Steve Smith's Eye on Innovation

June 9, 2014 Media Industry Newsletter Vol. 67 No. 23 New York, N.Y. www.minonline.com

Steve Smith's Eye on Innovation: AS MAGAZINES TURN TO VIDEO THEY NEED TO DEFEND THE USER EXPERIENCE It makes sense that advertisers love digital video, given the huge spikes in media spend and the dearth of inventory. The legacy of TV spots, the familiarity of im- mersive, brand-building, emotionally impactful storytelling and the screen-filling interruptive nature of the format are easier to understand and support than digital display. Advertisers seem happy to pour billions of dollars into shoveling their TV spots onto clips large and small, regardless of the visual or timing fit that a core video user is seeking. There are actually metrics out there that help the advertiser and publisher get away with this. A recent MMA study of mobile video echoed other online studies in suggesting completion rates of pre-rolls of more than 30 seconds are actually slightly higher than ads fewer than 15 seconds. Other common metrics I have seen conflate all ads under 30 seconds to insist high completion rates without pars- ing the difference among 10-, 15- and 20-second spots. We all know from personal experience these metrics are deceptive. (continued on page 4) The March of Time Resumes. It is fitting that the spinoff of Time Inc. from Time Warner took effect on June 6, 2014. The 70th anniversary of the D-Day landings that would liberate Western Europe was historic, too, for Time Inc. because millions of Americans got their news not only from Time, Life and Fortune but also from radio and newsreel versions of The March of Time. (continued on page 2)

Welcome to min's 10th Sales Executive of the Year Awards on June 11 Since 2005, we have recognized the best advertising leaders—both individual and team–who are integral to the business success of the brand. "I was frustrated," says consultant Jay Burzon, who nurtured such stars as Paul Caine, Greg Coleman, Donna Lagani and Dick Porter during his lengthy career at Woman's Day. "There were honors for editorial and design, but none for sales. We changed that." Burzon and min also started our Sales Executive Hall of Fame, and joining such luminaries as Mary Berner, David Carey, Michael Clinton, Michelle Ebanks, Ed Kel- ly, Jack Kliger, Michael Rooney and the aforementioned quartet in the class of 2014 are Gerry Byrne (Penske Media), Chris Collins (The Wall Street Journal) Re- becca Darwin (Garden & Gun), Jackie Hernañdez (Telemundo), Kevin O' Malley (Elle), Mike Perlis (Forbes) and John Skipper (ESPN). min's 2014 SEOY breakfast is Wednesday, June 11 at 8:30 a.m. in New York's Grand Hyatt. For further information on the categorical finalists, plus registra- tion, go to www.minonline.com/seoy/finalists2014/

• WSJ. TO LAUNCH IN BRAZIL AMANHÃ, BUT ITS PRESENCE IS AGORA.....Page 2 • GLOCZEWSKA "TRAVELS" TO T&C; LAST PRINT JET HAS LANDED... Pages 2 and 3 • THIS APP HAS A GUARDIAN; VOGUE'S INSTAGRAM MONEY SHOT...Pages 3 and 6 • Inside b2b TELLS HOW TO OUTSOURCE CONTENT MARKETING...... Page 7 • WALMART & BENTONVILLE ARE DELISH; COSMO HAS "GLOBAL" COMPANY...Page 8 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 6/9/2014 The Second March of Time (continued from page 1) Using multiplatform publishing made the late Time Inc. founder (March 23) Henry Luce a media kingpin. In a business context, Time Inc. CEO Joe Ripp is leading the company on a "great crusade" to convince Wall Street, advertisers and the public that a print-centric business (with increasing revenues from digital) is viable in 2014. The Churchillian "blood, toil, tears and sweat" applies to Time Inc. job losses through restructurings and the $1.4 billion debt transfered from Time Warner's purchase of the U.K.'s IPC Media. Ripp is keeping Time Inc. proactive, as proved by its June 2 purchase of Seattle-based family organizing app developer Cozi Inc. The app could complement Real Simple and other lifestyle brands. Trading begins on June 9th, so we'll find out what Wall Street thinks.

