Steve Smith's Eye on Innovation: Just How Much Is "New Media" Actually Media? News Aggregation Apps and Major Media Brands No Longer Have Guns Pointed at Their Heads

July 20, 2015 Media Industry Newsletter Vol. 68 No. 28 New York, N.Y. www.minonline.com

Steve Smith's Eye on Innovation: Just How Much Is "New Media" Actually Media? News aggregation apps and major media brands no longer have guns pointed at their heads. Apple News isn't going to be eating anyone’s lunch, killing any rivals or becom- ing content monopoly. The open beta of iOS 9 dropped last week and, with it, a preview of the aggregation app Apple announced last month. Like the Maps and Music apps before it, News enters a familiar content category with the prospect of displacing established endemics like Google or Spotify, respectively. In this case, Apple News is most clearly like Flipboard in style and approach but also similar to Facebook in hoping partners will create enhanced experiences that live on their third party platforms. These aggregators promise greater reach to readers who don’t want to install and launch too many branded media apps in order to catch up on their range of interests. Mobile platforms, especially, seem to have revived the portal approach to digital news gathering that died nearly a decade ago on the Web. (continued on page 4) Big Women's-Fashion Fall Previews for "NYT" T and "WSJ." Like their beauty- and fashion-magazine brethren, September is the month for The New York Times magazine's T Women's Fashion and WSJ.'s women's fashion issue. Their respective August 23 and August 15 releases give them a calendar head start, and T's 164 ad pages and WSJ.'s 100.4 are notable benchmarks. T's count–up from 158 last year–is the most since the 175 carried by Women's Fashion in pre-recessionary August 2008, and publisher Brendan Monaghan tells min that "this is a continuation of the momentum in fashion, beauty, luxury home furnishings and travel that we've experienced all year." Stu- art Weitzman, Kenzo, J Brand and Marni are among the issue's fashion newcomers. (continued on page 2) "National Journal": From Revolutionary to Evolutionary. The July 16 announcement by Atlantic Media chairman and 17-year National Journal owner David Bradley that the print weekly will end its 46-year run at the end of 2015 had the Darwinian "news in Washington now moves too quickly for a weekly publication." The transfer of resources to the "higher-velocity work" of NJ Daily, Hotline and NationalJournal.com will likely have minimal impact on the 1,000 member organi- zations that pay five- to six-figure annual sums (depending on company size) for the content. Speed counts for lobbyists and digital media can deliver critical information more timely. It was a less technological Washington in 1969 when the late Thomas N. Schroth launched NJ after being fired from rival Congressional Quarterly. D.C.'s image as (continued on page 2) • COSMO NOW APP HAS TAKEAWAYS FOR RIVALS...... Page 3 • GUCCIONE'S HENDRIX BOOKAZINE; MORE "DIRT" IN MODERN FARMER.....Page 5 • THE IN-BOX RULES...... Page 6 • SOCIAL MEDIA BOXSCORES (JUNE): GOOGLE+ AND INSTAGRAM...... Pages 8-9 • AUDIO LIVEHAPPY; HARPER LEE'S FIRST MAGAZINE COVER...... Page 10 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 7/20/2015 Big Fall Previews for "NYT" T and "WSJ." (continued from page 1) WSJ. set an all-time record as the brand surpassed last August's 90.8, and publisher An- thony Cenname credits "22 new advertisers and 32 spreads" for growth. Stuart Weitzman is also a WSJ. newcomer, as are Alexander McQueen, Calvin Klein, Ero and–outside of fashion– Mercedes-Benz and Samsung. Both magazines carry Louis Vuitton (a gatefold in T), Gucci and Prada, the three Eu- ropean designers headlined by The Washington Post on June 15 to be "in trouble" in part because luxury consumers don't want to look "too showy" at a time of political outcry over income inequality. The designers' spending in spite of a weak euro compared to the U.S. dollar suggests that the WP headline was hype, but a sign of things to come might be la- bels that are "understated." This part of the historic New York Times-Wall Street Journal rivalry is "friendly," and Cenname tells min that "I'm happy about T's strength. It means that the relevancy of news- paper magazines is very strong." "National Journal" Was a Print Pacesetter (continued from page 1) a government "company town" was entrenched since World War II, and Schroth and his successors–most notably John Fox Sullivan, who was publisher from the mid-1970s through the Bradley purchase–filled a void by providing content on the bureaucrats largely overlooked by The New York Times, The Wash- ington Post, Newsweek and Time. These "Hill People," as Sullivan calls them, were those behind the scenes in the White House, Congress and federal agencies that did the legwork behind the legislation. This made NJ a must-read for lobbyists, who would advertise the most in the beginning of odd-numbered years, when a new Congress was in town. Sullivan & Co. were ahead of their time by charging subscribers more than $1,000 per year when content was all but given away by mass-circulation publishers who had to maintain rate base for advertisers. NJ's circ was roughly 5,000, and 1986-1997 owner Times Mirror Co. was mostly passive. Under Bradley, National Journal Group CEO Tim Hartman, and editor-in-chief Tim Grieve, NJ has become the same 360 phenomenon as The Atlantic. But the print closure shows that NJ is not the brand fulcrum that The Atlantic is, and the continuation through year-end may have been made to fulfill contractual commitments to members. It also gives NJ editor Richard Just time to make his next career decision. Grieve hired Just from Newsweek in February 2014. The Late "Adweek" Founder Jack Thomas (1927-2015) To Be Eulogized on July 22. He helped launch Adweek in 1978, and Thomas used his earlier magazine connections–Time director of U.S. sales, New York magazine publisher, etc.–to make the category a key to Ad- week's early success as it competed with the venerable Ad Age. The two trades continue as rivals in 2015, but magazine advertising in both has long been negligible even though the 1990-2010 run of the Mediaweek spinoff was done in part to give publishers the opportunity to more efficiently reach media planners. Thomas retired from Adweek in 2000 and passed away from natural causes on July 9. The July 22 memorial service will be at 11 a.m. in St. John's of Lattingtown Episcopal Church in Locust Valley, N.Y.

