February 16, 2015 Media Industry Newsletter Vol. 68 No. 7 New York, N.Y. www.minonline.com

Steve Smith's Eye on Innovation: Minds and Wallets: LuckyShops Hopes To Own The Shopping Journey. The new URL for Lucky magazine, LuckyShops.com, can be taken literally. This major relaunch is more than a redesign, the addition of a typical online “shop” tab or even the integration of buy buttons. This is a full reorientation of the magazine’s online business model. “We have become vendors,” says Gillian Gorman Round, president, Lucky Group, the independent company formed in August by Lucky and e-commerce platform Beachmint. After considering everything from affiliate marketing to licensing e-commerce tech- nology, Lucky Group was formed to truly combine content and commerce. It continues the monthly magazine and online editorial but, at the same time, has become a full- fledged e-commerce company. (story continues on page 4)

Magazines at the Academy Awards (February 22) Before: "People" Editorial Director Jess Cagle's Sixth On the Red Carpet. In 2009, the former People executive editor was recruited by the Academy of Motion Picture Arts and Sciences to co-host the 90-minute pre-show from the red carpet at Hollywood's Dolby Theatre. Cagle's Time Inc. celebrity has risen to him overseeing People and Entertainment Weekly, and it's his compatibility with the stars (pictured on page 5 with Julia Roberts) that made him the only On the Red Carpet host frpm out- side of ABC in recent years. (continued on page 5) During: "'s" 13th Greenroom. It was in 2003 when the folks at AD first extended the magazine's opulence to the lounge where Academy Awards presenters wait before going on stage. The Greenroom quickly became part of the Oscar fabric, with tours given on the lead-in programs (, etc.), and Donna Karan and Barbra Streisand using the Samsung Twitter Cam to transmit selfies in 2013 may have been the inspiration for 2014 host Ellen DeGeneres to do the same with members of the audience. (continued on page 5) After, Before and During: "Vanity Fair's" Plethora of Parties. Thanks to the amazing foresight of Vanity Fair editor-in-chief Graydon Carter (with help from the Condé Nast hierarchy), VF's Academy Awards party quickly went from a relatively modest affair in 1994 to the biggest magazine event, bar none. On Febru- ary 22, the tradition continues with Carter hosting a dinner during the Oscars, and a crowd swelling with VIPs–including nearly all the winners and their statuettes. The venue is a custom-designed space in Beverly Hills that connects the Wallis An- nenberg Center for the Performing Arts and City Hall. (continued on page 5)

• NEWSSTAND DROPS AGAIN; THE LANCET ERRS; "AUTOMATED" TIME INC...Page 2 • EPICURIOUS' RETOOLED APP GETS A SMITH "BON APPÉTIT"...... Page 3 • CQ ROLL CALL'S MEDIA SCOOP RECEIVES A MONEY SHOT...... Page 6 • EYE ON AD RECALL (MEN'S FASHION); SOCIAL MEDIA BOXSCORES.... Pages 7-11 • SI'S SKIMPY–AND BIG–SWIMSUIT; BRANDON HOLLEY IS EVERYWEAR.....Page 12 www.minonline.com © 2015 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 2/16/2015 The Second-Half-2014 Newsstand Decline Has an Alibi. With few exceptions, the biannual Alliance for Audited Media report has been the bearer of bad news when it comes to single-copy sales since the 1980s (when Family Circle and Woman's Day were thriving as newsstand-only titles). At first glance, the double-digit percentage newsstand declines by many titles in the February 11 release of the second- half-2014 AAM Snapshot looks like another rerun, but this time publishers have an excuse. On May 26, 2014, wholesaler Source Interlink Distribution shut down after losing its key client Time Inc.. This forced many publishers to find new conduits with retailers, and the effect was said to have lasted well into the third quarter. How much worse an already bad situation became is unclear, but the effect on newsstand-dependent weeklies was striking:

Second-Half 2014 Versus Second-Half 2013 Title Parent Co. Newsstand Price* Sales % of Diff. InTouch Bauer Media $2.99 416,488 -10.8 Life & Style Weekly Bauer Media $2.99 223,180 -11.5 National Enquirer Amer. Media Inc. $4.99 310,070 -22.8 OK! Amer. Media Inc. $4.99 117,970 -26.7 People Time Inc. $5.18 728,630 -14.0 Star Amer. Media Inc. $4.99 271,263 -30.1 Us Weekly Wenner Media $4.99 379,722 -17.4 Woman's World Bauer Media $1.79 843,729 -15.5 * = Average price SOURCE: Alliance for Audited Media Snapshot

"The Lancet" Also Made a 12-Year Mistake. This is not apples-to-apples with disgraced NBC Nightly News anchor Brian Williams, who admitted that his account of being on a helicopter that was struck by a surface-to-air missle in Iraq, was an outright lie. But The Lancet–the British medical publication with a clinical reputation matching the Journal of the American Medical Association and The New England Journal of Medicine in the U.S.–did not retract a 1998 article by surgeon An- drew Wakefield claiming that the measles, mumps and German measles vaccine is a cause for childhood autism and bowel disease until after it was declared false by the British Gen- eral Medical Council in January 2010. The Lancet editor-in-chief Richard Horton followed medical protocol, but journalistic protocol warranted an article debating Wakefield's findings. Instead, that was left to London Sunday Times reporter Brian Deer, who in 2004, questioned whether Wakefield was mo- tivated financially–not clinically–in making the claim. Once the GMC validated Deer, Hor- ton came down hard and Wakefield was stripped of his medical license. But children that were not vaccinated because of the Wakefield article may have caused the recent measles outbreak in Disneyland. It came four years after the British Medical Journal called Wakefield the purveyor of "the most dangerous hoax in the last 100 years." Time Inc.'s Automated Print Buying Is Magazines' "Pick 6." The Programmatic Print formula, first used by Target, takes the sale away from humans. If this succeeds, sales staffs could someday become endangered species as the number-crunch- ing will extend to magazine picking. This might be good for waistlines (no hefty lunches), but magazines becoming less of a people business is sad. -SC

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; VP Publisher: Amy Jefferies ([email protected]); Director of Market Development: Laurie M. Hofmann ([email protected]); Marketing Director: Kate Schaeffer ([email protected]); Assistant Marketing Manager: Marly Dice ([email protected]); Senior Editor: Caysey Welton ([email protected]); Production Manager: Sophie Chan-Wood ([email protected]); Graphic Designer: Yelena Shamis ([email protected]) Event Content Manager: Kelsey Lundstrom ([email protected]); Senior Account Executive: Tania Babiuk ([email protected]); Boxscores ([email protected]) SVP, Media Group: Diane Schwartz; Access Intelligence, LLC President & Chief Executive Officer: Don Pazour; Chief Operating Officer: 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 2015 © 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: $1099 min 2/16/2015 Page 3 Steve Smith's App Review: Epicurious Renovates Its Kitchen. The heat is on in the online kitchen. While Condé Nast’s Epicurious was among the first Web- endemic recipe sites, Meredith’s AllRecipes.com has become a massive force in the market. The radically revamped Epicurious.com, deployed across Web, mobile devices and in a new iOS app, is an obvious counterpoint to the rival’s emphasis on recipe scale. Curation and utility are the watchwords at the new Epi. The declared goal of the relaunch is to focus on quality over quantity and to serve the cook who is looking for inspiration. For this review I focused on site experience, mainly using a tablet. The search bar is a thrust forward to complete the site’s opening phrase, “I Want to Cook.” The search bar has trending content, and the results page lets you refine your search quickly with left nav check boxes. All of the basics of a good cooking resource are here—a clean kitchen- friendly recipe view, sharing across the major channels, etc. You can make notes to yourself easily in each recipe for later reference. I am confused by the shopping list functionality, or lack thereof though. Tapping the plus buttons beside ingredients had no impact and I couldn’t find the shopping list on the site. Epi says that this is a temporary lapse as the site rebuilds and updates the shopping list. It also indicated that it should return in a few weeks. The new site organization is a bit inscrutable: Recipes & Menus, Expert Advice, Ingre- dients, Holidays and Events, Community, Video and Cook Now. I found it hard to distinguish the first few sections, because much of the same content from the others seemed to be rear- ranged. The Community area is where food bloggers have a space of their own, but this feels too much like a separate site rather than an integrated vertical. Likewise, the Videos section is oddly siloed; feeling like a separate site with its own discovery experience. Do people looking for inspiration really think in these categories? In the end, I found scrolling down the homepage, with its call outs to most popular and new recipes and arti- cles, the best way to browse the site. Epi is clearly proudest of its new Cook Now section, which tries to get you quickly up to speed with short order recipes and trending styles. A lot of the headlines here feel like social media bait: 57 Things You Can Do To Be a Cook right Now, The Kitchen Appliance You Don’t Need To Be Afraid Of Anymore, and how-tos for a range of different dinner guests. The idea is inspiring and invoking a strong editorial voice to a foodie category that tends to measure itself by the size of its recipe box. Similarly, the site has new sponsored tools to approach the food discovery challenge in different ways. A Weather Channel widget uses your location to suggest recipes based on what's in season locally. A Lexus-sponsored tool polls your likes and dislikes before predicting a set of recipes you would find appealing. These are creative ways of coming at the cooking inspiration problem and creating native ad inventory. Otherwise, in my use, the site is rely- ing on the usual collection of banners and sidebar ad units that, as with many sites these days, do not scale well across different screen APP REPORT CARD sizes. Much of it looks to be coming from the exchanges and is often incongruous with the site. User Experience B- The site feels fragmented and incomplete, even if some features, like the recipes, are beautifully crafted. Visually, it is up to the Overall Design B usual high standards of most Conde´ Nast sites—lush, loads of white space and highly readable. Technical issues in the tablet experi- Social Integration B+ ence especially remain—some function buttons and headlines that don’t Mobile Utility B click through and format glitches in landscape mode. The site organi- zation, segregation of videos and community don’t hang together for Monetization B this user, so I find that the basic recipe isn't fully baked. Final Grade B Page 4 min 2/16/2015