"WSJ." Will Launch in Brazil in October, but it Celebrates Brazil Now. The seven-year-old Wall Street Journal magazine is expanding to Latin America with quarterly editions in Portuguese for Brazil and in Spanish for everywhere else. But the Octo- ber launch posed perhaps a slight problem for U.S. WSJ. editor-in-chief Kristina O'Neill as soccer's World Cup—starting June 12 in Brazil—will be long over four months from now. O'Neill's solution was to put Brazilian soccer forward and heartthrob Neymar de Silva Santos Jr. on the June cover. Story author is Wall Street Journal sports columnist Jason Gay—who strays from his writing about Amer- ican fun and games to reveal that Neymar has 10.4 million and 4.7 million followers on Twitter and Instagram (both are bound to rise during the games(. The Calvin Klein sweatshirt that he is wearing on the cover is priced at $895, which is in GQ's league. WSJ. publisher Anthony Cenname is capturing the moment by inviting luxury advertisers to view the Brazil-Croatia opening match on June 12 on widescreen TVs in New York's Fox Sports Suite. (WSJ. is News Corp.- owned.)"It will be fun because the World Cup is a transcription that brings you back to your country," he says. "As the host, I have to be neutral, but I won't be during future matches when Italy plays." He is also not neutral when giving min an early advance of September's women's fall- fashion preview. "We're trending up, and it looks to be the largest yet." The current record-holder is September 2013's 73 ad pages, and there will also be a separate men's- fashion preview in September. Among the newspaper carriers of the Latin American WSJ. is Brazil's Valor Econômico. Travels with Klara at "Town & Country." We do not know whether Klara Glowczewska would have been a good business fit with the late John Steinbeck, but the 2005-2013 Condé Nast Traveler editor-in-chief is a perfect fit at T&C, where she will contribute travel features for the magazine and for this fall's re- launch of the T&C Travel spinoff (similar in concept to T&C Weddings). Among Glowczewska's outside interests was translating three of the works by the late Polish author Ryszard Kapuscinski (1932-2007), whom the Sunday New York Times Book Review proclaimed as the "world's leading literary journalist" in 2007. Klara would be the easy choice to edit T&C Poland if it ever joined fellow Hearst Magazines Cosmopolitan, Elle and Harper's Bazaar in the country.

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 6/9/2014 Page 3 Steve Smith's App Review: "Guardian" Offers Design Lessons Beyond the Feed. The painful irony continues. Even as U.S. newspapers struggle with their digital models, such U.K. émigrés as The Guardian, Financial Times and MailOnline are grabbing American mindshare with great reporting, smart distribution and design approaches. The Guardian's U.S. expansion was accelerated by landmark coverage of the Snowden/NSA story. But its savvy extends beyond this historic scoop. In the radically upgraded iOS app, the newspaper brand offers some great ideas for mobile content of all kinds. The most striking thing about the new app is that it breaks from the tiresome one-column scroll of same-sized story units. The layout included headline tiles, images, pull quotes that alternate two-column, single column, square and rectangular panes. The Guardian gets that we use apps more often when we just enjoy the experience, and this mixing up of the visual flow makes every thumb scroll a tiny adventure. The paper even does this with its ads, which alternate among banner, full-sized and half-sized in-stream units. The customizable interface also stands out because it tries to solve a perennial editorial problem in personalization–how much control you give a user without losing authority. Instead of just letting the user pick which topic sections of the newspaper to push to the top or elimi- nate altogether, the app offers eight customizable pieces such as “On the Guardian, NSA Files or People in the News that you can arrange on the page. And the moveable sections only appear after The Guardian's topline news. This seems to give the newspaper the room to push its own editorial agenda onto the reader but still give him or her the power over experience. A slide-in menu also allows for easy access to the vertical categories. Guardian gets points for the overall reading experience. Typefaces are easily sized. The interface disappears as you read and reappears quickly when needed. The customization tool is clean and easy. Adding comments to stories is also simple. I even like how the interface changes color in different sections. This adds to the design pleasure that make the app comfortable and fun. Yet, the app begs for more. The sharing options are strikingly scant, with text, Twit- ter, Facebook and email as the only options. I wish there were ways to triage the sections and customize the content thoroughly. It’s curious that the app doesn’t let the user explore related articles on a topic or track a news thread of particular interest. The alerts feature is also blunt and doesn’t allow for alerts by topic. The app misses a real opportunity to engage the newshound and capture people with specific news passions. In this sense, The Guardian still has too deep a root in the traditional offline newspaper mindset. The app gets the news scan experience right but isn’t quite tapping into the be- havior of mobilized news gatherers who like to track evolving stories. Grade: B+ At "Jet," Goodbye Doesn't Mean Forever. Shed an ink-stained tear for Jet, the 63-year-old digest-sized magazine for African-Americans that the late John H. Johnson launched to complement his 69-year-old Ebony. It was announced May 7 by Johnson Publishing Co. chair- man Linda Johnson Rice (Johnson's daughter) and CEO Desirée Rogers that the print edition would shut down with the June 23 issue and that a paid weekly app will launch June 30 on Jet.com. The print finale is a cover retrospective. Too bad only a few covers from the 1950s are included. That was a time when segregation extended to a large degree at mainstream magazines because of fears that a Hank Aaron, Billie Holiday or Adam Clayton Powell cover would provoke boycotts in the South and threaten advertising. Meredith's Better Gets "Prime-Time" Airing in New York. We mean weekdays at 8 a.m., which is prime-time for the six-year old Better (using content from such Meredith National Media Group magazines as Better Homes and Gardens and Fitness) that had aired at 6 a.m. WLNY-TV cancelling Live from the Couch created the opening. Page 4 min 6/9/2014

