November 13, 2017 | Vol. 70 No. 44 Read more at: minonline.com Alexa and Hearst Team Up on ‘Voice-First’ Brand Magazine media is finding a number of pioneering use cases for ambient computing. What if publishers started programming the new generation of audio assistants as a kind of hybrid of daily news, on demand radio/podcasting and information resource? That's the sort of experiment Hearst recently launched for the Amazon Echo with its “My Beauty Chat” voice-first brand. Once the skill is enabled, asking Alexa to open the app offers you a choice of hearing a morning or afternoon 5-10 minute beauty program or a tip of the day. With launch support from sole sponsor L’Oreal, Hearst is programming this project aggressively, with two daily shows (one available before 4 p.m. and the other after) as well as a daily beauty tip. Why twice a day and at those times? “We looked at behaviors people have in their day,” Chris Papaleo, Hearst's executive director of emerging technology tells min. Women are in the bathroom in the morning getting ready for the day and at night washing up and winding down. “The beauty regimen occurs in people’s lives at those times,” he says.

Continued on page 5 iPhone X: Yes, You Should Care Apple's latest tech offers media companies direction about the future of mobility. Once you get beyond the fanboy gushing around the iPhone X, early adapters need to consider what actual trends Apple is accelerating with this 10th anniversary device. A decade after kickstarting the smartphone revolution, Apple continues to be the company that doesn’t invent new tech so much as coronate the ones that will matter. Whatever else can be said about the iPhone X, it's the first smartphone in many years that offers media companies some clear direction about where mobility is headed. Animojis Matter. Don’t diminish the importance of those cute animated emojis that synch with the user’s facial movements. They aren't a feature so much as a demo of something much, much bigger. Continued on page 4

‘Everyone’s Favorite Woke Kids Mag’ Isn’t Going Anywhere ’s departure from print shines more light on the hostility towards media. Beginning with “Papa” John Schattner’s assertion that NFL players kneeling during the National Anthem was somehow dam- aging his pizza business, call it a banner month for bad takes from folks wielding their considerable platforms irresponsibly. Continued on page 2

In This Issue Critics Blast Teen Vogue The Second Screen Matters & to Dabble in Travel 2 With Myopic Hot Takes 3 Especially Instagram 6