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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 7/20/2015 Page 3 Steve Smith's App Review: Cosmopolitan Now Rejects Tired Mobile Conventions. The small conveniences, sensible design decisions and experiential tweaks to the Cosmopol- itan Now (Version 2.0) app add up to one of the best magazine brand app experiences I've had. Hearst is also using this engine for its relaunched Seventeen Now app and I hope more are coming. It's a fluid and more evolved mobile-centric environment that leaves much for rivals to copy. Eschewing the tiresome mono-column feed, Cosmopolitan Now opts for a more pleasant, if too symmetrical, tile wall that puts more fresh content on-screen without losing visual appeal. This is a very flat design, in that the front page and all section homepages of- fer multiple functions without clicking through. Users can share and bookmark an article for later viewing, and previ- ously read articles are shaded. The new design also rejects that ubiquitous hamburger menu for a filtering system that parses the current pile of fresh stories by category (Video, Pics, Celebrities & Enter- tainment, Lifestyle, Health, etc.). The app arranges these topics in a dial-like interface that is slightly too small for most fingers, although I like how it pops up whenever the user scrolls up on a section page. The search tool is a bit confusing, as it only renders results from the headline keywords of current stories. Apparently, it's not a tool for digging into past stories or finding keywords within stories; its utility is unclear. Cosmopolitan Now excels in getting the details of the mobile experience right. Click into a story from a hub page and a pleasant animation flips a page and slips the story into view. Pulling down on the article enlarges the illus- tration. A parallax design causes the text to float across the splash image. The sharing tools are not only persistent, but animated in useful ways. At the launch of an article, the bookmark, share and Facebook buttons site vertically in the upper right corner, but as you scroll down they become slightly less intrusive by going vertical across the top of the page. I especially like that the app pulls the heavily used Facebook button out of the embedded iOS share tool for quicker access. Retreating from an article also pulls you back into the hub page with the full interface slipping back into place with pleasing animation. In all, the app feels vibrant, responsive and constantly animated. Videos are embedded in page, with the user option to go full screen or landscape. The app opts out of the complexities of slideshow mechanics and presents most image-based articles as a simple long scroll. Alas, individual images are not shareable via Pinterest. In fact, the preview and post mode for Pinterest in the app seem to mangle the image and disrupt the app experience more than it should by pushing the app content into landscape mode. From what I saw, advertising is fully native to the tile-based interface. I experienced mainly sweepstakes features as tiles on the APP REPORT CARD main hub, but these items left me puzzled. They instructed us to enter the sweepstakes by going to specific URLs (no link) in a Web browser User Experience A- and then presented me with an endless scroll of contest legalese. As much as I enjoyed the overall experience of Cosmopolitan Now, it Overall Design A has glaring omissions. There are no settings or login options, so book- marks and preferences can’t be activated or shared across screens. Social Integration B+ That said, Cosmopolitan Now is true to its mission of feeding its Mobile Utility A- fans the freshest content. It's not supposed to be an archive or a full trove of all available how-tos and guides. It's designed to appeal to Monetization B the FOMO instinct, and does it well. Design wise, it excels at making the mobile app experience fluid, even rhythmic and this is precisely Final Grade A- how apps should aspire to be; more than just shrunken Web sites. Page 4 min 7/20/2015

EYE ON INNOVATION STEVE SMITH

just HOw much is "new media" actually media? (continued from page 1)

Apple News has set aside any fears or hopes that the wonder boys of Cupertino were reinventing the wheel. This new app, preinstalled into iOS 9, is remarkably similar to the direct competitors like Flipboard and Zite. The early content partners like ESPN, Slate and Atlantic have the advantage of being featured at the first launch of the app and being preinstalled as default providers. The app lets you choose specific titles, including many magazine brands like Vanity Fair, Harper’s Bazaar, Time, etc., as well as, topics that aggregate news from large and small brands. Publishers can supply Apple with their RSS feeds so that it can pull content into the default Apple interface. Admittedly, that interface is quite good. The “For You” main news fire hose of content chooses an infinite scroll over the print-like page flip. However, I like the way it uses a variety of headline and image sizes, as well as, lede lengths to give the feed a less automated feel and template in comparison to rivals. Apple is hiring human editors to curate much of the experience, and this shows in the absence of repeated news stories, a common malady of the algorithmically driven aggregation genre. Dropping into an individual media brand is a tepid experience, often resulting in a bland feed. Partners like Atlantic and National Geographic are using a topline tab to their feed for more precise navigation within the app. For now, though, most providers let their latest news flow into a nondescript scroll of thumbnails and blurbs. Aside from hue and logo atop the feed there's no discrete branding for providers. This