At Condé Nast, Where Programmatic Means Premium

March 24, 2014 Media Industry Newsletter Vol. 67 No. 12 New York, N.Y. www.minonline.com

Beauty Advertising Turned Ugly in April. This might be remembered as when the chickens came home to roost at the women's beauty and fashion magazines. This segment was an exception to the downturns felt by others since the 2011 grace period ended in April with woeful performances by Elle (an Accessories-affected -13.93%), InStyle (-12.90%), Vogue (-13.16%) and W (-11.31%). The men's fashion side fared no better: Details, -19.03%, Esquire, -28.62%, GQ, -13.25%. One question is whether April was a sacrificial lamb that enabled the more important March "Spring Preview" numbers to remain respectable. We may find out in May as the crucial second quarter is when the budgets are set and the effects of holiday-season retail sales become known. Then in June results for September's most critical "Fall Pre- view" begin to be revealed. April was good at Town & Country, where the regular issue's +26.45% differential was boosted by T&C Weddings' 57.13 ad pages that made the month a +114.45% whopper and the year-to-date +22.48%. It more than offset the handicap faced by T&C publisher Jennifer Levene Bruno and her staff by competing against 2013's Weddings in February, and they are on a pace to better T&C's +19.40% last year. The best April differential also came from Hearst Magazines: Elle Decor's +39.79%. Time Inc.'s Travel + Leisure remained strong at +15.00%, but rival Condé Nast Trav- eler slumped to -3.91%. (boxscores are on pages 8 and 9) Steve Smith's Eye on Innovation: We Don't Say "Cheap" At Condé Nast, Where Programmatic Means Premium. The rise of automated advertising platforms online in recent years, especially the "real-time bidding” (RTB) technique of buying and selling inventory, often fills publishers with dread. Generally, “programmatic” has been associated with cheap, remnant inventory, usually with direct-marketing key performance indicators from the usual ad network suspects. Publishers seemingly came into this market reluctantly and only after the rise of agency trading desks made the new reality of automation and demand side audience buying appear inevitable. But there has been a necessary correction lately, as it becomes clear that programmatic ad platforms now embrace a range of inventories and are more about streamlining and automating the process at all levels of ad selling. One part of programmatic, the so-called private exchanges, allow major publishers to segment their audiences across online publications, even using an RTB bidding process, and retail more CPM control by setting price floors and minimizing cannibalization. "The machine buy is not happening" at Condé Nast, says Alanna Gombert, general manager, CatalystDesk. “Everything we are doing with the technology helps us book the campaign. The sales are still done by people, not machine." (continued on page 4)

• DR. OZ THE GOOD LIFE TO GET HEARST LAUNCH OK IN MID-MAY...... Page 2 • FIT PREGNANCY EDITOR LAURA KALEHOFF IS "ENDEMICALLY" PREGNANT... Page 2 • HEARST, CONDÉ NAST EMBRACE MULU; REMEMBERING PAT McGOVERN...... Page 3 • AN AUTOMOTIVE EYE ON AD RECALL; APRIL BOXSCORES.....Pages 7, 8, and 9 • QU'EST-CE QUE C'EST BRANCHÉ? L.A. IS HOT WHILE U.S. IS COLD...Page 12 www.minonline.com © 2014 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. Page 2 min 3/24/2014 Hearst Magazines' "Dr. Oz the Good Life" Will Get a Thumbs-Up in Mid-May. The prediction from HM president of marketing Michael Clinton is no surprise, because the feedback from the February 4 test issue with physician and TV personality Dr. Mehmet Oz included impressive sales from an 800,000 print run. Test two will be released in mid- April with what editor-in-chief Alison Brower says will "have more beauty paging and more ideas." Clinton is already calling Dr. Oz... "the newest leg of our 'triple crown'" of partnered launches following Food Network (2010) and HGTV (2012). Once HM president Da- vid Carey makes it official, the Brower- and Kristine Welker (publisher)-led Dr. Oz... may publish as a bimonthly in September and November before expanding frequency and rate base in 2015. That pattern was established by FN and HGTV. ...And Michael Clinton's "Good Life" on March 9 was in Antarctica. There he was near the bottom of the world running a marathon. Clinton is now among an elite 436 that have completed marathons on all seven continents (cumulatively about 184 miles), and among the uniqueness of Antarctica was that the "fans" were penguins–meaning that their "claps" were "flaps." More next week.

"Fit Pregnancy" Editor-in-Chief Laura Kalehoff Is Having a Fit Pregnancy. For the mother of two, becoming the mother of three was not in Kalehoff's game plan last June when the American Baby executive editor succeeded Peg Moline at the bimonthly FP after its relocation from Northridge, Calif., to New York by American Media CEO David Pecker. After nature took its course (husband is marketing executive Max Kalehoff) with a September due date, she is in the unique position of being "both editor and reader in this exciting time of a women's life." None of Kalehoff's predecessors at the 20-year-old FP were pregnant on the job. "We all can relate to personal experience, but I have learned that the psychology and physiology of each pregnancy is different. What I blog and tweet about may be totally unique from how I felt with seven-year-old Julian and five-year-old Celeste." Further, at 39 years old, Kalehoff makes her pregnancy higher risk and the amniocentesis, sonogram and other tests match what many FP readers will face. "Plus, the fitness and beauty advice that we give is, in a sense, from me and for me." In print, Kalehoff will reveal her pregnancy to readers in her June/July editor's letter (the April/May cover is pictured) and she tells min that she could be on the yet-to-be-de- cided August/September cover. If so, "the message is not vanity; it is 'I'm with you.'" Kaheloff is an admirer of 1969-2010 American Baby editor-in-chief Judy Nolte, whose retirement came just before her hire by successor Dana Points (also Parents editor-in- chief). Kaheloff says that Nolte's personal and professional achievements as an editor and parenting expert are "amazing."

David Gregory as...Richard Nixon. The Meet the Press host turned the clock back 52 years on March 9 after criticism from the Conservative Political Action Conference led to his resurrecting a famous quote by Nixon following his losing the 1962 California governor's race to Pat Brown (the late father of current governor Jerry Brown): Thank God the media's still here because what would they talk about at CPAC if we weren't here to kick around?

