 960,212 883,724 8.66 Omniture Harper's Bazaar/Hearst harpersbazaar.com 60,388,267 45,429,578 32.93 4,393,173 3,137,038 40.04 Omniture Health/Time Inc. health.com 27,909,000 29,637,000 -5.83 2,302,590 2,628,838 -12.41 ComScore (PC) Hollywood Life/Penske Media hollywoodlife.com 188,733,100 154,481,864 22.17 25,309,888 24,251,871 4.36 Google Analytics Hot Rod/TEN: The Enthusiast Network hotrod.com 2,418,643 2,777,305 -12.91 638,165 823,561 -22.51 Omniture House Beautiful/Hearst housebeautiful.com 28,370,238 28,270,015 0.35 2,092,914 2,033,642 2.91 Omniture Hunting (Petersen's)/I'Media Outdoors Petersenshunting.com 606,679 712,879 -14.90 89,004 95,803 -7.10 Google Analytics IEEE Spectrum spectrum.ieee.org 1,503,970 1,485,362 1.25 700,905 713,959 -1.83 Google Analytics Inc./Mansueto inc.com 13,607,528 14,045,306 -3.12 6,932,489 6,448,808 7.50 Omniture InFisherman/InterMedia Outdoors In-Fisherman.com 1,011,947 1,296,447 -21.94 208,238 248,256 -16.12 Google Analytics InStyle/Time Inc. instyle.com 44,674,538 42,852,207 4.25 2,351,346 2,468,814 -4.76 Omniture InTouch/Bauer InTouchWeekly.com 25,998,847 21,085,231 23.30 3,826,780 3,967,310 -3.54 Google Analytics J-14/Bauer j-14.com 36,388,136 35,916,103 1.31 2,321,636 2,173,374 6.82 Google Analytics Jet/Johnson Publishing jet.com 319,182 308,244 3.55 112,671 108,613 3.74 Google Analytics Kiplinger's Personal Finance kiplinger.com 17,228,579 14,595,262 18.04 2,526,301 2,346,157 7.68 Omniture Ladies' Home Journal/Meredith lhj.com n/a n/a — 693,262 933,552 -25.74 Omniture Life & Style Weekly/Bauer lifeandstylemag.com 26,952,946 17,988,138 49.84 3,830,429 2,427,272 57.81 Google Analytics min 6/30/2014 Page 9

Media Site/ Parent URL May ‘14 PV April ‘14 PV % Diff. May '14 UV April ‘14 UV % Diff. Source Lucky/Condé Nast luckymag.com 19,834,270 17,074,482 16.16 1,203,571 984,321 22.27 Proprietary Analytics M (magazine)/Bauer m-magazine.com 8,662,661 6,650,998 30.25 662,734 512,183 29.39 Google Analytics Marie Claire/Hearst marieclaire.com 26,517,060 22,487,398 17.92 3,272,950 2,773,554 18.01 Omniture Maxim maxim.com 32,100,000 27,100,000 18.45 3,140,000 2,660,000 18.05 Google Analytics Men’s Health/Rodale menshealth.com 81,663,442 74,669,645 9.37 11,710,581 10,797,092 8.46 Coremetrics Men's Fitness/American Media mensfitness.com 48,837,043 41,544,538 17.55 6,811,669 6,550,591 3.99 Google Analytics Mental Floss/Dennis Publishing mentalfloss.com 22,600,548 19,299,916 17.10 10,540,149 8,729,216 20.75 Google Analytics Midwest Living/Meredith midwestliving.com n/a n/a — 563,942 505,633 11.53 Omniture Mis Quince/Hearst misquincemag.com 112,556 99,881 12.69 25,468 22,443 13.48 Omniture More/Meredith more.com n/a n/a — 624,687 617,383 1.18 Omniture Motor Trend/TEN: The Enthusiast Network motortrend.com 35,919,672 37,886,422 -5.19 7,008,750 7,134,239 -1.76 Omniture Muscle & Fitness/American Media muscleandfitness.com 39,096,978 37,570,915 4.06 5,601,279 5,259,294 6.50 Google Analytics MyRecipes Network/Time Inc. myrecipes.com 70,918,000 79,480,000 -10.77 7,135,225 7,813,390 -8.68 ComScore (PC) National Geographic/NGS nationalgeographic.com 102,876,939 110,045,417 -6.51 22,883,269 23,471,219 -2.50 Google Analytics New York Magazine/ New York Media nymag.com 60,884,545 49,396,847 23.26 9,779,347 11,249,976 -13.07 Omniture New Yorker, The/Condé Nast newyorker.com 33,079,062 27,629,800 19.72 11,984,979 8,713,868 37.54 Proprietary Analytics OK!