© 2017 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com COMMENTARY

Editorial Content Director: Caysey Welton Teen Vogue Isn’t Going Anywhere ([email protected]) 203/899-8431 (Continued from page 1) Senior Editor, Folio: Greg Dool To the world of red ballcaps and conservative pundits, the news of Teen Vogue‘s print ([email protected]) closure was further confirmation that the world is rejecting the mainstream media’s identity 212/621-4979 Digital Media Editor: Steve Smith politics and Hollywood liberalism. ([email protected]) Elsewhere on the political spectrum, others lamented the loss of Teen Vogue and criticized 302/691-5331 parent Condé Nast for seemingly sweeping the legs out from under one of its brands as it Editorial Assistant: Emma Silva, ([email protected]) experienced unprecedented growth. Contributing Editor, Analytics: In a live stream Monday, a gleaming “Activist Mommy” Elizabeth Johnston — Stacy Hill ([email protected]) who famously burned a print edition of Teen Vogue in July over an online-only article inform- Business Publisher: Roberta Caploe ing readers about anal sex—claimed a “tremendous victory” over the death of the “vulgar, ([email protected]) filthy, perverted rag of a publication” (moments after repeating to her 306,000 followers the Director of Event Operations & Logistics: Kate Schaeffer false claim that the Sutherland Springs, Texas shooter was a member of Antifa, but I digress). ([email protected]) Mrs. Jonston would likely be displeased to learn that Teen Vogue will not only live on to Senior Marketing Manager: do Satan’s bidding another day, the site that has played host to such articles as Lauren Duca’s Danielle Sikes ([email protected]) Senior Account Executive: viral “Donald Trump is Gaslighting America” op-ed and the aforementioned anal sex guide will Tania Babiuk ([email protected]) likely see even further investment from Condé Nast going forward absent the considerable Production cost of producing a regular print edition. Production Manager: Sophie Chan-Wood “Teen Vogue has experienced tremendous audience growth across its digital, social and ([email protected]) video platforms this past year. We are aggressively investing in the brand and all of its con- Graphic Designer: Yelena Shamis ([email protected]) sumer touchpoints,” read a Condé Nast statement addressing the magazine’s print closure. Teen Vogue's pivot likely gave little shock to anyone within Condé Nast, where the an- Access Intelligence, LLC President & Chief Executive Officer: Don Pazour nouncement, almost exactly one year ago, that the magazine was reducing its print frequency SVP, Media Group: Diane Schwartz from nine issues per year down to four while placing more resources behind its web team left Chief Operating Officer: Heather Farley clearly legible writing on the proverbial wall. Surely it comes as no great revelation that Teen Subscriptions/Client Services: Vogue‘s young female audience prefers to consume articles on mobile devices and via social 888-707-5814 media rather than in print magazines. List Sales: MeritDirect, 914-368-1090 ([email protected]) The fact that both and Vanity Fair, the other two prongs of Condé’s three- Advertising: 203-899-8498 headed anti-Trump vanguard, were among the only titles whose print editions were spared Reprints: Wright’s Media, any cutbacks in the company’s restructuring certainly seems to undermine the argument that 877-652-5295 ([email protected]) Editorial Offices: 1761 Main politics are hurting Teen Vogue. Avenue, Norwalk CT, 06851; Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth 40 Wall Street, 50th floor, New York, NY 10005; Faxes: 203-854-6735, as the brand’s editor the following May, traffic to TeenVogue.com has surged from around 2 212-621-4879; www.minonline.com million monthly visitors to nearly 9 million. In other words, Teen Vogue’s ascent from lip gloss Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD authority to bastion of progressive social criticism was almost entirely unrelated to its print 20850; Ph: 301-354-2000 Published 2017 © by Access Intelligence LLC. magazine. “In one of my interviews, one of the questions was, how do you grow Teen Vogue from two Distributed via email and online. For email and postal address changes, million to 10 million a month? And [adding politics] was largely the answer,” Picardi told NPR’s allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For David Folkenflik last December. advertising info contact 301/ 354- 1629. Contents may not be reproduced Given the extent to which Condé Nast can’t seem to help itself from promoting Picardi in- in any form without written permission. ternally and Welteroth externally, Thursday’s announcement can likely be seen as an endorse- Subscription Rate: $1,199.97 ment of the pair’s editorial strategy. Duca’s latest column for Teen Vogue, skewering for “brainwashing” its viewers with “propaganda masquerading as a serious source of news,” went live the same day the company announced the end of its print magzine. And as for the Activist Mommy, she says she’s now turning her attention to Cosmopolitan over a two-year-old article guilty of “normal- izing” incestuous relationships. Phew! -Greg Dool

2 Magazine Media’s Most Trusted Source Since 1947 11/13/2017 minonline.com STEAL THIS IDEA Two Studies Reveal Data You Should Know #1 A staggering 46.2 million of TV and desktop and mobile screen viewers access content that's related to what they watch on TV, according to research from eMarketer. It’s important to note here that 177.7 million adults use two screens simultaneously in their living rooms. Magazine media has only just begun to exploit this white space. Hosted live TV group chats, red carpet coverage and recaps are the low- hanging fruit. Keep in mind that these second screens are also real-time notification channels that people are monitoring as they watch the primary screen. Online media can leverage mobile and web alerts, especially email, to pull people into paral- lel programming. Publishers should consider the changing contexts of media consumption and how both live and evergreen content relates to content their core audience is likely watching during prime time. -Bottom Line: Real-time, multi-screen media consumption invites a range of media sources to become active participants in audiences’ complex new patterns of absorbing content. #2 The best native ad experience might not come from where you'd expect. According to researcher Survata, 22% of users, ages 18-24, cited Instagram for having the most engaging ad content. Interestingly, Google (21%) was right behind in preferences, while Facebook (17%) was less popular. Snapchat (14%) may be struggling because of its increased reliance on programmatic ad insertions. Meanwhile, YouTube (11%) gets less love, despite its ad skipping feature. Pinterest (8%) and (7%) may be off the radar relative to the larger platforms. -Bottom Line: Instagram benefits from general good will among younger users. But to its credit, the platform has kept its native ad experience relatively stable and consistently focused on pleasing visual engagement. Moreover, users also expect to stay within the Instagram app experience when they click on an ad.

Recognizing the Best in Magazine Media Marketing Regular Deadline: November 30, 2017 ENTER NOW Late Deadline: December 7, 2017 The Folio: Marketing Awards are divided into two classifications: Marketing Initiatives for Your Company’s Brands Recognizing work associated with marketing for the full magazine brand platform-print, digital, mobile, events and audience development.