Editor-in-Chief: Steven Cohn ([email protected]) 203/899-8437 Digital Media Editor: Steve Smith ([email protected]) 302/691-5331 Editorial Director: Bill Mickey ([email protected]) 203/899-8427 VP Content: Tony Silber; Director of Business Development: Scott Gentry ([email protected]); Marketing Director: Kate Schaeffer ([email protected]); Assistant Marketing Manager: Marly Zimmerman ([email protected]); Associate Editors: Arti Patel ([email protected]) and Caysey Welton ([email protected]); Production Manager: Yelena Shamis ([email protected]); Senior Account Executive: Tania Babiuk ([email protected]); Contributing Editor: Cathy Applefeld Olson; Boxscores ([email protected]) SVP, Media Group: Diane Schwartz; Access Intelligence, LLC President & Chief Executive Officer: Don Pazour; Division President: Heather Farley; Subscriptions/Client Services: 888-707-5814; List Sales: Statlistics, 203-778-8700; Advertising: 203-899-8498; Reprints: Wright’s Media, 877-652-5295 ([email protected]); Editorial Offices: 10 Norden Place, Norwalk, CT 06855; 88 Pine Street, Suite 510, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; www.minonline.com Access Intelligence LLC, 4 Choke Cherry Road, 2nd Floor, Rockville, MD 20850; Ph: 301-354-2000 Published 2014 © by Access Intelligence LLC. Distributed via email and online. For email and postal address changes, allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For advertising info contact 301/ 354-1629. Contents may not be reproduced in any form without written permission. min 3/24/2014 Page 3 Mulu App Aggregates Shop this Page Partnerships With Magazines For the past year or so, content and e-commerce intermediary Mulu has been partnering with such major magazine group publishers as Condé Nast and Hearst to turn products mentioned in editorial content into shoppable moments for their readers, which translates into revenue for publishers. Their Shop This Page plug-in extracts products from the editorial content and links the user directly to the brand or third party e-commerce vendor to turn reading into buying. Now the company launched an iOS app that aggregates those partnerships into a tool that feels a lot like Flipboard for style watchers and shopoholics. In addition to a very stylish, but wonky presentation, the Mulu app excels in its personalization. The app aims to monitor new content related to selected categories, rang- ing from style, beauty and fashion to gadgets and even books. The default setting scrapes the latest relevant content from a range of sources, but it emphasizes its marquee content partners like InStyle, Cosmo, Esquire, Good Housekeeping, Runner's World, Real Simple, etc. Reflecting its e-commerce partners, Mulu is very heavy on the traditional media brands as taste makers. The personalization comes more by omission. The user can re- move certain content sources from the mix to narrow the flow. The app uses an alert system to notify users of new posts relevant to their subscriptions. The look is better than the execution. The interface mimics Flipboard in swiping through two articles at a time. Clicking on a piece lands you on a bifurcated page where the source editorial occupies the top two thirds. A rail of products extracted from the piece (pretty much the Shop This Page content from the plug-in) is on bottom. Tapping an item moves you over to the purchase opportunity. Mulu splits affiliate revenue with the publisher and donates part of the proceeds to charity. The split-screen layout within landing pages makes for some very strange effects. The app is unearthing original pages from publishers that often include interstitial full-screen ads, variable formatting and banners that screw up the experience in the confines of Mulu’ for- mat. Clicking through on the shoppable items rail produced mixed results. When the affiliate vendor is a well-mobilized partner like Amazon the purchase experience is pretty seamless. Otherwise, I had more than a few e-commerce pages that just didn’t load, delivered long load times or offered unfriendly mobile navigation. The main feed also mixes up all the categories into a single feed so routers, literary novels and cute skirts can sit on the same page. The user should be able to filter according to categories. Such is the risk for an app that is aggregating several layers of and such a range of magazine publisher content and e-commerce. However, the app provides shoppers with a genuine trend aggregator (albeit limited to its own partners). The service elements here (aggrega- tion, personalization, alert/push) are all spot on in spirit, if not always in execution. Plus it serves the publishing partners well, giving the content another opportunity to sell. Grade: B

Pat McGovern (1937-2014) and Bill Ziff (1930-2006) Were Tech-Magazine Geniuses. The entrepreneurs had different backgrounds. McGovern earned an MIT biophysics degree before launching International Data Corp. in 1964 with 1967 flagship Computerworld and 300- plus print media and 460-plus digital media followed. Ziff, on the other hand, built his Ziff-Davis consumer magazine empire during the 1950s into the 1970s with such titles as Boating, Car and Driver and Skiing. In 1982 he added PC magazine into the mix. In 1985, he sold the consumer side but kept the tech with the belief that "PC usage would explode." How prophetic he and McGovern were with tech magazines being the hottest sector in the early-1990s. Ziff received $2.1 billion in 1994 from ZD buyer Softbank, and McGovern would have gotten more (even today) with IDG being a global pioneer–especially in China. He passed away on March 19. Page 4 min 3/24/2014

EYE ON INNOVATION STEVE SMITH

WE DON'T SAY CHEAP AT CN, WHERE PROGRAMMATIC MEANS PREMIUM (continued from page 1)

Her group, launched a year ago, focuses on the segmentation of CN audiences into about 10 influential groups like the “Lovemark Mom” (moms who gravitate to brands) or “Big-Basket Beauty” who buys her make up in volume. Still, she consults with the corporate and brand sales teams on ad packages that most often include both traditional premium and reserved placements, as well as audience-targeted and unreserved placements across the titles. “We ask is it reserved or unreserved,” she says. “That drives the conversation.” Gombert joins others in saying that programmatic was initially defined by its first iterations with “scale publishers with infinite inventory selling in tiers.” Howev- er, a premium publisher like CN simply sells differently and the technology does not change that as much as many would have thought. The private exchange gives Gombert and clients greater flexibility to sell inventory in a wide range of ways–reserved, unreserved, transparent, blind, etc. “Usually it is a mixture of items in a plan,” she says. While some campaigns demand those tent pole placements for custom creative, “if you are a fashion brand most of the time you are looking for share of voice on the page. So we offer that programmatically within the system. It is still booked by a sales rep–they are not going away.” The standard line for years was that RTB really meant “race to the bottom" in terms of both inventory quality and pricing; Gombert counters with “RTB is just a technology.” They use pricing floors and fixed pricing to ensure that the exchange inventory is not can- nibalizing or conflicting with the corporate rate card. “My team is a consulting group. We help with the pricing and deals, but we de- fer to corporate or brand sales teams. There is no cannibalization,” she insists. “It is a partnership with the buyers. How do you want to buy this inventory?” It should also be noted that CN has posi- tioned its exchange in a way that also avoids or addresses some of the early skepticism about the concept of the private exchange. Many argued that high pricing floors and rela- tively limited inventory made these exchanges less interesting to buyers who could go onto open exchanges to find the same audiences in greater supply at much lower prices. Gombert’s Catalyst project defines CN’s audiences not only as premium, but as unique influencers (hence “Catalysts”) like the “Eclectic Stylist” who is attracted at once to both high and low fashion. A key advantage to the exchange is that it attracts new customers and new budgets that Gombert can sell to in a greater range of ways. “Now we can bring in e-commerce budgets and Tier 2 auto budgets.” Just a few years ago the “private exchange” was sniffed at by many in the ad tech industry as an empty promise designed to placate premium publishers who feared further commoditization of display advertising. Today I sense much greater enthusiasm from the buyers themselves about the model and the opportunity to secure higher grades of inventory, but in ways that plug neatly into their trading desks and more automated work flows.

