AD AGE MAIN 10-21-02 B 1 AADB 10/17/02 12:29 PM Page 1

AdAgeSPECIALREPORT 10.21.02 MAGAZINES: THE A-LIST

CHRIS CASSIDY

Carrie Tuhy (l.) and Robin Domeniconi have The List. Simply put:

And in 2002, Real Simple is Advertising Age’s Magazine of the fears and...inadequate storage space. Year. Is this any way to run a Real Simple is a very 21st century REAL magazine? Judging from the magazine: a new, sophisticate’s numbers, it is. In the first half of approach to a women’s service stresses of problems, based on how SIMPLE 2002, Real Simple’s circulation shot magazine; a magazine launched with By JON FINE bothersome they are and how The A-List: The best 10 titles of up 33.6% to 1 million, according to very specific aims that are grandiose frequently they arise. “Our road 2002 S-2 the Audit Bureau of Circulations. in their modesty. we are in the cluttered, modern map,” she calls it. Editor of the year S-3 Real Simple’s ad pages shot up It’s also very good at what it sets office of Robin Domeniconi, No. 1 for ‘02: “I spend too much Publishing executive 49.6% to 510.16 through out to do, which is right there in the publisher of Time Inc.’s uncluttered and I don’t save enough.” No. 2: “My of the year S-6 September, according to Publishers title—and it does this minus the modern Real Simple, and she’s home is not organized well enough.” Launch of the year S-8 Information Bureau. noise and frills once associated with talking about The List, which is No. 3: “I am not prepared for Magazines to watch S-15 It’s hard to imagine any of the the women’s category: Sex tips! something like the conceptual unexpected financial events.” No. 4: big-bang launches of yore that Celeb profiles! In a subtler way than underpinning of the magazine. “I don’t have enough storage space.” encompassed a grand philosophy as O, the Oprah Magazine, it touches The List is results from what Further down, “I feel like I’ve Strauss & Co. where attendees were well as capital-A “Ambition”— on aspects of spirituality as a sort of they call a Problem Detection forgotten how to relax” and “I have measured for custom-made jeans.) Time, Playboy, Rolling Stone— respite for its audience of Study, consisting of focus groups trouble finding pants that fit me.” Ah, life in post-millennial reducing a world view to a to-do list. oversubscribed 25-to-54-year-old and subscriber interviews conducted (The latter was turned into a America. Fraught with financial But the cultural landscape has women. And Real Simple’s de- in four major markets, ranking the promotional event with Levi stresses, generalized heightened changed, and so have magazines. See ‘REAL SIMPLE’ on Page S-4 AD AGE MAIN 10-21-02 B 2 AADB 10/17/02 3:05 PM Page 1

October 21, 2002 | Advertising Age |S-2 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

REAL SIMPLE FHM Parent: Time Inc. Parent: Emap Publisher: Robin Domeniconi Executive publisher: 1 Managing editor: Carrie Tuhy 2 Dana Fields Editor in chief: Scott Gramling Ad pages1:510.16, ▲ 49.6%* Total circulation2:1,047,796, ▲ 33.6% Ad pages1:554.74, ▲ 62.0% Subscriptions: 727,131, ▲ 30.7% Total circulation2: 1,056,587, ▲ 28.6% Single-copy sales: 320,665, ▲ 40.7% Subscriptions: 594,018, ▲ 61.6% Single-copy sales: 462,569, ▲ 1.8% This savvy hybrid—a dab of next-generation Latecomer to the laddie women’s service, a party in the U.S. and sole soupcon of Martha and survivor of Emap USA's a dash of Oprah— spectacular implosion, launched to puzzle- FHM is holding its own ment and scathing just fine. Ask Jann Wen- reviews in April ’00. In ner, who stole Editor in short order it retooled Chief Ed Needham to under the guidance of Managing Editor reinvent Rolling Stone. Carrie Tuhy and took off like a rocket with But can FHM—which calls itself the most readers. In ’02, advertisers followed, earning it grown-up lad book, if such a notion computes— Ad Age’s Magazine of the Year honor. maintain under the leadership of Mr. Need- ham's former No. 2, Scott Gramling? * All percentages vs. year-eearlier period. In a grinding magazine market, where A could stand for “atrophy,” these 10 make the top grade for excellence in ad pages, circulation and content.

LUCKY FITNESS TRANSWORLD STUFF Parent: Conde Nast Publications Parent: Gruner & Jahr USA SKATEBOARDING Parent: Dennis Publishing Publisher: Alexandra Golinkin Publisher: Julie Pinkwater Parent: Time Inc.’s Time4Media General Manager: 3 Editor in chief: Kim France 4 Editor in chief: Emily Listfield 5 VP-Sales: Peter Ferraro 6 Mark MacDonald Editor: David Swift Editor in chief: Greg Gutfeld Ad pages1:648.53, ▲ 43.65% Ad pages1:705.68, ▲ 38.62% 1 ▲ Total circulation2: 779,521** Total circulation2: 1,197,638, ▲ 1.2% Ad pages1:2,164.76, ▲ 16.07% Ad pages :529.66, 15.4% 2 ▲ Subscriptions: 572,426 Subscriptions: 850,971, ▼ 1.5% Circulation3:170,000 ▲ 16% Total circulation : 1,170,555, 19.9% ▲ Single-copy sales: 207,095 Single-copy sales: 346,667, ▲ 8.5% Subscriptions: 675,599, 34.7% Assuming you believe Single-copy sales: 494,956, ▲ 4.3% Gleefully Seinfeldian— After two years signifi- the conventional it’s just shopping, after cantly trailing competi- wisdom, boys don’t read, Once Stuff Editor in all— and single-minded in tors Shape and Self, but even the conven- Chief Greg Gutfeld en- its focus, Lucky received Fitness exploded in ’02. tional wisdom admits gagingly described his more than one quizzical Newsstand sales and ad boys do skate. The A- magazine as “Maxim mi- glance upon its launch. pages soared—helping List’s only repeat nus the self-help”; more But its refreshingly ca- boost overall results and from last year’s Top 5, recently he said, “We're sual take is hitting with morale at a post-Rosie TransWorld Skate- not interested in being a readers and advertisers G&J and making the boarding continues to soar. It was No. 3 in ad better guy.” Theoretical- alike, even if some on- evergreen women's health titles a horse race pages among all magazines through Septem- ly more gadget obsessed board from the start still claim un-Conde-like once more. The category’s doubters may ber, outscoring all but People and Business than its big sibling, Stuff is distinctive for sport- discount deals. Hey, when do the boys get claim all its mags are the same—but then why Week. And suddenly TransWorld Skate’s dra- ing a dark, extremely sharp sense of humor not their Lucky for Men, anyway? was Fitness the only one with both news- matic, photo-heavy books rival In Style for centered on body jokes—making it actually ** No comparable year-previous data; Lucky debuted as a stand and ad pages up? sheer tonnage. funny, unlike its competition, to non-frat boys. monthly with February 2001 issue.