iOS 9 News app may change as the OS moves towards official launch, likely in September. Nevertheless, Apple is clearly banking more on its home screen advantage with News than with any innovation in the category. More importantly, the good entry into the aggregation race reminds us how overwhelmingly nondescript the aggregation app experience really is. There is no doubt that mobility encourages this revival of the late 90s portal reflex as users lose patience with launching discrete media apps. But Yahoo, Flipboard, Zite, even BuzzFeed and Huffington Post, provide aggregation without voice, without coherence, and with no distinguishable perspective. They are cacophonies by design and command little loyalty or affection. They now all aspire to have the homey environments of traditional magazines but lack any strong editorial character to pull it off. Some, like Yahoo and Flipboard, recognize the weakness and are building daily digests with human curation in order to feel less robotic. What's missing among these aggregation apps is a unifying voice or sensibility. It seems to me that the real opportunity in the aggregation space is for curation that feels more palpably human. Quartz’s daily briefing email is closer to what this app genre needs than Apple News. It aggregates and informs from a wide range of news sources, but the experience is so clearly shaped by an editorial hand and informed by a like-minded sensibility the reader is drawn through to the end. Al Jazeera’s AJ+ and the Timeline app are veering in the right direction, as well. These digital behemoths (Google, Apple) and top aggregators like Flipboard have suc- ceeded in amassing staggering reach and traffic but little media identity. These are brands with name recognition not perspective. Their industry’s obsession with amassing scale requires they be highly functional but otherwise nondescript and inoffensive. The real opportunity in the aggregation genre is for someone to move it beyond its current state of stultifying sameness, blandness, anonymity. Media, by definition, mediates. It not only “curates” but brings meaning, coherence, balance and shape to events and information. It's what magazines, newspapers and TV news do. By that definition, most “new media” aren't really media at all. Steve Smith (popeyesmith @c o m c a s t .n e t ) is digital media editor for min. min 7/20/2015 Page 5 Bob Guccione Jr.'s "Content"-Full Summer Includes a Jimi Hendrix Bookazine.

THE UNKNOWN The 1985 Spin founder returned to his now digital-only alma mater to post his anniversary-commemorating 30 favorite articles plus a 30-year look-ahead HENDRIX at alternative rock music that is going live this fall. But Guccione's plate is not full, as he tells min that the July 20 release of The Unknown Hendrix is the first in a series of bookazines that he is producing for Engaged En- THE ORIGINAL thusiast Media. "Engaged [part of Beckett Media] is a bookazine specialist GUITAR GOD How Jimi with 100 out per year. The project is the result of my meeting with [Engaged Reinvented Rock ‘n’ Roll president] Nick Singh, and the five that I plan to release [list price for ALL HIS RECORDINGS PLUS THE each is $12.99] during the remainder of 2015 will reflect my interests." CONTROVERSIAL STEPHEN STILLS BASEMENT TAPES But will Jimi Hendrix–whose The Original Guitar God cover line was epito- mized by his rendition of The Star Spangled Banner that wrapped the famed Woodstock rock festival in August 1969–resonate among Millennials whose births were more than 10 years away? "Yes," says Guccione. "The 16-year-old son of a lawyer friend of mine is fanati- cal about him, and access to music on the Internet makes it much less insular today." Among the bookazine writers are Guccione colleagues from his years at Spin, Gear and Discover, and "readers will find fresh, no-holds-barred content that is different from the rehash found in many bookazines." That is what he did at Spin, and his pieces include the July 1986 exposé of the cor- ruption that followed the 1985 London and Philadelphia Live Aid concerts to benefit the hungry in Ethiopia. Instead, "hundreds of thousands of tons of food rotted on the docks beside the Red Sea" because of negligence that extended from the Ethiopian government to Live Aid organizers led by Bob Geldolf. Geldolf never responded directly to Spin 29 years ago (his denials were in press releases), and in Guccione's July 13, 2015, posting, "we have [again] asked him to respond." The Relaunched "Modern Farmer" Is More Dirt and Less Dilettante. The brand carved a niche among 100,000 mostly urban and suburban readers who liked to grow fresh food in rooftop or backyard gardens. It seemingly made sense to include fashion and other luxuries for this upscale audience, but MF editor-in- chief Sarah Gray Miller–the former Country Living E-I-C who took over in January after predecessor Ann Marie Gardiner and staff left-says that she surveyed readers and found they wanted less fashion. "One woman told me that she was in the business and had no need of seeing fashion from us." Miller had time to hire a staff and implement her vision because the spring issue was cancelled, and the summer re- launch with the Pekin duck (right) on newsstand covers and the more exotic magpie going to subscribers "is our deeper dive on animal coverage. It's an eight-page feature to show that 'ducks are the new chickens' to farm enthusiasts." The enthusiasts now extend to the heartland. The issue's warning of dangers of phospho- rus in fertilizer runoff was brought about by fifth-generation Ohio farmer Terry McClure, and 65-year-old South Carolina organic farmer Joseph Fields is profiled. "This gives us more authenticity. I wanted to get beyond Brooklyn and San Francisco," says Miller.