Steve Smith (popeyesmith @c o m c a s t .n e t ) is digital media editor for min/m i n o n l i n e .c o m . He posts regularly on minonline and directs the min Webinars. Smith also co-chairs min's Digital Summits, and he is based near Wilmington, Del. min 3/24/2014 Page 5

MIN’S WEEKLY BOXSCORES (week of March 24, 2014 Issue 2014 Issue 2013 % of YTD YTD % of Date Ad Pages Date Ad Pages Diff. 2014 2013 Diff. AMERICAN PROFILE 3/23 5.90 3/24 9.40 -37.23 95.65 113.16 -15.47 BLOOMBERG BUSINESSWEEK 3/24 33.00 3/25 32.33 2.07 207.41 228.52 -9.24 CQ WEEKLY 3/24 8.00 3/25 3.33 140.24 34.16 55.66 y3 -38.63 ECONOMIST, THE (N.A) 3/22 23.83 3/23 32.83 -27.41 231.99 306.55 -24.32 ENTERTAINMENT WEEKLY 3/21 11.15 3/22 16.96 -34.26 197.77 238.85 -17.20 GOLF WEEK 3/21 16.66 3/22 22.20 -24.95 141.02 x 188.94 -25.36 GOLF WORLD 3/17 16.00 D 3/18 19.00 D -15.79 102.82 148.32 -30.68 IN TOUCH 3/24 14.49 3/25 10.16 42.62 143.56 129.57 10.80 LIFE & STYLE WEEKLY 3/24 9.32 3/25 8.82 5.67 98.90 102.75 -3.75 NATIONAL ENQUIRER 3/24 20.65 3/25 15.58 32.54 180.42 189.99 -5.04 NATIONAL JOURNAL 3/15 8.00 D 3/23 10.00 -20.00 48.00 72.50 y3 -33.79 NATION, THE 3/24 6.66 3/25 6.50 2.46 61.08 67.75 -9.85 NEW YORKER, THE (Style issue) 3/24 22.68 3/25 34.38 -34.03 153.40 205.05 -25.19 NEW YORK TIMES MAGAZINE 3/23 16.90 3/24 16.74 0.96 ------" " (T-Travel) 67.00 75.41 -11.15 452.54 451.94 0.13 NEW YORK MAG. 3/10 77.90 DBEST 3/25 25.04 ------352.14 439.21 y2 -19.82 OK! 3/24 23.65 3/25 25.81 -8.37 260.64 263.11 -0.94 PARADE 3/23 6.86 3/24 10.90 -37.06 93.09 102.02 -8.75 PEOPLE 3/24 48.29 3/25 57.40 -15.87 678.97 764.36 -11.17 SPORTS ILLUSTRATED 3/24 18.93 3/25 32.83 -42.34 322.69 357.53 y -9.74 STAR 3/24 33.81 3/25 25.83 30.89 316.83 273.89 15.68 TIME 3/24 19.15 3/25 24.80 -22.78 177.60 196.69 -9.71 TIME OUT NEW YORK 3/20 25.27 3/20 24.75 2.10 205.90 288.83 -28.71 TV GUIDE 3/24 30.74 D 3/25 18.21 D 68.81 177.16 174.95 y 1.26 USA TODAY 3/14 31.18 3/15 27.46 13.55 278.27 285.35 y -2.48 " " SPORTS WEEKLY 3/12 0.48 3/13 0.39 23.08 4.25 4.20 y 1.19 USA WEEKEND 3/23 7.38 3/24 8.69 -15.07 93.60 106.49 y -12.10 US WEEKLY 3/24 22.16 3/25 32.83 -32.50 375.13 427.92 -12.34 WEEK, THE 3/21 10.18 3/22 6.00 69.67 65.96 81.46 -19.03 WOMAN'S WORLD 3/24 7.00 3/25 7.00 0.00 79.91 80.31 -0.50

MIN’S BIWEEKLY BOXSCORES Issue 2014 Issue 2013 % of YTD YTD % of Date Ad Pages Date Ad Pages Diff. 2014 2013 Diff. AUTOWEEK 3/31 43.97 D 3/18 29.58 48.65 180.15 162.65 10.76 ESPN 3/17 32.91 3/18 52.91 -37.80 173.81 214.96 -19.14 FORBES (World's Billionaires) 3/24 98.31 3/25 117.90 -16.62 243.55 267.04 -8.80 FORTUNE (Most Admired Cos.) 3/17 85.66 3/18 118.60 -27.77 243.46 272.94 -10.80 JET (new issue sequence) 3/31 10.00 3/18 21.48 -53.45 45.00 60.48 -25.60 ROLLING STONE 3/27 27.00 3/28 33.99 -20.56 138.79 190.38 -27.10 y = One more 2013 issue; y2/3 = Two or three more 2013 issues; D = Double issues; BEST = NYM Best of New York double issue (2014)