FAMILYFUN US WEEKLY BETTER HOMES NEWSWEEK Parent: Walt Disney Co.’s Parents: Wenner Media, & GARDENS Parent: Washington Post Co. Buena Vista Magazines Walt Disney Co. Parent: Meredith Corp. Publisher: Gregory Osberg Publisher: 7 Mary Beth Wright 8 Publisher: Victoria Lasdon Rose 9 Publisher: Daniel Lagani 10 Editor: Mark Whitaker Editor: Ann Hallock Editor in chief: Bonnie Fuller Editor in chief: Karol DeWulf Nickell Ad pages1:452.54, ▲ 6.15% Ad pages1:755.5, ▲ 5.73% Ad pages1:1,295.2, ▲ 1.48% 1 ▲ Total circulation2: 1,482,788, ▲ 8.6% Total circulation2: 1,065,589, ▲ 16% Ad pages :1,383.25, 4.87% Total circulation2: 3,248,097, ▲ 1.6% 2 ■ Subscriptions: 1,448,697, ▲ 9.1% Subscriptions: 659,927, ▲ 8.7% Total circulation :7,602,575, flat Subscriptions: 3,105,564, ▲ 1.6% ▲ Single-copy sales: 34,091, ▼ 8.4% Single-copy sales: 405,662, ▲ 30.1% Subscriptions: 7,268,408, 0.3% Single-copy sales: 142,533, ▲ 2.8% Single-copy sales: 334,167, ▼ 6.9% A dark horse in a parent- Wenner’s folly? Not It took a terrible year to ing category that rarely anymore, even if it took Unhip, unfashionable— make newsweeklies receives much media at- slashing rate base such adjectives are unfair matter once again—to tention in any event, shortly after launch, to Meredith’s blue-chip ti- readers, that is. One of and an easily over- taking on Disney as a tle. Last year, according the pitfalls of the cate- looked cog in Disney’s partner and bringing on to Ad Age, it was the only gory was that advertis- very big machine, Family- Bonnie Fuller to work title among the industry’s ers did not follow where Fun has gradually her newsstand mojo. Top 10 in revenue to post reader interest went. grown into a real comer Yes, no one will ever positive results, and our Newsweek, unlike all its for the category, steadily climbing to 1.5 mistake Us Weekly for The New Yorker. Yes, money’s on them repeat- competition, posted steady (if small) ad page million in paid circulation and, though with a its newsstand numbers are up. Yes, it's as en- ing in ’02. It will never set the world on fire, but gains starting in June—and, of course, there's smaller base, doubling the ad page growth of tertaining as a sugar buzz. Yes, we are sort of few will ever deliver as steadily and substantially also the National Magazine Award it claimed the category’s leaders. ashamed to admit it. No. Actually, we’re not. as this one-of-a-kind hybrid. for general excellence.

1. Publishers Information Bureau, January-September 2002. 2. Audit Bureau of Circulations, six-month period ended June 30, 2002. 3. Publisher’s estimate, applying for ABC membership. AD AGE MAIN 10-21-02 B 3 AADB 10/17/02 12:31 PM Page 1

October 21, 2002 | Advertising Age | S-3 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

CHRIS CASSIDY

Bonnie Fuller redefines celeb journalism. New vision:

early months of her tenure at Us Weekly, which is notorious for full pleasure.” Monday night closes that stretch to BONNIE Us is “a deep-fried Twinkie,” dawn or beyond, saw significant FULLER says Redbook’s entertainment turnover.) By JON FINE love it and sense the sneaky wit director, Claire Connors, who “She is a very strong editor who is a amid the sizzle. There are those who Born: Toronto, Ontario. U of Toronto worked at Cosmopolitan for Ms. perfectionist,” says Mary Berner, grad. First media job: Fashion reporter this is just too good. Bonnie snipe at its perceived tawdriness— for the Toronto Star, 1978. Fave Fuller. “It’s so bad, it’s good.” president-CEO of Conde Nast Fuller, editor in chief of Us Weekly, one sure way to rile executives at mags growing up: Teen, Seventeen, Credit Ms. Fuller, whose editorial sibling Fairchild Publications, whose is decrying the media’s mounting owner Wenner Media is to suggest Glamour, Vogue. First magazine Comeback of the Year makes her tenure as publisher of Glamour obsession with celebrity. Us owes any aesthetic debt to edited: Canadian fashion title Flare. Advertising Age’s Editor of the Year, overlapped with Ms. Fuller’s as “When I became a reporter and supermarket tabloids. Mother of 4. On a recent Us close that and who becomes the first editor to editor. “That’s where the stuff about then a magazine editor, nobody kept her at work till 3:30 AM: “An claim that honor twice. her being difficult comes from. She improvement over 6:30!” wrote about editors in chief,” she DELIRIOUS will do it again and again and again, says. “The focus, the intense media And yet Ms. Fuller, 46, has created until it’s right.” scrutiny of them didn’t exist. It’s the newest iteration of a celebrity “I love paparazzi,” says the soft- REPLACING LEGENDS Ms. Fuller’s ship ran aground at been quite a change.” magazine, blending elements from spoken Ms. Fuller. “I’ve always loved By now Ms. Fuller’s resume is well- Conde Nast’s Glamour, whose No media outlet has yet run a sources as diverse as Time Inc.’s In the newsiness and energy of it.” known. To the States from her newsstand sales were flat in the picture of a dressed-down Ms. Style, Conde Nast’s Lucky, British Love it or hate it—and we’re native Canada in ‘89 to edit Gruner first half of 2002, an improvement Fuller toting a plunger—as Us did celebrity mags Heat and Hello! and not entirely sure on a day-to-day & Jahr’s YM. Then to Hearst in ‘93, over earlier declines during her with ex-Spice Girl Geri Halliwell the supermarket tabloids. basis where we fall—the mix is as to helm then-new import Marie tenure. (Ms. Fuller attributes this summer—but Ms. Fuller has Us has become an extraordinar- undeniably compelling as eating Claire. Then to Hearst’s Cosmo in single-copy problems to complaints always attracted a great deal of ily confected magazine, emblazoned the whole box of cookies, or ‘96, where she replaced the from pressure groups that forced attention in the magazine world, with pinks and hot purples, its ripping the top off a gumball prototypical Cosmo Girl Helen polybags over her magazine and and since she came to Us Weekly in design amok with photo-heavy machine and stuffing fistfuls in Gurley Brown (and won her first says newsstand numbers were March, it’s happening again. pages liberally scribbled with your mouth. crown as Ad Age Editor of the Year trending up at the end of her She’s significantly boosted delirious exclamations (“Hubba That the product is undeniable, if for ‘97); over to Glamour in ‘98, tenure.) She won few friends at newsstand sales and buzz. She’s Hubby!”). not exactly nutritious, has won where she replaced another legend, Conde Nast or Hearst by made her own star ascendant once It’s obsessed with the minutiae endorsements from unexpected Ruth Whitney. reportedly lobbying for the top post more after flaming out in a stint at of celebrity, as fascinated with the places. “It gives me more of the Ms. Fuller’s name became a sort at Hearst’s Harper’s Bazaar. Ms. Conde Nast Publications’ Glamour, gloss as it is with the grunt work vulgar, celebrity-centric trash I seek of industry shorthand: for eye- Fuller declines to respond to what where her vaunted consumer sense behind it—a glammed-out in a magazine like that,” says Kurt poppingly sexed-up cover lines, for she terms rumors. “I was very appeared to desert her. Gwyneth will appear in the same Andersen, who co-founded Spy and boffo newsstand numbers, for a committed to my job,” she says. Once again, her work provokes issue as a shot of her unstyled and Inside.com. “If I want a guilty formidable work ethic that The official story is Ms. Fuller’s conversation. There are those who looking decidedly declasse. pleasure, I want the full guilt and the astounded those around her. (The See EDITOR on Page S-10 AD AGE MAIN 10-21-02 B 4 AADB 10/17/02 12:32 PM Page 1

October 21, 2002 | Advertising Age |S-4 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

have good salmon recipes.” “They did it without a celebrity. (“We’ll never lose that. It will follow The rap on the product, ‘Real Simple’ Or, as Managing Editor Carrie That, to me, is the key,” says us forever,” says a mock-exasperated developed by then-top editor Susan Tuhy puts it, a goal of Real Simple Charles Valan, VP-strategic print Ms. Domeniconi.) In the summer of Wyland, a Martha Stewart Living From Page S-1 is to resemble those who ”dazzle services at Interpublic Group of 2000, Ad Age pitted Real Simple vet, was that it was too austere. And stressing message is underscored in gradually.” In 2002, Real Simple— Cos.’ Universal McCann, New against Us Weekly for new launch the cryptic, terse cover lines read in its look, which, while clearly owing arguably the most reviled launch of York. “They found an issue booby-prize: “The launch most toto like unintentional lifestyle a debt to Martha Stewart Living- 2000—has come into its own, regarding people’s lives. Everyone likely to be dumped on.” Then, haiku. (On one early cover: “easy style minimalism, is gorgeous. Just dazzling quickly, in retrospect. has less time. Keep life simple. Here Martha Stewart termed Real Simple grilling/5-minute makeup/packing in a very understated way. It’s become a magazine that can are means and methods.” “real stupid.” (Ms. Stewart, who has light/the simple table/wash and There are a few ways to appreciate force the word “actionable,” as in There was just one thing: bigger issues right now than a wear/summer salads.” the title’s inherent understatement. tips and ideas one can act on, from “People laughed in the beginning,” magazine that borrowed from hers, Isolde Motley, Time Inc.’s As one reluctant admirer puts it, the mouths of people normally not he adds. did not respond to calls seeking corporate editor, was brought in just “Real Simple kind of sucks, but they prone to legalese. It was a terribly rocky launch. comment.) before the launch issue went to press. “There was a bit of a gap between concept and execution,” she says. (Ms. Wyland could not be reached.)