EYE ON INNOVATION STEVE SMITH

LuckyShops Hopes to Own the Shopping Journey (continued from page 1) Lucky Group has direct relationships with over 150 fashion and beau- ty brands to sell their products on site. But more than that, Lucky- Shops is doing the selling and fulfillment. “We actually carry and manage the inventory,” Round says. The aim here is to bring the Lucky reader on a complete journey, from inspiration to transaction. In embarking on this bold model, Lucky Group “looked at two groups of stakeholders, our audience and business partners and how our role as a media company is to be more useful and get a higher share of minds and wallets for both of those groups,” she says. Of course, by holding inventory and that risk, Lucky Group will enjoy much higher margins on sales than it would see from other models. More importantly, they felt that in order to truly integrate content and commerce business models at the deepest level, “we needed to own the technology, the customer relationships, the data and the analyt- ics, end to end,” she says. On the content side that means the site goes beyond integrated buy buttons or ghet- to-izing the storefront. Content and shopping are intertwined so that even on product detail pages there will be links to relevant articles, as well as related products. Their broad view is that the shopping experience is in essence a content experience— always involving information. “The editor is always with her,” says Maura Randall, digital managing director. Despite melding the reading and buying experience, the company says the in-house tech and CMS are built to enhance, rather than erase, editorial independence. “We built a system that allows editors to pick products they think are best from anywhere, not just our inventory,” says Randall. And at the heart of this is a customer manage- ment system that tracks how users are interacting with content and transactions. Lucky has the customer login from the top of the funnel (awareness) to its end (purchase). Like iTunes or Amazon, the Lucky reader/shopper has her payment information on file and can apply it easily for a seamless checkout. And it’s the end-to-end data that could prove as lucrative as any piece of the new model. With their own customers, Lucky can now retarget shoppers who have not fully converted to a purchase, but to do it with more finesse than the usual stalking shop- ping cart. “We have significantly broadened our touchpoints with users and we can bring the content to them,” Randall says. By having the direct customer relationship, Lucky can engage the loyalty loop for themselves and for marketing partners. And ultimately, having that control of user data is an important hedge against marketers’ growing disenchantment with tradition- al media buying. “Ad budgets are not growing as media brands would like,” Round says. “[Advertisers] are becoming more specific about the kind of ROI they want to see.” All of this takes scale, of course. Lucky has an existing base of 4 million email subscribers as well as about 1.5 million monthly uniques before the relaunch. The mag- azine has a rate base of 1.2 million. Syndication partners include AOL, MSN and Yahoo. And now with its technology and products to sell, LuckyShops plans on pressing SEO in ways they couldn’t before. The relaunch a bold e-commerce move for a publisher attempting to own the customer end-to-end. But Round insists the content/commerce relationship is not just a business model. The technology allows the brand to embody how storytelling is part of the shop- ping ritual. Shopping is not the same thing as buying, she argues. The consumer “wants a context and an amazing experience around retail.” Finding the right skirt is not enough. “She wants a narrative­—more ways to use it—to really enjoy it.”

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 . min 2/16/2015 Page 5 Magazines at the Academy Awards: Jess Cagle Hosts (continued from page 1) However, Cagle will have company on the February 22 program with Yahoo fashion editor Joe Zee. The former Elle creative director will complement Cagle's "who will win?"-expertise with "how do they look?"-commentaries for what Cagle calls "a [TV] audience that has become sophisticated on the mechanics of Hollywood." The most special audience for Cagle will be the 700 winners of People's Oscar Fan Experience that will watch in-person from the bleachers adjoining the red carpet. These VIPs include advertisers and family members as well as subscribers chosen, in part, by loyalty that could date back to People's March 1974 launch. Cagle will do meet and greets during rehearsal breaks before the show's 7 p.m. EST start. During the Oscars, Cagle expects to be in the blogosphere. R&R will come hours later when he continues his "carbohydrate-filled tradition" of Spaghetti Bolognese and French Fries. "Architectural Digest's" Greenroom (continued from page 1) AD VP and chief revenue officer Giulio Capua tells min that Samsung and countertop specialist Caesarstone are back, with Greenroom furnishings also provided by Bernardhaud (tableware), Clarence House (indoor fabric), Holly Hunt (indoor furniture), Perennials (outdoor fabric), Remains (lighting), Stark (carpeting), Sherwin-Williams (paint), Sutherland (outdoor furniture) and Walker Zanger (flooring). A Capua tradition is hosting a reception in the Greenroom for the partners on "Oscar Saturday" as the rehearsals are taking place in the Dolby Theatre. Oscar host Neil Patrick Harris and husband David Burtka, in their Harlem apartment, are on the March 2015 AD cover. Best actress nominee Julianne Moore (Still Alice) consulted for Greenroom designer Commune, and Moore's aesthetics were featured in the March 2012 AD. "Vanity Fair's" Plethora of Parties (continued from page 1) "I'm in awe," says VF VP and chief revenue officer Chris Mitchell, who moved from GQ in August 2014. "I've never had so many requests for invitations in my career, even though GQ's Men of the Year is huge in its own right." It was Mitchell's VF predecessor Edward Menicheschi (now CN Media Group president and chief marketing offi- cer) who turned the brand's Oscar presence from one night to one week through themed Campaign Hollywood events that have corporate partners and support various chari- ties. Featured this week are movie cast parties, a DJ Night and a Young Hollywood Night with sponsors like Barneys, Chrysler and L'Oréal. They are in various venues, but VF now has its own through leasing building space from time-share specialist WeWork to create the Hollywood Social Club. It will serve as a gathering place for journalists and bloggers to work, participate in panels and relax in a National Press Club-type atmosphere. VF's March Hollywood Issue gatefold features Golden Globe-winning best actress Amy Adams (Big Eyes) hoisted by Channing Tatum. Photographer, as always, is Annie Leibovitz. Stay on top of current trends, changes and breaking news. Become a minsider today! August 13, 2012 Media Industry Newsletter Vol. 65 No. 32 New york, N.y. www.minonline.com