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 sletter min's ExclusiveMedia Analysis/ChartsIndustryVol. New 65 No. of 14 Magazine C PART 1: NEWSSTAND NIGHTMARENew York, IS THEN.Y. LATE Media Industry Newsletter irculation: April 9, 2012 Keith Kelly's New York Postwww.minonline.com headline ST DÉJÀ VU ALL OVER AGAIN. charted by min in the first of our three-(August 8) is apt when only 13 of the 86 titles the Audit Bureau of Circulations' Fas-Fa part analysis of first-half-2012 data from Vol. 65 No. 15 malapropism is apt, too, because the ABC x are up in newsstand. But YogiSteve Berra's Smith's fam Eye On Digital Media: New York, N.Y. ing single copy sales -9.60% versus first www.minonline.com cumulative for 395 reporting CALLINGmagazines ALL find- edLEADERS--LESSONS FROM OUR 2012 BEST O SUBSCRIBE the last four Fas-Fax periods when the di-half-2011 continues the pattern at least 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 do fferentials were -9.96%/-9.15%/-7.27%/-5.63azines and their checkered migration to the new reality of digital media, this is one of But the long-term decline for many m wn to first-half-2012. the first times I %can honestly say the industry has moved at long last into a leadership Circle and Woman's Day, which are two ofagazines th is severe. Take, for example, Family position. Rather than follow and copy the famously "fleet footed" online startups, mag +6.2%, respectively. That, in part, is be terly App Review: e 13 newsstand-up magazinesazines with are +8.0% innovating and and also leveraging their unique cross-platform reach to achieve cause of reduced frequencieseditorial from 15 and times ad programs that no other media can match. In working on the April 3 Digital Media--Quar GOODS! Steve Smith'snded Eyeoffer on- Digital Media: (continued, with charts,Best on of page the Web8 and 9) F THE WEB WINNERS. AND SELLS THE DIGITAL struck by several winners for the ways in which they offer glimpses of new models. Steve Smith's Eye on HOW PUBLISHERS CAN CAPTURE THAT NEW "MOBILE min's quarterly app chart, awards and the special issue of EXTRA! EXTRA! NEWSST Last week, asNielsen changed revealed the an intere REFLEX." ♦ In the tablet space everyone was rushing to app-ify their magazines for the As we review the ever-lengthening list oftion magazine-bra of smartphones. After strughabits:- almost halfsting of tipping point in the evoluKindle- Fire, and Nook in 2011. Our two winners in the Tablet App/Paid App Maga- ings in the mobile and tablet universe in - use a shoppingre too appexpensive ofzines some kind. all advanced phone owners nowzine 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 h in the category. EveneBay more, Amazontel , Groupon and ing the way differently for tablet experiences minthat reached beyond enhanced print. game for magazines on devices in the last six monthNewsstand mod- Shopkick are that outlines who won and why, I was of theseApple 'sapps is referencing it 17 times a lingmon is that the average user ntication, - gling against criticism that digital editionshere is wethat shopping and mobile devices hav th. The clear implicationCONGRATULATIONS TO OUR BEST OF THE WEB WINNERS AND on a per-issue basis and forced subscribers to buy theirviders maga and users' minds. Nothing is more important to e e become synonymous Stevein many Smith put his perceptive digital-media Eye on magazines finally "leading" rather twice, publishers finally got relief from : a sane ecosystem. cept of rituals. iPad how business hasmerging media than thethan con following- the digital conversation, and the 34 winners and the numerous honorable el in mid-2011. With subscriptions, subscriber authe rs on the ) In other words, ana differentall-important but positivemobile ref at- mentions met far higher standards than anyone would have envisioned at our first Best and a special area to find periodical content, both pro TODAY! and then at some point prior to or lex is developing.of We the shop, Web awards in 2004. A couple of good examples iPad, users finally got what they were lookinginstinctively for from Apple reach for our mobile phoneduring the experience, we almost (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 secondpublishe ANDnature 27 and"MORTALS." closely iden s. It is when a new communicationsboth of which wenttechnolog from the backwater to the head of the been for them, each looked at the Newsstand emphasizing (continued on page 4) truly becomesng aa reliablesplit--surpass medium $1,000that cont tifiedper share with an activityclass or time with of innovative day that strategiesity and management support. tribute. 50.6% FIRST QUARTER) HONORABLE MENTIONS... get with confidence.ch 30). Large credit, as entmin companiesEye and their Thanks advertisers go to The can Atlantic tar- publisher (since March STOCK WATCH: APPLE (+ This knowledgen, mustgoes matterto the tocompany's publishers, nearly a com- 2008) Jay Lauf, whose keynote described how he and his Analysts' forecasts that Apple stockShopping may--barri Insiderteration app is designedcontributing as what to theit. mag ndAlso some already colleaguessee it. The moved new Seventeenthe magazine from the 19th to the 21st Howard Grier describes as "a bridge f is on page 3) century (Jay even quoted 1857 co-founder Ralph Waldo by year-end are looking spot-on (price excludes Marriage disputeStock with Watch Cablevision -ownedazine’s associate publisher/marketing ( rom magazine to store."Emerson). (continued He is onpictured p (left) accepting The Atlantic digital editorial director on Digital Media columnist Steve SmithDAN LAGANI:has writte "My TIME AT 'READER'SWEEK." DIGEST' WAS A plete tablet domination with the iPad, with each i USINESS Bob Cohn's Digital Hallage of4) Fame induction. Joining him are Complex Media ceo Rich He took the high road in theB aftermath fr impressive: Time Warner Cable (+26.4%), as its carTO 57 AT " GREATAntoniello, EXPERIENCE." Hearst Digital Media vp/chief revenue officer Kristine Welker, Cygnus Reader's Digest sNorth BW executive America presidenteditor, where aom athis least August 3 Business Media ceo John French, and Style.com editor-in-chief Dirk Standen (photogra- Madison Square Garden ended. 0s Apple ceo John Scully, and exit after 14 months as "FORTUNE" DigestCOVER AssociationSTORY . "We really built a nd more than two pheryears Doug with Goodman). parent Special thanks to our event sponsor MagazineRadar. itally," Lagani tells min. "We drove real d Reader's JOHN BYRNE ADDS A et al.--turned into acclaimedsound books. strategy But to transform the business dig- The latter sum came during his 1985-2003 stint a 009 when he ended his four-yearigital sec- transformation...AND TO on THEthe advertising,"FOLIO: 40." three--on 1981-2001 General Electric ceo Jack Welch, 198 (continued on page 4) min's sister publication continues its April tradition of honoring magazine people "from with the Bloomberg Businessweek relaunch (continued on page 3) the infamous Al (Chainsaw) Dunlap• atREFRESHED Sunbeam, FAMILy CIRCLE; REDESIGNED (AND "GO the corner office to the corner cubicle, where new ideas drive meaningful change." Among Byrne became a magazine "free agent"• EX-ROLLING in October STONE2 PUBLISHER JACK ROTHERHAM JOtheLDEN") recognized FITNESS.... are Page 2 above story) and ond run at BW (he had added BW.com• THE editor) min/ MAGAZINE INS BEST OF THERADARgence WEB willENTHUSIAST AWARDS be at Tuesday's CHART GOES ers.TEENy-BOPPING..... GoRICH to Rfoliomag.comELEVANCE.Complex Pagefor Media more. 3 • INSIDE B2B TURNS "FOODIE" (SUPERMARKET NE Fairchild Fashion Media APRIL 3 IS min's 2012 the 28 Best of the Web catego- 7 • TNy'S AD-BENEFITTINGf iPHONEthe vast APP;expansion, LHJ'S so- GOODByE,WS,• ESQUIREETC.)... N Pages 10 and 11 ceo and Digital Hall of Fame • 'S GLOBAL INITIATIVE MEANSmin 10's MILLION Digital Hall of Famer Rich Antoniello (see Our ninth recognition of the magazine-digital conver to our six SMITHORMA ON HARPER'SJEANE.. PageBAZAAR'S 12 PAST president/ceoSTRENGTHENIN (since January 2010) Gina Sand (April 3) breakfast in New York's Grand Hyatt, and and informativewww.minonline.com morning. • MORE/FITNESS WILL HAVE A HUGE HALF-MARATHON; to www.etouches.com/bow. www.minonline.com/subscribe ries (including social media tablets) are indicative o • PREVIEWING FIRST-QUARTER 2012 PIB WITH YEAR-END phistication, and importance. The honors extend • e NATIONAL2 GEO. REVISITS TITANIC, WHICH inductees, so attendees will get to experience a fun nd 3 We welcome you to join us. For ticket information,AD go MEN BROTHER...... Pag MEN AT THEIR BEST - PRINT ISSUE.. ORLD...Pages 2 Pagea 4 ARD; LEE SLATTERY'S M GOLF W nd 5 G ITS PRESENT..... Page 2 OGY; STYLE.COM'S 2ND EDITS NOONAN/CIVILITY.... PagePage 32 • JOE LEVY JOINS BILLBO PANDED CIRC. Pages 4 ae 14 VARIETY/NEWSWEEK ANAL WINTERIZED"--AND DIAZ www.minonline.comS • ET THEIR WINGS?... Pag CIAM REPORTED2011...... IN 1912.. PagePage 87 • WHY GOLF DIGEST WAS " ON"; FINE COOKING'S EX • A LONGER BRIDES "SEAS GE; WILL SI'S ANGELS G • FORBES.COM'S FEB. SUR www.minonline.com Page 6 min 3/24/2014 Money Shot: "Forbes" Thinks There Is Money in...Money, And "Forbes" Ought to Know if Anyone Does. In a unique extension of a legacy magazine brand, Forbes has licensed its name to payment service provider Lotaris SA so it can form a new Forbes Digital Commerce platform. The product uses Lotaris technology and Forbes’ name will enable mobile payments and transactions for both b2b and b2c segments. Aimed initially at verticals like travel bookings, mass transit, event payments and then enterprise transactions, products bearing the name will appear in the third quarter of this year, says Forbes COO Mike Federle. Licensing into mobile payments is part of the Forbes strategy of embracing mobile platforms across all product lines since about a third of their traffic already goes to devices. “We are putting bets where we think future opportunities are but also in the near term,” Federle says. Forbes Digital Commerce/Lotarus provides a platform on which mobile developers can incorporate a payment system that support a range of payment methods like credit and debit cards, PayPal, etc. It has already partnered with MasterCard to incorporate MasterPass customers. Federle says that the financial upside could be considerable for lending the brand name to the endeavor. “Forbes gets an upfront license fee and an ongoing royalty based on future revenues,” he says. “We like this deal because it's a lucrative brand extension using a simple licensing model and it aligns us with a company developing products for the rap- idly growing mobile space...and thus has a very big potential upside.”