MESSINESS “The messiness of life had been pushed aside,” says Ms. Tuhy, who comes off, appealingly, as one well- “I figured out how to save the company money.” acquainted with such messiness. Photos of more people began appearing inside as well; ditto their accounts of dealing with specific situations, be they massive (losing a soul mate) or mundane (carving out personal time). Along with it came a new lexicon—money-related pieces, for instance, now come under the heading “priorities.” “In the very beginning I was not a fan,” says Melissa Pordy, senior VP-director of print at Zenith Media, New York, owned jointly by Publicis Groupe and Cordiant Communications Group. Now she says: “It’s very well-balanced, an enjoyable read and very aesthetically pleasing.” Ms. Pordy senses, too, in the title the potential for a mass/class crossover, of the sort Ms. Stewart attained (and minted millions from) with her magazine. One telling indicator was that even from Real Simple’s start, consumer demand was solid. Early sell-through numbers, which measure the percentage of magazines delivered to newsstands that are actually sold, were around 60%, substantially better than the industry average of around 40%. Newsstand sales continue to skyrocket, going up 40.7% in the first half of the year to 320,665. Ms. Tuhy likes to paint that consumer response as an example “I figured out how to save the company.” of a reordering of priorities. “In the era of drugs, rock ‘n’ roll and free sex,” Ms. Tuhy jokes, recalling earlier ideals by way of explanation, “who knew a good night’s sleep was great?” Ms. Domeniconi likes to paint that Real Simple is a smart best pal who’s been where you are; while Martha Stewart Living teaches and O, the Oprah Magazine preaches. But maybe Real Simple is best Where business is going. understood as a good night’s sleep. It won’t explain the world like Time or place a finger on a cultural 2.2 million* people depend on Business 2.0. Not just to find out what’s happening now, changing-of-the-guard like but to find out what’s happening next. If you’d like to reach them, call Lisa Bentley at Playboy or Rolling Stone. (415) 293-4820. To subscribe, call 1-800-348-4141. But after sex, drugs, rock & roll, and after oversampling the bounties ©Time, Inc., 2002. An AOL Time Warner Company. *Source: MRI Fall 2001 prototype. of a consumer culture, a good night’s sleep sounds good. ■ AD AGE MAIN 10-21-02 B 6 AADB 10/17/02 12:34 PM Page 1

October 21, 2002 | Advertising Age |S-6 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

ANDREA MORINI

A tremendous asset to Stephen Colvin. Outsider:

moment he’s on crutches. He tore 6 inches of his calf muscle just two 1,170,555 (42.3% at the newsstand) weeks earlier in a tennis match with in the first half. Ad pages were up Andy Clerkson, general manager of STEPHEN 15.4%. Blender’s circulation is Maxim, which is involved in long articles by blue-chip writers— estimated at 350,000, and The developing a Maxim cable network. like Mr. Vonnegut—and with cover COLVIN Week’s is about 140,000. Both were “Stephen is a deal-maker,” says By RICHARD LINNETT portraits of sybaritic young men. Mr. Born: Belfast, Northern Ireland. First launched in early 2001. Maxim Editor Keith Blanchard. “He Colvin came with the cool, detached ambition: rock star. “I remember his has instant photographic recognition at a luncheon sponsored by Dennis perspective of a man who knew that first performance at prep school,” THE A.D.D. GENERATION of a good idea.” Publishing’s The Week, a clever approach was dead. says his mum, Iris Colvin. “He was Dennis’ formula for success: stories Some say Mr. Colvin’s pluck is in young publishing executive sits across “A men’s magazine ought to be quite popular with the girls.” Recorded you can flip through, aimed, as Mr. his Irish blood. His mum, Iris Colvin, pop single “Walk My Way,” in the the table from a legend of irreverent, sexy and useful,” says U.K., a song that had no legs. Went Poh puts it, at “the attention-deficit who still lives just outside Belfast, contemporary literature. “Kurt, this is Mr. Colvin, who proceeded to into accounting, finally publishing. disorder generation.” Even The ran a chain of stores after her hus- Stephen Colvin, publisher of Maxim launch a product that completely Week, Dennis’ serious product— band died. “The boys had to be edu- and Stuff,” comes the introduction. redefined the category, and helped called a CliffsNotes for the news— cated, obviously,” Ms. Colvin says, Kurt Vonnegut stares at Mr. Colvin earn the 39-year-old the title of agency Crispin Porter & Bogusky, boils down items from newspapers, who put Stephen and his brother blankly. Obviously, the aged satirist Advertising Age Publishing which places ads for the BMW Mini magazines and Internet sites from Howard through private schools. and author of such masterpieces of Executive of the Year. Cooper in Dennis pubs, agrees. “If around the world. The other three She was awarded the Order of the black humor as “Cat’s Cradle” and people come from a different Dennis titles—Maxim, Stuff and British Empire by Queen Elizabeth “Slaughterhouse-Five” has no idea A BRIT IN AMERICA paradigm ... where the same rules Blender—mix short, irreverent for her community work. what Maxim and Stuff are. “Stephen grew up a Protestant in don’t exist, they can have a lot of articles with dazzling young cover Mr. Colvin joined Dennis in 1988 Mr. Colvin shakes the master’s Ireland. Then an Irishman in success by not knowing the rules girls and tabloid layouts. as a salesman and quickly moved up hand and then turns to the person boarding school in England and they should be playing by. ... they And now, Mr. Colvin is parlaying to group publisher of a set of who made the introduction. “You finally a Brit in America,” observes do something different and many his fast-breeding brands into other computer titles. really should say I’m president of Johnny Levin, senior VP at William times that can work.” media. At The Week luncheon, “I thought it would be good for Dennis Publishing,” he corrects Morris Consulting, which develops In this case, it has worked. Almost which features a panel discussion on him to operate a new American op- with a whisper. “By the way, who is entertainment extensions for Dennis six years after launching, Maxim is corporate ethics moderated by eration ,” says Felix Dennis, chair- that man?” such as the recent first-look film deal one of the most influential Harold Evans, a consulting editor at man of Dennis Publishing, adding, Stephen Colvin is an outsider, and between Maxim and New Line magazines in the market. Maxim’s the pub, Mr. Colvin has a light-bulb “He’s got enormous energy and he’s that has been one of the keys to his Cinema. “He’s always been on the total paid circulation was 2,569,172 moment. He pulls “Harry” aside and got a sort of boyish charm that con- incredible success in the U.S. In 1996, outside looking in. That distance has (34% of that single-copy sales) in the asks if he’d be interested in ceals a pretty tough interior. In a he arrived from the U.K. to launch made him a shrewd, keen observer. first half of 2002, according the Audit moderating a TV program based on sense, he was given this wonderful Maxim, a men’s magazine that would It has allowed him to study things Bureau of Circulations. Ad pages rose The Week. The former editor of The blank canvas to work on.” ignore all the ground rules and sacred here but never let them define him.” 0.88% through September 2002, vs. Sunday Times is game and so is his Iris is proud of her son. “He was cows associated with men’s titles in Jim Poh, director of creative a year ago, according to Publishers wife, Tina Brown, also in attendance. head boy at the prep school, so he this country. Specifically, that men’s content distribution at MDC Information Bureau. Its sibling Stuff, Mr. Colvin is known for thinking must be pretty good all the way magazines should be earnest, with Communications-backed Miami launched in 1999, had circulation of on his feet, even though at the around, don’t you think?” ■ BROUGHT TO YOU BY: YOU TO BROUGHT AD AGE MAIN 10-21-02 B 8 AADB 10/17/02 12:37 PM Page 1