Marketing Initiatives for Your External Clients Honoring the creativity and innovation behind marketing campaigns for brand partners.

11/13/2017 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com STEVE SMITH’S DIGITAL REVIEWS iPhone X: Yes, You Should Care (Continued from page 1) The X’s facial mapping technology, used in both the phone’s securi- ty and animojis extends the original premise of the kinetic interface of the iOS ecosystem. It binds the user to the interface in a wholly natural way that is an extension of our natural physicality and now even our identity. The genius of the iPhone has always been its ability to pull us into the virtual world of mobile interfaces by elimi- nating intermediaries like keyboards, mice, stylus, even buttons. The X’s heavier reliance on gestures and facial ID/expression deep- ens that connection. But it also makes possible new kinds of media that are all that much more connected to the user’s identity. Publishers have the opportunity to offer users avatars they can do like Halloween masks. The accuracy of facial overlays is uncan- ny and makes the current face filers in Instagram and Snapchat look primitive. Much to the chagrin of publishers, mobility is about their media, not your media. The essence of mobile is personal broadcasting of virtual selves to one another. Publishers have to get used to the idea that part of their job is to facilitate that activity with polished, compelling tools that help users do that. The iPhone X shows the way. Yup, It Was AR All Along: iOS 11 and the X help make the case for augmented reality as a much bigger deal than VR. iOS 11’s ARKit now helps developers bake into apps the ability to insert media into scenes, whether it be 3D virtual things or just 2D info. Amazon has already added AR to its top-ten app, letting users virtually place a product in their own space to evalu- ate size and style. Warby Parker is using facial mapping in its app to make custom recommendations for the right shapes of sunglasses for your face. MTV is using its app to augment a user’s own space with overlays that extend and sync with music acts during its UK music awards show. The possibilities here are massive for both editorial and branded content. When it comes to the X, don’t fall for the “bezel-less” hype. In fact, the black borders and notch that are part of the screen enhance a window-like experience. The AR-enhanced camera view feels more like a window being aimed at a scene. The iPhone X of course does not represent anything game-changing. But it does underscore Apple’s understanding of how mobility is being woven into everyday lives. From facial recognition unlocking to animojis, to AR, most of the new tech binds the phone to our sense of self more tightly. Directionally, it indicates how much the devices are tied to our sense of identity and building an identity to project out into the world. Which is to say, the X helps us better understand just how “personal” personal technology really is.

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4 Magazine Media’s Most Trusted Source Since 1947 11/13/2017 minonline.com 29876 min Job Board House Ads_Strip.indd 1 4/4/17 10:55 AM THIS WEEK’S FEATURE Alexa and Hearst Team Up on ‘Voice-First’ Brand (Continued from page 1)