EYE ON INNOVATION STEVE SMITH

Magazines Need To Defend The User Experience (continued from page 1) What these numbers don’t measure, of course, are the number of people who don’t click on the video because they don’t want another 30-second ad preceding a 60-second clip. The metrics don’t show how many consumers of one video on your site demure from genuine video snacking because they are tired of an unfair value exchange for their short clips or the tedium of seeing the same ad creative before every video. These metrics also don't account for desktop multi-tasking, where many of us have developed the reflex of doing quick email checks while overlong pre-roll run in the background. According to new research from Moat, while 71% of video ads started are completed, only 29% were visible to the user or even had audio enabled by their end. Thus, the overwhelming majority of people “viewing” video ads probably aren’t. A refreshing bit of common sense surfaced this week in an eMarketer interview with WSJ.com’s global head of advertising sales Trevor Fellows. He wisely argues that publishers need to understand, define and defend the user experience in digital video consumption with advertisers and press them to deliver shorter, more diverse ads. “Consequently, we ensure that our pre-rolls are relatively short,” he says. “We’ll run 10- or 15-second pre-rolls. And in some cases there’s video where we won’t place any advertising at all—in very important news stories, for example.” He helps advertisers understand that viewers looking for news are often snacking on multiple short clips, so the advertising has to respect the longevity and diversity of the content. “There are some advertisers that make just one creative and expect to repeat that,” he says. “That’s not good for the advertiser, and it’s not good for the viewer either.” The two go hand in hand. Whatever the other metrics suggest, people avoid pre-rolls when they can. The MMA study also showed that completion rates on skippable video were between 9% and 14%. That doesn’t mean that cropped ad experiences are ineffective. In fact, like the fast-forwarded VOD ads on DVRs, these likely have value. It suggests advertiser might be best advised to make ads concise enough to communicate but not too small for a user to click away or avoid. All of this is easier said than done. Getting advertisers beyond their longstanding love affair with 30- and 60-second clips has been a tough climb. It’s up to publishers to make a better case (with research) showing whether users consume more video, with greater attention and receptivity when the ad/content balance is fair and when the creative diversity matches the behaviors that are un-TV-like. Publishers are the arbiters of UX. As much as advertisers aspire to be “publishers” either through content marketing or native ads, they remain interlopers in the consumption experience built by media companies. This dynamic becomes all the more important as programmatic technologies gobble video. Streaming media experiences have been defined mainly by technology platforms and ad networks, not publishers. Because of scalability problems for individual media brands, these third parties were responsible for creating the market and the in- frastructure. A recent Mediapost column by Ronnie Lavi, VP at Innovid, compared video performance data between two sites, one with a video completion rate of 93% and another of 87%. The rub was that the engagement rate for the former was .01% (where some interaction occurred) and 4% for the latter. Context, environments and experiences matter, and length and quality are a part of that. As media buyers flee fraudulent inventory and shady corners for cleaner, well- lit places, publishers are the ones in the position to best define what a quality experience is.