THE BRAND Facing Your Future in the Magazine World In a changing publishing environment, it is vital to get back to the basics and find better ways to leverage your brand. Read THE BRAND & join the conversation! by Jim Elliott http://www.foliomag.com/2015/brand/ MEDIA SALES • MARKETING • RESEARCH

minAd.indd 1 6/25/15 4:31 PM Page 6 min 7/20/2015 The In-Box Still Rules for Marketing Effectiveness. The rush to social marketing, native ads and mobile is palpable among marketers, and publishers have adapted by developing more sophisticated marketing products across all of those channels. But as with all emerging platforms, these can also prematurely attract focus from the backbone of interactive communication with users: email. Direct Marketing News recently reminded its readers that the in-box retains its leadership as the most effective tool for acquiring customers. A recent McKinsey report argues, for instance, that email is 40-times more effective than either Facebook or Twitter in acquiring customers. The primary reason for this is conferred trust. About 70% of people say they still open emails from the companies they trust. That means the branded email newsletter, one of the magazine industry’s chief tools, is still king. In fact, rather than diminishing the effectiveness of email, social and mobile platforms actually have strengthened it. Experian says that email message volume has increased by 15.5% in Q1 2015, year-over-year. One of the keys here is mobile. For worldwide email opens, Apple iOS (28%) is the most used client, followed by Gmail (16%), iPad (12%), Out- look (9%), Apple Mail (8%) and Android (7%). Those numbers come from Litmus’s 2015 State of Email in which they highlight the critical role that mobile triaging is playing in email. Worldwide, mobile clients are often the only route to email, but multiscreen users are often filtering messages first on mobile. By the end of 2014, 48% of email opens were occurring on mobile, up from 8% in 2011. Near- ly a third (30%) occurred in Webmail, down only slightly in the past three years. Mean- while, the share of messages opened traditionally on a desktop client, has plummeted to 22% from 58% in just three years. Email remains the killer app of interactivity, but the terrain has changed. Email mes- saging and the conversion chain, needs to be mobile-ready and it needs to work. One chill- ing reminder of this comes from BlueHornet, which found that 71% of email recipients respond to messages that don’t display correctly by deleting them immediately.

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min Social Media Boxscores June 2015 - Google+ & Instagram % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares June June June June June 2015 2015 2015 2015 2015 All You Instagram 8,516 3.20% 35 -22.22% 3,365 -35.26% 60 -54.89% 0 -100.00% Allrecipes Google+ 304,506 0.47% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 44,138 37.63% 61 5.17% 41,182 34.57% 1,953 48.52% 86 160.61% Allure Google+ 1,237,262 0.64% 660 1.85% 9,388 -1.23% 192 -20.33% 739 0.96% Instagram 175,270 2.43% 35 29.63% 42,963 45.41% 1,425 316.67% 53 960.00% Automobile Google+ 412,523 -45.92% 136 25.93% 4,133 68.49% 504 76.22% 346 71.29% Autoweek Google+ 1,578 0.13% 379 4.70% 570 25.27% 17 0.00% 57 9.62% Instagram 2,729 2.29% 3 -83.33% 190 -74.87% 3 -72.73% 0 0.00% Better Homes and Gardens Google+ 628,122 3.49% 37 5.71% 1,097 -26.57% 59 -9.23% 208 -4.59% Birds & Blooms Google+ 287,607 13.26% 0 100.00% 0 100.00% 0 100.00% 0 100.00% Instagram 3,059 5.70% 0 100.00% 0 100.00% 0 100.00% 0 100.00% Bloomberg Businessweek Google+ 193,445 12.92% 0 100.00% 0 100.00% 0 100.00% 0 100.00% Boating Google+ 2,197 1.81% 14 16.67% 44 -12.00% 4 33.33% 5 -50.00% Brides Google+ 402,676 3.10% 213 -25.26% 1,221 -48.46% 84 -40.00% 90 -63.56% Car Craft Google+ 876 6.31% 114 -0.87% 1,520 87.42% 42 223.08% 100 49.25% Closer Instagram 977 9.41% 26 -7.14% 497 5.52% 18 200.00% 0 0.00% Conde Nast Traveler Google+ 1,594,983 5.59% 648 43.68% 16,657 4.24% 384 -20.50% 1,684 -5.13% Instagram 325,267 13.77% 146 -28.08% 735,144 -15.38% 