And more to the point, they're looking for hands-free content challenge that we as a developer and publisher have.” As it that is both entertaining and of use, he argues. And so, My stands, users need to enable a skill and then remember the Beauty Chat adopts a chatty format in its programming. A brand invocation phrase to launch My Beauty Chat. regular host brings in editors and experts from across the In our everyday use, for instance, we found Alexa to be magazine and online brands (Cosmopolitan, Woman’s Day painfully literal, not even parsing our leaving of “My” in the and Seventeen, among others) for a conversational ex- invocation. Instead, it wanted to dial a phone number for us. change. Both the format and the reach across brands were Papaleo says Amazon is working on the discovery and en- deliberate, he says. gagement problem. Getting people just to recall they have The twice-daily format is about both weaving Hearst con- certain skills enabled and using them regularly is a native tent into daily routines but also helping to make the show weakness of audio for now. “There aren’t quantified tactics itself similarly ritualistic. “What we are not doing is taking for engaging people,” he says. “But don’t be surprised if the articles from our site and reading them back Amazon comes up with more organized ways for or creating summary reading,” he says. “We Alexa to respond to user questions.” are trying to give this new voice-only, hands- He expects that as Amazon and Google free interface the thought and design that both make better use of voice ID to dis- it deserves.” tinguish individual within a household, With the introduction of the cheaper then targeting voice search results will Echo Dot recently, he sees these de- be easier. vices being placed throughout the home The company is also mulling over and approaching a kind of ambient com- how to use an alert mechanism to puting environment. In effect, content nudge users into remembering their can start targeting specific everyday subscribed service or to flag a special routines. upcoming event. Papaelo speculates that a At the same time Hearst wanted to cre- device like the Echo could use its color coded ate this program as a distinct new brand. “It ring to signal a user that there are messages allows us to reach more people by pulling together waiting for them on a device. content from Marie Claire or Cosmopolitan or Elle,” he Interestingly, with My Beauty Chat, Hearst is also says. “Not everyone wants to hear about eye makeup experimenting with a novel kind of native advertising. In for going out at night?” An umbrella brand allows a range of the daily drop of content, the daily tip is the piece specifi- topics. To that end the twice-daily show drills into a weekly cally powered by project sponsor L’Oreal. theme (like this week’s “streamlining” the regimen process) This approach gives the sponsor a substantial dose of but with a number of editors from different brands. Papaleo daily branded content, but it is distinct from the show it- says that the group chat format evolved naturally from the self. When the user launches the skill each day, Alexa asks talent pool—editors who had great energy and chemistry whether you want to hear the show or the tip. just talking with each other. Papaleo believes that for all of the challenges traditional The shows are designed to be fleeting, available only dur- media face in emerging platforms like voice assistants, the ing their initial on-demand window and then gone. Although companies that get in early will be ahead of the learning early users are already asking for a way to access an archive curve. “We really believe that among the buzzy trends and of content, Papaleo says that the initial design was to keep the platforms evolving, we think voice is certain to be a huge the interface as simple as possible and without any compli- factor for our business,” he says. cating instructions for calling up previous episodes. Ambitious and grand as My Beauty Chat may be, it is still Steve Smith covers digital trends and innovations as min's digital media editor. constrained by the inherent limitations of the hands-free Send him tips or feedback: [email protected] audio format. Papaleo admits that discovery “is the biggest

11/13/2017 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com ON BRAND | OFF PAGE Newsweek Launches Travel Tours and New Vertical The organization is expanding its events business to new destinations. Newsweek Media Group is ramping up its recently launched events business, announcing this month its launch of Newsweek Travel, a travel tours business and travel vertical. James Karklins, CMO for the company tells min the Newsweek team looked carefully at its audience insights data when thinking about expanding into the travel space. “In the last several months we have had a tremendous uptick in new users to our website,” says Karklins. “Newsweek indexes strongly against our competitors in online travel spend, in fact we are twice as strong as our competitors' website average for total online travel spending in last six months between $5K- $7.5K. We also index well on heavy foreign travel.” In connecting the events business with its editorial feed, Kark- lins explains that the content and programs on the tours will be curated by the Newsweek editorial operations. “A journalist will accompany each dedicated trip and the trips are planned around news events,” he says. “We see this as just another way for us to increase our interactions between our writ- ers and audience.” To execute this initiative, Newsweek is partnering with special- ty travel provider Academic Arrangements Abroad to coordi- nate the programs, and is also in the process of looking for partners to monetize the program. “Newsweek is currently in discussions with several airline part- ners and looking at ways of further engaging our advertisers in the travel platform and channel on our website,” Karklins says. In addition to forging new partnerships, Karklins also notes that the company is looking to develop native ad content for its travel vertical moving forward into 2018 and beyond. The travel tours will be complemented by a new travel vertical on Newsweek.com, which is slated to feature content for the organization’s growing global audience, an optimal environment for sponsored partner content. The travel tours business includes 15 excursions and events, spanning 13 countries and four continents in 2018, including Russia, Egypt, Mexico, Cuba, China, Ireland, Poland and more. The tours will include airfare, accommodations, meals, excursions, and visits to a range of sites and landmarks, per com- pany statement. "Newsweek Travel is a unique opportunity to experience the world through Newsweek's award-winning journalistic lens," said Dev Pragad, chief executive officer of Newsweek Media Group in a company statement. "Now our reporters, editors, and photographers will be sharing their knowledge and connections with travelers interested in experiencing some of the world's most vibrant and significant travel destinations in ways that take them beyond the sights.”

SOUND BITE NEXT WEEK READ MORE “We have an opportunity to reach women Dispatches from the Magazine Media Time Inc. Ups Its Bet on the and make them feel understood." 360º Brand Audience Report -Jeannie Ralston, Co-Founder, NextTribe Latino Market

6 Magazine Media’s Most Trusted Source Since 1947 11/13/2017 minonline.com