April 2, 2012

min's ExclusiveMedia Analysis/ChartsIndustryVol. Newsletter 65 No. of 14 Magazine Circulation: PART 1: NEWSSTAND NIGHTMARENew York, IS THEN.Y. LATEST DÉJÀ VU ALL OVER AGAIN. Media Industry Newsletter April 9, 2012 Keith Kelly's New York Postwww.minonline.com headline (August 8) is apt when only 13 of the 86 titles charted by min in the first of our three-part analysis of first-half-2012 data from the Audit Bureau of Circulations' Fas-Fax are up in newsstand. But Yogi Berra's famed Vol. 65 No. 15 malapropism is apt, too, because the ABC cumulative for 395 reporting Stevemagazines Smith's find- Eye On Digital Media: New York, N.Y. ing single copy sales -9.60% versus first-half-2011 continues the pattern at least www.minonline.com CALLING ALL LEADERS--LESSONS FROM OUR 2012 BEST OF THE WEB WINNERS. SUBSCRIBE the last four Fas-Fax periods when the differentials were -9.96%/-9.15%/-7.27%/-5.63% Stop me if you have heard me say this before. In the 15 years I have been covering mag- from—in reverse order—second-half-2011 down to first-half-2012. azines and their checkered migration to the new reality of digital media, this is one of But the long-term decline for many magazines is severe. Take, for theexample, first Familytimes I can honestly say the industry has moved at long last into a leadership Circle and Woman's Day, which are two of the 13 newsstand-up magazines with +8.0% and position. Rather than follow and copy the famously "fleet footed" online startups, mag- +6.2%, respectively. That, in part, is because of reduced frequenciesazines from are 15 innovatingtimes and also leveraging their unique cross-platform reach to achieve editorial and ad programs that no other media can match. In working on the April 3 Steve Smith's Eye on Digital Media: (continued, with charts,Best on of page the Web8 and 9) Steve Smith's Eye on Digital Media--Quarterly App Review: struck by several winners for the ways in which they offer glimpses of new models. HOW PUBLISHERS CAN CAPTURE THAT NEW "MOBILE REFLEX." awards and the special issue of min that outlines who won and why, I was EXTRA! EXTRA! NEWSSTAND SELLS THE LastDIGITAL week, GOODS!Nielsen revealed an interesting tipping point in the evolu♦ -In the tablet space everyone was rushing to app-ify their magazines for the As we review the ever-lengthening list oftion magazine-branded of smartphone offer-habits: almost half of all advanced phone owners nowKindle Fire, and Nook in 2011. Our two winners in the Tablet App/Paid App Maga- ings in the mobile and tablet universe inuse min's a shopping quarterly app appof chart,some kind. zine Edition category were Wired and Bloomberg Businessweek+, but each was point- it is a good time to reflect on the one thething top that apps has in changedthe category. the EveneBay more, Amazontelling, Grouponis that andthe average usering the way differently for tablet experiences that reached beyond enhanced print. game for magazines on devices in the last six months.Newsstand After strug-mod- Shopkick are of theseApple 'sapps is referencing it 17 times a month. The clear implication gling against criticism that digital editionshere is werethat tooshopping expensive and mobile devices have become synonymous inCONGRATULATIONS many TO OUR BEST OF THE WEB WINNERS AND HONORABLE MENTIONS... on a per-issue basis and forced subscribers to buy their magazines users' minds. Nothing is more important to emerging media than theSteve con -Smith put his perceptive digital-media Eye on magazines finally "leading" rather twice, publishers finally got relief from cept of rituals. iPad how business has than following the digital conversation, and the 34 winners and the numerous honorable el in mid-2011. With subscriptions, subscriber authentication, In other words, an all-important mobile reflex is developing.mentions We shop, met far higher standards than anyone would have envisioned at our first Best and a special area to find periodical content, both providers and TODAY! and then at some point prior to or during the experience, we almost of the Web awards in 2004. A couple of good examples iPad, users finally got what they were lookinginstinctively for from Apple: reach afor sane our ecosystem. mobile phones. It is when a new communications technology (continued on pages 7, 8, 9, 10, 11, and 12) are Digital Teams of the Year--Saveur and The Atlantic, When we asked some of the leading magazinebecomes secondpublishers nature on andthe closely identified with an activity bothor time of which of day went that from it the backwater to the head of the (continued on page 4) been for them, each looked at the Newsstandtruly becomes emphasizing a reliable a different medium butthat positive content at-companies and theirclass advertisers with innovative can tar-strategies and management support. tribute. get with confidence. Thanks go to The Atlantic publisher (since March STOCK WATCH: APPLE (+50.6% FIRSTThis QUARTER) knowledge AND must 27 matter "MORTALS." to publishers, and some already 2008)see it. Jay The Lauf, new whoseSeventeen keynote described how he and his Analysts' forecasts that Apple stockShopping may--barring Insider a appsplit--surpass is designed $1,000as what per the share magazine’s associatecolleagues publisher/marketing moved the magazine from the 19th to the 21st Howard Grier describes as "a bridge fromis magazine on page to3) store." century (continued (Jay even on quotedpage 4 )1857 co-founder Ralph Waldo by year-end are looking spot-on (price excludes March 30). LargeStock credit, Watch as min Eye ( Emerson). He is pictured (left) accepting The Atlantic digital editorial director on Digital Media columnist Steve SmithDAN LAGANI:has written, "My goes TIME to ATthe 'READER'Scompany'sWEEK." nearly DIGEST' com- WAS A GREAT EXPERIENCE." plete tablet domination with the iPad, with each iteration contributingUSINESS to it. Also Bob Cohn's Digital Hall of Fame induction. Joining him are Complex Media ceo Rich He took the high road in theB aftermath from his August 3 impressive: Time Warner Cable (+26.4%), as its carriage dispute with Cablevision-owned Antoniello, Hearst Digital Media vp/chief revenue officer Kristine Welker, Cygnus Reader's Digest North America president and more than two years with parent Madison Square Garden ended. exitBusiness after Media 14 months ceo John as French, and Style.com editor-in-chief Dirk Standen (photogra- Digest Association. "We really built a sound strategy to phertransform Doug Goodman).the business Special dig- thanks to our event sponsor MagazineRadar. JOHN BYRNE ADDS A "FORTUNE" itally,"COVER STORYLagani TOtells 57 min.AT " "We drove real digital transformation on the advertising,Reader's The latter sum came during his 1985-2003 stint as BW executive editor, where at least ...AND TO THE "FOLIO: 40." three--on 1981-2001 General Electric ceo Jack Welch, 1980s Apple ceo(continued John Scully, on page and 4) min's sister publication continues its April tradition of honoring magazine people "from (continued on page 3) the infamous Al (Chainsaw) Dunlap• atREFRESHED Sunbeam, et FAMILy al.--turned CIRCLE; into REDESIGNEDacclaimed books. (AND But "GOLDEN") the corner FITNESS.... office to the Pagecorner 2 cubicle, where new ideas drive meaningful change." Among Byrne became a magazine "free agent"• EX-ROLLING in October STONE2009 when PUBLISHER he ended JACKhis four-year ROTHERHAM sec- JOINSthe recognized are above story) and ond run at BW (he had added BW.com• THE editor) min/ with the Bloomberg Businessweek relaunch MAGAZINERADAR ENTHUSIAST CHART GOES ers.TEENy-BOPPING..... GoRICH to Rfoliomag.comELEVANCE.Complex Pagefor Media more. 73 • INSIDE B2B TURNS "FOODIE" (SUPERMARKET NEWS, ETC.)... PagesFairchild 10 and Fashion 11 Media president/ceo (since January 2010) Gina Sand APRIL 3 IS min's 2012 BEST OF THE WEB AWARDS • TNy'S AD-BENEFITTING iPHONE APP; LHJ'S GOODByE,• ESQUIRE'S NORMA JEANE..GLOBAL INITIATIVEPage 12 ceo MEANS and min's 10 MILLION Digital HallMEN ofAT FamerTHEIR Rich BEST Antoniello (see Digital Hall of Fame • SMITH ON HARPER'S BAZAAR'S PAST STRENGTHENING ITS PRESENT..... Page 2 Our ninth recognition of the magazine-digital convergence will be at Tuesday's • (April 3) breakfast in New York's Grand Hyatt, and the 28 Bestwww.etouches.com/bow ofwww.minonline.com the Web catego-. MORE/FITNESS WILL HAVE A HUGE HALF-MARATHON; NOONAN/CIVILITY.. Page 3 www.minonline.com/subscribe ries (including social media tablets) are indicative of the vast expansion, so- • PREVIEWING FIRST-QUARTER 2012 PIB WITH YEAR-END 2011...... Page 7 phistication, and importance. The honors extend to our six • NATIONAL GEO. REVISITS TITANIC, WHICH inductees, so attendees will get to experience a fun and informative morning. We welcome you to join us. For ticket information, go to - ... Page 4 • JOE LEVY JOINS BILLBOARD; LEE SLATTERY'S MAD MEN BROTHER...... Page 2 .. Page 2 VARIETY/NEWSWEEK ANALOGY; STYLE.COM'S 2ND PRINT ISSUE.. Pages 2 and 3 www.minonline.comS • CIAM REPORTED IN 1912.. Page 8 • WHY WAS "WINTERIZED"--AND DIAZ EDITS • A LONGER BRIDES "SEASON"; FINE COOKING'S EXPANDED CIRC. Pages 4 and 5 • FORBES.COM'S FEB. SURGE; WILLwww.minonline.com SI'S ANGELS GET THEIR WINGS?... Page 14 Page 6 min 2/16/2015 Steve Smith's Money Shot: CQ ROLL CALL OFFERS CLIENTS A SCOOP-AND-SNOOP SERVICE. Who better than a news service to scope out how a client’s company is reported on and buzzed about across channels? That’s the thinking behind CQ Roll Call’s new CQ Media Scoop service. It will aggregate mentions of a company from news, social media, blog posts and video clips. It claims to cover over 300,000 blogs and 60,000 news sources. CQ Roll Call tells min that it is targeting the new product at PR and communications firms, government agencies, associations, congressional offices and advocacy groups, among others. In that sense, CQ is effectively narrowcasting and customizing a content aggrega- tion service that many other vendors provide for a range of brands and thus is carving out a niche for itself with its natural constituency. CQ Media Scoop was not built in-house but on the third party platform from Custom Scoop. Rather than a mere content scraping engine, CQ says Custom Scoop distinguishes it- self by the level of human intervention in the process of collecting clips. Much of the added value comes in the interface and notification system. The dashboard visualizes the data and lets the user share it easily with the rest of the company and create reports, graphs and spreadsheets on brand-related buzz. It can also trigger alerts to track when relevant issues are trending in the social sphere. This model is a natural digital extension of the clippings service, and it is an inter- esting one for publishers to consider. The biggest challenge for the model is that it com- petes with and, must integrate, an enormous range of content management tools that brands are juggling in the digital age. Many vendors offer similar services, but their generic nature may frustrate some clients. A niche publisher like CQ Roll Call has the opportunity to customize the experience and especially the way in which the service plugs into work- flows that are specific to a vertical. Pricing is customized across a number of parameters­—number of users, number of keywords being tracked, archive longevity, etc. CQ Media Scoop is a standalone product from CQ Roll Call that is not bundled with other services.