October 21, 2002 | Advertising Age |S-8 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

CHRIS CASSIDY

From l., Lance Ford, Andy Pemberton, Malcolm Campbell, Craig Marks. Teamwork: sometime during the first half of 2003. As per the company’s that’s- the-way-they-do-it-in-Britain photo captions, a dissection of one of strategy, the emphasis is on BLENDER “The Greatest Songs Ever!” and an newsstand sales; the current Dennis Publishing inspires a new extensive review section that bumps breakdown is 70% newsstand and dreams. A lot of us here [had] bands. British invasion with Blender. The Def Leppard up against DJ Jazzy Jeff 30% subscription. By JENNA SCHNUER We’ve traded in our dreams for suits.” music magazine harmonizes with the (it’s an alphabetical thing). One of the first hires was Napster generation “With the short SNARKY andy pemberton, then the editor of selecting Malcolm Campbell as that’s more into attention span of today’s Adwise, Blender’s four 2001 issues London’s Q Magazine, was already publisher. “There was really no individual songs than media consumers, they included 213.64 pages. The several ales into his Friday night vibrancy at any of the music albums, and wants hit just the right chord. I projection for 2002’s eight issues is coverage of all types when the phone rang. magazines in terms of circulation,” of tunes. think the formula’s 503.53 pages, and for 2003’s 10 “This weird disembodied voice on says Mr. Campbell, a former Spin right,” says Mike issues, the company is projecting the phone said, ‘If there was a job in publisher . “There was this huge McHale, group media 700 pages. America, would you come?’ “ he incoming category user, Gen Y, and in 1995. It was director at Publicis The editorial team looks like, well, recalls. “They didn’t say who they where were they going for their shelved two years Groupe’s Optimedia like a music magazine editorial team. were or what it was for or what it was music information?” later, after publishing International, New York. You know these guys. You sat around about. And I said, ‘Yeah, I would.’ I 10 editions, due to “I bet … if [Dennis] with them in college, smoked didn’t tell anybody about it, but in ‘BLENDER’ REDUX distribution had known what we cigarettes and debated everything my heart of hearts I thought That notion resonates even in problems. As for were going to go from best breakfast cereal to greatest something was going to happen.” Wenner Media’s hallways, with reviving Blender as a through in the last 18 album of all time. That something was a job as first Chairman Jann Wenner magazine title, “We chose Blender months, they still [would have Blender staffers are smart, snarky editor in chief of Blender, Dennis acknowledging Blender as a reason because Cuisinart seemed awkward, ” launched] but there would have been and comfortable one-upping each Publishing’s music title and for Rolling Stone’s redesign. Mr. Ford cracks, then explains it a whole lot of analysis and hand other with funnies. (During a Advertising Age’s Launch of the Another refugee from Spin is reflects the different types of music. wringing and that sort of thing going yearend-issue discussion: “Best Year. This sibling to bawdy brothers Blender’s editor, Craig Marks. Carol Sneyd, VP, Warner on,” Mr. Campbell says. “But God Osbourne?” “Sharon!” “Joan!”) Maxim and Stuff was on the to-do “There was a thirst for a new Advertising Group, part of AOL love ‘em … they stuck with it, and in They’re also on a mission to serve list of Dennis’ music-obsessed magazine as long as it was one that Time Warner’s Warner Music spite of everything that’s happened, their audience, a Napster-trained management for years, and who was going to write about all different Group, says: “We couldn’t see how we’ve pulled this thing off.” readership more interested in were eager to throw stones at the kinds of music and not be a specialist, the idea [behind Blender] would work Blender launched in May 2001 particular songs than entire albums. traditional music magazine formula. and also one that was going to be because it was so broad. But it works.” with a rate base of 250,000. The rate “You want to be a buddy, a slightly “In recent times the music press different from the ones that existed Blender’s formula is based on base jumped by 40% to 350,000 in wise but funny buddy,” Mr. Marks has failed the listening public,” says here in America,” he says. British music titles including, of November 2001 and will climb by says. “You don’t want to [say] ‘We Lance Ford, exec VP at Dennis and The magazine is not Dennis’ first course, Mr. Pemberton’s Q. Each more than 17% to 410,000 next saw the Stones back in ’73, and that’s general manager of Blender. Blender. The company launched a pop issue of Blender features interviews January. Blender will be audited by when music used to be good.’ That’s “[Blender is] our proverbial field of culture CD-ROM zine by that name driven by reader questions, quirky the Audit Bureau of Circulations the worst trap you can fall into.” ■ AD AGE MAIN 10-21-02 B 10 AADB 10/17/02 12:43 PM Page 1

October 21, 2002 | Advertising Age |S-10 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

