Steve Smith's Eye on Innovation: Social Video Key
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May 9, 2016 | Vol. 69 No. 18 Read more at: minonline.com Steve Smith's Eye on Innovation: 2 MPA President Gears Up for IMag Social Video Key To Millennial Migration 3 Vogue App Is an Exercise in Elegance For Meredith, humor and how-to's are a winning combo. As has been the case throughout the digital revolution, the greatest strength of 6 Slate Plus Membership Has Its legacy media brands has also been their greatest challenge: familiarity. Younger Privileges digital natives tend to embrace emerging media brands. Getting them to revisit me- dia mainstays that have served prior generations isn't easy. After a year as Mer- 10 The Owner of House Beautiful's Tricked-Out 'Kitchen of the Year' Is... edith’s chief strategy officer, Kim Martin can claim some success in migrating the company and key legacy brands like Shape, Better Homes and Gardens and even 10 Two British Vogue Centennials: digital natives like AllRecipes to the next generation of adult women. “Our Millen- the Magazine and the Model nial reach is up 25% across all brands, she tells min. The newly redesigned Shape brand is the bulwark of that charge, up 82% in its reach to Millennial women. continued on page 4 Is Tribune Publishing Publicly Held, or Is It a Fiefdom? Rejection of Gannett's hostile takeover attempt benefits TPub execs. On May 4, the Tribune Publishing board of directors unanimously rejected Gannett's unsolicited $400 million—or $12.25 per-share—offer for the Chicago Tribune and Los Angeles Times-flagshipped newspaper conglomerate because "the price reflected in the proposal understates the company's true value and is not in the best interests of our shareholders." continued on page 5 GfK MRI's Top Noted Ads: Epicurean Magazines In December, foodies had a soft spot for cereal, walnuts, watches and... the U.S. mail? It's not unusual for luxury items to be among the top 'Noted' ads in the epicurean magazine genre, but for the U.S. Postal Ser- vice to do so is noteworthy. Its ad in the December issue of Rachael Ray Every Day tied for third with a Noted Score of 82, based on reader surveys by GfK MRI's Starch Advertising Research. continued on page 7 Welcome to min Day! On Tuesday, May 10, magazine media's most gifted minds will gather at the Yale Club for a day of celebration and inspi- ration. As the only B2B exclusively devoted to serving major magazine media, min will honor outstanding contributions to the digital space at its Best of the Web Awards breakfast. (See the complete list of finalists and Digital Hall of Fame inductees on pages 8 and 9). The ceremony will be followed at 11:30am by the annual min day Summit, an event created specifically to help reimagine what's possible in regard to content creation and monetization across multiple platforms. End the day on the rooftop networking with peers over drinks. To register, visit: minday2016.com. © 2016 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com 'Publishers Are More Collaborative' Media Industry Newsletter Says new MPA President Linda Thomas Brooks on the eve of IMag. Editor-in-Chief: Steven Cohn She saw the business from the outside for years as a top executive at ([email protected]) GM MediaWorks, and three months into her stint as president of the 203/899-8437 Digital Media Editor: MPA—The Association of Magazine Media, Brooks says that "what im- Steve Smith presses me the most is how collegial the members are toward each ([email protected]) 302/691-5331 other. With the challenges that we face, it is a necessity, and this will min help the MPA with future strategy and programs." Editorial Director: Michele Shapiro Business cards will surely be flying out of members' hands when independent magazine ([email protected]) 646/745-4152 executives convene at the 12th IMag conference May 11-13 in San Francisco. "Here, the col- Group Editor: Caysey Welton laboration is even greater because, for the most part, they don't have the corporate resources ([email protected]) 203/899-8431 to solve problems like the big group publishers do. I see IMag as a series of town hall events Editorial Assistant: Jameson Doris at which publishers will willingly share information." ([email protected]) Conference chairman is Dwell president and CEO Michela O'Connor Abrams, whom Brooks VP/Publisher: Amy Jefferies ([email protected]) calls "a dynamo." The 150 attendees will make a house call to Airbnb corporate headquarters Director of Market Development: for dinner with senior leadership led by chief marketing officer Jonathan Mildenhall. They will Laurie M. Hofmann ([email protected]) also honor their own with the first Imagination Awards. Senior Marketing Manager: Brooks describes the past three months as a "whirlwind," which continues this week when Danielle Sikes ([email protected]) she moderates the "The New Dynamic: How Publishers and Agencies Can Optimize Their Marketing Manager: Rachel Feldman Partnerships" panel at min Day on May 10 before hopping a plane to the West coast. ([email protected]) Senior Account Executive: Tania Babiuk Harris Closure Evokes Memories of Woman ([email protected]) Production Manager: Nearly three decades ago, it was sold to–and folded by–Condé Nast. Sophie Chan-Wood ([email protected]) The corporate obituaries for Harris Publications described its diverse, newsstand-driven Graphic Designer: Yelena Shamis titles—Celebrity Hairstyles, Guns & Weapons, Rides, etc.