CALL Saluting Sales FOR Excellence at ENTRIES! Media Companies

Entry Deadline: March 6 | Final Deadline: March 13

Recognizing outstanding media sales performance, min’s Best Sellers in Media Awards salutes those in the trenches, selling the print, online, on-air and multi platform programs and creating a winning proposition for both the advertiser and the media brand. Enter online today!

Enter Today: www.minonline.com/bestsellers

Questions? Contact Mary-Lou French at [email protected], 301-354-1851

25402 min 2/16/2015 Page 7

GfK MRI's EYE ON AD RECALL

Top-Noted Ads in October 2014 Men's Magazines Even if clothes don't actually make the man, apparel ads made readers take notice in October 2014 men’s magazines. GAP, Ralph Lauren and Tommy Hilfiger had the top-noted reader recall scores, as measured by GfK MRI's Starch Advertising Research. In GQ, GAP notched a "noted" score of 90% by showcasing the magazine’s Best New Menswear Designers in America—the faces of visionaries behind Brooklyn Tailors, En Noir, John Elliott + Co. and M.Nii. In second place was Ralph Lauren in Esquire with a noted score of 86% for an ad an- nouncing the new Polo store on Manhattan's Fifth Avenue. Rounding out the trio were three casually dressed amigos sporting Tommy Hilfiger duds in Men's Fitness, an effort recalled by 85% of issue readers surveyed by Starch. Along with data on the top three noted ads, GfK MRI also listed the audience for these magazine issues from its Issue Specific study.

Rank: #1 GAP RTW Magazine: GQ Category: Ready-to-Wear Noted: 90% Issue Specific Audience: 6,649,000

Rank: #2 Ralph Lauren Apparel Rank: #3 Tommy Hilfiger Apparel Magazine: Esquire Magazine: Men's Fitness Category: Apparel Category: Apparel Noted: 86% Noted: 85% Issue Specific Audience: 3,479,000 Issue Specific Audience: 7,840,000 Page 8 min 2/16/2015

min Social Media Boxscores January 2015 Versus December 2014 - Facebook + Twitter % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares January January January January January 2015 2015 2015 2015 2015 AARP Facebook 1,214,115 1.13% 84 40.00% 145,054 256.14% 4,223 77.81% 34,272 134.45% Twitter 85,414 1.23% 111 20.65% 4,822 1470.68% 194 193.94% 3,831 563.95% All You Facebook 1,346,029 1.75% 506 -4.53% 439,449 52.25% 9,516 44.38% 404,923 54.65% Twitter 37,165 1.03% 427 116.75% 652 150.77% 34 112.50% 830 126.16% Allrecipes Facebook 807,691 8.05% 92 -15.60% 56,935 50.45% 1,772 82.30% 53,917 26.82% Twitter 38,197 3.21% 220 3.29% 1,627 0.37% 92 15.00% 849 -8.71% Allure Facebook 283,466 1.45% 569 32.94% 33,951 81.63% 4,051 121.73% 8,009 120.76% Twitter 328,297 2.54% 652 54.14% 10,772 -52.22% 1,207 52.59% 6,239 -56.85% American Baby Facebook 170,255 0.74% 142 25.66% 22,237 49.24% 2,109 78.73% 5,144 140.60% Twitter 9,579 1.96% 144 8.27% 44 15.79% 26 225.00% 44 -15.38% American Photo Facebook 37,831 0.90% 32 -34.69% 199 -19.76% 4 -33.33% 33 3.13% Twitter 41,744 16.08% 91 -16.51% 260 -25.71% 18 -10.00% 252 -28.21% Architectural Digest Facebook 2,076,575 4.41% 234 8.33% 1,159,413 34.80% 6,948 53.17% 77,536 47.41% Twitter 220,286 4.11% 213 -6.99% 7,087 37.77% 427 17.63% 5,653 12.63% Automobile Facebook 579,655 4.84% 103 45.07% 125,090 66.03% 3,101 72.47% 5,015 42.55% Twitter 65,270 6.20% 206 39.19% 2,307 61.89% 168 5.66% 1,898 45.66% Autoweek Facebook 25,584 1.21% 424 29.66% 2,342 16.87% 291 -10.19% 82 -69.74% Twitter 79,035 3.66% 537 4.68% 2,870 15.35% 328 4.79% 2,373 0.64% Backpacker Facebook 202,514 6.87% 67 -37.96% 72,743 24.68% 3,251 -27.40% 22,122 49.36% Twitter 66,799 4.59% 36 -46.27% 1,186 15.03% 79 9.72% 745 0.54% Better Homes and Gardens Facebook 2,911,224 2.00% 249 -1.58% 854,584 11.73% 21,433 -0.71% 462,247 15.49% Twitter 103,829 4.58% 97 8.99% 722 28.70% 98 66.10% 1,222 109.97% Bicycling Facebook 252,145 1.21% 194 -7.62% 59,668 -0.97% 2,431 -15.09% 11,436 -3.66% Twitter 110,309 2.89% 603 4.87% 11,350 5.57% 913 5.67% 8,244 -0.84% Birds & Blooms Facebook 554,043 1.36% 37 -17.78% 210,887 91.51% 5,820 184.46% 47,140 138.03% Twitter 12,774 0.30% 13 -71.11% 30 -74.36% 0 -100.00% 42 -66.13% Bloomberg Businessweek Facebook 1,132,431 53.52% 642 42.35% 148,241 217.00% 11,043 147.32% 43,711 184.30% Twitter 849,363 6.09% 461 -39.50% 6,447 -29.86% 1,147 -34.34% 10,402 -33.08% Boating Facebook 50,049 10.84% 123 18.27% 35,501 48.04% 733 -19.01% 3,933 23.37% Twitter 20,936 2.26% 143 37.50% 204 37.84% 59 103.45% 200 5.26% Bon Appetit Facebook 749,884 1.92% 461 19.12% 397,602 36.90% 10,109 33.19% 159,914 41.03% Twitter 731,818 2.54% 512 4.07% 33,952 37.61% 2,260 40.55% 17,328 25.91% Brides Facebook 1,200,533 4.97% 494 -14.24% 609,621 10.26% 12,806 32.42% 35,500 34.59% Twitter 147,169 2.93% 629 -12.64% 5,416 7.44% 397 15.07% 4,472 28.95% Car and Driver Facebook 1,515,227 1.12% 563 52.57% 1,393,946 12.84% 59,153 46.48% 142,815 16.90% Twitter 201,085 3.64% 508 49.41% 22,874 30.08% 1,675 29.54% 15,955 25.87% Car Craft Facebook 1,275,831 2.19% 52 -40.91% 93,819 -36.70% 1,864 -54.21% 7,194 -57.52% Twitter 1,289 4.37% 48 -40.00% 39 -46.58% 6 -14.29% 17 -59.52% Coastal Living Facebook 888,434 2.30% 155 -4.91% 815,081 -3.84% 10,844 6.36% 92,495 -15.21% Twitter 44,182 1.82% 179 -5.79% 1,512 2.23% 83 -13.54% 1,153 -5.49% Conde Nast Traveler Facebook 395,999 2.75% 340 -4.76% 161,831 6.13% 6,936 1.03% 45,690 -0.16% Twitter 591,915 3.06% 888 -4.82% 20,205 -3.45% 1,673 4.89% 17,757 -10.36% Consumer Reports Facebook 275,054 0.53% 303 35.27% 10,298 36.27% 976 -3.94% 4,606 -8.81% Twitter 245,077 0.25% 214 41.72% 1,437 130.66% 131 63.75% 1,310 104.69% Cooking Light Facebook 3,707,184 3.19% 313 -1.57% 1,997,021 45.64% 16,519 93.82% 470,313 84.47% Twitter 142,223 2.70% 316 -5.39% 5,239 52.52% 328 86.36% 3,167 31.85% Cosmopolitan Facebook 5,929,205 1.52% 1,282 5.51% 2,804,741 29.75% 167,140 28.20% 272,741 23.53% Twitter 1,184,205 2.20% 3,661 21.02% 264,075 16.36% 17,561 31.74% 133,230 22.82% Country Facebook 67,829 0.30% 50 4.17% 5,509 -46.06% 42 -65.85% 1,432 -64.86% Country Living Facebook 2,065,130 4.03% 644 5.92% 4,402,861 26.53% 108,667 101.46% 1,370,384 72.75% Twitter 94,454 3.66% 318 29.80% 4,962 86.54% 354 134.44% 3,175 42.50% Cruising World Facebook 66,468 3.47% 40 -24.53% 9,217 -3.24% 243 -17.91% 1,635 33.69% Twitter 4,989 2.28% 28 33.33% 16 77.78% 0 -100.00% 16 45.45% Cycle World Facebook 327,299 2.38% 76 -14.61% 52,348 -3.42% 1,533 -30.88% 5,284 -9.77% Twitter 26,410 3.08% 135 12.50% 577 11.39% 50 -15.25% 546 5.00% Departures Twitter 25,799 2.04% 144 -11.66% 224 0.45% 14 -56.25% 269 5.49% Details Facebook 192,550 1.51% 424 -2.75% 41,693 33.18% 1,595 22.22% 15,872 270.75% Twitter 90,660 7.15% 588 9.91% 6,934 75.50% 414 16.29% 4,312 75.78% Dirt Rider Facebook 403,073 1.98% 61 12.96% 79,517 67.81% 1,088 -12.96% 3,177 3.59% Twitter 19,324 1.70% 63 10.53% 82 49.09% 5 400.00% 43 65.38% Dwell Facebook 238,019 4.57% 744 -3.63% 382,556 12.66% 5,819 33.83% 33,203 20.45% Twitter 547,354 1.35% 945 3.17% 19,733 16.77% 1,385 52.20% 12,557 24.45% EatingWell Facebook 1,320,317 2.56% 139 -2.11% 235,896 31.67% 4,154 31.66% 103,714 13.23% Twitter 83,075 2.84% 194 16.87% 1,183 90.81% 150 138.10% 864 24.50% Elle Facebook 3,107,121 2.14% 936 15.56% 2,293,778 -12.29% 22,995 -20.10% 42,982 -36.29% Twitter 3,011,526 3.99% 2,638 10.61% 252,385 20.02% 12,078 18.61% 165,314 -2.60% Elle Decor Facebook 1,896,465 3.44% 683 -0.87% 598,218 36.46% 3,932 4.57% 36,588 32.83% Twitter 227,877 3.65% 685 -0.58% 6,072 5.27% 587 3.89% 4,592 9.26% Entertainment Weekly Facebook 2,663,206 2.59% 1,360 190.60% 3,183,263 100.65% 136,212 136.50% 309,341 92.46% Twitter 3,391,511 2.01% 1,916 16.55% 229,952 22.63% 13,462 25.07% 150,572 23.50%