CHRIS CASSIDY

new, midriff-baring clothes. “It’s fabulous,” enthuses Pam McNeely which Ms. Fuller is only partly senior VP-group media director at responsible, newsstand sales were up Interpublic Group of Cos.’ Dailey & Ms. Fuller at YM. “If you want to a whopping 30.1% over the Associates, West Hollywood, Calif. have a good time, you call Bonnie.” previous year to 405,662. Ad pages Ms. McNeely had a whimsical take Ms. Min recalls the thinking going. Such praise is not universal. “The are up 5.73% through September, on detractors’ charges Us is too “Do they have the same nose?” They sudden popularity of Us just drives according to Publishers Information tabloidy: “It’s not even a guilty read. found a plastic surgeon who home the fact that I do not Bureau. I feel no guilt at all.” essentially said: Yes, they did. understand women,” says a An Ad Age analysis of Taylor “We document pop culture,” says Editor of Year So goes the new Us, the stray lugubrious 30-ish male magazine Nelson Sofres’ CMR data shows Ms. Fuller. “That’s a very fine thing. From Page S-3 comment elevated to gleeful editor. that Walt Disney Co., which bought Some of the greatest writers of all contract was not renewed. She wallow. The now-notorious photo Indeed, Ms. Fuller’s gut feel for into a partnership for Us Weekly in time, including Jane Austen, [had] worked on a book titled “From Geek feature asking if stars, literally, had her reader has not always drawn March with $35 million, was Us’ books [that] were about pop culture.” to Oh My Goddess” and consulted big heads. Swooping arrows on its praise, be it from pressure groups second-largest advertiser, with Meredith Corp., and her name pages; exploded enlargements of singling out her cover lines as accounting for about 6% of its ad REFLECTION ON ITSELF all but disappeared from business circled bangles on wrists. “It adds an smutty or from more traditionally pages for the first nine months of Given how the world works, it may pages. extra layer of texture,” says Ms minded editors. 2002 and roughly doubling its not surprise that pop culture reflects That changed once Terry Fuller. “I don’t mean this as bad as it commitments from ‘01. right back at Us. On a recent episode McDonell left Us Weekly to edit Her boss, Jann Wenner, is a little sounds,” says a high-ranking editor Asked if Disney got any special of NBC’s “Will & Grace,” Grace Sports Illustrated, and Ms. Fuller less restrained about it. “I, in my at a non-competing publication. deals because of its ties, Wenner emerged from the bathroom to arrived. life, would never have thought of “She leads us toward demeaning General Manager Kent Brownridge, proudly announce she’d read the taking a pencil and circling [a detail] ourselves. We would get there says: “Disney has a deal that is entire new Us Weekly in 2 minutes. CELEB’S NOSES and going ‘To the limit!’ “ he says, anyway,” the editor concedes, but commensurate with the volume they If there was a dis inherent in the For Us Executive Editor Janice Min, all but howling with laughter. “But “she just gets us there faster.” run.” He points out Disney’s reference, a pleased Ms. Fuller won’t the story of Ms. Fuller’s Us was that’s what they’re doing. And it’s Asked about such notions, Ms. entertainment properties made it a cop to it. “I’m glad Grace is reading glimpsed in a single … nose. so much better.” Fuller focuses elsewhere. “It’s a natural heavy advertiser in Us Us, no matter where,” she says. The “The watershed moment was Liza Ms. Fuller “is an entertainment business,” she says. “I’ve got to get anyway. “If they were selling [do-it- editor-as-celeb thing may bum out Minnelli’s wedding,” she recalls. editor. That’s a very important role [readers] to go to the newsstand yourself] tools, maybe you’d have a Ms. Fuller, but, come to think of it, Someone studying the photos noticed in magazine journalism,” says every single week.” reason to raise an eyebrow askance,” references to Us on sitcoms are how similar the noses of David Gest Elizabeth Crow, the editorial The Audit Bureau of he adds. something else that weren’t heard of (Mr. Liza Minnelli) and Michael director of Primedia’s consumer Circulations shows they have. For In any event, media buyers don’t back when Ms. Fuller first broke into Jackson were. “So let’s just call it out,” magazines and the person who hired the first half of 2002, a period for seem terribly concerned over Us’ the business. ■

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October 21, 2002 | Advertising Age |S-12 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST

Steinberg, VP-director of print at Aegis Group’s Carat North America, New York. What a ‘Lucky’ punch The Lucky shopping experience begins with an advertiser-sponsored A-List Profile: Mag’s “No.” page of stickers that readers can use “Then no. You want a suede to mark items in each issue. L’Oreal get-right-to-it advice skirt.” sponsored the June stickers and put helps make the Problem solved. an extra layer of gloss on the page ‘attainable’ happen That’s the kind of get-right-to-it by featuring a different Endless lip advice that Conde Nast color on each sticker. By JENNA SCHNUER Publications’ Lucky, “the magazine At launch, Lucky’s rate base about shopping,” serves up every was 500,000. Now at 750,000, the once in a while, if a consumer’s month, and helped land it on magazine is averaging a paid only got a short bit of time to shop, Advertising Age’s A-List. circulation of 823,000 through it’s preferable to rip through stores Recession or not, readers have In touch: Alexandra Golinkin (l.) and Kim France. the second half of 2002, Ms. solo. But most of the time, it’s much wandered into brick-and-mortar Golinkin says. better to wander stores with a close, stores, logged onto e-commerce Nast President-CEO Steve Florio Pordy, who also happens to be The rate base will be bumped up and hopefully honest, friend—or at sites and dialed up 800-numbers to wasn’t a big fan at the get-go. When senior VP-director of print at by 6.7% to 800,000 as of January, least have a cell phone handy if you make purchases based on Lucky’s he saw the prototype, “he made a Zenith Media, New York, jointly she says, and will probably be need to call one. recommendations. face and said it reminded him of the owned by Publicis Groupe and pushed to 850,000 next July. The Lucky Editor in Chief Kim “Mine is not to question why, Sears & Roebuck catalog,” says Ms. Cordiant Communications Group. publisher says she could see the France was shopping in San mine is but to shop and buy,” quips France. It’s also a marketer’s dream. circulation eventually hitting “well Francisco when she came across a Ms. France. “Nothing perks a girl But Ms. France and Conde Nast Readers “prescreen themselves to north of a million.” pair of possibly worth buying suede up like a little Mossimo top from Editorial Director James Truman be great customers,” says VP- Advertising has also gone up. pants. Possibly, but she just wasn’t Target. Lucky is 80% about the “had a strong feeling that the reader Publisher Alexandra Golinkin. Through September, ad pages were sure. A quick from-the-dressing- pretty attainable [item] and 20% for this magazine existed.” The duo “There’s no fiction in Lucky, there up 43.65% for 2002, according to room cell phone call to a longtime about the Chanel bag.” based the idea for Lucky on Japanese are no recipes. Every single inch of Publishers Information Bureau. Ms. friend, Lucky Fashion Director Before Lucky’s launch in shopping magazines that, she says, the magazine is shopping.” Golinkin says the title will finish up Andrea Linett, cleared everything December 2000, some industry are “your friend instead of thrusting Lucky is designed to be so for the year 34% over 2001 ad page up. insiders snickered at the idea of the attitude at you.” hands-on and easy to use that totals. “Do they have pockets?” asked proposed magalog. Now one of “I think it’s a shopaholic’s dream advertisers are getting a great deal Sounds like a Lucky day for all Ms. Linett. Lucky’s biggest supporters, Conde come true,” says Lucky fan Melissa of reader response, says Robin involved. ■ AD AGE MAIN 10-21-02 B 14 AADB 10/17/02 12:53 PM Page 1

October 21, 2002 | Advertising Age |S-14 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST ‘Newsweek’ focuses on results A-List Profile: Leaner vantage of by Newsweek. It was up help it keep its edge. Senior Writer 1.48% in ad pages vs. a year ago, ac- Seth Mnookin is a recent hire. “Edi- machine geared to cording to Publishers Information Bu- tors literally prowl the halls asking if making global gains reau. Those results helped vault we’ve got scoops,” he says. “There is Newsweek onto Advertising Age’s A- an excitement in covering news By KATE FITZGERALD List. Time’s ad pages fell 6.33% and here.” Newsweek also won a 2002 aol time warner casts a long shad- U.S. News & World Report were es- National Magazine Award for gen- ow—literally—over Newsweek these sentially flat (+0.25%.) eral excellence. days, as the world’s largest media com- Circulation is up 1.6% for the first “If Newsweek can keep making pany builds its new headquarters just half, according to the Audit Bureau of changes that truly set it apart from outside the Washington Post Co. ti- Circulations. But Newsweek’s gains other newsweeklies, it may be able to tle’s windows in New York City. could be hard to maintain, especially sustain the success it’s had recently,” “We don’t have the large build- amid widespread discounting and a says Karen Jacobs, senior VP-director ings, the long corridors and the turf bleak 2003 outlook. Revenue from of print, Publicis Groupe’s Starcom. issues to worry about vs. our compe- Washington Post Co.’s magazine di- Newsweek consolidated its ad tition,” shrugs Newsweek Exec VP- vision, where Newsweek is by far the sales departments to create a leaner Publisher Gregory Osberg, “and it’s biggest player, fell 6% for the first machine more suited to global busi- becoming clear that marketers don’t half due to decreased ad revenue (and ness. And it seems bent on building care what vendors’ objectives are; one less issue for the period). Its 3.2 more alliances with partners like Dis- they just want to see results.” million circulation still trails Time’s covery Channel and History Channel The renewed interest in the 4.1 million. in an apparent effort to match any newsweekly category following Sept. But new editorial blood brought cross-platform advantages Time may Newsier: Mark Whitaker (l.) & Gregory Osberg. 11 seems to have been best taken ad- in by Editor Mark Whitaker may achieve. ■ CHRIS CASSIDY

Mr. Lagani hints at more one-to- one marketing programs in development, like the annual Better ‘BH&G’ connects Homes & Gardens Mall Tour, a showcase of advertisers’ products A-List Profile: Real Simple, Veranda and Living that is among the first of its kind Room, while its articles focus on and in its 16th year. Title fine-tunes role practical, how-to projects—more “Our relationship with Better in Anywhere USA perspiration than aspiration. Homes & Gardens is more like a Karol DeWulf Nickell, an Iowan full-service agency,” says Richard By KATE FITZGERALD who was named Better Homes’ Dickson, senior VP-consumer women’s service magazines and editor in chief last year after holding products for Mattel Toys, a sponsor shelter titles have generally had a the same post at Meredith Corp. of the mall tour with girl-targeted tough year squeezing business from sibling Traditional Home, says the products. advertisers representing home and secret to the success that has placed Better Homes is planning some hearth. So much for the notion that Better Homes on Advertising Age’s additional brand-building programs cocooning is back. A-List may be the staff’s ability to More mileage: Karol DeWulf Nickell & Daniel Lagani. in 2003, Mr. Lagani says. Without Then there’s Better Homes & connect with readers through CHRIS CASSIDY divulging details, he says programs Gardens. Ad pages there are up genuine corn-fed roots. The truth is that Better Homes is redesign, though subtle, was will “take advertisers beyond the 4.87% through September, “Not being in New York is a technically more of a women’s overdue. printed page in new ways.” according to Publishers Information huge advantage,” she says. “It helps service magazine than a shelter title, More changes are on the Carol McDonald, who as print Bureau. The Audit Bureau of us stay focused on our audience.” but it gets mileage from shelter horizon. Although Better Homes director for Omnicom Group’s Circulations puts Better Homes’ Steering an unwavering course advertisers thanks to diverse suspended a self-titled TV program OMD, Chicago, represents State total paid circulation at more than through the middle zone of content encompassing remodeling a few years ago, the magazine is Farm Insurance and Dell Computer 7.6 million, pretty much holding America works, say observers. They efforts, says Daniel Lagani, New now exploring a return to the Corp., two regular advertisers in steady in the first half of 2002. point to Better Homes’ usually York-based publisher. airwaves. (Meredith owns several Better Homes, admits: “No, it’s not All this with no orchids on the broad regional and demographic Better Homes in its October TV stations.) “TV is an area we’re sexy, but Better Homes & Gardens cover. No yoga. Better Homes appeal, with articles that are of issue debuted a redesign, its first in considering again for growth in the ... hasn’t lost ground like a lot of leaves all that to hipper books like interest to Anywhere USA. nine years. Ms. Nickell says the future,” Ms. Nickell says. national magazines.” ■

