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www.minonline.com © 2016 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. March 21, 2016 | Vol. 69 No. 11 Read more at: minonline.com Steve Smith's Eye on Innovation: 3 User Experience Still Failing On Yahoo's Latest App The FTC Is Policing Native 7 The Nation's Fund-Raising Lord & Taylor pays a price for deceptive advertising. 'Builders' Enter the Digital Age If there were any doubts that the Federal Trade Commission plans to police the recently issued guidelines for native advertising, they were dispelled this week by 8 Five Ways to Ensure that Your a settlement with retailer Lord & Taylor. As a result of undisclosed paid content Sales Email Is Read, Not Deleted on Nylon’s website and Instagram feed, as well as undisclosed paid endorsements 9 Vanity Fair's 'Hollywood' Helps from Instagram bloggers, the retailer agreed to settle charges it violated FTC rules Boost Twitter Followers by 6.5% against undisclosed sponsorship. The incident involved a March 2015 campaign for Lord & Taylor’s Design Lab 13 Supreme Court Nominee collection. The retailer commissioned an article from Nylon that the FTC contends Garland Has an Advertising Pedigree was posted on that magazine’s site without indication it had been paid for by L&T. Continued on page 6 2015 Best- and Worst-Selling Covers: Bill Cosby 'Beats' Trump min's annual review of weeklies reveals that Cosby—negatively—went from worst to first. New York magazine's "Cosby: The Women" contributed to its "General Excellence" National Magazine Award and won the American Society of Magazine Editors' "Best News & Politics" cover. It was no surprise that the July 27 article, featuring revelations by 35 of the women accusing Bill Cosby of sexual assault, was the brand's newsstand best-seller both in print and digital. The cover also addressed the issue of "What Cosby's Hiding" that Us Weekly raised on December 8, 2014, when doubts first emerged about the comedian's reputation. Perhaps due to the public’s disbelief—or Cosby being out of the limelight—the issue was Us' worst-seller in 2014. min's chart of the weeklies' and biweeklies' 2015 best- and worst-selling covers reveals that Donald Trump made second place at Time behind the Kanye West-featured "Time 100." But The Don- ald will likely have at least one best-seller in 2016 given this tumultuous campaign. Continued on page 4

Weight-Loss on the Brain, and the Cover Oprah shares her cover—and tips—with readers looking to lose. From afar, April's gatefold cover of O The Oprah Magazine could be confused with Vanity Fair's Hollywood issue. But look closer and you'll see the nine women on the JC Penney-sponsored cover aren't actors; they're unknowns looking to join Oprah Winfrey in the loser's club (she's down 30 pounds since buying 10% of Weight Watchers International last October Continued on page 2

© 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 Weight-Loss on the Brain, and the O Cover

Media Industry Newsletter (continued from page 1) Editor-in-Chief: joining its board and singing the praises of bread in the company's ads). Steven Cohn ([email protected]) But while weight-loss is top-of-mind for Oprah these days—both personally and profes- 203/899-8437 sionally—the cover is not one of those ads. It is instead a call-to-action for readers."Oprah is a Digital Media Editor: big believer in sharing life's struggles and triumphs, which is why she liked the idea of having Steve Smith ([email protected]) readers on the cover with her who are facing some challenges of their own," says Lucy Kaylin, 302/691-5331 the Hearst Magazines brand's editor-in-chief. Kaylin says the brand's creative team found min Editorial Director: Michele Shapiro the women, whose goals range from getting in shape for IVF to dating again after a divorce, ([email protected]) "through various channels." O will follow their progress and provide updates in select future 646/745-4152 Group Editor: Caysey Welton issues. As for whether or not the women will try Weight Watchers, we'll just wait and see. ([email protected]) 203/899-8431 Editorial Assistant: Jameson Doris ([email protected]) VP/Publisher: Amy Jefferies ([email protected]) Director of Market Development: Laurie M. Hofmann ([email protected]) Senior Marketing Manager: Danielle Sikes ([email protected]) Marketing Manager: Rachel Feldman ([email protected]) Senior Account Executive: Tania Babiuk ([email protected]) Production Manager: Sophie Chan-Wood ([email protected]) Graphic Designer: Yelena Shamis ([email protected]) 'Michael Ferro Is Killing Chicago Journalism' Data and Analytics Manager: Beachwood Reporter editor and publisher Steve Rhodes slammed the Tribune Publishing Stacy Hill ([email protected]) chairman in Crain's Chicago Business after Ferro replaced Chicago magazine editor-in-chief Beth Fenner with "an ethical headache" in Susanna Homan. It's worth a read. Access Intelligence, LLC President & Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz Chief Operating Officer: Saveur Wins With Cooking Clips Heather Farley Last month, Saveur saw a notable surge in shares (+234%) BY THE NUMBERS Subscriptions/Client Services: on Facebook, according to our social media boxscores. This 888-707-5814 is due to the success of clips they posted of cooking tutorials. Facebook Shares List Sales: MeritDirect, 914-368-1090 ([email protected]) Static posts linking to articles rarely crack 100 shares for the Advertising: 203-899-8498 brand, while these video clips regularly do. Reprints: Wright’s Media, This strategy isn't new for Saveur. The brand posts the 234% 877-652-5295 ([email protected]) Saveur had a lot of Editorial Offices: 10 Norden Place, video and then connects the link to the article right away. Norwalk, CT 06855; 40 Wall Street, What put the magazine over the top this year was a clip of success with Facebook 50th floor, New York, NY 10005; videos last month Faxes: 203-854-6735, 212-621-4879; "Stovetop Steak Basics." The video has been shared over www.minonline.com 175,000 times and currently has more than 12 million views. Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD Southern Living had considerably less success on Face- 20850; Ph: 301-354-2000 Published book in February. The brand saw a decrease in shares (-82%) 82% 2016 © by Access Intelligence LLC. Southern Living took Distributed via email and online. For that could easily be attributed to the photos posted promot- email and postal address changes, a hit with a stark allow 2 weeks notice. Send to: Client ing the magazines upcoming events. Also, the brand shared Services or call 888-707-5814. For decrease in advertising info contact 301/ 354- fewer videos than they did standard links. These clips saw 1629. Contents may not be reproduced Facebook shares in any form without written permission. far more engagement than the links, which often were ac- See more on page 9 Subscription Rate: $1,199.97 companied by lengthy descriptions.

2 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com Steve Smith's App Review Yahoo: Broken, Not Brain Dead Yet A cleaner environment doesn't make for a better user experience. Never underestimate the enduring power of the perennially besieged and purportedly outdated portal. True, the likes of Yahoo, AOL and MSN have fallen from the time, 15 years ago, when they were extracting shameless “carriage fees” from publishing partners like the major magazine brands. And having a story link on their home page is no longer sinking partner servers under tsunamis of refers. And yet, they are eyeball powerhouses to this day. More importantly, a portal like Yahoo is throwing strong creative talent at the problem of mobile, with some surprisingly good results. To wit, the Yahoo app mobile experience has evolved of late into one of the more app-like experiences available on a smartphone. Formerly a busy scroll that recalled the lousy design sense that long typified the purple dinosaur, it now has snapped into mobile friendliness. The look unabashedly echoes Instagram: a scroll of tiles tagged by news category, with headline, oversized image, source and at times even comments visible in the feed. Swiping left or right ratchets through a carousel of main sections: All News, March Mad- ness, News, Local News, Must Watch (Videos), Entertain- ment, Saved, Etc. The structure allows an efficient, albeit un-customizable, experience. The strongest aspect of the Yahoo feed is how it surfaces tools and comments. From the feed you can send an item, save it for later reading, or pop directly into comments. As well, in select trending stories, the tile includes a carousel of top comments. This adds immediate social dimension to a story at the surface. You can keep the main topic in view and swipe through several comments as an additional means of recommending a deeper dive into a story. I'm a bit disappointed with Yahoo’s style of attribution for partner brands. Many of the major magazine brands show up in Yahoo feeds, but the source is rendered in tiny grey text that almost feels like an attempt to hide a native ad sponsorship. On the other hand, there's an opportunity here for a richer presence in the feed. For instance, I ran across a Harper’s Bazaar post in the feed that had a carousel of sample images. The link in the feed also goes directly to the source URL within the app’s embedded browser, so the publisher/partner is getting both the traffic and the ad impression. Overall, Yahoo’s mobile app makes the portal experience a better organized gateway to diverse content than many of its competitors. AOL’s Huffington Post remains a mess of countless sub-categories and cacopho- nous design. Apart from the purple bar at the top of the app, Yahoo has avoided its legendarily APP REPORT CARD intrusive self-promotion. It has taken some lessons from its own strong weather app and (now disbanded) magazine-like verticals. User Experience F What it hasn't fixed is the tech itself. The big problem here is that the app crashes, freez- Overall Design B es and more than occasionally just doesn’t respond to taps the interface actually acknowl- edges. Granted I was testing this app on iOS 9.3 public beta, but widespread complaints Social Integration B in the App Store confirm that Yahoo has serious quality control issues. Some features, like Mobile Utility B personalization, were impossible to test because they caused the app to freeze. I couldn’t sign in either. Monetization B The tragedy of Yahoo is that one of the digital entities with the largest audiences, the largest C+ historical data of online experience, the longest legacy personalization… can’t shoot straight. Final Grade