15,547 -12.43% 361 100.56% Cosmopolitan Google+ 1,455,631 0.82% 12 -14.29% 289 -18.36% 30 87.50% 27 50.00% Instagram 774,906 12.26% 158 113.51% 1,643,421 110.97% 62,933 142.03% 9,075 2372.75% Country Google+ 177 4.73% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Country Living Google+ 577,893 2.67% 90 -2.17% 12,646 13.83% 652 21.87% 1,749 11.40% Departures Instagram 5,382 7.38% 22 -51.11% 1,627 -58.56% 46 -60.00% 10 -50.00% Details Instagram 73,998 3.80% 130 550.00% 62,053 343.52% 599 198.01% 17 750.00% Dirt Rider Instagram 42,684 11.44% 83 -24.55% 76,513 -4.65% 1,150 64.05% 61 -31.46% DuPont-Registry Instagram 319,139 18.29% 160 -6.98% 1,009,662 10.86% 10,592 7.93% 6,084 151.20% Dwell Google+ 563,378 6.14% 9 800.00% 439 670.18% 30 2900.00% 51 920.00% Elle Google+ 3,759,906 1.09% 478 -32.39% 36,060 -39.56% 1,184 -28.42% 1,635 -41.08% Instagram 848,755 7.82% 133 17.70% 863,787 17.66% 8,930 11.06% 498 209.32% Elle Decor Google+ 505,654 3.13% 598 -11.01% 4,299 -0.26% 83 -38.52% 262 -30.32% Entertainment Weekly Google+ 2,761,219 1.82% 1,823 -7.08% 28,863 -10.19% 1,961 19.79% 2,459 4.64% Instagram 238,813 4.32% 91 12.35% 169,444 23.61% 3,177 30.05% 794 265.90% Entrepreneur Google+ 1,896,689 2.61% 641 43.08% 16,280 24.56% 413 10.72% 3,446 25.90% ESPN Magazine Instagram 146,091 0.00% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Esquire Google+ 112,923 -0.12% 0 -100.00% 0 -100.00% 0 0.00% 0 -100.00% Essence Google+ 79,319 0.00% 31 -8.82% 70 -69.16% 5 -90.91% 12 -65.71% Instagram 220,860 5.03% 71 -10.13% 103,936 -30.12% 2,594 -47.94% 90 -41.94% Every Day with Rachael Ray Google+ 1,156,075 1.71% 0 0.00% 0 0.00% 0 0.00% 0 0.00% FamilyFun Instagram 8,647 3.21% 17 -15.00% 2,461 -24.51% 123 -10.87% 37 -11.90% Field & Stream Google+ 1,012 4.22% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Fit Pregnancy Google+ 247,845 -0.39% 0 -100.00% 0 -100.00% 0 N/A 0 -100.00% Instagram 42,809 8.68% 2 -33.33% 679 1.95% 21 40.00% 2 N/A Fitness Google+ 521,967 1.58% 17 6.25% 332 5.06% 7 -22.22% 59 43.90% Flying Google+ 1,334 0.38% 14 0.00% 100 14.94% 2 -75.00% 22 29.41% Food & Wine Google+ 1,290,427 0.75% 11 -21.43% 822 -15.86% 12 -45.45% 112 -25.33% Instagram 587,512 12.76% 125 17.92% 830,698 10.02% 17,779 -29.97% 272 -42.00% Food Network Magazine Google+ 5,467,451 1.18% 176 -5.88% 95,311 -5.10% 2,701 -12.93% 7,223 -2.43% Instagram 1,373,770 9.46% 86 16.22% 1,241,745 6.50% 23,304 17.55% 534 35.88% Forbes Google+ 4,044,279 2.02% 48 -2.04% 4,717 1.57% 566 100.71% 1,570 31.16% Glamour Google+ 3,679,815 0.87% 89 -32.06% 8,356 -37.14% 288 -16.52% 403 -28.42% Instagram 743,373 5.89% 49 -3.92% 284,502 10.11% 4,318 26.41% 86 62.26% Golf Digest Instagram 236,924 7.91% 76 -9.52% 416,234 -11.38% 10,283 11.16% 261 -39.58% Golf Magazine Google+ 23,816 0.37% 41 10.81% 156 3.31% 7 75.00% 26 23.81% Instagram 31,115 12.30% 31 -24.39% 20,496 -26.41% 644 -1.83% 18 -14.29% Good Housekeeping Google+ 690,357 1.26% 59 -3.28% 3,389 -33.21% 94 -40.13% 780 -30.17% Instagram 42,665 65.95% 37 -22.92% 16,443 25.60% 366 14.02% 13 -23.53% GQ (Gentlemen's Quarterly) Google+ 534,652 1.04% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,762,853 5.20% 90 40.63% 1,575,019 24.33% 27,658 13.54% 402 103.03% Harper's Bazaar Google+ 398,316 -0.01% 210 162.50% 3,562 66.76% 148 120.90% 382 84.54% Instagram 991,562 7.65% 125 -5.30% 1,038,734 -7.84% 13,800 -1.29% 341 3.02% HGTV Magazine Google+ 420,045 4.41% 72 14.29% 9,162 -11.95% 429 0.00% 763 -12.90% Hot Rod Google+ 119,375 17.66% 128 -15.79% 4,654 20.26% 140 -28.93% 230 -21.50% Instagram 155,997 17.77% 118 337.04% 416,697 321.89% 4,446 163.39% 103 505.88% House Beautiful Google+ 473,860 3.33% 114 -8.80% 7,417 -9.37% 346 -13.07% 772 -10.34% In Touch Google+ 406 15.67% 6 N/A 0 0.00% 0 0.00% 0 0.00% Instagram 55,084 31.18% 36 9.09% 22,401 44.40% 792 64.32% 10 42.86% InStyle Instagram 811,602 4.80% 60 -16.67% 263,113 -20.81% 4,028 -37.97% 221 -8.30% J-14 Google+ 781,941 0.94% 25 0.00% 343 -51.42% 27 -60.29% 21 -43.24% Instagram 63,914 1.66% 41 32.26% 63,254 26.63% 609 -32.63% 107 5250.00% Life & Style Weekly Google+ 320 0.63% 