Steve Smith (popeyesmith @c o m c a s t .n e t ) is digital media editor for min/m i n o n l i n e .c o m . He posts regularly on minonline and directs the min Webinars. Smith also co-chairs min's Digital Summits, and he is based near Wilmington, Del. min 6/9/2014 Page 5 When David Remnick Proved that He Needed a Fact-Checker. The New Yorker, which Remnick has edited for nearly 16 years, is a stickler for accuracy. But Remnick lacked TNY's "protection" on June 1, when he appeared on ABC News' This Week with George Stephanopoulos and mistakenly called Maryland governor Martin O'Malley Walter O'Malley, the late owner of the Brooklyn- turned-Los Angeles Dodgers after he moved the team in 1958. The governor is a target of Republicans, and Remnick got off the hook when fellow panelists–including the pictured Weekly Standard co-founder Bill Kristol–said that the antipathy to the baseball O'Malley was "practically the same thing."

Min's Weekly Boxscores (Week of June 9, 2014) Issue 2014 Issue 2013 YTD YTD Date Ad Pages Date Ad Pages % Diff. 2014 2013 % Diff. AMERICAN PROFILE 6/8 12.10 6/9 11.70 3.42 191.42 216.70 -11.67 BLOOMBERG BUSINESSWEEK 6/9 33.00 D 6/10 24.90 32.53 436.43 516.99 y -15.58 CQ WEEKLY 6/9 9.33 6/10 3.88 140.46 88.65 93.20 y3 -4.88 ECONOMIST, THE (N.A) 6/7 39.83 6/8 26.00 53.19 499.14 641.03 -22.13 ENTERTAINMENT WEEKLY 5/30 37.52 D 5/31 57.99 D -35.30 380.71 469.30 -18.88 GOLFWEEK 6/6 27.56 6/7 24.82 11.04 379.48 476.39 -20.34 GOLF WORLD 6/9 20.67 6/10 33.66 -38.59 234.88 336.26 -30.15 IN TOUCH 6/9 21.30 6/10 18.81 13.24 323.90 290.76 11.40 LIFE & STYLE WEEKLY 6/9 11.32 6/10 14.49 -21.88 205.42 218.80 -6.12 NATIONAL ENQUIRER 6/9 9.25 6/10 16.48 -43.87 327.45 370.27 -11.56 NATIONAL JOURNAL 5/31 12.00 D 6/1 14.00 D -14.29 97.50 142.00 y5 -31.34 NATION, THE 6/9 6.00 D 6/10 7.17 D -16.32 126.40 130.65 -3.25 NEW YORKER, THE (Summer Reading) 6/9 39.91 D 6/10 40.63 D -1.77 353.79 399.18 -11.37 NEW YORK TIMES MAGAZINE 6/8 20.60 6/9 20.90 -1.44 828.99 882.78 -6.09 NEW YORK MAGAZINE 6/2 37.26 6/3 107.39 D — 744.23 944.59 y4 -21.21 OK! 6/9 25.14 6/10 31.45 -20.06 533.42 586.98 -9.12 PARADE 6/8 7.56 6/9 10.46 -27.72 177.44 197.21 -10.02 PEOPLE (Country) 6/9 46.54 6/10 72.81 -36.08 1,348.66 1441.96 -6.47 SPORTS ILLUSTRATED 6/9 37.34 6/10 34.20 9.18 574.50 611.99 y -6.13 STAR 6/9 29.83 6/10 26.64 11.97 623.44 577.04 8.04 TIME 6/9 12.22 6/10 22.16 -44.86 393.53 414.06 -4.96 TV GUIDE 6/2 23.83 D 6/10 20.76 14.79 275.88 325.11 y -15.14 USA TODAY 5/30 21.05 5/31 25.49 -17.42 588.14 646.10 y -8.97 " " SPORTS WEEKLY 5/28 0.31 5/22 0.30 3.33 8.37 7.23 y 15.77 USA WEEKEND 6/8 7.98 6/9 8.75 -8.80 173.94 206.70 y -15.85 US WEEKLY 6/9 30.83 6/10 26.51 16.30 726.77 835.07 -12.97 WEEK, THE 6/6 11.04 6/7 11.31 -2.40 148.15 176.61 -16.11 WOMAN'S WORLD 6/9 4.50 6/10 6.83 -34.11 147.97 154.76 -4.39 x = One more 2014 issue; y = One more 2013 issue; y2/3/4/5 = Two three, four and five 2013 issues