The Howard•Sloan•Koller Group & Jerry Fields Associates Congratulate the A-List Winners! We also applaud everyone who has worked so hard and achieved so much this past year. THE HOWARD • SLOAN • KOLLER GROUP 300 EAST 42ND STREET, 15TH FLOOR, NYC 10017 Tel: 212-661-5250 Fax: 212-557-9178 www.hsksearch.com Executive Search Consultants for Publishing, Advertising and Media AD AGE MAIN 10-21-02 B 15 AADB 10/17/02 12:49 PM Page 1

DMA boothVisit us #118 at October 21, 2002 | Advertising Age | S-15 the Bridges of Madison Avenue

first payroll, there was just $3,000 in the company key to our success is this account. AMERICAN PROFILE distribution strategy,” Mr. “Our greatest challenge from time to time, staffers Hammond says. “The was to get the editorial right,” at Franklin, Tenn.-based community newspaper has no Mr. Abbott says. He tapped American Profile take a few competition and 80% Kathryn Arnold, a longtime hours off to ride bumper cars penetration.” yoga practitioner and or hold a watermelon- The goal for American editorial director of Boulder, dropping contest (cleanest Profile is to reach 15 million Colo.-based New Hope break wins). If that sounds like homes as early as 2006 but Natural Media. rinky-dink definitely by The plan was to refocus small town 2008. Ad pages Yoga Journal as a lifestyle America stuff to this year magazine for yoga enthusiasts, you, it’s time to totaled 332.64 and the stars aligned. “A lot of wise up to the through things came together,” Ms. power of so- September, up Arnold says. “The medical called C and D 8.35% over the community became more markets and the same period a interested in yoga, we reached weekly good- year ago, this critical mass of people in news magazine according to our country feeling stressed, that serves Publishers and a lot of celebrities started them. Information speaking out “ about yoga. Distributed Bureau. For the six months ended via community papers, The title is on the radar of June 30, Yoga Journal’s total American Profile gives Brian Wheelis, associate paid circulation was 280,910, readers the chance to check in media director at Omnicom up 24.7% from the same with neighbors. Instead of Group’s GSD&M, Austin, period in 2001, according to the celebs, there’s the woman Texas. “It’s the way to reach Audit Bureau of Circulations; who, 20 years after she sold Wal-Mart shoppers. It’s the subscriptions were up 29.9% to the 1964 Mustang her father way to make a very big 174,167 and single-copy sales had given her, found the car company feel small town.” climbed 17.1% to 106,743. The and restored it. “If you look —JENNA SCHNUER title’s rate base will at our covers, they’re the rise 10.3% to people you run into at the YOGA 300,000 as of market,’ “ says VP-Executive JOURNAL January. It is the Editor Peter Fossel. in 1998, yoga top-selling health While much of the practitioner and fitness title at editorial is shared across John Abbott Barnes & Noble American Profile’s five started working nationwide, with a regional editions, other on one of the sell-through rate sections often are as local as most difficult of 80%. local can get. “[Readers] call poses he had For 2002, ad Effective marketing builds a bridge between you and us up and say, ‘Can we put encountered. pages are up our yard sale in the The Future- about 42% over your customers. That’s why Sony created eBridge. Happenings column?’ and we Facing Publish- 2001 and the say, ‘Yes, we can do that.’ er pose made the near-impos- rate per page is up 26%, That’s the key to me,” Mr. sible Eight-Angle look according to Mr. Abbott. eBridge combines the immediacy of the Internet Fossel says. simple. About 30% of ad revenue The title launched in April That was the year Mr. comes from national with CD and DVD technology to create a virtual 2000 with a circulation of 1.1 Abbott acquired the ebbing advertisers—the goal is 50%. million distributed through Yoga Journal from the Two of the title’s newest broadband multimedia delivery system that’s the nearly 500 newspapers. California Yoga Teachers advertisers are Dole Food Today it has a Association. Mr. Co.’s Dole Fruit Bowls and the next leap forward in marketing communications. circulation of Abbott’s goal was to San Diego Convention & 4.2 million regain the attention of Visitors Bureau. Want to know more? Call for a free demo or visit through 770 the yoga community Many advertisers, papers, and, and then embrace a including Tazo tea, buy into us on the Web. according lifestyle approach, not Yoga Journal’s lifestyle to Dan limiting the magazine approach and set up in-store Hammond, to yoga purists. events or sponsor the publisher-CEO He hired a new magazine’s conferences. at American editor in chief and “They are the perfect Profile parent staffed up the demographic for us,” says Publishing Vice, a free moribund circulation Steven Smith, founder of Group of monthly, is dark, and advertising Tazo. Tazo products such as America, will funny and departments. And he Refresh and Awake “could be end 2002 with intensely hip. had to find some way plucked right from stories a circulation of See MediaWorks, to keep the company about how yoga is important 4.5 million. P. 51 from tipping over into in people’s lives.” “The whole bankruptcy—at the —JENNA SCHNUER 877.229.SONY ebridge.sony.com ¨

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