3/21/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com 2015 Best- and Worst-Selling Magazine Covers: Weeklies/Biweeklies (Perennial franchises, i.e., People's 'Sexiest Man Alive' and Sports Illustrated's 'Swimsuit,' not included.)

NEWSWEEKLIES Best Seller Worst Seller Magazine Date Cover and/or Subject Date Cover and/or Subject Economist, The Aug. 29 The Great Fall of China Oct. 24 Reinventing the Company Newsweek Oct. 30 The Future of Farming Dec. 4 Cannabis Crusader Time April 27D Kanye West (100 Most Influential People) Sept. 21 Is Monagamy Over? (2) Aug. 24 Donald Trump (Deal with It!) –––––––––––––––––––––––––––––––

BUSINESS MAGAZINES Best Seller Worst Seller Magazine Date Cover and/or Subject Date Cover and/or Subject Bloomberg BW Nov. 9 The Year Ahead: 2016 March 2 Kellogg's (They're Gr-r-ross!) (2) June 15D Code: An Essay (single topic) ––––––––––––––––––––––––––––––– Forbes June 15 Jessica Alba (Richest Self-Made Woman) Nov. 2 Patrick Collison (Stripe; To Infinity & Beyond) Fortune March 15 100 Best Companies to Work For Feb. 2 The Age of Unicorns (Tech Startups)

OTHER WEEKLIES/BIWEEKLIES Best Seller Worst Seller Magazine Date Cover and/or Subject Date Cover and/or Subject Closer Sept. 14 The Golden Girls Nobody Knew ––––––––––––––––––––––––––––––– Entertainment Wky Aug. 21D Star Wars: The Force Awakens (Fall Preview) June 19 Laverne Cox (America's Transformation) ESPN July 20 Body Issue (heptathlete Chantae McMillan) Sept. 14 New Orleans (10 Yrs after Hurricane Katrina) InTouch July 5 Brad Pitt/Angelina Jolie (Divorce Announcement) Nov. 30 Charlie Sheen's Deadly Lies (being HIV positive) Life & Style Weekly July 20 Jennifer Aniston (Finally Married!) Dec. 29 Kim Kardashian (Dumped 4 Days After...Birth) New York magazine July 27 Cosby: The Women Nov. 2 Willie Nelson (Big Pothead Versus Big Pot) People Aug. 3 Blake Shelton/Miranda Lambert (Shocking Split) Sept. 28 Pope Francis (Inside His Private World) Rolling Stone Dec. 17D Star Wars Strikes Back Feb. 12 Sam Smith (Lonely Boy Inside the Big Voice) Sports Illustrated Dec. 21 Serena Williams (Sportswoman of the Year) May 18 Ronda Rousey (Most Dominant Athlete) (2) Feb. 9 New England Patriots Win Super Bowl XLIX ––––––––––––––––––––––––––––––– TV Guide Oct. 26 Supergirl (Melissa Benoist) March 2 Kevin Spacey (House of Cards) US Weekly June 22 Holly Madison (Playboy Mansion Hell) Dec. 7 Adele (Choosing Family over Fame) ––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––

CANADIAN NEWS/ENTERTAINMENT MAGAZINES Best Seller Worst Seller Magazine Date Cover and/or Subject Date Cover and/or Subject Hello! May 25 Princess Charlotte (newborn) May 4 Prince William/Kate Middleton (It's Time!) Maclean's Nov. 2 Justin Trudeau (Making of a Prime Minister) May 4 The Miracle Twins (liver transplants) D = Double issue

4 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com 2015 Best & Worst: Star Wars Stimulates; Pot Depresses (continued from page 1) That Star Wars would gross a record $1.54 billion over the holiday season was foretold by best-selling covers from Rolling Stone on December 17 and Entertainment Weekly on the "far, far away" August 21. Surprisingly, although marijuana has gained acceptance (23 states and the District of Columbia currently have laws legalizing marijuana in some form), it underper- formed for both Newsweek and New York magazine. This could be because, as pot becomes more commonplace, it no longer generates the controversy that it once did. It was a good year for women as best-sellers in unexpected places. Jessica Alba was tops at Forbes, and Serena Williams as Sports Illustrated's "Sportswoman of the Year" made it 1-2 with the perennial "Swimsuit." But SI declaring former mixed martial arts champion Ronda Rousey "most dominant athlete" did not translate to newsstand sales.

Best- & Worst-Selling Weeklies and Biweeklies in 2015

Best

Forbes Entertainment Wky Maclean's June 15, 2015 August 21, 2015 November 2, 2015

WORST

Bloomberg BW Newsweek Sports Illustrated March 2, 2015 December 4, 2015 May 18, 2015

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3/21/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com EYE ON INNOVATION The FTC Is Policing Native (continued from page 1)

Nylon also posted an image of a complaint, it is not involved in the settlement nor called out Steve Smith Design Lab dress to its Instagram by the FTC for responsibility. We asked Nylon for comment feed, with a caption approved by and it declined, claiming that the issue was between the FTC the sponsor but again without sponsor attribution. L&T also and L&T and that it had been resolved. When asked specifi- sent a sample of the dress to 50 fashion influencers, who were cally if Nylon policy allowed sponsored content to be pub- paid between $1,000 and $5,000 each to post an Instagram lished without clear disclosure, a spokesperson insisted it did image with themselves wearing the dress. But the social me- not. The FTC tells us that while Nylon was not the object of dia celebs were never instructed to disclose the dress’s origin this action, it does not consider the publisher to have gotten or the payment. The campaign reached 11.4 million users and off scot-free. Nylon was named in the announcement of the received 328,000 engagements over a weekend. action and now has journalists like me asking whether it is The native ad guidelines were issued late last year and the policy not to mark sponsored content as such. violation occurred last March. But in this case, the FTC tells The FTC told min that typically in these cases the agency min, it brought this ac- first pursues the adver- tion under the pre-exist- tiser, who it deems re- ing FTC act that prohibits sponsible for ensuring deceptive, misleading or disclosures are made. unfair advertising. But the FTC warns that The FTC contends that this case does not pre- L&T should have required clude bringing the com- both Nylon and the influ- plaint down another encers to disclose that level to a publisher. It these were paid pro- recently had a case in- grams. The settlement volving Sony and an ad requires the retailer to agency that had its staff agree not to misrep- post endorsements of resent paid ads and to the client’s games on require clear disclosure Twitter without disclos- from endorsers. L&T is ing their involvement now under order, which with the brand. In other means any subsequent violation of deceptive advertising or words, the messenger, too, can be held accountable. native ad guidelines will exact a fine of $16,000 per violation. As example of how enforcement can evolve, the FTC Two implications of the ruling stand out. First, the FTC is cites telemarketing. At first, the agency went directly after indeed watching. The guidelines around native advertising the companies making the calls and hiring the callers. But the agency issued late last year should be taken as interpre- in recent cases the FTC has gone after the lead generation tations and advice from the FTC of its own enforcement pow- companies providing advertisers with the numbers as well. ers. Apparently, someone is monitoring. In this case, the L&T All participants in the media chain should acquaint them- ad quickly resulted in a number of trade news stories ques- selves both with guidelines around native advertising and en- tioning explicitly whether the barrage of social posts violated dorsements. The FTC is clearly showing that it's interested in guidelines. But the FTC tells us it not only has its own staff making the guidelines meaningful with high profile cases like monitoring the landscape but also takes action on input from this that make all members of the media supply chain think citizens, Congress and many sources. twice about non-disclosure. Second, while not conclusive, this case seems to indicate where the FTC initially will place blame for violations of ad Steve Smith covers digital trends and innovations as min's digital media editor. disclosure. While Nylon is named in the description of the Send him tips or feedback: [email protected]