Holy Toledo! Ohio City Has a High, "Men's Health"-Determined Divorce Rate. After determining in March that Newark N.J. was the second-most smoke-free city in the U.S. after Salt Lake City, MH's MetroGrades found that Toledo Ohio had the ninth-highest divorce rate. Norfolk Va. and Jacksonville Fla. joining Toledo are expected because of their high military populations and Las Vegas needs no explanation. But the rust-belt To- ledo typifies religion and little transience, which keeps families together. MH's least- likely place to divorce is Madison, Wis., where the "badgers" are seemingly faithful. AWARDS BREAKFAST May 19 | Grand Hyatt, NYC Don’t miss min’s Digital Awards Breakfast! Celebrate your colleagues’ outstanding digital efforts - register for the awards breakfast today. Register Online: www.minonline.com/digital

Questions? Contact Saun Sayamongkhun at [email protected]

23705 min 3/24/2014 Page 7

GfK MRI's EYE ON AD RECALL

Top-Noted Ads in November 2013 Automotive Magazines Cadillac and Autoweek rolled to big wins in the November 2013 automotive magazine genre based on consumer recall as measured by GfK MRI's Starch Advertising Research. General Motors used two different creative executions to promote the power and the speed of the CTS, in one instance comparing the sedan's curb weight with that of the BMW 528i. The mention of Brembo brakes in one ad helped to round out the overall image of an American car in a big hurry. In SUV land, Jeep went off-road with its Built Free campaign anthem–a nod to endless horizons, not gratis manufacturing–to showcase the boundless brawn and tech savvy of its 2014 Cherokee. Meanwhile, all the parts purveyor Lokar needed to garner a high score were pieces of an automobile. Plain and simple, as the ad says. Along with data on the top three ads that consumers noted, or recalled having read, GfK MRI also listed the audience for these magazine issues from its Issue Specific Study.

Rank: #1 Cadillac CTS Rank: #2 Jeep Cherokee Magazine: Autoweek Magazine: Autoweek Category: Cars & Light Trucks Category: Cars & Light Trucks Noted: 90% Noted: 89% Issue Specific Audience: 1,884,000 Issue Specific Audience: 2,361,000

Rank: #3 (tie) Cadillac CTS Rank: #3 (tie) Lokar Parts & Accessories Magazine: Road & Track Magazine: Street Rodder Category: Cars & Light Trucks Category: Vehicle Accessories & Equipment Noted: 87% Noted: 87% Issue Specific Audience: 3,804,000 Issue Specific Audience: 2,168,000

Page 8 min 3/24/2014 % 3.57 3.39 9.01 3.36 -1.66 -1.94 -7.58 -2.64 -8.57 -3.74 -4.94 -4.86 -1.21 -7.47 10.15 14.37 11.95 10.79 -4.87 -3.17 -3.38 -2.53 -14.40 -11.94 -12.15 -23.88 -16.30 -31.32 -19.05 -16.01 13.85 10.24 12.89 16.82 11.15 -13.30 -30.03 -14.86 Change y 2013 82.59 pages 269.44 306.65 369.94 241.41 280.22 158.91 165.50 113.08 109.12 125.01 263.34 800.72 147.16 222.99 256.01 115.89 102.62 369.90 132.50 623.17 175.06 155.90 172.38 194.99 478.89 83.82 275.50 235.69 171.26 343.19 148.41 417.75 261.35 205.06 154.76 144.32 830.03 2014 99.58 95.86 91.00 90.03 pages 296.79 291.74 309.64 202.76 320.49 136.03 162.75 129.47 258.22 609.48 136.01 217.10 234.06 111.56 114.88 351.63 644.30 193.95 154.01 139.55 180.43 494.96 80.99 238.85 268.34 165.83 240.14 126.36 460.52 248.61 231.50 180.79 160.41 809.01 % 3.43 8.33 7.64 0.77 4.25 4.74 6.12 4.80 -3.60 -3.52 -4.07 -0.61 -5.20 -2.65 39.79 29.86 1.39 6.33 7.40 -6.57 -4.75 -5.71 -14.37 -18.44 -18.33 -30.18 -15.69 -13.25 -12.01 -41.03 -13.55 -28.18 11.37 -28.62 -33.47 -11.57 -11.88 -12.90 Change