Data provided by True Social Metrics min 2/16/2015 Page 9

% % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares January January January January January 2015 2015 2015 2015 2015 Entrepreneur Facebook 1,875,661 2.91% 981 27.24% 559,771 21.46% 17,746 48.39% 270,654 19.18% Twitter 75,312 -92.17% 21 -96.26% 330 -97.12% 35 -95.77% 647 -94.90% Esquire Facebook 506,068 2.11% 477 9.40% 263,795 -3.69% 22,898 109.59% 58,896 -1.62% Twitter 287,464 1.88% 772 -6.76% 20,078 -1.58% 2,507 24.79% 15,021 -3.99% Essence Facebook 1,843,235 0.92% 465 10.98% 762,058 8.67% 43,984 14.28% 68,957 3.20% Twitter 140,428 4.62% 847 77.57% 9,991 130.63% 1,289 80.03% 12,076 125.47% Every Day with Facebook 500,494 2.42% 128 -15.79% 135,591 14.11% 2,118 15.80% 36,908 29.32% Twitter 52,626 1.96% 146 -25.13% 1,158 -14.41% 52 -46.39% 562 -24.16% Family Circle Facebook 698,721 1.06% 93 -5.10% 46,854 -1.39% 2,595 190.59% 31,695 -7.04% Twitter 133,595 0.61% 78 -12.36% 85 23.19% 10 -9.09% 129 -14.57% FamilyFun Facebook 448,062 2.17% 159 1.27% 53,494 24.49% 5,064 78.75% 36,421 72.15% Twitter 37,839 3.02% 236 14.56% 320 51.66% 121 61.33% 364 59.65% Field & Stream Facebook 636,001 1.96% 258 13.66% 165,224 0.89% 10,257 3.40% 68,267 11.40% Twitter 61,585 4.38% 102 41.67% 2,112 80.98% 102 -6.42% 793 72.39% Fit Pregnancy Facebook 526,637 3.09% 156 -4.88% 217,728 9.81% 5,238 27.97% 13,301 0.09% Twitter 61,227 2.73% 194 1.04% 896 -19.13% 104 30.00% 852 -5.02% Fitness Facebook 2,145,089 2.19% 287 2.50% 201,097 53.17% 3,386 52.25% 83,608 64.12% Twitter 394,220 4.12% 339 21.07% 6,438 13.44% 615 113.54% 5,086 0.12% Flying Facebook 159,992 3.72% 29 -25.64% 47,952 -4.13% 1,279 47.86% 9,372 5.65% Twitter 31,067 3.83% 37 2.78% 486 -2.02% 38 0.00% 597 -16.97% Food & Wine Facebook 895,642 4.11% 913 2.47% 626,933 51.81% 15,829 16.49% 185,376 35.54% Twitter 1,149,927 2.05% 874 14.40% 39,548 42.63% 3,364 19.63% 28,265 30.12% Food Network Magazine Facebook 5,733,346 0.72% 200 -5.66% 1,023,318 10.58% 44,211 49.41% 437,275 36.85% Twitter 2,471,088 1.51% 666 7.25% 52,218 17.46% 4,566 24.52% 26,877 18.24% Forbes Facebook 1,784,770 2.61% 230 -0.43% 34,740 -0.71% 2,260 16.92% 10,958 16.76% Twitter 4,395,749 4.81% 2,556 -6.41% 211,578 0.57% 19,633 3.44% 261,794 1.05% Fortune Facebook 763,688 3.48% 870 7.67% 93,814 -3.27% 4,392 -6.19% 30,991 6.40% Twitter 1,519,295 3.07% 2,262 12.37% 33,532 4.81% 4,698 14.73% 48,919 11.07% Game & Fish Facebook 151,175 5.48% 28 -31.71% 11,498 58.33% 324 73.26% 5,444 92.64% Twitter 1,697 1.43% 48 33.33% 5 400.00% 0 N/A 3 N/A Glamour Facebook 4,310,380 1.57% 268 6.35% 303,833 194.31% 8,046 146.21% 16,948 139.31% Twitter 937,525 2.81% 830 19.94% 27,400 152.16% 1,455 71.18% 16,521 128.60% Golf Digest Facebook 271,761 0.76% 241 -2.03% 155,119 4.00% 9,430 6.51% 27,157 19.28% Twitter 217,024 2.75% 865 6.40% 23,035 -2.05% 2,595 -0.95% 16,533 6.84% Golf Magazine Facebook 128,749 4.35% 288 3.60% 103,432 5.75% 9,904 26.17% 12,363 4.86% Twitter 111,998 4.10% 438 17.74% 5,500 19.93% 1,059 37.35% 4,714 25.54% Good Housekeeping Facebook 2,320,772 1.69% 684 0.29% 1,045,217 16.32% 31,074 21.66% 368,679 25.31% Twitter 47,916 5.02% 418 18.08% 1,751 49.79% 177 30.15% 1,414 19.22% GQ (Gentlemen's Quarterly) Facebook 1,607,657 1.44% 311 4.01% 189,499 8.33% 10,562 9.99% 22,103 -11.59% Twitter 643,796 1.66% 453 -38.45% 29,037 -20.98% 1,690 -27.72% 17,980 -3.36% Guns & Ammo Facebook 783,731 1.04% 39 2.63% 36,059 66.14% 759 -11.23% 7,701 35.75% Twitter 72,367 5.13% 56 -28.21% 631 -37.21% 69 -52.74% 467 -15.25% Harper's Bazaar Facebook 2,027,541 1.89% 1,537 1.59% 2,712,907 0.15% 30,947 -2.74% 94,912 1.26% Twitter 1,045,261 3.81% 1,682 -1.75% 80,987 11.12% 4,166 18.52% 49,616 6.83% Health Facebook 3,073,193 2.61% 746 2.47% 563,820 58.07% 10,604 81.58% 186,764 66.81% Twitter 2,535,676 3.48% 736 -3.79% 12,923 33.47% 1,022 21.81% 10,995 29.70% HGTV Magazine Facebook 3,360,355 1.93% 220 -3.51% 1,923,254 107.21% 68,207 185.90% 115,633 45.06% Twitter 404,149 3.82% 377 41.20% 27,150 147.67% 2,194 131.92% 8,540 81.70% Hot Rod Facebook 2,877,670 1.29% 94 -32.86% 538,734 -27.02% 8,775 -14.61% 39,520 -30.40% Twitter 42,990 3.88% 123 -4.65% 1,823 54.49% 113 -7.38% 636 42.28% House Beautiful Facebook 4,161,845 3.71% 694 1.02% 2,137,445 21.49% 11,711 -1.44% 131,537 33.28% Twitter 211,892 3.78% 686 0.88% 6,279 4.95% 455 0.89% 4,897 8.68% In-Fisherman Facebook 123,913 1.19% 57 147.83% 8,106 221.28% 419 291.59% 9,700 622.80% Twitter 3,533 3.39% 76 192.31% 18 63.64% 3 N/A 21 200.00% InStyle Facebook 4,045,037 1.51% 859 8.73% 913,004 40.82% 19,433 36.89% 35,951 37.22% Twitter 2,934,135 1.29% 1,589 24.82% 78,634 145.85% 4,083 100.44% 44,077 97.67% Islands Facebook 378,768 5.00% 90 -6.25% 101,436 25.68% 3,946 109.67% 14,001 24.60% Twitter 13,950 1.08% 7 0.00% 19 -40.63% 11 175.00% 14 -12.50% Lucky Facebook 507,079 1.26% 376 4.44% 34,920 30.15% 1,820 11.79% 4,016 138.34% Twitter 399,781 3.07% 694 7.93% 7,639 18.32% 640 36.17% 5,513 24.31% Marie Claire Facebook 2,030,816 1.47% 716 -22.93% 383,466 -24.60% 5,872 21.93% 19,134 37.83% Twitter 1,782,468 2.27% 909 -4.82% 33,775 11.65% 1,841 16.15% 19,969 15.94% Marlin Facebook 67,638 1.84% 79 1.28% 29,737 19.84% 353 -16.75% 2,615 2.79% Twitter 1,869 1.08% 14 -30.00% 10 -41.18% 0 -100.00% 12 -7.69% Facebook 1,336,440 1.38% 339 -8.13% 297,302 8.71% 10,311 54.84% 102,942 60.98% Twitter 89,924 2.92% 373 -13.05% 3,514 4.18% 251 7.73% 1,981 5.20% Men's Fitness Facebook 2,575,113 1.17% 481 4.57% 409,849 27.31% 9,181 24.35% 107,337 33.66% Twitter 425,194 4.01% 690 6.32% 32,773 32.41% 744 2.76% 13,152 6.92% Men's Health Facebook 3,728,340 1.37% 602 4.88% 407,670 20.09% 17,927 0.82% 73,031 -14.08% Twitter 2,441,270 5.22% 732 3.54% 56,726 19.14% 2,472 19.71% 20,292 19.36% Men's Journal Facebook 195,861 2.14% 378 12.50% 22,599 -4.75% 1,153 -13.05% 8,610 -15.65% Twitter 41,244 2.70% 347 -14.32% 2,191 -23.53% 162 -10.50% 1,210 -5.39% Midwest Living Facebook 142,991 2.74% 60 -22.08% 40,547 17.93% 2,274 38.91% 10,493 22.44% Twitter 8,779 1.43% 86 -25.86% 261 19.18% 23 21.05% 178 -5.32% Data provided by True Social Metrics Page 10 min 2/16/2015

% % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares January January January January January 2015 2015 2015 2015 2015 Money Facebook 305,367 8.63% 271 19.91% 28,035 95.08% 1,691 141.57% 11,893 96.90% Twitter 205,740 4.17% 771 7.38% 6,816 67.68% 682 51.56% 6,521 26.40% More Facebook 131,680 0.67% 151 -11.18% 46,054 -24.36% 993 -18.20% 17,411 -37.16% Twitter 27,129 0.74% 136 -36.74% 705 74.94% 44 -13.73% 486 41.28% Mother Earth News Facebook 1,694,468 3.06% 154 -4.35% 348,057 -7.81% 10,244 -13.64% 166,967 5.62% Twitter 59,523 1.25% 39 -66.38% 381 -62.54% 47 -25.40% 419 -61.56% Motor Trend Facebook 2,635,214 1.74% 102 41.67% 594,368 17.72% 10,143 17.17% 20,936 17.01% Twitter 220,044 3.35% 358 57.02% 6,597 32.98% 640 35.02% 4,268 35.79% Motorcyclist Facebook 601,516 2.18% 78 -20.41% 184,692 -16.64% 4,226 -13.88% 17,492 -16.70% Twitter 4,871 7.29% 49 -15.52% 83 -5.68% 9 125.00% 77 1.32% Muscle & Fitness Facebook 4,817,859 1.58% 521 5.68% 1,725,011 11.39% 26,048 -3.81% 178,003 3.99% Twitter 409,175 3.66% 511 74.40% 23,654 209.49% 833 373.30% 9,849 146.29% National Enquirer Facebook 26,132 2.30% 164 -17.59% 774 106.40% 271 4.63% 408 1469.23% Twitter 5,988 2.67% 159 -22.06% 71 97.22% 37 -19.57% 45 -35.71% National Geographic Facebook 34,827,439 2.07% 273 0.00% 5,753,497 13.53% 84,703 39.30% 663,245 21.69% Twitter 8,086,727 2.85% 404 2.28% 66,644 26.57% 3,840 25.57% 63,158 16.76% National Geographic Kids Facebook 2,266,720 3.15% 75 -6.25% 51,379 -7.95% 476 22.05% 3,698 0.65% Twitter 16,835 1.83% 78 -2.50% 129 2.38% 13 -40.91% 173 0.00% National Geographic Traveler Facebook 3,719,449 0.53% 305 -3.79% 213,102 -15.10% 2,473 -15.51% 23,116 -14.70% Twitter 1,358,137 7.62% 399 -13.07% 13,327 56.71% 786 10.08% 11,185 52.84% Natural Health Facebook 43,473 3.62% 69 -8.00% 1,779 16.50% 49 0.00% 404 51.31% Twitter 11,470 1.64% 74 -5.13% 213 58.96% 12 100.00% 178 64.81% New York Magazine Facebook 1,343,253 3.95% 771 -7.78% 340,952 -14.61% 24,639 -18.49% 57,438 -21.73% Twitter 694,767 5.36% 2,279 15.57% 75,511 35.85% 9,976 29.24% 76,004 9.25% O, The Oprah Magazine Facebook 670,100 1.80% 306 2.34% 124,339 30.57% 6,051 49.93% 36,391 8.68% Twitter 401,869 1.11% 454 8.61% 5,946 11.39% 663 -7.27% 4,189 13.22% OK! Facebook 1,019,270 4.90% 286 1.06% 181,069 -60.15% 8,485 -56.92% 3,006 -56.75% Twitter 250,771 1.19% 299 20.56% 2,603 85.14% 433 124.35% 1,562 113.10% Outdoor Life Facebook 179,842 2.72% 206 -1.44% 32,932 16.90% 1,820 -10.21% 14,442 36.16% Twitter 60,601 3.21% 24 166.67% 94 -30.88% 4 -73.33% 92 50.82% Outside Facebook 419,298 2.91% 312 -2.50% 176,157 19.68% 10,733 22.90% 63,743 45.61% Twitter 160,968 3.74% 666 -8.89% 16,231 -15.63% 1,137 -8.45% 11,056 -3.73% Parents Facebook 1,500,317 0.27% 305 4.81% 119,702 46.44% 12,815 24.30% 74,313 114.67% Twitter 925,807 1.07% 606 2.19% 5,488 47.21% 719 69.18% 6,645 35.89% People Facebook 5,205,086 2.05% 979 6.88% 5,264,408 19.63% 306,367 41.41% 550,382 77.43% Twitter 5,983,340 1.37% 2,485 14.04% 330,874 29.44% 19,655 40.66% 167,326 31.66% People en Español Facebook 3,391,124 2.30% 629 14.78% 2,301,922 43.42% 91,793 59.45% 39,926 69.93% Twitter 1,188,557 1.91% 864 27.25% 35,446 24.50% 2,207 12.09% 17,125 16.92% People StyleWatch Facebook 160,002 0.97% 294 110.00% 4,181 7.23% 560 -23.39% 1,339 -56.18% Twitter 830,457 1.05% 486 12.50% 5,825 89.12% 446 45.75% 12,882 -20.59% Playboy Facebook 16,739,455 0.54% 325 -8.96% 4,211,008 -18.76% 103,978 -7.15% 241,967 -20.33% Twitter 924,031 1.11% 758 -2.70% 57,162 21.33% 3,061 1.02% 21,260 15.66% Popular Mechanics Facebook 208,614 2.16% 1,105 10.28% 33,993 16.76% 3,275 37.95% 11,780 19.72% Twitter 129,155 2.93% 1,149 21.97% 15,701 28.96% 1,689 41.69% 17,406 31.01% Popular Photography Facebook 472,660 2.42% 97 -2.02% 25,643 16.60% 673 -14.16% 5,860 1.26% Twitter 93,886 6.80% 79 -8.14% 404 14.45% 66 69.23% 306 21.91% Popular Science Facebook 2,931,005 0.11% 233 13.11% 295,352 2.87% 12,723 17.88% 84,797 17.40% Twitter 431,289 5.76% 334 1.52% 14,638 -16.15% 1,312 -17.95% 16,069 -18.55% Prevention Facebook 1,354,198 1.72% 657 -1.50% 393,120 33.38% 9,905 48.95% 301,576 44.04% Twitter 184,907 2.09% 805 7.05% 10,131 23.70% 471 -2.28% 7,325 10.82% Reader's Digest Facebook 2,406,313 1.28% 174 28.89% 98,444 62.78% 2,169 15.19% 36,949 81.10% Twitter 74,078 1.42% 149 13.74% 636 28.48% 63 -16.00% 681 28.25% Real Simple Facebook 2,356,062 1.82% 666 1.37% 848,873 94.23% 33,256 90.64% 359,116 62.22% Twitter 737,127 1.27% 980 3.59% 19,616 36.92% 1,282 18.92% 12,629 28.54% Redbook Facebook 392,099 0.18% 664 5.56% 87,282 -6.32% 11,559 60.61% 21,043 -47.17% Twitter 45,691 0.57% 744 20.19% 1,358 15.48% 173 36.22% 821 -3.98% Reminisce Facebook 49,045 0.81% 9 28.57% 1,466 -49.98% 144 -37.12% 148 -86.55% Road & Track Facebook 642,321 3.50% 387 1.84% 1,282,337 15.75% 40,491 60.17% 171,843 30.62% Twitter 83,987 4.18% 288 68.42% 4,735 67.97% 449 90.25% 3,690 83.76% Rolling Stone Facebook 3,892,117 2.04% 452 11.33% 1,799,548 14.39% 83,913 20.39% 286,180 12.01% Twitter 4,235,768 2.15% 781 8.77% 109,843 -5.81% 6,920 16.60% 77,263 -5.75% Runner's World Facebook 1,482,237 0.83% 489 -4.49% 434,442 15.97% 35,349 10.27% 115,800 17.87% Twitter 967,360 2.62% 636 -3.05% 61,487 17.16% 3,428 14.92% 34,606 9.23% Sailing World Facebook 98,520 5.73% 45 -13.46% 17,763 -24.48% 292 -42.41% 2,106 -39.47% Twitter 22,864 2.91% 133 -39.55% 79 -31.90% 9 -43.75% 154 -40.77% SaltWater Sportsman Facebook 68,893 3.45% 63 -16.00% 11,408 31.34% 264 25.71% 1,725 55.27% Twitter 2,583 0.70% 4 -85.19% 4 -86.67% 1 0.00% 10 -56.52% Saveur Facebook 228,768 1.58% 99 32.00% 23,057 24.38% 914 66.79% 11,029 10.93% Twitter 367,175 1.92% 273 155.14% 3,259 65.77% 561 279.05% 2,245 49.67% Scientific American Facebook 2,074,854 1.78% 327 -1.21% 228,956 23.01% 9,878 8.41% 100,456 3.51% Twitter 953,334 2.73% 591 -13.22% 29,566 18.33% 2,612 10.58% 36,768 17.24% Scuba Diving Facebook 146,046 2.83% 117 -1.68% 76,077 3.36% 1,368 28.57% 9,920 4.20% Twitter 30,363 2.29% 129 11.21% 890 19.46% 62 16.98% 802 -3.49%