6 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com The Nation Tackles the Donor Model In a Digital Age As more publishers struggle to support enterprise journalism in the era of digital dimes, they may try taking pages from an old playbook—the donor model of activist brands like the venerable The Nation. About 60% of company revenue still comes straight from circulation, but Theresa Stack, president, says that 20% comes from a decades-old “Nation Builders” group of small donors who contribute on top of subscriptions and often join the magazine’s branded travel program and even a wine club. “They come to us with some understanding that we're taking on powerful interests," says Stack. “What makes it unique is that this passionate subset of people understand that the marketplace doesn’t support this kind of mission-driven journalism.” But moving donations onto digital channels not only changes how people want to give but what they want to support. Stack says that in past decades donors were contributing to the overall mission of The Nation. “It is a process. People are open to specific asks for specific types of journalism.” So now, campaigns for donation are aimed at funding something precise like a new immigration reporter. Call it the Kickstarter effect. The Nation Cruise is in its 19th annual edition, in which 300 to 600 readers spend a week on a ship in seminars and discus- sions with magazine writers, activists and political guests. The profitable venture contracts a block of rooms for the cruise and then marks it up to cover costs to ensure a net revenue. But these educational excursions also are about “community building,” Stack adds. “We connect with small donors who in some cases become large donors.” The annual cruises have been supplemented of late with smaller, more frequent trips to news hot spots like numerous visits to Cuba since May 2014 and this year to Iran. “We sold out every trip,” she says. But apparently, even socially conscious and politically committed “Nation Builders” also like to kick back with a glass. The “Nation Wine Club,” introduced in 2014, attracted over 400 members in its first two months and has since grown to over 1000. Print and email campaigns support the program. But key to its success, the magazine says, has been contouring the wine selection to The Nation readers’ sensibilities, via vendor partner Vinesse. Every $150 shipment of 12 bottles includes 2 bottles from sources that reflect progressive values (union or co-op businesses or environmentally friendly). The Nation takes a revenue share on each new membership and shipment. (They get a 10% share from each member who joins the club and 10% from each wine shipment.)

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3/21/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com COMMENTARY Ensure Your Sales Email Is Read, Not Deleted Five ways to distinguish your pitch from the clutter.

You will never make the sale if no To ensure your email gets read, lead with the prospect's Jen Wilga one reads your email. An email is main point or solution in the first sentence. Don't bury the lead often the first touchpoint for new in the middle of the email. prospects—but most of us receive over 200 emails a day. So, If you have a lot to say, use bullet points. how do you stand out in a chaotic, overflowing inbox to get clicks and secure meetings? 4. Make It Actionable & Provide a Deadline Here are five email hacks to create an effective sales Include a clear call to action or response deadline to nudge email—one that someone actually wants to read: your prospect into motion. If you're trying to schedule a call, be sure to suggest one or two times. 1. Time It Right Don't give too many options as you might appear desper- Experiment with time of day. Tuesdays through Thursdays are ate. Prospective clients will wonder why they should meet statistically the best days to send emails. with you if no one else appears to be doing so. There's also something to be Lead with a reason for them said about the famous phrase, to participate. Is there editorial "The early bird gets the worm." content that strongly relates to Early-morning emails from 6-8 their business, or will there be a.m. garners more clicks, because additional distribution at an it's the first thing executives see. event, so they will get more Emails sent in the evening, bang for their buck? between 7-8 p.m., also has a Don't forget to give prospects high success rate. a deadline to purchase ad space. Knowing your prospect's They have a lot going on, and dead- schedule and experimenting lines will help them to prioritize. with send times will help you connect at the right time. 5. Follow up with a 2. Don't Neglect the Phone Call Subject Line Always follow up within a day with a personalized phone call. The subject line is one of the biggest factors in how people Too often, we fall into a rut of email communication. Although prioritize their email. Be clear, to the point and catch the eye. email is valuable, picking up the phone will build a stronger One best practice is to think of your subject line as a text relationship and will help get you an answer faster. All too of- message. What would you want to say quickly via text to get ten, what takes days to discuss in email can be resolved with a your email opened? 10-minute conversation. Adding numbers to the subject line also increases your open However, before you call, have something compelling to say rates. For example, "Five Ways to Increase Sales in Q1" will to your prospects. Demonstrate that you know their products, likely garner more opens than simply "Increase Sales in Q1." target market, advertising mix and goals. When communicat- Try letting your personality come through in your subject ing with a prospect or client, a good rule of thumb is to give lines, too (ie., "I swear I'm not a stalker...."). information in order to get information. Provide insights that help make them smarter about their 3. Lead with the Answer business or industry. Become a trusted resource before you ever ask them to buy from you. People are busy. Make emails easy for them to read. Limit them to two paragraphs with each no more than four lines. Market- ers juggle many projects and receive hundreds of email a day. Jen Wilga is chief revenue officer at MediaRadar.

8 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com min Social Media Boxscores February 2016 - Facebook and Twitter

% % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 AARP Facebook 1,409,545 1.42% 82 -9.89% 267,807 57.06% 12,328 74.37% 40,768 40.99% Twitter 98,450 1.06% 144 18.03% 3,644 -19.31% 204 6.25% 2,407 -1.39% Allrecipes Facebook 1,100,074 0.99% 293 -13.31% 126,515 -32.46% 4,499 -58.78% 119,198 -46.21% Twitter 52,080 1.37% 189 35.00% 1,826 20.37% 38 65.22% 873 22.78% Allure Facebook 572,407 1.91% 930 -5.10% 143,349 -21.86% 6,448 2.11% 25,674 -23.64% Twitter 393,037 0.89% 630 -8.83% 15,544 3.38% 315 -13.22% 6,608 -4.08% American Baby Facebook 186,090 0.53% 43 -36.76% 3,486 -43.58% 247 -49.90% 231 -64.46% Twitter 11,393 0.24% 0 0.00% 0 0.00% 0 0.00% 0 0.00% American Photo Facebook 41,627 0.66% 59 18.00% 956 91.97% 50 31.58% 238 84.50% Twitter 68,838 0.52% 48 -15.79% 305 -32.82% 14 7.69% 221 -39.62% Architectural Digest Facebook 3,218,516 4.41% 724 -0.96% 2,006,194 -1.66% 13,685 2.07% 131,811 -11.08% Twitter 317,331 2.53% 535 -2.55% 26,930 7.34% 382 -1.80% 14,556 3.94% Automobile Facebook 989,186 2.68% 196 0.00% 257,599 10.92% 3,421 0.12% 9,269 -15.07% Twitter 96,785 2.13% 356 -18.16% 3,600 -22.80% 154 -30.63% 1,715 -26.99% Autoweek Facebook 33,861 7.11% 357 0.28% 7,285 18.11% 706 3.07% 1,522 -24.62% Twitter 100,476 1.61% 360 4.35% 2,878 34.86% 210 44.83% 1,380 17.35% Backpacker Facebook 332,219 3.94% 108 4.85% 54,897 19.72% 2,831 -6.69% 14,055 34.76% Twitter 97,462 2.13% 96 9.09% 2,087 32.26% 40 -39.39% 758 33.69% Better Homes and Gardens Facebook 3,506,315 1.02% 624 10.25% 519,440 20.06% 12,286 34.02% 183,474 0.71% Twitter 159,925 2.26% 222 26.86% 2,360 45.86% 81 58.82% 1,236 31.91% Bicycling Facebook 331,422 2.24% 980 3.81% 126,205 -4.19% 6,015 -9.36% 39,017 14.00% Twitter 137,982 1.19% 951 2.81% 11,344 -4.58% 490 -8.07% 6,514 -4.92% Birds & Blooms Facebook 770,675 2.44% 107 7.00% 310,510 3.78% 3,189 -27.83% 40,859 -1.89% Twitter 14,507 0.72% 94 -1.05% 520 -27.78% 8 -63.64% 258 -25.86% Bloomberg Businessweek Facebook 1,716,859 3.05% 782 2.49% 315,660 -6.15% 27,328 2.38% 124,036 -2.58% Twitter 1,286,608 1.16% 101 26.25% 1,692 -20.15% 97 -40.85% 1,857 -15.90% Boating Facebook 108,310 7.89% 153 -11.56% 50,998 17.07% 1,546 48.65% 10,014 40.80% Twitter 27,691 2.12% 37 -38.33% 85 -50.58% 3 -40.00% 69 -57.14% Bon Appetit Facebook 1,213,475 3.99% 747 -7.32% 532,318 -18.86% 18,303 0.68% 149,991 -21.60% Twitter 1,098,171 2.93% 986 7.41% 65,555 -1.84% 1,272 0.00% 28,890 -1.95% Brides Facebook 1,804,244 2.43% 795 -11.57% 511,486 -13.07% 9,971 -30.69% 37,841 -29.96% Twitter 185,966 1.56% 757 -13.78% 8,012 -5.23% 162 -15.18% 5,032 -14.64% Car and Driver Facebook 2,048,817 1.69% 520 -17.33% 478,616 -33.12% 20,026 -30.40% 58,537 -35.94% Twitter 263,777 1.69% 206 -11.21% 8,991 -10.59% 350 -6.42% 5,171 -11.43% Car Craft Facebook 1,508,301 0.59% 166 7.79% 85,433 -34.73% 1,493 -34.29% 8,013 -34.82% Twitter 1,829 1.95% 144 9.92% 76 -42.42% 2 100.00% 16 -36.00% Closer Facebook 38,639 12.84% 806 -0.25% 12,655 11.17% 2,286 100.88% 2,224 96.64% Twitter 2,741 2.85% 805 -0.62% 1,177 -25.83% 35 -48.53% 418 -1.65% Coastal Living Facebook 1,457,704 3.40% 449 -18.81% 1,334,195 3.86% 14,806 0.18% 139,935 -6.28% Twitter 53,600 1.47% 488 -16.58% 3,876 -24.09% 76 -6.17% 1,553 -28.96% Conde Nast Traveler Facebook 640,970 3.91% 752 1.35% 332,312 -14.73% 15,593 -6.46% 69,128 -21.81% Twitter 767,375 1.33% 921 -15.27% 28,385 -18.01% 678 -24.41% 20,265 -17.69% Consumer Reports Facebook 437,972 9.67% 747 -0.13% 96,850 -26.51% 9,582 -10.40% 58,270 -18.59% Twitter 251,950 0.29% 795 -5.58% 3,450 -21.18% 282 15.57% 3,373 -3.44% Cooking Light Facebook 5,468,103 2.78% 699 -9.57% 1,239,674 -34.12% 18,245 -15.46% 266,631 -54.73% Twitter 178,656 1.03% 554 -13.44% 9,586 -18.71% 159 -5.36% 4,629 -20.08% Cosmopolitan Facebook 7,417,163 6.17% 1,419 -1.66% 3,399,566 16.63% 224,334 7.63% 782,786 12.69% Twitter 1,465,727 0.85% 3,384 35.90% 275,518 87.80% 5,004 34.05% 123,287 124.37% Country Facebook 67,286 0.03% 51 30.77% 2,531 41.55% 46 -11.54% 1,321 172.93% Country Living Facebook 3,093,590 3.53% 801 -4.30% 2,166,147 -21.13% 89,907 -19.98% 954,507 -26.43% Twitter 137,499 2.67% 672 -0.44% 8,223 -6.02% 159 -29.33% 4,466 -4.78% Cruising World Facebook 92,210 3.56% 42 20.00% 11,260 22.86% 344 30.80% 1,655 11.60% Twitter 5,882 1.43% 30 50.00% 30 76.47% 1 N/A 30 25.00% Cycle World Facebook 469,643 1.51% 81 14.08% 46,006 2.49% 1,247 47.75% 4,099 -2.01% Twitter 36,077 1.92% 84 16.67% 893 9.71% 29 -36.96% 488 4.50% Departures Twitter 31,419 1.29% 264 36.08% 718 46.83% 13 -38.10% 392 61.98% Details Facebook 253,724 1.47% 551 -25.94% 33,141 -52.76% 1,635 -50.05% 5,875 -59.89% Twitter 126,658 0.20% 820 -26.85% 4,363 -52.01% 125 -57.34% 2,331 -45.04% Dirt Rider Facebook 538,532 2.31% 98 -18.33% 113,451 -23.74% 1,409 -29.44% 4,304 -52.36% Twitter 21,897 0.97% 109 -14.84% 254 -31.54% 6 -57.14% 185 50.41% DuPont Registry Auto Facebook 5,798,882 0.89% 383 2.13% 3,010,762 6.48% 18,121 -3.98% 163,840 -16.59% DuPont Registry Home Facebook 308,947 1.93% 80 -6.98% 108,742 -13.03% 757 -31.43% 9,283 -35.60% Dwell Facebook 602,184 7.43% 712 -8.13% 1,167,826 10.63% 8,446 3.93% 73,526 -9.91% Twitter 605,725 0.47% 945 -5.41% 23,380 -8.94% 391 -11.94% 10,199 3.01% EatingWell Facebook 1,610,152 1.61% 192 -3.03% 189,340 -23.38% 4,731 -25.08% 90,542 -52.63% Twitter 107,201 1.09% 197 -1.99% 3,085 5.72% 56 -41.05% 1,495 -2.16% Elle Facebook 3,728,549 2.15% 1,021 -11.53% 1,955,409 10.64% 42,151 2.03% 216,972 79.13% Twitter 5,192,715 5.16% 2,963 13.35% 391,656 20.04% 5,260 2.92% 153,391 27.46% Elle Decor Facebook 2,727,475 3.60% 1,025 15.69% 1,997,925 38.30% 14,388 44.43% 112,187 27.60% Twitter 312,683 1.78% 307 147.58% 6,037 72.63% 146 78.05% 3,481 78.15% Entertainment Weekly Facebook 3,564,018 2.13% 1,583 -4.23% 4,787,984 -7.59% 180,947 -15.32% 525,448 -22.45% Twitter 5,045,829 3.31% 4,404 144.26% 627,144 197.32% 12,234 125.89% 308,917 223.86% Entrepreneur Facebook 2,560,136 2.57% 1,306 -14.30% 682,949 -5.32% 22,069 -12.22% 271,624 -15.16% Twitter 2,137,491 4.71% 2,080 -6.81% 117,447 -10.94% 2,718 -6.24% 87,236 -12.46% Esquire Facebook 795,094 5.80% 1,015 -4.34% 520,394 23.65% 50,395 77.15% 235,766 104.76% Twitter 351,479 1.07% 2,705 6.33% 55,075 17.01% 2,679 14.05% 32,303 16.31%