76 181.48% 1 -66.67% 0 0.00% 2 0.00% Instagram 30,948 2.02% 38 11.76% 4,815 -5.68% 208 67.74% 3 -25.00% Lucky Google+ 554,343 -0.15% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 318,644 1.01% 24 -11.11% 35,261 -1.69% 811 -9.89% 11 -42.11% M Magazine Google+ 695,469 1.12% 130 22.64% 2,872 -58.09% 168 -70.32% 226 -46.57% Instagram 99,647 41.74% 56 14.29% 127,218 47.32% 752 48.32% 3 50.00% Marie Claire Google+ 157,379 0.43% 1,359 -2.51% 2,760 -16.79% 170 25.00% 274 -24.93% Instagram 414,401 4.65% 121 105.08% 334,166 122.31% 9,824 205.19% 255 49.12% Martha Stewart Living Google+ 2,453,280 0.26% 119 112.50% 9,626 57.01% 422 64.84% 822 51.10% Men's Fitness Google+ 17,091 2.80% 674 2.74% 5,547 13.97% 92 76.92% 1,095 74.09% Instagram 34,448 9.79% 22 37.50% 6,161 57.17% 137 63.10% 1 -66.67% Men's Health Google+ 687,338 1.70% 555 0.36% 15,182 1.07% 602 -5.20% 2,251 1.95% Instagram 233,667 20.48% 88 66.04% 136,439 83.13% 5,761 36.45% 202 87.04% Men's Journal Google+ 1,265,841 2.08% 198 28.57% 756 -12.30% 29 -17.14% 98 2.08% Instagram 10,785 32.49% 19 533.33% 2,544 412.90% 47 370.00% 3 N/A Midwest Living Instagram 12,851 12.43% 31 0.00% 16,602 -1.52% 440 13.70% 27 35.00% Money Google+ 3,602 2.07% 282 1075.00% 195 572.41% 11 1000.00% 28 833.33% More Instagram 4,648 15.79% 37 131.25% 3,093 221.52% 94 161.11% 3 N/A Motor Trend Google+ 2,515,002 0.25% 105 -21.05% 17,700 -24.61% 1,058 -24.37% 1,009 -13.09% min 7/20/2015 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 June June June June June 2015 2015 2015 2015 2015 Motorcyclist Google+ 794 5.31% 25 -24.24% 357 -19.96% 27 -3.57% 32 -27.27% Muscle & Fitness Google+ 12,722 4.07% 580 -3.17% 9,389 17.01% 173 61.68% 1,338 51.70% National Geographic Google+ 8,473,023 1.02% 107 -6.96% 102,859 -31.67% 2,630 -25.03% 7,993 -36.32% Instagram 23,780,908 15.85% 348 16.00% 131,437,446 23.02% 1,115,092 -9.62% 58,364 16.80% National Geographic Traveler Google+ 7,415 3.22% 20 -23.08% 397 -36.78% 8 -46.67% 70 -23.91% Instagram 3,951,296 15.76% 142 -4.05% 12,543,678 6.59% 118,513 34.51% 5,224 50.46% New York Magazine Google+ 567,857 0.86% 984 -17.17% 2,481 -18.92% 257 -10.76% 245 -17.51% Nylon Google+ N/A N/A 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram N/A N/A 156 14.71% 792,153 9.71% 22,681 4.71% 217 80.83% Nylon Guys Google+ N/A N/A 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram N/A N/A 13 18.18% 5,270 9.81% 64 -7.25% 2 -60.00% OK! Google+ 804,146 -0.10% 13 -31.58% 104 46.48% 23 0.00% 5 -44.44% Instagram 86,520 2.88% 89 30.88% 45,917 18.07% 1,422 51.60% 22 120.00% Outdoor Life Google+ 2,504 2.37% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Outside Instagram 211,599 13.07% 24 -7.69% 159,764 21.93% 3,201 28.92% 69 35.29% Parents Google+ 478,969 1.67% 8 -11.11% 166 0.61% 10 25.00% 25 47.06% Instagram 39,804 16.97% 23 4.55% 4,780 -4.25% 228 1.33% 2 -66.67% People Google+ 1,219,985 -0.01% 31 -16.22% 384 -21.79% 45 73.08% 55 -38.89% Instagram 828,085 7.43% 171 17.12% 980,135 22.49% 26,454 79.85% 321 0.31% People en Español Google+ 3,233 2.08% 575 -14.31% 1,094 -48.42% 37 -52.56% 72 89.47% Instagram 621,972 12.37% 105 -53.95% 456,201 -52.31% 9,371 -32.86% 116 -30.12% People StyleWatch Google+ 1,036,296 -0.10% 47 38.24% 911 32.41% 118 151.06% 64 30.61% Instagram 154,598 4.26% 45 9.76% 50,119 0.62% 811 -33.90% 6 50.00% Playboy Google+ 42,246 2.45% 13 -38.10% 840 -16.17% 73 -16.09% 71 31.48% Instagram 2,564,353 9.51% 211 -0.94% 5,671,734 -0.38% 49,876 -5.92% 854 12.37% Popular Mechanics Google+ 617,738 1.37% 742 55.88% 7,795 24.70% 616 48.79% 1,514 20.54% Popular Science Google+ 5,898,666 1.30% 84 -46.50% 9,481 -53.57% 393 -59.27% 941 -59.87% Prevention Instagram 5,810 8.13% 32 3.23% 2,228 0.13% 53 -24.29% 6 50.00% Reader's Digest Google+ 3,497 2.82% 349 -3.32% 469 -6.39% 6 -66.67% 222 12.12% Instagram 34,840 159.61% 54 22.73% 22,016 206.67% 188 91.84% 59 436.36% Real Simple Google+ 187,144 -0.23% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 330 0.30% 7 250.00% 56 409.09% 5 N/A 0 0.00% Redbook Google+ 466,196 2.39% 163 6.54% 859 -9.48% 91 -5.21% 119 -19.05% Reminisce Google+ 396 1.54% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 555 6.