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Questions? Contact Marly Zimmerman at [email protected]; 301-354-1703 23672 Page 6 min 6/9/2014 "VOGUE" ADDS SHOPPING TO INSTAGRAM FEED Vogue has one of the largest Instagram audiences of any major consumer magazine with 1.9 million followers. The company is monetizing that mobile social reach through a deal with affiliate marketing firm rewardStyle. In an Instagram post, Vogue announced that now users can get shopping links in select updates simply by “liking” an item in the feed. The Vogue followers need to first sign up for the service via rewardStyle’s “Like to Know” program. Then if registered users like a shoppable item in Vogue’s feed, an email will be sent to them with a link to buy. rewardStyle told Digiday that commission rates on some items will go as high as 20%. Typical conversions on the emails sent to users are between 1 to 2.5%. There’s no telling exactly how many people have followed through on a “like” and purchased a product through Vogue’s popular and highly interactive stream. But the initial “Like to Know” post for a Steve Alan scarf netted more than 24,000 likes. Interestingly, Like to Know’s own Instagram account increased its following by 5,000 the day Vogue announced the feature, more than twice its usual daily pick-up. So clearly there is some traction there, if not necessarily tons of revenue. The process of integrating commerce within the Instagram feed remains kludgy at best, and requires initial set up steps that likely lose large parts of the potential audience. Still, these programs help make the case for the power of visual social networks to sell goods. More valuable than affiliate revenue here may be a deeper under- standing about how people interact with shoppable content on this platform, what sells and what doesn’t in this context—all marketing intelligence that Vogue can leverage in more lucrative relationships with its marketing partners.

CALL FOR ENTRIES! Entry Deadline: June 20 | Final Deadline: June 27

min’s Integrated Marketing Awards salutes the campaigns, programs and innovative people who’ve raised the bar on magazine marketing programs. Show us your best, and in return, we’ll showcase the most outstanding marketing efforts and set a benchmark for what magazines can do for their clients. Enter Today: www.minonline.com/ima

23728 Questions? Contact Mary-Lou French at [email protected] min 6/9/2014 Page 7

INSIDE b2b Cathy Applefeld Olson

When (and How) To Outsource Content Marketing

Content marketing is no longer taking baby steps. In fact it’s fast ap- proaching adolescence and extending its peer group. To help b2b purveyors determine when to outsource content, and to ensure you’re hanging with the right crowd, we turned to content marketing consultant Stephanie Tilton. “More companies are realizing that content marketing isn’t just a mat- er of producing a bunch of content. You really need a strategy and a road map,” Tilton tells min. “It’s a huge shift for some.” Here are 6 tips: 1. Mind the store. A mix of internally produced and externally sourced content can be ideal for publications and companies, Tilton says, because the pairing blends institu- tional knowledge and the opportunity for greater audience outreach. “The whole concept of inbound and outbound is huge. You need to drive folks to your content, and sometimes end up tapping into the influencers in the industry to get folks to pay attention to what you have to say.” 2. Own it. A big part of growing up is taking responsibility for the ideas you stand behind, no matter the source. The same is true for content marketing in the b2b realm. “Some companies, when they look at outsourcing, think they can completely hand it over. This doesn’t work. I tell my clients, ‘You understand the story you want to tell better than anyone. You need to own that story.’ It’s a mistake to think we are just going to outsource and forget about it. We [contract writers] don’t necessarily understand all of the pain points and exactly what you’re trying to convey.” 3. Remember the human touch. Business-to-business continues to evolve on the human arc, stretching bounds from solely sponsored analyst reports and white papers to content that rings more personal, where customers and outside stakeholders can have a voice. “We business people are still people,” Tilton says. “There’s still a sense of distrust of companies. We don’t want to just buy their brand messaging. We want the validation of our peers and colleagues outside the company, so it’s better to have a mix of content.” 4. Leave the door open. Creating longform content can still be a struggle for some companies, Tilton suggests, leaving the door open for outsourced editorial content. “It can be overwhelming pulling all that together. Longform content is quite an under- taking and it takes a lot of project management.” 5. Engagement is a two-way street. If you plan to bring in a blogger behind the cur- tain, here are some tips. “There are differing opinions about this, especially if the blog is being presented as someone in the company, but is in fact being ghost-written by a third party,” Tilton says. “It’s not necessarily a problem when someone helps you write your post. But if someone comments on it and tries to engage in dialog with you, you as the author need to be the one truly engaged with your audience.” 6. Don't get fooled again. Above all, transparency and authenticity are the keys to successful content marketing. “The companies that really get it are being completely transparent and not trying to fool anybody,” Tilton says. “Social media has been a huge catalyst for being authentic.” B2b should own up to industry pros and cons, and not always worry about making businesses look shiny, she notes. “At the end of the day, they are dealing with smart business people who are their peers. Those people want to be respected, appreciated and shown that a company is upfront,” Tilton says. “There are so many ironies when it comes to this discussion. Companies are sometimes afraid to give away their ‘secret sauce,' but sometimes in doing so more folks are going to flock to you.”