3/21/2016 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com % % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 Essence Facebook 2,061,357 1.05% 717 20.30% 1,477,035 -24.74% 42,944 -38.07% 145,854 -46.69% Twitter 207,384 2.75% 1,194 75.07% 39,174 41.93% 1,418 27.86% 22,832 19.32% Every Day with Rachael Ray Facebook 640,487 1.68% 159 3.92% 77,277 31.39% 1,181 9.55% 14,566 3.81% Twitter 60,049 0.29% 156 -5.45% 915 -16.82% 24 14.29% 283 -7.82% Family Circle Facebook 825,509 0.50% 126 -9.35% 156,370 -0.42% 6,129 11.34% 35,526 114.72% Twitter 149,114 0.36% 79 6.76% 103 -26.43% 11 57.14% 76 -50.97% FamilyFun Facebook 574,270 0.74% 223 -9.35% 24,260 -36.21% 820 -49.13% 14,035 -23.90% Twitter 54,356 0.24% 229 -9.84% 569 9.00% 56 47.37% 1,342 14.31% Field & Stream Facebook 883,400 4.37% 463 2.43% 499,780 10.91% 28,763 -7.08% 150,331 -5.87% Twitter 83,781 1.95% 267 -16.30% 3,137 3.29% 97 -8.49% 1,205 11.16% First for Women Facebook 218,806 1.96% 412 -11.02% 52,877 -10.66% 1,513 -17.05% 16,013 -4.63% Twitter 2,394 1.31% 139 -30.50% 82 164.52% 2 -33.33% 62 342.86% Fit Pregnancy Facebook 655,178 2.08% 219 6.31% 74,017 -4.26% 3,831 -6.58% 17,437 25.70% Twitter 76,406 1.77% 104 35.06% 441 -4.13% 20 33.33% 248 22.77% Fitness Facebook 2,508,985 2.16% 333 -1.19% 214,414 -17.75% 9,148 12.14% 76,431 -8.61% Twitter 577,647 1.85% 327 -1.21% 10,097 -1.05% 126 -14.29% 7,857 42.47% Flying Facebook 254,687 3.13% 27 12.50% 30,987 -25.04% 701 3.55% 3,374 -28.67% Twitter 44,215 2.17% 26 13.04% 410 12.64% 18 350.00% 272 1.87% Food & Wine Facebook 1,614,921 3.90% 1,287 0.47% 584,117 -25.84% 22,835 -15.22% 161,428 -25.24% Twitter 3,550,647 10.61% 976 -3.75% 85,328 -8.83% 1,777 -20.03% 34,206 -9.04% Food Network Magazine Facebook 7,149,185 3.73% 343 13.58% 1,334,350 23.51% 83,573 74.08% 1,461,187 76.80% Twitter 3,929,706 0.89% 436 -8.79% 48,956 -9.92% 1,608 -7.48% 16,772 -14.61% Forbes Facebook 2,558,248 2.95% 580 -1.02% 142,613 15.94% 11,362 18.26% 55,259 20.08% Twitter 8,633,882 4.65% 2,585 -0.81% 376,645 -8.84% 12,953 -3.01% 293,842 -10.50% Fortune Facebook 1,119,575 2.37% 1,273 -12.15% 179,016 -22.80% 12,690 -18.99% 48,323 -15.19% Twitter 2,008,815 1.32% 3,331 31.82% 73,851 36.49% 5,095 53.09% 70,221 36.74% Game & Fish Facebook 190,469 1.61% 36 44.00% 7,525 -6.07% 346 81.15% 1,547 190.24% Twitter 1,931 1.05% 40 25.00% 4 -89.47% 0 0.00% 0 -100.00% Glamour Facebook 4,710,015 0.86% 1,207 -15.59% 705,918 -38.97% 16,667 -21.71% 40,309 -6.97% Twitter 1,205,076 1.69% 1,670 -4.08% 50,591 -20.93% 1,043 -12.35% 22,434 -24.27% Golf Digest Facebook 352,415 9.23% 664 -1.92% 157,813 -2.71% 10,159 -11.75% 25,276 -35.24% Twitter 297,874 2.15% 1,105 -9.28% 40,297 -5.08% 1,669 -14.32% 18,376 3.27% Golf Magazine Facebook 193,821 3.12% 625 -2.04% 96,382 -24.77% 6,435 -13.99% 8,595 -32.13% Twitter 159,371 1.92% 837 9.41% 11,258 6.60% 741 -3.14% 5,498 15.84% Good Housekeeping Facebook 2,938,031 2.84% 655 -14.04% 654,698 -27.64% 27,592 -18.40% 246,981 -52.86% Twitter 74,243 1.03% 639 -24.91% 2,460 -4.61% 73 -5.19% 1,771 -3.96% GQ (Gentlemen's Quarterly) Facebook 1,915,278 2.03% 829 2.60% 503,823 29.59% 28,114 2.44% 46,486 0.89% Twitter 812,258 2.05% 807 4.40% 131,614 93.86% 2,006 -2.57% 89,526 111.97% Guns & Ammo Facebook 735,006 0.34% 29 0.00% 6,307 -25.74% 360 1.98% 1,782 -1.76% Twitter 109,193 3.13% 30 50.00% 831 45.53% 33 94.12% 287 39.32% Harper's Bazaar Facebook 2,700,708 2.79% 1,710 -8.51% 2,825,360 -12.01% 46,198 -7.62% 227,374 1.48% Twitter 1,460,131 1.86% 1,502 -5.53% 68,476 3.83% 925 -11.99% 32,973 3.78% Health Facebook 4,593,858 4.12% 971 -12.21% 747,780 -24.99% 17,813 -27.89% 207,073 -47.57% Twitter 2,949,904 0.20% 765 -6.48% 27,211 3.86% 504 -3.26% 20,978 8.12% HGTV Magazine Facebook 4,094,707 2.00% 279 20.26% 573,270 9.37% 23,183 0.32% 78,431 -4.07% Twitter 636,039 1.78% 214 -41.85% 17,252 -14.08% 812 -21.55% 3,179 -11.18% Hot Rod Facebook 3,449,369 1.17% 262 5.65% 532,054 -20.25% 11,790 -50.24% 68,906 -43.16% Twitter 62,524 2.12% 234 -11.03% 2,689 -17.01% 96 -35.14% 828 -1.78% House Beautiful Facebook 6,062,356 2.86% 641 -9.46% 1,875,650 -19.69% 22,015 -22.28% 184,800 -18.51% Twitter 327,981 2.65% 355 135.10% 7,183 65.51% 145 55.91% 4,051 56.65% In Touch Facebook 2,279,593 0.52% 1,243 -8.87% 715,799 -24.68% 30,269 -28.16% 23,067 -10.35% Twitter 59,840 1.28% 681 -5.42% 4,772 3.42% 352 7.32% 2,095 -44.07% In-Fisherman Facebook 131,793 0.67% 12 -52.00% 708 -47.59% 60 -22.08% 710 -57.91% Twitter 4,590 1.28% 13 -50.00% 16 -58.97% 0 -100.00% 9 -40.00% InStyle Facebook 4,430,031 0.93% 1,397 -2.17% 844,855 -33.73% 15,020 -37.01% 34,899 -31.92% Twitter 3,834,428 2.73% 2,083 -6.97% 144,615 -13.15% 2,465 -12.25% 61,432 -16.39% Islands Facebook 566,938 3.32% 61 0.00% 57,015 -12.19% 1,171 10.89% 7,912 -11.72% Twitter 16,092 0.57% 4 -71.43% 14 -70.21% 1 0.00% 7 -63.16% J-14 Facebook 5,739,266 0.81% 615 -15.87% 2,276,858 -22.61% 17,110 -36.23% 30,533 -36.40% Twitter 301,385 0.41% 955 27.50% 78,255 -2.92% 1,097 7.76% 31,134 -1.33% Life & Style Facebook 3,776,640 0.80% 1,177 -11.17% 1,512,408 -22.81% 40,333 -27.05% 23,563 -25.89% Twitter 180,664 -0.27% 534 -6.48% 2,329 -42.08% 93 -44.31% 858 -44.07% M-Magazine Facebook 3,569,215 1.38% 396 -22.96% 1,440,251 -21.60% 7,951 -35.34% 14,375 -10.41% Twitter 172,762 0.83% 334 13.61% 44,673 47.31% 418 20.11% 18,220 74.60% Marie Claire Facebook 2,501,864 1.85% 943 -30.71% 657,539 -15.16% 17,927 -30.23% 88,112 33.75% Twitter 2,125,453 1.09% 1,896 2.60% 73,231 15.52% 1,274 8.06% 39,728 28.92% Marlin Facebook 111,260 4.17% 136 -3.55% 23,946 -17.18% 551 5.56% 2,976 -19.22% Twitter 2,735 3.83% 11 450.00% 5 0.00% 0 0.00% 5 150.00% Martha Stewart Living Facebook 1,860,797 2.33% 598 6.41% 515,893 -11.64% 20,833 9.01% 148,274 -17.47% Twitter 126,975 1.88% 86 79.17% 757 58.04% 28 100.00% 240 22.45% Men's Fitness Facebook 2,917,927 1.10% 769 -11.41% 322,845 -27.97% 7,105 -26.87% 49,810 -29.97% Twitter 563,941 1.38% 755 -7.25% 38,356 -16.77% 283 -26.11% 16,907 1.46% Men's Health Facebook 6,174,895 6.51% 953 -6.20% 1,385,023 -28.04% 60,011 -22.39% 662,495 -25.21% Twitter 3,175,379 0.15% 931 -13.96% 66,674 -15.40% 879 -27.24% 22,444 3.46% Men's Journal Facebook 330,476 4.10% 472 -2.07% 34,360 -6.53% 1,642 -11.91% 9,191 -3.85% Twitter 54,923 1.53% 391 -3.93% 2,019 -35.23% 72 -27.27% 1,334 -18.16% Midwest Living Facebook 189,155 1.22% 55 -17.91% 35,547 -42.82% 1,120 -38.50% 7,439 -73.16% Twitter 10,558 1.72% 70 -15.66% 442 -2.64% 13 -18.75% 226 -7.00%