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Road & Track Google+ 1,257 3.20% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Rolling Stone Google+ 3,120,419 1.77% 16 -20.00% 1,661 6.34% 117 44.44% 119 -24.68% Instagram 852,360 9.85% 65 -5.80% 851,883 -4.68% 15,307 -4.68% 553 -47.08% Runner's World Google+ 440,296 1.34% 29 -69.15% 827 -50.74% 28 -33.33% 123 -47.88% Instagram 137,142 8.85% 22 -4.35% 60,853 -5.86% 1,363 -11.95% 105 1.94% Saltwater Sportsman Google+ 461 6.71% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Scientific American Google+ 306,748 2.25% 21 40.00% 1,107 48.79% 184 217.24% 181 3.43% Self Google+ 516,695 1.24% 513 -7.57% 5,821 -11.56% 137 -29.38% 742 10.75% Instagram 240,886 5.59% 55 37.50% 106,060 22.54% 1,974 -36.28% 180 65.14% Ser Padres Instagram 16,833 59.25% 6 -40.00% 414 -48.06% 5 -75.00% 2 100.00% Siempre Mujer Instagram 6,378 3.88% 22 -18.52% 982 7.79% 23 228.57% 1 -75.00% Sierra Magazine Google+ 168,754 2.81% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Smithsonian Google+ 1,003,200 0.14% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Sports Illustrated Google+ 2,904,076 1.48% 47 -7.84% 1,033 -31.63% 67 -49.62% 108 -23.94% Instagram 578,777 6.70% 52 -23.53% 401,968 -29.46% 2,709 -52.08% 77 -25.96% Street Rodder Google+ 1,983 9.02% 84 -1.18% 7,108 -3.25% 119 -20.13% 487 -16.61% Sunset Google+ 1,331,764 7.20% 10 -68.75% 644 -33.40% 24 -27.27% 65 -27.78% Taste of Home Google+ 6,144 0.21% 1 -98.15% 20 -98.44% 0 -100.00% 1 -99.64% Teen Vogue Google+ 291,911 0.12% 423 21.55% 13,404 -2.63% 242 -37.63% 511 -27.21% Instagram 1,257,953 2.81% 76 2.70% 1,718,867 -9.95% 8,091 -6.04% 90 60.71% Texas Monthly Google+ 520 5.48% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 16,330 14.40% 14 75.00% 2,474 -0.80% 87 -1.14% 0 -100.00% The Atlantic Google+ 264,848 2.53% 568 15.21% 4,428 14.63% 801 31.74% 1,502 26.32% The Economist Google+ 9,121,264 1.33% 303 10.58% 21,574 -0.39% 2,606 8.22% 3,330 0.00% Instagram 59,182 60.20% 150 0.67% 139,199 73.94% 4,899 194.06% 4,132 2830.50% The Family Handyman Google+ 454,578 3.99% 31 -24.39% 1,695 -7.53% 84 5.00% 403 17.15% The New Yorker Google+ 620,479 2.69% 46 253.85% 1,369 378.67% 271 411.32% 262 329.51% This Old House Google+ 605,903 3.21% 37 68.18% 982 2.40% 39 -15.22% 157 50.96% Instagram 16,377 17.95% 19 18.75% 6,198 32.13% 185 45.67% 8 300.00% Time Google+ 7,434,559 1.24% 99 15.12% 13,612 17.49% 1,234 39.44% 1,882 30.60% Instagram 1,252,009 9.14% 56 12.00% 604,015 -0.61% 14,886 55.26% 290 -42.12% Town & Country Google+ 336 1.20% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Travel + Leisure Google+ 1,744,969 3.52% 676 26.12% 25,110 -9.99% 626 -16.53% 2,289 -15.03% Instagram 677,516 16.21% 100 -0.99% 1,791,066 17.03% 58,282 16.16% 372 5.08% Twist Google+ 378,327 1.27% 64 -4.48% 2,448 -26.90% 155 -50.79% 73 -33.64% Instagram 21,475 11.73% 54 1.89% 38,402 22.20% 575 -17.27% 12 -69.23% US Weekly Google+ 568,440 1.51% 541 20.22% 19,250 -20.89% 3,271 -8.68% 1,419 -11.15% Instagram 797,343 8.04% 202 1.51% 1,852,685 0.07% 55,711 5.81% 247 -15.70% Vanity Fair Google+ 2,370,702 0.48% 1 -85.71% 32 -95.37% 1 -98.00% 3 -94.64% Instagram 1,044,710 7.05% 81 20.90% 957,961 41.95% 33,647 228.52% 643 124.04% Veranda Google+ 73,450 -0.07% 494 -26.38% 640 -31.11% 12 -47.83% 34 -58.54% Vogue Google+ 3,570,441 1.34% 1 -66.67% 285 -74.55% 11 -75.56% 22 -71.43% Instagram 4,893,856 12.48% 47 -38.96% 3,032,884 -38.12% 27,872 -51.33% 930 -74.44% W Google+ 7,974 1.17% 255 5.81% 426 -46.14% 15 -28.57% 55 -58.96% Instagram 989,056 5.05% 62 -23.46% 450,542 -13.54% 6,449 -19.75% 45 -57.55% Wired Google+ 2,877,798 0.90% 472 2.39% 19,399 7.25% 2,034 30.38% 3,209 -8.50% Woman's Day Google+ 298,597 1.60% 277 -6.73% 1,588 -18.10% 80 -29.20% 210 -4.11% Women's Health Google+ 559,060 3.32% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 284,512 4.52% 45 -27.42% 48,591 -34.25% 1,012 -47.56% 28 -28.21% Yachting Google+ 1,807 3.20% 9 80.00% 16 33.33% 3 200.00% 2 100.00% Yankee Google+ 180 3.45% 