Apr. 2013 98.63 59.10 55.40 50.87 37.09 50.18 71.22 63.64 46.92 63.82 92.99 41.66 36.07 39.00 46.19 58.35 18.32 60.46 77.88 65.94 89.86 64.71 69.26 62.81 97.44 23.83 60.94 68.95 62.66 209.28 142.10 106.20 110.98 171.66 156.39 120.78 129.75 268.68 Apr. 2014 61.13 47.44 55.11 30.25 40.98 76.66 82.64 39.56 64.31 96.94 40.16 34.80 97.65 23.00 48.38 61.92 19.20 52.27 55.93 62.51 64.14 60.46 65.97 80.36 55.54 98.79 21.00 67.87 74.05 59.08 137.87 146.12 123.27 101.88 170.61 152.25 137.96 234.01 --2014) -- 2014) Glam Black Book Publication DECOR ELLE ENTREPRENEUR ESQUIRE (w/ ESSENCE w/RACHAEL RAY DAY EVERY CIRCLE FAMILY FUN FAMILY HANDYMAN, THE FAMILY COMPANY FAST FIELD & STREAM FIRST FOR WOMEN (two issues) FIT PREGNANCY (April/May) FITNESS FLEX FLYING FOOD & WINE FOOD NETWORK MAGAZINE FOUR WHEELER 4-WHEEL/OFF-ROAD GENTLEMEN’S QUARTERLY GLAMOUR (with GOLF DIGEST GOLF MAGAZINE GOOD HOUSEKEEPING GUIDEPOSTS HARPER’S BAZAAR HARPER’S MAGAZINE HEALTH HGTV HOT ROD BEAUTIFUL HOUSE INC. IN STYLE FINANCE PERSONAL KIPLINGER’S LADIES’ HOME JOURNAL LATINA LUCKY MARIE CLAIRE % 2.02 6.12 7.86 5.65 7.29 1.65 0.92 -1.90 -7.73 -1.91 -7.07 -9.10 -0.03 -6.19 -9.31 -4.25 -5.48 46.13 10.28 16.25 7.99 -5.16 -0.62 -0.54 -10.87 -25.98 -11.26 -10.16 -13.78 -36.73 -17.57 13.59 18.92 14.48 -37.11 -32.52 -32.57 Change 2013 53.03 20.29 85.82 72.23 87.81 pages 271.83 198.39 453.02 110.55 163.11 100.63 123.00 355.51 136.26 210.51 193.69 702.03 111.72 135.03 266.33 434.58 237.07 231.43 160.01 190.08 805.11 25.57 40.40 45.38 301.09 142.64 227.73 175.32 335.56 150.73 152.39 150.06 M IN ’ S ONT H LY B O X C ORES 2014 81.83 47.06 29.65 54.30 83.97 89.26 ------pages 293.20 176.83 418.00 160.00 102.66 110.50 306.51 150.27 195.62 176.07 701.79 118.56 132.46 249.85 394.13 250.46 221.59 171.67 191.82 761.03 16.08 40.18 51.95 342.01 135.28 226.32 208.49 362.37 124.25 102.83 101.18 % 8.76 -2.82 -3.91 -3.64 -0.36 -2.44 26.43 32.05 15.65 31.09 30.88 17.91 6.42 0.89 8.55 3.49 -10.73 -16.24 -13.56 -10.99 -18.47 -14.72 -19.14 -15.51 -13.92 -13.50 -19.03 -10.29 -13.93 12.55 29.03 30.67 28.29 224.32 -41.35 -22.72 -37.25 -33.25 Change

Apr. 2.22 9.77 2013 53.80 25.74 23.20 45.38 34.98 81.00 54.13 16.81 30.56 55.35 52.08 25.52 41.82 58.74 64.41 85.91 70.21 73.57 57.67 48.87 55.01 90.18 36.16 31.00 46.67 52.66 51.37 63.12 50.92 11.12 13.22 156.36 106.31 316.26 136.10 253.26 Apr. 7.20 5.73 2014 68.02 22.25 20.65 37.00 29.83 65.50 71.48 19.44 40.06 53.79 44.00 33.40 36.00 52.44 61.89 82.78 69.96 59.57 68.00 43.84 53.67 38.48 40.00 50.66 54.50 39.70 39.61 33.99 14.53 16.96 130.97 115.62 117.73 217.97 101.50 319.06 /2013) Accessories Publication ALL YOU ALLURE AMERICAN BABY AMERICAN PHOTO (March/April) ARCHITECTURAL DIGEST NEWS ART SPORTS ATHLON THE ATLANTIC, AUTOMOBILE BACKPACKER BETTER HOMES AND GARDENS BICYCLING BLACK ENTERPRISE BLOOMBERG MARKETS BLOOMBERG PURSUITS BOATING BON APPÉTIT BOYS’ LIFE BRIDES (April/May) CAR AND DRIVER CAR CRAFT CHICAGO CIRCLE TRACK LIVING COASTAL COMPETITOR CONDÉ NAST TRAVELER COOKING LIGHT COSMOPOLITAN LIVING COUNTRY CRUSING WORLD CYCLE WORLD DASH DETAILS DISCOVER DWELL WELL (Mar/Apr) EATING EBONY ELLE ( min 3/24/2014 Page 9 % 1.09 8.67 5.26 5.37 -2.30 -0.73 -7.49 -0.39 -4.27 -5.26 -5.51 -4.90 11.93 21.15 24.08 22.83 15.00 14.42 -26.96 4.58 6.56 -9.89 -1.02 -5.79 -0.28 -19.08 -14.89 -19.20 22.48 -10.97 -11.99 -19.38 -20.54 -17.46 -11.53 Change y 2013 24.25 47.68 32.98 74.39 120.2 pages

403.49 242.25 277.65 137.11 282.02 380.09 256.41 448.86 279.03 265.66 178.35 114.45 122.90 152.82 884.35 200.49 65.84 472.08 109.33 307.56 167.02 117.79 116.26 335.37 227.60 144.93 152.29 430.08 215.02 32,193.35 x 87.8 2014 ------29.38 59.16 35.84 68.82 99.30 pages ------236.69 310.78 136.11 285.09 307.56 218.24 447.13 342.73 305.52 187.73 120.60 174.85 846.62 382.28 189.44 59.33 470.77 114.34 304.41 148.70 110.97 102.32 270.39 242.54 115.16 186.53 355.00 190,22 30,616,05 % 6.42 0.00 8.62 6.17 4.71 6.79 -8.48 -2.62 -5.39 26.45 19.11 16.08 11.64 2.47 -18.26 -4.97 -7.60 -3.84 -11.22 -11.68 -11.98 -21.43 -13.16 -11.31 -16.50 36.92 16.90 -20.47 -16.40 -23.43 -22.08 -12.42 -20.14 -12.77 ------Change ------