10 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com % % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 Money Facebook 659,708 5.05% 1,398 -18.82% 141,709 -53.68% 7,340 -39.54% 44,728 -50.11% Twitter 300,347 1.38% 2,584 -1.82% 27,928 -17.46% 1,243 6.79% 20,253 -15.22% More Facebook 142,044 0.27% 88 -42.86% 8,615 -74.80% 373 -79.83% 2,859 -74.27% Twitter 29,809 0.49% 238 3.48% 648 -22.21% 46 -13.21% 312 -18.75% Mother Earth News Facebook 2,287,214 1.85% 116 -42.86% 186,474 -75.89% 5,058 -85.59% 47,881 -46.95% Twitter 66,278 0.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Motor Trend Facebook 2,998,814 0.85% 271 48.90% 419,525 19.98% 18,083 107.33% 28,578 52.71% Twitter 285,292 1.42% 615 82.49% 17,101 -2.82% 968 38.68% 7,557 11.82% Motorcyclist Facebook 893,588 1.34% 69 -19.77% 45,104 -45.43% 1,511 -44.83% 6,913 -39.02% Twitter 9,058 4.79% 266 9.47% 1,321 31.18% 61 8.93% 652 19.20% Muscle & Fitness Facebook 6,283,926 1.68% 670 -8.97% 1,534,320 -17.40% 24,511 -16.84% 93,426 -14.08% Twitter 546,310 1.73% 651 -9.46% 38,245 -19.31% 383 -29.34% 15,987 -2.25% National Enquirer Facebook 35,692 2.07% 228 -17.69% 880 -66.88% 437 -24.91% 432 -29.98% Twitter 7,712 1.09% 216 -22.02% 176 -8.81% 45 -40.00% 191 -18.03% National Geographic Facebook 39,371,279 0.79% 267 -10.70% 4,055,859 -12.95% 118,149 30.23% 699,856 2.03% Twitter 11,108,334 1.12% 386 -4.46% 137,332 -2.82% 3,086 -6.60% 88,037 -3.83% National Geographic Kids Facebook 2,712,034 1.11% 116 34.88% 46,780 -0.50% 313 29.34% 2,714 -5.10% Twitter 28,501 2.58% 114 28.09% 673 40.50% 6 0.00% 691 37.65% National Geographic Traveler Facebook 3,639,545 0.20% 284 -15.48% 130,363 -9.98% 2,309 -22.26% 15,473 -32.06% Twitter 2,175,609 0.72% 508 -2.31% 28,946 4.00% 413 9.26% 17,536 2.11% New York Magazine Facebook 1,875,554 1.87% 937 -3.70% 450,909 6.73% 32,504 8.92% 89,330 23.27% Twitter 1,099,854 2.81% 2,239 4.63% 89,189 15.40% 4,480 -6.51% 64,545 18.69% Nylon Facebook 1,778,553 0.75% 908 2.95% 872,019 -0.77% 26,242 -11.75% 69,361 -5.38% Twitter 928,404 0.63% 1,051 20.67% 76,530 40.16% 993 13.88% 29,391 43.37% Nylon Guys Facebook 94,584 0.15% 6 -14.29% 63 -50.39% 14 -22.22% 4 -66.67% Twitter 18,449 0.16% 7 -22.22% 782 4244.44% 3 N/A 159 1490.00% O, The Oprah Magazine Facebook 890,158 2.39% 318 -7.29% 152,068 -24.87% 5,856 -32.17% 27,100 -30.51% Twitter 440,602 0.65% 288 -1.03% 6,225 -3.47% 223 -26.64% 3,053 1.60% OK! Facebook 1,520,711 1.11% 393 3.97% 209,802 -29.99% 18,355 -6.64% 10,503 -53.58% Twitter 275,837 0.81% 643 -13.34% 3,702 -25.50% 534 -8.72% 1,641 -22.52% Outdoor Life Facebook 324,104 4.98% 456 33.72% 193,581 -2.37% 7,595 -40.21% 31,436 -65.18% Twitter 80,598 1.85% 236 -23.38% 2,050 -26.34% 57 -24.00% 858 -21.21% Outside Facebook 537,746 2.03% 304 -10.59% 114,435 -26.22% 7,539 -22.97% 24,389 -37.51% Twitter 211,791 1.52% 1,507 -3.89% 35,044 -9.55% 814 -16.94% 13,733 -13.48% Parents Facebook 1,568,118 0.61% 289 -19.72% 301,687 61.99% 17,992 -2.07% 56,876 -14.18% Twitter 2,898,834 12.05% 328 5.13% 13,231 0.78% 343 -6.79% 5,033 0.62% People Facebook 6,059,408 1.07% 1,590 -3.64% 4,637,307 -24.54% 244,702 -28.54% 425,440 -40.67% Twitter 7,065,686 1.35% 3,927 82.57% 668,829 123.20% 18,160 73.68% 258,218 122.38% People en Español Facebook 3,852,468 0.54% 1,072 15.27% 2,282,226 -1.35% 57,834 -1.64% 30,997 -32.23% Twitter 1,350,833 0.62% 926 5.83% 46,363 26.08% 1,791 45.85% 22,159 51.82% People StyleWatch Facebook 325,262 4.39% 433 4.59% 39,540 -17.58% 1,222 15.07% 3,536 43.22% Twitter 2,480 16.32% 526 -4.19% 891 -84.17% 21 -22.22% 388 -71.24% Playboy Facebook 16,794,632 0.58% 524 -14.10% 1,768,042 -59.61% 35,140 -59.98% 88,743 -67.44% Twitter 1,083,663 1.21% 263 11.44% 21,092 5.20% 597 2.40% 7,281 36.27% Popular Mechanics Facebook 268,952 1.66% 570 -0.35% 51,319 -19.95% 4,135 -23.58% 23,108 -25.50% Twitter 158,518 0.96% 812 -6.13% 11,474 0.10% 628 8.09% 8,834 5.51% Popular Photography Facebook 621,833 1.93% 70 -4.11% 17,904 -30.31% 887 5.72% 3,336 -38.05% Twitter 132,043 1.56% 185 -13.15% 2,020 -5.78% 48 -42.86% 1,122 3.51% Popular Science Facebook 3,123,168 0.59% 571 -4.83% 556,267 4.49% 22,546 -12.71% 146,845 21.85% Twitter 613,787 1.31% 671 -9.08% 29,362 -14.98% 1,335 -18.99% 23,388 -13.35% Prevention Facebook 1,833,098 1.73% 1,036 2.78% 429,067 -15.23% 9,410 -15.06% 234,632 -17.90% Twitter 230,201 1.03% 837 -18.26% 12,753 -20.07% 188 -16.44% 8,630 -21.67% Reader's Digest Facebook 2,736,667 0.88% 526 -6.07% 171,493 -21.68% 3,248 -12.52% 47,783 -21.06% Twitter 87,692 1.06% 443 -8.66% 2,929 -12.91% 80 -27.93% 2,916 -4.24% Real Simple Facebook 2,922,957 1.10% 712 -4.56% 345,222 -23.65% 16,480 -8.50% 171,022 -23.94% Twitter 1,478,091 -0.05% 511 -27.31% 10,335 -27.57% 147 -19.23% 5,181 -16.10% Redbook Facebook 585,865 3.77% 751 -8.86% 232,251 -39.22% 17,699 -46.76% 128,085 -51.59% Twitter 51,303 0.55% 952 23.48% 1,467 57.07% 50 -20.63% 830 96.68% Reminisce Facebook 60,088 2.81% 5 -28.57% 1,064 -24.05% 117 -13.97% 236 19.19% Road & Track Facebook 1,367,872 5.20% 610 -13.11% 1,561,925 -6.30% 33,821 0.41% 166,181 7.60% Twitter 117,059 2.29% 687 2.84% 15,719 5.99% 528 -12.73% 7,469 5.11% Rolling Stone Facebook 4,584,950 1.78% 707 10.30% 1,775,959 -34.81% 110,138 -0.53% 367,617 -46.16% Twitter 4,951,875 0.96% 1,492 12.10% 355,637 -4.74% 8,451 -3.58% 205,101 -7.21% Runner's World Facebook 1,682,967 1.53% 878 1.62% 565,991 19.63% 21,112 -1.32% 114,476 -4.19% Twitter 1,111,897 0.54% 913 3.99% 59,127 16.69% 1,023 12.29% 27,606 21.08% Sailing World Facebook 151,557 3.04% 68 19.30% 27,592 2.18% 411 -5.30% 4,038 -36.55% Twitter 29,555 1.75% 91 -5.21% 275 12.24% 5 -16.67% 402 0.75% SaltWater Sportsman Facebook 126,358 6.62% 138 3.76% 28,037 -9.72% 533 -18.75% 3,424 -56.15% Twitter 3,746 N/A 1 N/A 3 N/A 0 0.00% 1 N/A Saveur Facebook 414,725 10.45% 278 11.20% 98,999 21.54% 6,185 115.36% 99,749 234.09% Twitter 468,546 1.80% 384 21.90% 8,438 23.34% 230 21.05% 4,204 31.05% Scientific American Facebook 2,494,030 1.21% 439 6.30% 323,380 6.77% 10,397 2.25% 108,784 9.58% Twitter 1,231,591 1.65% 628 2.95% 52,870 24.24% 2,343 7.53% 52,245 21.36% Scuba Diving Facebook 248,538 4.36% 115 2.68% 67,900 -5.05% 1,325 -7.08% 9,648 3.94% Twitter 38,585 1.60% 96 -3.03% 692 14.76% 17 13.33% 425 10.39% Self Facebook 1,286,776 0.81% 630 10.92% 369,539 -6.16% 51,590 -19.99% 204,201 33.91% Twitter 386,827 0.89% 734 3.38% 13,153 11.49% 241 19.90% 6,159 20.36% Ser Padres Facebook 497,966 0.30% 195 0.00% 22,581 -0.55% 809 1.63% 14,432 -13.10% Twitter 26,113 0.96% 141 -6.62% 90 -37.06% 4 -20.00% 41 -95.62%