Data provided by True Social Metrics min 2/16/2015 Page 11

% % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares January January January January January 2015 2015 2015 2015 2015 Self Facebook 1,152,020 1.96% 812 -17.06% 375,865 198.67% 6,223 83.03% 34,985 51.86% Twitter 328,024 1.96% 2,046 16.18% 35,270 39.27% 1,779 14.77% 18,605 25.69% Ser Padres Facebook 490,941 0.15% 143 1.42% 20,135 -31.32% 219 1.39% 6,690 -41.30% Twitter 20,908 4.02% 36 16.13% 20 53.85% 3 200.00% 19 216.67% Siempre Mujer Facebook 1,256,973 8.56% 221 -0.45% 293,862 92.09% 5,719 47.82% 65,035 69.48% Twitter 11,429 1.37% 118 136.00% 299 1259.09% 23 1050.00% 63 1475.00% Sierra Magazine Facebook 1,753 12.81% 34 3.03% 280 -4.44% 19 -13.64% 13 44.44% Twitter 64,705 1.39% 81 37.29% 164 17.99% 11 -26.67% 210 30.43% Smithsonian Facebook 525,671 2.73% 126 -20.25% 158,453 10.13% 4,446 -12.96% 65,538 0.47% Twitter 109,263 2.83% 1,324 2.48% 11,501 63.53% 1,055 39.74% 15,619 47.10% Soap Opera Digest Facebook 428,238 2.16% 34 6.25% 75,709 -6.33% 12,347 9.25% 9,778 36.62% Twitter 93,527 1.97% 69 -16.87% 775 6.02% 288 -3.36% 674 24.35% Southern Living Facebook 994,229 2.97% 361 2.56% 447,408 4.48% 24,214 181.92% 378,550 116.89% Twitter 127,080 1.62% 281 14.69% 4,324 43.99% 275 53.63% 2,497 27.72% Sport Fishing Facebook 149,377 2.24% 98 7.69% 41,090 40.68% 1,631 6.18% 5,105 124.99% Twitter 5,835 0.71% 38 52.00% 59 210.53% 7 -12.50% 43 126.32% Sports Illustrated Facebook 1,963,213 2.67% 1,111 22.36% 1,739,635 40.11% 111,920 70.82% 214,958 85.47% Twitter 1,004,217 3.26% 3,573 3.99% 99,017 21.85% 12,007 21.23% 99,359 9.72% Star Facebook 647,830 2.14% 169 -0.59% 33,142 -61.32% 4,956 -58.57% 1,332 -80.54% Twitter 57,333 2.21% 223 42.95% 611 232.07% 90 18.42% 266 37.82% Street Rodder Facebook 1,574,436 1.71% 81 28.57% 700,342 56.36% 3,903 35.01% 67,791 38.52% Sunset Facebook 143,988 1.10% 174 -1.14% 36,745 -7.50% 3,348 -79.18% 6,843 -14.94% Twitter 61,529 0.54% 201 8.65% 797 33.95% 82 7.89% 717 52.55% Taste of Home Facebook 3,160,490 3.16% 181 2.84% 1,697,126 11.68% 23,946 10.27% 1,610,676 12.48% Twitter 21,916 1.67% 15 25.00% 11 266.67% 1 0.00% 7 133.33% Facebook 4,797,987 1.33% 387 3.20% 1,143,241 22.69% 9,388 -12.69% 8,342 -19.46% Twitter 2,294,446 1.75% 1,042 4.72% 86,012 -2.26% 2,195 16.38% 36,335 7.80% Texas Monthly Facebook 131,775 3.03% 107 7.00% 51,371 30.27% 3,941 2.07% 21,665 88.80% Twitter 119,985 1.96% 138 -18.34% 958 -9.02% 227 8.10% 1,197 -1.64% The Atlantic Facebook 1,066,562 1.46% 731 -5.80% 263,302 -9.50% 25,432 -8.58% 120,041 -9.58% Twitter 904,300 2.95% 714 2.15% 35,852 17.27% 5,219 15.36% 38,837 17.27% The Economist Facebook 5,114,667 2.38% 680 2.26% 498,061 5.39% 31,272 3.17% 182,737 7.82% Twitter 7,227,982 4.81% 779 8.04% 133,881 14.60% 10,044 14.83% 217,682 18.66% The Family Handyman Facebook 317,264 5.12% 152 -0.65% 110,746 42.46% 3,011 -1.08% 74,013 36.15% Twitter 10,630 3.06% 157 6.80% 492 23.31% 24 -4.00% 202 -9.01% Facebook 2,175,162 2.64% 359 -3.75% 401,057 42.18% 14,829 13.83% 175,675 49.22% Twitter 4,233,019 4.30% 660 -2.37% 58,645 33.98% 4,093 7.12% 63,423 44.88% This Old House Facebook 424,555 2.71% 192 29.73% 132,385 33.25% 5,817 40.00% 20,119 -0.64% Twitter 64,021 3.52% 222 46.05% 2,002 2.51% 275 29.72% 853 5.05% Time Facebook 7,451,993 2.74% 2,094 8.50% 3,325,752 21.84% 192,455 12.44% 597,458 1.59% Twitter 6,851,315 2.68% 3,288 7.00% 235,467 -0.76% 29,921 16.79% 270,298 0.58% Town & Country Facebook 42,271 2.87% 261 43.41% 32,658 18.54% 1,640 43.99% 6,176 15.89% Twitter 29,721 2.82% 299 52.55% 3,047 31.28% 253 28.43% 2,445 17.27% Traditional Home Facebook 1,646,666 0.67% 98 -17.65% 443,735 -10.56% 16,469 38.57% 35,672 -15.01% Twitter 84,660 3.91% 192 2.67% 1,047 34.23% 90 -2.17% 810 19.29% Travel + Leisure Facebook 776,903 5.83% 339 -17.11% 809,241 10.59% 11,420 7.99% 110,545 10.98% Twitter 1,137,691 6.70% 682 -23.88% 17,678 -0.56% 1,684 2.56% 13,364 -2.79% US Weekly Facebook 3,086,074 1.02% 779 19.11% 3,389,217 16.35% 141,516 16.56% 176,928 32.62% Twitter 1,482,066 2.10% 2,888 21.50% 153,058 69.55% 11,433 45.68% 84,351 86.59% Vanity Fair Facebook 2,015,960 1.35% 472 18.89% 711,574 -9.42% 31,777 42.70% 82,595 23.20% Twitter 1,889,377 2.98% 1,171 0.17% 53,363 -40.97% 4,575 -5.32% 37,870 -42.20% Vegetarian Times Facebook 1,416,212 3.00% 48 11.63% 223,449 41.71% 4,138 87.41% 48,812 36.08% Twitter 84,921 2.71% 48 41.18% 1,699 63.21% 116 78.46% 1,019 52.77% Veranda Facebook 671,316 3.49% 534 6.16% 734,785 25.41% 5,299 40.97% 52,462 36.01% Twitter 34,408 3.57% 535 5.73% 1,228 8.87% 162 55.77% 1,502 31.29% Vogue Facebook 6,480,122 1.68% 605 0.67% 1,189,746 9.61% 14,006 26.54% 43,233 55.82% Twitter 5,251,399 4.39% 1,173 8.31% 96,485 15.43% 3,748 22.44% 54,411 10.64% W Facebook 975,027 1.71% 337 8.01% 188,710 59.18% 2,608 115.00% 9,134 54.89% Twitter 948,624 2.03% 820 2.24% 22,281 20.45% 1,280 38.08% 16,090 26.86% Wired Facebook 1,576,280 1.77% 406 3.31% 213,346 -11.09% 11,687 -15.51% 74,536 -4.11% Twitter 3,973,856 3.64% 1,036 1.07% 111,303 1.23% 9,270 8.36% 115,719 5.27% Woman's Day Facebook 975,876 2.56% 648 7.46% 334,308 