/American Media Inc. okmagazine.com 14,360,943 10,202,990 40.75 3,862,506 2,579,818 49.72 Google Analytics Organic Gardening/Rodale organicgardening.com 6,328,452 6,521,885 -2.97 1,793,911 1,755,958 2.16 Coremetrics Outdoor Life/Bonnier outdoorlife.com 3,303,330 3,437,459 -3.90 1,014,867 1,006,209 0.86 Omniture Paste Magazine pastemagazine.com 8,203,443 7,799,383 5.18 3,087,955 3,156,262 -2.16 Google Analytics Parents/Meredith parents.com n/a n/a — 10,314,820 9,464,988 8.98 Omniture Parenting/Meredith parenting.com n/a n/a — 4,162,277 4,881,081 -14.73 Omniture People/Time Inc. people.com 559,358,674 531,946,012 5.15 29,816,023 28,877,577 3.25 Omniture People En Español/Time Inc. peopleenespanol.com 32,318,643 29,912,828 8.04 2,120,453 1,774,424 19.50 Omniture Popular Mechanics/Hearst popularmechanics.com 30,081,162 31,130,119 -3.37 5,235,950 5,554,448 -5.73 Omniture Popular Photography/Bonnier popphoto.com 2,818,734 2,569,638 9.69 606,283 560,629 8.14 Omniture Popular Science/Bonnier popsci.com 10,951,058 10,033,699 9.14 3,544,141 3,334,903 6.27 Omniture Prevention/Rodale prevention.com 45,931,498 45,798,370 0.29 5,730,821 5,026,481 14.01 Coremetrics Quick & Simple/Hearst quickandsimple.com 22,601 26,498 -14.71 19,275 22,529 -14.44 Google Analytics RadarOnline/American Media Inc. radaronline.com 130,927,987 138,145,507 -5.22 13,608,226 13,398,061 1.57 Google Analytics Redbook/Hearst redbookmag.com 33,335,029 30,720,570 8.51 3,745,502 3,187,034 17.52 Omniture ComScore Digital Reader's Digest/RDA readersdigest.com 74,665,348 78,930,424 -5.40 6,530,818 7,676,348 -14.92 Analytix (Dax) Real Simple/Home and Lifestyle Network realsimple.com 38,306,000 37,478,000 2.21 4,433,974 4,448,526 -0.33 ComScore (PC) Road & Track/Hearst roadandtrack.com 6,294,414 5,965,281 5.52 2,109,466 1,871,433 12.72 Omniture Rod & Custom/TEN: The Enthusiast Network rodandcustommagazine.com 311,268 301,655 3.19 65,722 60,337 8.92 Omniture Rolling Stone/Wenner rollingstone.com 77,582,298 80,718,191 -3.88 14,098,309 13,374,354 5.41 Google Analytics Runner's World/Rodale runnersworld.com 24,960,070 29,055,107 -14.09 5,266,670 5,449,752 -3.36 Coremetrics Running Times/Rodale runningtimes.com 2,093,986 2,316,950 -9.62 677,129 745,069 -9.12 Coremetrics Saveur/Bonnier saveur.com 8,023,573 8,123,366 -1.23 1,955,108 1,904,031 2.68 Omniture Scientific American scientificamerican.com 10,000,000 10,600,000 -5.66 5,300,000 5,300,000 0.00 Webtrends Self/Condé Nast self.com 27,771,780 29,738,096 -6.61 6,149,096 6,149,291 0.00 Proprietary Analytics Seventeen/Hearst seventeen.com 70,529,582 57,390,493 22.89 6,856,730 4,682,224 46.44 Omniture Shape/American Media shape.com 54,788,266 58,146,069 -5.77 6,832,462 7,156,884 -4.53 Google Analytics Smithsonian Digital Network Smithsonian.com 10,734,605 10,844,357 -1.01 6,469,097 4,261,221 51.81 Google Analytics Sound & Vision/TEN: The Enthusiast Network soundandvisionmag.com 1,420,952 1,414,932 0.43 373,292 348,553 7.10 Omniture Southern Living/Time Inc. southernliving.com 9,245,000 10,542,000 -12.30 1,260,298 1,354,746 -6.97 ComScore (PC) Sunset/Time Inc. sunset.com 5,284,000 5,900,000 -10.44 750,742 711,949 5.45 ComScore (PC) ComScore Digital Taste of Home/Readers Digest tasteofhome.com 39,919,182 42,225,889 -5.46 11,433,562 11,634,874 -1.73 Analytix (Dax) Teen Vogue/Condé Nast teenvogue.com 25,130,221 23,829,619 5.46 4,907,126 4,042,918 21.38 Proprietary Analytics The Cut/ New York Media thecut.com 36,577,469 23,690,345 54.40 4,148,014 3,652,574 13.56 Omniture The Knot theknot.com 75,074,961 72,173,283 4.02 10,114,216 9,135,628 10.71 WebTrends The Week/Dennis Publishing theweek.com 19,319,083 17,588,317 9.84 10,380,243 9,079,330 14.33 Google Analytics Threads/Taunton threadsmagazine.com 672,507 690,838 -2.65 292,137 275,816 5.92 Google Analytics This Old House/Time Inc. thisoldhouse.com 13,792,000 14,979,000 -7.92 1,747,157 1,633,533 6.96 ComScore (PC) Town and Country/Hearst townandcountrymag.com 1,369,127 1,540,958 -11.15 172,842 171,344 0.87 Omniture Traditional Home/Meredith traditionalhome.com n/a n/a — 260,972 228,736 14.09 Omniture Travel and Leisure/Time Inc. travelandleisure.com 35,817,369 34,912,949 2.59 2,325,922 2,249,951 3.38 Omniture Twist/Bauer twistmagazine.com 5,394,824 5,079,437 6.21 383,309 408,404 -6.14 Google Analytics Us Weekly/Wenner usmagazine.com 371,000,263 343,680,862 7.95 33,754,468 30,273,179 11.50 Google Analytics Vanity Fair/Condé Nast vanityfair.com 44,346,759 30,685,198 44.52 9,767,489 6,600,108 47.99 Proprietary Analytics Vegetarian Times/AIM vegetariantimes.com 1,810,550 1,805,128 0.30 808,312 774,667 4.34 Google Analytics Veranda/Hearst veranda.com 1,238,492 1,993,560 -37.88 149,879 214,099 -30.00 Omniture Vogue/Condé Nast vogue.com 92,586,838 42,423,515 118.24 4,272,952 3,214,409 32.93 Proprietary Analytics Vulture /New York Media vulture.com 35,106,918 29,091,096 20.68 8,791,474 7,132,553 23.26 Omniture W Magazine/Condé Nast wmagazine.com 4,781,989 4,764,776 0.36 616,411 622,881 -1.04 Proprietary Analytics Wired/Condé Nast wired.com 72,557,112 78,252,198 -7.28 14,882,964 15,069,581 -1.24 Proprietary Analytics Woman's Day/Hearst womansday.com 20,223,284 21,568,247 -6.24 3,457,583 3,858,768 -10.40 Omniture Woman's World/Bauer womansworldmag.com 9,417,806 11,365,664 -17.14 112,562 107,219 4.98 Google Analytics Women's Health/Rodale WomensHealthMag.com 117,491,074 59,182,195 98.52 16,769,900 15,799,119 6.14 Coremetrics Women's Wear Daily/Condé Nast wwd.com 8,043,047 7,352,643 9.39 724,922 783,452 -7.47 Proprietary Analytics Yoga Journal/AIM yogajournal.com 4,254,312 4,513,772 -5.75 1,264,949 1,304,781 -3.05 Google Analytics PV = Page Views: Total page requests served from the site for the month and generally received from internal logs or third-party audit; UV = Unique Visitors: Unduplicated audience coming to the site this month, often retrieved from third-party-panel-based measurement services; Forbes and Meredith don't provide page views. Real Simple Home and Lifestyle Network: Includes RealSimple.com, ThisOldHouse.com, MyHomeIdeas.com; Health.com Integrated Solutions: Includes Health.com and the MyRecipes Network; MyRecipes Network: Includes MyRecipes.com, CookingLight.com, AllYou.com and the regional brands (CoastalLiving.com, SouthernLiving.com, Sunset.com) Page 10 min 6/30/2014 CALL FOR ENTRIES!