3/21/2016 Magazine Media’s Most Trusted Source Since 1947 11 minonline.com % % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 Seventeen Facebook 4,493,838 1.87% 1,053 -5.48% 3,695,753 -2.88% 80,898 -7.59% 302,473 13.74% Twitter 891,301 0.32% 1,567 -1.01% 177,670 14.97% 1,908 -14.21% 62,819 21.00% Shape Facebook 2,671,671 0.37% 533 -7.94% 164,387 -16.73% 6,294 -2.78% 67,265 -19.58% Twitter 489,632 0.91% 542 -5.57% 11,251 -12.70% 236 -3.28% 7,031 33.11% Siempre Mujer Facebook 1,851,468 2.37% 228 -1.30% 151,545 -24.94% 1,959 -18.17% 29,099 -33.90% Twitter 12,585 0.70% 61 -4.69% 135 16.38% 4 -42.86% 65 -19.75% Sierra Magazine Facebook 5,216 5.69% 33 17.86% 962 -46.26% 34 -50.00% 237 -39.85% Twitter 68,420 0.38% 37 -28.85% 35 -60.67% 0 0.00% 30 -55.22% Ski Magazine Facebook 83,435 2.60% 42 -27.59% 8,968 -8.95% 432 -40.66% 1,186 -29.40% Twitter 49,323 2.03% 42 -33.33% 588 -33.63% 13 -31.58% 197 -41.19% Smithsonian Facebook 726,239 1.79% 370 25.85% 325,037 -7.17% 10,465 -7.78% 107,808 -17.31% Twitter 147,776 1.52% 1,227 -0.97% 20,691 4.81% 611 -6.43% 18,382 1.02% Soap Opera Digest Facebook 503,310 1.28% 46 -13.21% 59,993 -18.03% 5,680 -19.16% 5,208 0.25% Twitter 110,422 1.17% 67 -5.63% 2,479 20.16% 288 -10.00% 952 8.30% Southern Living Facebook 1,914,673 5.63% 635 -13.25% 714,522 -28.60% 19,100 -41.60% 206,759 -81.93% Twitter 149,836 1.41% 241 -18.03% 5,076 -2.63% 116 1.75% 2,136 -1.11% Sport Diver Facebook 140,189 3.51% 115 -5.74% 36,850 14.58% 738 11.82% 4,908 6.77% Twitter 22,535 2.03% 165 17.86% 1,073 -9.22% 19 -36.67% 733 2.66% Sport Fishing Facebook 245,458 6.19% 199 11.17% 107,480 41.49% 2,805 15.72% 9,631 12.47% Twitter 7,708 2.94% 8 0.00% 19 11.76% 1 N/A 11 -42.11% Sports Illustrated Facebook 2,499,845 1.15% 1,516 -17.16% 624,271 -31.85% 50,386 -13.06% 111,234 17.55% Twitter 1,446,090 0.89% 3,529 37.26% 97,704 38.61% 6,049 34.51% 61,337 29.97% Star Facebook 684,084 0.32% 374 1.63% 50,647 6.92% 9,098 15.54% 3,229 11.38% Twitter 89,722 0.44% 505 37.60% 1,033 79.97% 127 35.11% 342 32.56% Street Rodder Facebook 1,936,040 1.47% 110 6.80% 235,129 2.11% 2,914 52.09% 51,067 67.67% Sunset Facebook 240,505 2.20% 268 -17.28% 57,901 -24.83% 1,460 -34.15% 10,756 -11.09% Twitter 66,231 0.60% 154 -17.65% 922 -16.71% 29 -42.00% 476 -23.35% Taste of Home Facebook 4,243,039 2.13% 217 3.83% 968,267 -15.27% 12,673 4.36% 640,511 -11.38% Twitter 25,248 0.77% 41 41.38% 316 18.80% 9 80.00% 148 18.40% Teen Vogue Facebook 5,179,104 1.08% 1,447 8.72% 3,149,827 -5.18% 42,666 -1.54% 77,422 -14.40% Twitter 2,564,058 0.55% 2,300 2.18% 260,630 -0.14% 2,730 4.04% 87,407 -1.73% Texas Monthly Facebook 177,245 2.30% 117 18.18% 24,086 35.19% 1,994 9.38% 8,943 19.16% Twitter 145,792 1.22% 118 6.31% 1,504 46.45% 100 7.53% 1,209 58.45% The Atlantic Facebook 1,442,929 3.50% 1,161 -0.85% 507,641 -27.75% 44,570 -17.30% 191,808 -64.83% Twitter 1,226,748 2.08% 1,739 10.27% 63,521 9.66% 5,265 4.40% 48,670 8.24% The Economist Facebook 6,409,730 2.04% 1,057 -4.17% 1,169,890 5.86% 52,920 -8.44% 333,260 -1.32% Twitter 13,117,242 4.41% 2,885 10.62% 286,168 7.91% 20,509 -1.38% 297,636 3.87% The Family Handyman Facebook 560,746 4.63% 167 4.38% 105,846 -19.96% 2,267 -15.32% 63,469 -22.64% Twitter 14,111 1.67% 155 0.65% 913 8.56% 9 50.00% 282 15.57% The New Yorker Facebook 2,759,373 2.29% 578 -2.53% 654,694 -30.12% 31,661 -11.25% 235,316 -34.03% Twitter 6,172,756 1.96% 912 -1.72% 97,509 -19.44% 4,663 -10.79% 65,062 -20.60% This Old House Facebook 599,988 2.69% 227 -6.58% 141,865 -4.59% 6,343 -2.01% 26,473 -19.80% Twitter 86,896 2.95% 248 -9.82% 3,567 2.21% 162 33.88% 1,193 -9.55% Time Facebook 9,374,862 1.18% 2,231 -6.50% 2,479,857 -28.80% 149,848 -20.73% 422,414 -35.61% Twitter 9,826,247 3.24% 3,825 52.39% 429,751 34.41% 22,907 38.19% 297,371 33.40% Town & Country Facebook 133,532 5.59% 877 1.27% 131,732 -37.20% 5,481 -21.33% 27,986 -28.78% Twitter 38,861 2.11% 1,302 -10.08% 7,091 -28.60% 176 -37.81% 3,658 -22.71% Traditional Home Facebook 1,891,602 1.35% 114 -16.79% 302,665 -21.41% 4,316 -25.50% 26,141 -19.96% Twitter 119,035 2.47% 278 -11.46% 1,933 -7.38% 65 -7.14% 1,190 -3.33% Travel + Leisure Facebook 1,621,213 8.48% 699 0.72% 717,213 -2.15% 19,424 16.28% 88,496 -19.50% Twitter 1,795,820 0.69% 1,587 -4.11% 50,566 3.11% 1,564 9.45% 35,909 1.53% Twist Facebook 3,645,722 1.75% 458 -7.29% 1,732,562 -25.56% 10,127 -25.85% 9,965 -35.86% Twitter 211,530 0.89% 603 -15.07% 55,967 -24.58% 722 -24.32% 17,264 -7.43% US Weekly Facebook 3,447,866 0.70% 740 -2.12% 1,529,740 7.83% 104,768 -2.39% 110,447 -19.79% Twitter 1,807,949 1.18% 3,270 24.00% 219,192 53.88% 9,355 29.36% 88,618 50.87% Vanity Fair Facebook 2,464,191 1.46% 987 -1.40% 683,626 -1.66% 29,166 -13.36% 82,746 37.49% Twitter 3,602,914 6.50% 1,379 -0.29% 156,239 31.12% 4,772 -1.08% 76,234 35.99% Vegetarian Times Facebook 1,806,504 1.76% 61 15.09% 53,999 -10.94% 1,490 6.20% 10,017 -15.43% Twitter 103,877 1.09% 44 37.50% 1,155 67.15% 31 63.16% 559 40.10% Veranda Facebook 1,295,101 5.18% 344 -8.27% 903,311 -0.07% 6,876 10.21% 53,129 -11.20% Twitter 47,124 2.17% 153 98.70% 661 37.14% 12 -7.69% 535 64.62% Vogue Facebook 7,253,299 1.41% 1,124 1.35% 1,429,291 7.15% 18,912 -22.01% 47,591 -15.52% Twitter 10,181,883 5.73% 1,115 -0.27% 271,180 22.40% 2,642 3.69% 105,273 36.44% W Facebook 1,249,327 6.01% 489 18.12% 380,018 130.15% 22,751 435.44% 121,493 365.76% Twitter 1,246,611 2.37% 902 36.46% 44,535 72.50% 541 19.43% 27,898 149.02% Wired Facebook 1,861,038 1.61% 620 2.65% 275,769 -14.13% 22,017 8.23% 104,188 -2.42% Twitter 5,669,252 2.02% 1,424 26.80% 145,173 43.20% 7,031 48.58% 117,457 38.23% Woman's Day Facebook 1,686,241 3.28% 680 -4.63% 621,358 -16.27% 22,054 -39.26% 224,515 -55.05% Twitter 42,674 4.64% 457 54.92% 781 49.90% 71 222.73% 1,715 83.03% Woman's World Facebook 57,597 11.65% 409 -5.32% 15,214 -59.58% 708 -48.62% 1,975 -53.31% Women's Health Facebook 5,767,584 3.72% 1,492 -1.39% 903,806 -26.34% 31,803 -22.10% 164,674 -49.62% Twitter 3,917,326 0.15% 1,497 -1.71% 55,608 -5.69% 1,724 3.05% 32,556 1.60% Working Mother Facebook 177,634 2.93% 82 24.24% 10,612 61.99% 429 42.52% 2,875 -6.05% Twitter 44,058 0.74% 233 20.10% 305 30.34% 24 26.32% 464 38.10% Yachting Facebook 186,212 4.77% 159 1.92% 103,739 25.72% 1,684 84.25% 9,899 42.66% Twitter 23,241 2.07% 90 2.27% 477 40.71% 15 -6.25% 408 39.73% Yankee Facebook 101,327 2.61% 96 14.29% 67,706 -29.39% 7,162 -24.11% 17,064 -29.07% Twitter 12,162 1.13% 35 250.00% 227 298.25% 12 1100.00% 162 211.54% Yoga Journal Facebook 1,937,685 1.85% 192 -16.52% 296,449 -11.97% 4,293 18.56% 63,409 4.12% Twitter 284,160 1.60% 133 -0.75% 8,006 -1.83% 111 -28.39% 4,154 3.75%