69.62% 20,278 82.32% 97,892 43.48% Twitter 33,677 2.12% 382 2.14% 719 72.42% 61 -25.61% 546 47.57% Women's Health Facebook 4,099,359 0.19% 818 2.25% 564,957 7.80% 22,593 -2.98% 208,592 5.18% Twitter 2,857,017 4.75% 982 -2.00% 43,690 -1.72% 2,761 -1.00% 27,160 -3.26% Working Mother Facebook 106,684 6.45% 62 -20.51% 12,920 61.02% 385 35.09% 6,287 -49.29% Twitter 38,818 1.15% 191 -22.98% 121 -10.37% 29 11.54% 233 -33.24% Yachting Facebook 102,274 2.42% 66 11.86% 53,515 -13.25% 637 -20.18% 5,186 -25.20% Twitter 17,274 2.95% 18 50.00% 82 43.86% 19 533.33% 114 40.74% Yankee Facebook 62,359 3.86% 93 -4.12% 88,482 34.57% 10,740 17.79% 24,481 26.22% Twitter 9,724 1.72% 35 -68.75% 139 -24.46% 17 -81.32% 170 -38.18% Yoga Journal Facebook 1,418,321 2.68% 137 15.13% 211,487 23.85% 2,476 -4.81% 30,171 24.55% Twitter 224,846 2.34% 141 17.50% 2,053 17.72% 115 35.29% 1,778 13.90%

Data provided by True Social Metrics Page 12 min 2/16/2015 Don't Shed a Tear in "Sports Illustrated" Swimsuit's 51st Year. It has been a tough early-2015 for Sports Illustrated and for all of Time Inc., which is in its first full year as a standalone company. But the only thing skimpy about the Swimsuit extravaganza is Hannah Davis' bikini on the cover. Publisher Brendan Ripp calls the 2015 release "one of the biggest in our history." No specifics on revenues, but it's believed the franchise's 50th-anniversary celebration in February 2014 brought the cumulative total to within $1 billion. Last year's Swimsuit fun-in-the-sun was in Miami Beach, and although the chamber of commerce certainly welcomed the business, it is hardly unusual there or in the other party destination, Las Vegas. But this year, Ripp and SI assistant managing editor MJ Day–who is in day-to-day charge of the issue–cut a deal with Nashville Convention and Visitors Corp. The hereto- fore "Music City" became Swimville, and the Davis cover shoot was in-state at the Blackberry Farm in Walland, Tenn. The February 11-12 festival had plenty of free goodies from sponsors and issue advertisers Lexus, Maui Jim, Miller Coors, Old Spice and Schick, and the gala from the Schemerhorn Symphony Center–with red-carpet arrivals by Swimsuit celebrities and a Kings of Leon-headlined concert–was streamed on SI.com and sites from Entertainment Weekly, InStyle, People and Time. The Time Inc. cross-pollination set a corporate precedent. SI also had a February 9-10 Swim City promotion in New York's Herald Square. No music, but male passersbys there and in Nashville got free haircuts and shaves, courtesy of Schick. It's likely that the perfect-bound issue did not match the 107 ad pages in the anniversa- ry. However, there is a Lexus cover gatefold, first-time Swimsuit advertisers include Snick- ers and a native partnership with Dodge. Brandon Holley Wants to Take Everywear Everywhere. At the Academy Awards on February 22, it's a safe bet that many of the female celebrities will be advised on their wardrobes. But one does not have to be rich or famous to want to look her best, and this is a void that min Digital Hall of Fame member Brandon Holley seeks to fill with her launch of Everywear.com. "Our research shows that the typical Amer- ican woman wears only 30% of the apparel that she buys," says the former Ellegirl, Jane and Lucky editor-in-chief who also launched Yahoo Shine in 2008(now part of Yahoo Health). "We're here to help them." It essentially works this way. Registration is through the free Everywear app and–when the site goes live around February 22–Everywear.com. Included are the woman's measurements (she can attach her photograph) and, in Holley's words, "telling us what you have in your closet." These will be the foundations for Everywear stylists (often former fashion edi- tors) to make the recommendations on what to buy. This is where Everywear morphs into a b2b site, working with retailers to serve custom- ers. "We'll be linked to their sites," says Holley, who uses Macy's as an example. "Retail- ers will get a better grasp of the inventory that is needed for consumers." Everywear is "mass" through a partnership with Bloglovin', a platform of 700,000-plus bloggers that, among other things, enables them to "talk about their clothes," she says. "The clout they have with retailers is enormous." Josh Helfgott built the app; his 50-plus credits include NBC, Barneys, Gilt and Jack Threads. Bloglovin' pointperson is VP of sales and partnerships Kelly Gallozzi, the former Lucky director of international fashion who subsequently worked at People StyleWatch and InStyle. "We are fortunate to have investors who have given us the opportunity to get Everywear right," Holley says. who turned a concept into reality in about one year. "Our mission is not to be the fashion police, but a fashion friend." going Everywear, with Brandon Holley, The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Caysey Welton, Senior Editor When Sponsors Become Publishers: How to Win in the Wednesday, February 25 New York City | 8:30 - 10:00 a.m. Business of Branded Content

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