min contributor Cathy Applefeld Olson is based in Northern Virginia. She also is an editor at our sister publications Cynopsis and CableFAX Daily. Page 8 min 6/9/2014 Carol Campbell Is Making Bentonville "Delish" for Hearst Magazines... The northwest Arkansas city (about 40,000 population) went from "boonies" to boomtown in the 1990s as the late Walmart founder Sam Walton used Bentonville as the base to expand his original "mom-and-pop" into "big-box" mega-stores mostly off interstate highways. Ex-More publisher Carol Campbell tells min that Bentonville was her "Detroit" while she was chief revenue officer of Publishing Group of America (PGOA) because American Profile's largely C- and D-county readership was perfect for "Walmart Shopper Marketing." Campbell joined Hearst Magazines in January 2012 (she is now executive director of sales development), and Walmart remained integral when she developed a quarterly print edition from HM's Delish.com that is polybagged in company stores with GH, Country Living, House Beautiful, O, Redbook and Woman's Day. About 80% of the Delish content comes from HM brands' content (beyond the aforementioned six), and Campbell tells min that "this is a new business for us that is doing very well." ...And for Her Home Investing. Campbell has no plans of becoming a New York transplant, but in March she did pay $160,000 for a split-level near Bentonville's new Crystal Bridges Museum. "I could have 'flipped it' two weeks later for a nice profit, but instead I am renting the home for a net profit of $400 per month," she says. "It will be on the market next summer." Did you know: 1990s' Reader's Digest publisher Bernadette Haley has been a suburban New York realtor at Houlihan Lawrence since 2011.

In July, Both "Cosmopolitan" And Fútbol Are Global. These are not strange bedfellows. Cosmopolitan publishes in 62 countries with an estimated 100 million circulation, that, when combined with Cosmo.com's 273.4 million page views (April 2014), "would circle the globe 3½ times or scale Eiffel Tower 428,000 times," says 18-year publishing director Donna Kalajian Lagani. "That's a lot of fun, fearless power." Soccer's quadrennial World Cup has impressive clout, too, with the 2014 tournament in Bra- zil that starts June 12 and ends July 13 projected to exceed 1 billion viewers for the championship match in Rio de Janeiro. By then, some of the athletes will be household names in the less-soccer-savvy United States, but Cosmo U.S. editor-in-chief Joanna Coles does not have that problem in putting interna- tional music sensation Katy Perry on the July 2014 cover. She is the first to cross all of Cosmo's "borders" that range from the exotic in Mongolia to the mass in China, India, the U.S., Russia and Brazil. "Katy's music and attitude have universal appeal to young women everywhere," says Coles. "She crosses all cultural boundaries. Her music is soulful and empow- ering in equal measure. "She's the first Cosmo global icon." In soccer lingo, Perry is Cosmo's first "Pelé," the Brazilian legend who made the sport "the beautiful game" during his 1950s-1970s career that included playing in the U.S. The admiration for Pelé was said to have stopped wars (especially in Latin America) during his prime, and although the late and legendary Helen Gurley Brown was not thinking of "make love, not war" when she started the magazine version of her Sex and the Single Girl in 1965, the term certainly applies to such hostile places as Israel, Armenia and Russia, China and Mongolia, and Greece, Turkey and Cyprus. The July Cosmo and the World Cup will not remind people of the great 1970s' Coca-Cola ad showing people of all ethnicities on an Italian mountaintop singing I'd like to teach the world to sing in perfect harmony, but it is a nice thought. Saluting the first global Cosmo, The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Arti Patel and Caysey Welton, Associate Editors