12 Magazine Media’s Most Trusted Source Since 1947 3/21/2016 minonline.com THE WRAP Supreme Court Nominee Has an Advertising Pedigree Merrick Garland's late father ran an out-of-home agency. Not exactly judicial precedent, but Merrick Garland is probably the first Supreme Court nominee to have a father in advertis- ing. NPR reported that the late Cyril Garland ran Garland Advertising out of the basement of the family's Lincolnwood, Ill., home. Area clothing stores were among his clients and media were probably the newspapers that served suburban Chicago's wealthy North Shore. The current U.S. Court of Appeals chief judge was an entrepreneur in his own right by—per President Obama's nomina- tion—"putting himself through Harvard Law School working as a tutor, by stocking shoes in a shoe store and... selling his comic-book collection." That in itself would make his Senate Judiciary Committee confirmation hearing interesting—if he gets the opportunity. Woman's Day to Report on Heroin Addiction Women's service magazines put their own spin on headline-grabbing topics. There was a time when certain challenges of everyday life were all but ignored by women's-service magazines. Crime, poverty and racism were thought of as problems of the inner city, which housed few of the supermarket chains that sold Woman's Day and other "Seven Sisters" titles to a largely suburban and middle-class readership. So, too, was drug addiction, even though the scourge that inspired late Nancy Reagan to declare "Just say no" has no boundaries. Woman's Day editor-in-chief Susan Spencer tells min that the increased use of heroin is why the brand will launch a heroin-themed series both digitally and in print later this year. No specifics, but the topic is certainly timely. A March 11 report on ABC's 20/20 told of a New Hampshire man who lost his life because of his addiction. The harrowing subject will not impact WD's historically positive covers. Nor, says Spencer, will she rock the boat with a cover line. But with WD's 16 million readership (per Fall 2015 GfK MRI), being more than three times greater than 20/20's 4.9 million viewers (per Nielsen), it will get noticed. A Hole-in-One Enriches Marvin Shanken's Golf Tournament Rickie Fowler's ace put $1 million into Ernie Els' autism charity. The best was saved for last on March 7 when PGA Rickie Fowler ended the Els for Autism Foundation pro-am tournament by shooting a hole-in-one on a special "19th hole." The ace meant a $1 million donation by Cigar Aficionado and Wine Specta- tor founder Marvin Shanken and other sponsors to golf great Ernie Els' Center of Excellence for autistic children that include Els' son Ben. In this "thrill of victory" at the Old Palm golf course in Palm Beach Gardens, Fla., the second happiest guy after Fowler (whose arms are raised in triumph) is Shanken, who is wearing the pink golf cap and giv- ing a high-five. "It was utter hysteria when Rickie one-hopped the ball into the cup," Shanken said. "We all went wild in celebration." The tournament has now raised close to $9 million in eight years.

Congrats to a triumphant Rickie Fowler & Marvin Shanken, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief, Michele Shapiro, Editorial Director National Geographic is a Steve Smith, Digital Media Editor Jameson Doris, Editorial Assistant 'Partners' and 'Society' Alliance Caysey Welton, Group Editor

3/21/2016 Magazine Media’s Most Trusted Source Since 1947 13 minonline.com