—as "enthusiast." Not so with ([email protected]) Data and Analytics Manager: Woman, which 1977 founder Stanley Harris launched in 1980 to get Stacy Hill a piece of the packaged goods business from the women's-service- ([email protected]) magazines' "seven sisters," including Family Circle, Good Housekeep- Access Intelligence, LLC President & ing, and Woman's Day. Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz That's what made Woman attractive to Condé Nast, which acquired Chief Operating Officer: the monthly in 1988 with visions of building the 500,000 circulation by Heather Farley emulating Cosmo. But it failed, in part because Woman's downscale Subscriptions/Client Services: culture never meshed with CN's upscale glitz, and the sexual innuendo 888-707-5814 List Sales: MeritDirect, 914-368-1090 may have offended advertisers more comfortable at that time with ([email protected]) homemaking. Advertising: 203-899-8498 When CN folded Woman in July 1990, publisher Rebecca Darwin explained that "it just Reprints: Wright’s Media, didn't develop the way we hoped it would." She is far more successful today as the founder of 877-652-5295 ([email protected]) Editorial Offices: 10 Norden Place, Garden & Gun, which will mark its 10th anniversary in April 2017. Norwalk, CT 06855; 40 Wall Street, 50th floor, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; Jason Wagenheim Is Head of Revenue at Fusion www.minonline.com Access Intelligence LLC, 9211 The former Teen Vogue CRO joins Univision's English-language unit. Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published 2016 © by Access Intelligence LLC. The transition should go smoothly because the cable network's Millennial audience has similari- Distributed via email and online. For ties to Teen Vogue, which Jason Wagenheim led for four years until last November, when Vogue email and postal address changes, allow 2 weeks notice. Send to: Client publisher and chief revenue officer Susan Plagemann assumed his responsibilities in a Condé Services or call 888-707-5814. For advertising info contact 301/ 354- Nast restructuring. Wagenheim is also a past publisher of Glamour and Entertainment Weekly. 1629. Contents may not be reproduced in any form without written permission. Fusion was a Univision-Disney/ABC joint venture (it replaced the defunct ABC News Subscription Rate: $1,199.97 Now on many cable systems) until Univision bought it outright last month. 2 Magazine Media’s Most Trusted Source Since 1947 5/9/2016 minonline.com Steve Smith's App Review Vogue App Goes Shallow Or Deep… But Always Elegant Both the content and the ads make for an organic, fluid user experience. Mobile media consumption falls into two radically different modes: the shallow scrape and the deep dive. On handhelds we tend either to swipe quickly across a topline glance or rapid scroll of available content, or we settle in to drill either on a topic or throughout a bottomless well of content. Programming to these bifurcated modes is a challenge. Vogue’s solution in its new downloadable app is characteristically elegant and seamless. Released in time for real time coverage of this week’s Met Gala, the Vogue app serves the glancer with a Snapchat-inspired daily swipe across eight “For You” stories that meet you at launch. The format, too, is straight out of Snapchat: eight full screen splash pages with headlines, sometimes animated, that swipe down into short, full sto- ries with text slides, video or any combination of the three. The formatting is familiar and effective but suffers from glitches. Some splash images are poorly aligned; I had videos get stuck and they kept playing audio in background even after I swiped away. For the deep divers, the Vogue app gives you access to the full trove of current content in buckets that include Fashion, Beauty, Culture, Living, Video. Articles can be saved and shared easily. Each article ends with a lush ad unit and a tasteful carousel of additional stories. I also liked that the daily selection of “For You” stories is always available from a tappable button in the lower right.