Apr. 9.46 9.80 2013 70.76 37.01 78.47 83.85 38.40 61.51 73.74 49.30 55.03 39.31 40.60 93.88 76.67 55.47 21.67 47.10 51.60 37.51 44.44 75.38 96.35 95.58 79.33 48.38 48.56 82.33 62.58 100.02 132.23 154.92 213.06 (no issue) (no issue) 10,053.86 (no issue) Apr. 9.46 8.70 2014 57.13 75.30 40.20 83.31 76.74 33.80 77.78 85.60 40.30 53.59 41.98 31.90 68.00 46.32 29.67 44.76 47.68 29.83 37.15 57.72 74.48 81.29 42.37 38.78 37.95 79.17 54.59 119.13 116.78 162.22 104.81 185.02 112.63 9,512.43 " (Weddings) " (Men's Fashion) Publication SEVENTEEN SHAPE KIDS ILLUSTRATED SPORTS SKI SMITHSONIAN SOUTHERN LIVING SPECTRUM, IEEE SPRY (PEOPLE) STYLEWATCH SUCCESSFUL FARMING SUNSET OF HOME (April May) TASTE TEEN VOGUE TENNIS (Mar/Apr) TEXAS MONTHLY THIS OLD HOUSE TOWN & COUNTRY TRADITIONAL HOME + LEISURE TRAVEL TRIATHLETE UNITED HEMISPHERES FAIR VANITY TIMES (April/May) VEGETARIAN VELONEWS VERANDA (March/April) VOGUE W WIRED WOMAN'S DAY WOMEN'S HEALTH WORKING MOTHER (April/May) WSJ . YACHTING YOGA JOURNAL (April/May) Totals x = One more 2014 issue; y = One more 2013 issue; y2 = Two more 2013 issues; E = Estimated; x = One more 2014 issue; y 2013 y2 Two D = Double Issue; ACCESSORIES 2013 Elle's April issue include 14.85 ad pages from Elle Accessories BLK = Esquire's April 2014 issue includes 10.29 ad pages from Big Black Book; GLAM Glamour's = Robb Report's April 2014 issue includes 12 ad pages from the includes ad pages from Glam Bellezza Latina; HEALTH supplement (full run) quarterly Health & Wellness % 6.62 5.86 -7.99 -1.25 -6.04 -0.33 -1.74 -8.78 17.08 37.95 17.84 13.22 13.24 9.94 -8.04 -3.10 -0.12 -7.02 -24.24 -25.79 -15.63 -18.67 -18.93 -20.04 -22.32 -23.69 -11.42 -12.50 -19.33 -18.54 10.23 -14.36 -26.00 -15.48 -30.02 -13.30 -41.16 -18.33 Change y y y 36.3 2013 80.64 85.49 10.83 90.33 86.33 97.01 56.00 36.63 pages 240.06 262.81 119.57 211.27 160.65 269.50 117.23 153.27 189.39 132.04 404.56 222.07 320.86 304.58 222.87 250.67 82.31 81.13 97.18 225.36 178.13 215.32 431.47 290.48 114.75 311.49 268.93 384.97 203.80 x R M IN ’ S ONT H LY B O X C ORES 2014 59.84 78.66 12.68 73.23 36.18 84.83 88.49 49.00 29.55 pages 181.86 221.74 127.49 171.83 170.07 215.50 161.72 119.06 187.02 155.59 458.04 208.66 244.84 344.92 197.41 204.19 82.21 60.04 80.30 207.23 196.35 184.39 418.10 245.51 270.07 158.23 357.93 106.84 166.44 % NOT SUBMITTED 0.35 9.59 9.67 3.51 8.54 -9.62 -2.29 -9.92 -5.68 -9.73 33.71 12.76 12.48 29.36 6.43 2.27 3.13 -9.92 -5.24 -4.39 -28.44 -11.03 -20.16 -28.82 -13.99 -35.07 -30.32 -15.74 -12.96 -21.88 -28.64 -16.52 -16.67 -35.65 -24.71 -25.21 -34.33 Change

Apr. 3.50 8.80 2013 72.34 28.06 71.32 35.37 72.86 48.02 43.75 61.83 35.18 43.64 47.17 37.85 91.41 44.50 79.01 70.67 65.00 32.17 17.17 18.37 78.47 ------85.51 53.79 51.47 21.17 48.14 88.62 26.21 31.90 59.65 105.56 105.32 131.17 110.06 133.06 Apr. 4.68 8.30 2014 72.59 20.08 78.16 38.79 64.82 43.40 34.93 64.00 75.14 30.26 42.64 42.49 42.68 48.30 51.30 73.39 91.42 54.77 28.00 15.50 14.35 56.00 71.38 57.25 52.64 20.06 30.98 66.72 25.06 82.31 32.90 39.17 102.82 109.30 119.86 (no issue) ) Health Publication LIVING STEWART MARTHA MAXIM MEN'S FITNESS MEN'S HEALTH MEN'S JOURNAL MONEY MORE MOTOR TREND MUSCLE & FITNESS GEOGRAPHIC NATIONAL (March/April) HEALTH NATURAL KIDS NG NG TRAVELER O (OPRAH) ORGANIC GARDENING (April/May) OUTDOOR LIFE OUTSIDE PARENTS PEOPLE EN ESPAÑOL PLAYBOY POPULAR MECHANICS POPULAR PHOTOGRAPHY POPULAR SCIENCE POWER & MOTOR YACHT PREVENTION READER’S DIGEST REAL SIMPLE REDBOOK RELISH ROAD & TRACK (w/ ROBB REPORT ROD & CUSTOM RUNNER’S WORLD SAIL SPORTSMAN SALTWATER SAVEUR SCIENTIFIC AMERICAN SCOUTING(Mar/Apr) SELF CALL FOR ENTRIES!