Final Deadline: Today, June 27 at midnight ET 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 6/30/2014 Page 11

INSIDE b2b Cathy Applefeld Olson

Sweet! Chocolate Spread Ads Are On the Rise in Grocery, Food Services Pubs Talk about sweetening the advertising pot. There's a heated battle between spreads and chocolate companies to dominate the chocolate spreads segment, and publications serving the grocery, food service and c-store markets are benefiting from a big upswing in advertising. "If you are introducing a new product or doing a line extension, you have to get the retailer involved, you have to get them behind your product," says Seth Mendelson, group publisher/editorial director of Grocery Head- quarters, who has seen a rise in ad spend within the category. Jeff Friedman, vice president/group publisher at Stagnito Media, echoes that notion, saying that there is a "big uptick in Progressive Grocer for this category." In fact, chocolate spreads are a fast-rising slice of the $3.4 billion general spreads category, which also includes peanut butter and marmalades, according to Pat- terson Advertising Reports. The chocolate portion of the spreads market alone is worth about $300 million a year, according to Euromonitor. Long dominated by Italian import Nutella, it is now packed with competition from homegrown heavyweights including Her- shey's, Kraft and Smucker's. As of March 2014, there were almost triple the ad pages from the previous 12-month pe- riod, according to PAR (see chart). Among standouts, Nutella parent Ferrero retained its 22 pages in play in foodservice pubs, and Kraft and Smucker's jumped in with 19 and 13.67 pages between March 2013 and March 2014, according to PAR. In the grocery b2b market, Ferrero spread its message with 14 new ad pages, year- over-year, while Hershey's added six pages in grocery trades. Fueling the advertising is a bev- vy of new products. Hershey's entered the market at the end of 2013 with a suite of spreads including Chocolate, Chocolate with Almond and Chocolate with Hazelnut. Smucker's totted out Jif-Hazelnut, and Kraft sweetened the pot with chocolate-infused flavors under its Philadelphia brand, including Indulgence dark chocolate cream cheese spread. Not to be outdone, Nutella is stepping up its advertising and doing some out-of-the- box marketing. A new Nutella Bar opened last month at New York’s Italian food haven Eataly, and it's drawing in locals and tourists alike. "Nutella is trying to grab even more market share so we're seeing an increase in ac- tivity from them," Mendelson says. And despite Hershey's fewer ad pages compared with competitors, Mendelson says not to count the chocolate empire out. "Hershey's is pretty aggressive," he says. "They're among the largest chocolate companies in the world, but as with any company that's been around for a long time, they know they have to build their sales by introducing line extensions. They seem to be coming out with new products all the time, and they understand they need to win over the retailer and do some consumer education to enlighten them about what the new products are all about. They know how to play all the angles."

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 6/30/2014 Why Millennials Matter to "People StyleWatch." When publisher Stephanie Sladkus tells min that the 825,000 rate-base People StyleWatch has a median readership age of 29 (per in-house research), millennial women born between 1980 and 1996 are the magazine's sweet spot. It is a point that Sladkus understandably likes to emphasize to advertisers, which is why she released the results of StyleWatch's third biannual Millennials Research Study at a June 17 day-long event at the Time & Life Building headquarters. The 1,204 millennial women (equally split between 602 "millennial moms" and 602 "emerging professionals" without children) were found to be "more pressured" shopping in stores than shopping online, with 75% combining the two through "webrooming." This opposite of "showrooming" means review- ing products online to help determine the purchase that was made in-store. "Showrooming"–preferred by 52%–is an in-store product "kicking the tires" followed by an online purchase that is typically cheaper. Among millennial moms, 89% said that "shopping for myself is all about feeling confident and making my body look good." For emerging professionals, style is "more about creating a new adult identity with limited funds." The implied conclusion is that married-with-chidren millennials are wealthier than their child- less counterparts. The cover is indicative of StyleWatch readers' age and income. In the July issue, 33-year-old Jessica Alba and the Great Buys Under $100 cover line both reflect the demo. "Elle" Has Hearst "Global Seniority" Over "Cosmopolitan." The July Cosmo literally received worldwide attention with the cover of Katy Perry setting a 49-year precedent for the magazine by being in all 62 editions. But the apparent precedent-setter at Hearst Magazines is Elle, as three-year senior VP, publisher and chief revenue officer Kevin O'Malley tells min that the June black-and-white cover of Angelina Jolie was on all 45 editions. "It was done in partnership with Disney to promote Angelina starring in Maleficent." Not only did the Sleeping Beauty update's box-office hit $500 million on June 22, but the Jolie cover's mid-May release was also the catalyst to Elle.com's record 7,916,216 unique visitors that month. O (Canada) Say Can You See? Since the War of 1812, with the 200th anniversary of the British burning down the White House coming in August, the 3,000-plus mile boundary between Canada and the United States has been the largest and most peaceful in the world. The commonality extends from national defense to hockey rinks to the bond between French-speaking Quebec and the French-speaking bayous of Louisiana. In magazines, Ontarians Graydon Carter (Vanity Fair) and Bonnie Fuller (HollywoodLife. com) remain Canada's biggest exports. The Shane Smith-led Vice (once called The Voice of Montreal) is a multiplatform powerhouse reportedly worth billions of U.S. dollars, and in November 2013 Hearst Magazines president David Carey recruited Chatelaine editor-in-chief Jane Francisco to edit Good Housekeeping. The two countries' national holidays are three days apart, with Canada Day on July 1 followed by the Fourth of July. This week, Americans and Canadians will envy Detroit and Windsor, Ont., as the largest border cities to enjoy a double dose of fireworks. And the most scenic will be at the two Niagara Falls: in New York and Ontario.

Happy Canada Day! Happy Fourth of July! See you July 14 (Bastille Day), The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Arti Patel and Caysey Welton, Associate Editors