6 500.00% 6 N/A 0 0.00% 5 N/A Instagram 8,565 12.58% 42 7.69% 14,854 7.87% 381 6.13% 7 133.33% Yoga Journal Google+ 1,447,054 0.78% 154 -0.65% 7,244 27.99% 186 73.83% 1,299 35.88% Instagram 160,355 14.65% 25 47.06% 46,796 77.73% 1,035 126.48% 4 -50.00% *data provided by True Social Metrics. Page 10 min 7/20/2015 "LiveHappy" and Listen Happy... The brand was launched two years ago by personal-development specialist Jeff Olson (Nerium International and The People's Network) incorporating feel-good stories about celebrities (Alanis Morissette is on the July/August cover) and readers who've shared their experiences. They launched a tablet edition on the Adobe DPS platform last October that editorial director Deb Heisz says "is not just a reproduction of print. It is interactive with enhanced content, video and animation." This month, LiveHappy launched the weekly LiveHappy Now podcast; 30-min- utes conversations with what Heisz calls "happiness specialists." With the July 7 premiere, LiveHappy CEO Kym Yancey spoke with UCLA clinical psy- chology professor Darlene Mininni on The Science of Resilience. On July 14, LiveHappy editor-at-large Stacey Kaiser interviewed Life Vest Inside founder Orly Wahba on Kindness: The Key to a Happier Life, with Happi- ness Now! author Robert Holden and sustainable happiness pioneer Catherine O'Brien (Can Positivity Save the Planet?) scheduled for July 21 and 28. LiveHappy's paid print and digital editions have a combined circulation of 340,000, but Heisz says that the free, LifeReimagined-partnered audio series "gives us the opportunity to reach more people with our message of improving your life, your community, your well-being and your family." The podcasts are currently acces- sible on SoundCloud, and Heisz says they will be picked up by iTunes and Google Play "in about a month when we have a backlog of content." ...With Susan Kane Coming and Karol DeWulf Nickell Leaving. Kane–best known in New York for her tenures as Babytalk editor-in-chief and Parenting Group editorial director–recently joined LiveHappy on what Heisz calls "a contractual ba- sis. Susan is working on a project for us." This is a reunion, because, five years ago, Heisz brought Kane to Dallas to replace her at the relaunched Success for Darren Hardy's Success Training Network. Heisz would not say why Kane left Success, but the two brands' similarity in motivational content plus Live- Happy being based in Texas, should have eased the transition. It may be that Kane will replace Nickell, the former Better Homes and Gardens editor- in-chief who left LiveHappy last fall to become Phoenix Home & Garden editor-in-chief. "Karol was commuting from Des Moines to Dallas, but by moving to Phoenix, she and her hus- band are near their son, who attends Arizona State University," says Heisz. "Bloomberg Businessweek" is Harper Lee's First Magazine Cover. Hard to believe, given the acclaim that Lee received with the 1960 release of To Kill a Mockingbird. This fictionalized account of a daughter telling the story of her lawyer-father's fight for social justice in the segregated South was on The New York Times best-seller list for 98 weeks and won Lee a Pulitzer Prize. Literary Laurels for a Novice, headlined Life on May 26, 1961, but it was Jackie Kennedy who was on the cover. And so it went for the next 54 years, in part, because Lee stopped speak- ing to the press in 1964. When Smithsonian released an unauthorized profile of Lee to commemorate the 50th anniversary of Mockingbird in June 2010, it published the Life photograph of her at the Monroeville, Ala., courthouse that she and Atticus Finch made famous in the book and 1962 movie. Now, Lee-mania has returned with the release of Go Set a Watchman (HarperCollins). The manuscript's late-1950s rejection by publisher J.B. Lippincott changed literary history, and the July 13 Bloomberg Businessweek cover was part of the social-media groundswell that Lee didn't need in 1960. Saluting the suddenly "omnimedia" Harper Lee, The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Caysey Welton, Group Editor