Final Deadline: March 27 Enter Today: www.minonline.com/seoy

Saluting Sales Excellence at Media Companies

Questions? ENTER Final Deadline: March 27 Contact Mary-Lou French at Enter Online: www.minonline.com/seoy [email protected] TODAY 301-354-1851

23264 min 3/24/2014 Page 11

INSIDE b2b CALL FOR Cathy Applefeld Olson AD SPEND FOR HEALTH JOURNALS STILL UP IN JANUARY Apparently, there is a doctor in the house. Print ad dollars in profes- ENTRIES! sional health journals reached nearly $45 million in January–a 7% rise year-over-year, according to research from Kantar Media. The spend continues a healthy revenue source for the medical journals as these b2b ads are increasingly viewed as a necessary promotional link between pharmaceutical companies and the medical community. Final Deadline: March 27 Of the 6,786 print advertising pages in medical journals in January 2014, Cancer Therapy Products ranks top as the most advertised segment in both Enter Today: www.minonline.com/seoy pages and dollars–same in 2013. Diabetes Oral ranked second with 4% of share. (see ac- companying chart). From a company perspective, Johnson & Johnson ended 2013 as the top pharma company advertising in medical journals and it’s beginning 2014 as the front-runner. This Jan- uary, J&J spent about $3.3 million on advertising in medical journals, equaling 8% of the total market share among all companies. Zytiga, Xarelto and Invokana are among the Saluting Sales Excellence at Media Companies products J&J is advertising to the professional medical community. Despite the rise in overall money spent advertising in health journals, not every

CATEGORIES: » Hall of Fame » Sales Team Leader: » Sales Assistant of the Year • Total Integrated Program - B2B » Salesperson of the Year: • Total Integrated Program - Consumer • Digital & Web Advertising – B2B • Multiple Magazine Titles - B2B • Digital & Web Advertising - Consumer • Multiple Magazine Titles - Consumer • Events • Single Magazine Title - B2B • Mobile (apps, iPads) - B2B • Single Magazine Title - Consumer • Mobile (apps, iPads) - Consumer • Web & Mobile - B2B • Multiple Titles - B2B • Web & mobile - Consumer pharmaceutical firm noticed an uptick in January. In fact, other pharma firms, including second-highest spender Forest Laboratories, spent fewer dollars on ads during the month: • Multiple Titles - Consumer » Sales Team of the Year: • Pureplay • Agency’s Choice Top 5 Print Ad Pharma Companies (Dollars): January 2014 (Kantar Media) Johnson & Johnson – $3 MM (+48%) • Rep-Firms • B2B Forest Laboratories – $1 MM (-34%) glaxoSmithKline – $1 MM (+649%) • Single Title Circ over 50k - B2B • Consumer takeda – $1 MM (+609%) • Single Title Circ under 50k - B2B • Events roche - $1 MM (+135%) • Single Title Circ under 250k - Consumer • Tradeshows A spokesperson for GlaxoSmithKline told min some of the company’s recent ad spend has been used to draw attention to new product launches in the market. “Some of the • Single Title Circ over 250k - Consumer spend is tied to the launch of new medicines such as BREO for COPD,” says Mary Anne Rhyne, director of U.S. external communications. And a variety of new products are investing big in print medical journals. Invoka- na, which ended 2013 as the top drug product advertised in medical journals, continues to be No. 1 on the list through this January. This product comprises about 4% of the Questions? total share among all drugs. Brintellix, an antidepressant from Takeda and Lundbeck, ENTER Final Deadline: March 27 Contact Mary-Lou French at that launched just late last year, now ranks second on Kantar’s list. Enter Online: www.minonline.com/seoy [email protected] min contributor Cathy Applefeld Olson is based in Northern Virginia. She also is an editor at our sister publications Cynopsis and TODAY 301-354-1851 CableFAX Daily.

23264 Page 12 min 3/24/2014 New Yorkers Embrace "Marie Claire's" Branché With a "Cronut." The intention of Marie Claire vp, publisher and chief revenue officer Nancy Cardone over the March 13-16 weekend was to have teams of Branché t-shirt-wearing women wearing leather "newsboy" hats distribute 30,000 copies of the free spinoff in presumably the busiest parts of Manhattan (Times Square, Grand Central Terminal, etc.). "Instead, the teams tweeted where they were and people followed them to get the magazine." Score one for social media. And score another for marketing. "We learned on Friday [March 14] that the Dominique Ansel Bakery on Spring Street would be launching its newest 'cronut' that afternoon. A team went there and those waiting on long lines for their 'after- school milk-and-cookie' cronut [pictured via Instagram] got Branché to read, and evening news telecasts showed plenty of both. People were seen reading Branché on TV." For the uninitiated, a cronut is a croissant-donut hy- brid, and Branché–French for plugged in–refers to the Anne Fulenwider-led editorial team-described "fashion you want to wear, the people you want to know, and the places you need to go." With British model and TV personality Alexa Chung on the cover, the formula was "perfect," says Car- done, "for the 20-something female demographic whom Bran- ché could serve as the lead-in to MC." Most interesting is that aside from social media, Branché has zero digital components. "We wanted a finite amount of time so that people would long for the next one. It's already working because clients were calling me as to where they could get copies," says Cardone. "They were sending messengers to pick them up from the sales teams." Advertisers in the 44-page release include the endemic beauty/fashion/retail (Stuart Weitzman, La Prairie, Guess, Macy's, etc.) and nonendemic AT&T and Dentyne. Cardone is keep- ing them guessing on encores ("there will be") and future distribution outside of New York. "It has received great feedback within Hearst Magazines. [President] David Carey's support of Branché further shows his belief in smart print ideas." Branché joins the now- testing Dr. Oz The Good Life. Spring Takes a "Break." Typically, we mark the vernal equinox with a cover either adorned by flowers or the sym- bols of Easter and Passover (to be celebrated on April 20 and April 15-22, respectively). In 2014, the image would have fit just about everywhere west of the Continental Divide (including Alaska) where the winter was balmy. But east of the Rockies (except south Florida), the weather has been frigid since December with record snow, ice and cold throughout the North- east, Midwest and much of the South (led by Atlanta). This ongoing "polar vortex" is no end to global warming because much of the planet–led by the North and South Poles–remains "hot." Yet during the 1970s, the concern was what Newsweek (April 27, 1975) called The Cooling World. Proof was the chill reducing the British growing season by two weeks since 1950 and sunshine reaching the ground in the continental U.S. had diminished by 1.3% between 1964 and 1972. The switch to "warmth" began in the 1980s. All appropriate for Time's The Big Freeze cover on January 31, 1977. It came 11 days after Jimmy Carter's inauguration and proved to be an omen of the "malaise" that would plague his administration. This winter's malaise was nothing by comparison, but Sage North America released a March 13 report revealing that 34% of U.S. businesses were adversely affected by inclem- ent weather. Unaffected was Sage, courtesy of it being based in Irvine, Calif., where the researchers could have worked in flip-flops and suntan oil. That's "rubbing it in." Happy Spring! (If it ever comes.) The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Arti Patel and Caysey Welton, Associate Editors