Steve Smith's Eye on Innovation: Will They Pay? Don’T Ask...Yet

September 14, 2015 Media Industry Newsletter Vol. 68 No. 35 New York, N.Y. www.minonline.com

Steve Smith's Eye on Innovation: Will They Pay? Don’t Ask...Yet. Everyone has the same question for Trevor Kaufman, CEO of paid content platform Piano Media: What have we learned about what kind of content people will pay for online? After all, he should know, if anyone. Taking on the CEO role after his content payment company Tinypass merged with Piano Media last month, Kaufman represents a rollup of several companies that have been pow- ering the metered access/registration prompts and paywall tests at Slate, News Corp., McClatchy, Time Inc., Newsweek and more. One of the companies now included in Piano is the Press+ platform once led by Steve Brill and then bought by R.R. Donnelley. But Kaufman makes clear that we're still in the “test” phase for paid content. “All of this is so early that it is hard to say with any conclusiveness what works,” he tells min. (continued on page 4) Magazine Media Is the New Meredith Media General's National Asset. The announced $2.4 billion merger of Meredith Corp. and Media General–with Media Gen- eral to be the majority (65%) shareholder at the September 8 deal's projected mid- 2016 close–was in part timed with the advertising bonanza that the presidential (continued on page 2) GfK MRI's Best Issue Specific Indexing. Royals and celebrities adorned three of the top five covers of the best-performing print magazine titles during May 2015, as measured by GfK MRI's Issue Specific Readership study. Issue Specific (IS) data supplement the researcher's 12-month readership averages to show how many people had the opportunity to see ads within a given issue of a magazine. (continued, with chart, on page 7)

Welcome to Wednesday's Breakfast with the minsiders... How valuable The Many Paths to Recapturing Print Revenue is during the critical fall planning season. That's why we welcome you to join us at 8:30 a.m. on Wednes- day, September 16 at New York's CUNY graduate center (365 5th Ave.). Further information is in the ad on page 13, or click here. ...And to min's Awards Potpourri on September 22 It will be a "breakfast of champions" at 8:30 a.m. on Tuesday, September 22 at the Grand Hyatt (109 East 42nd) with the presentation of min's Integrated Marketing Awards, Sales Executive of the Year Awards, The Sweet 16 and the inductions of the Sales Executive Hall of Fame. For further information, go to minmarketingawards.com/ and minonline.com/bestsellers15/.

• NG DOESN'T NEED FOX FOR "SENSATION"; FORMER CN DIGS WILL FILL.... Page 2 • APPLE TV COULD BE A BOON TO PUBLISHERS...... Page 3 • RESURGENCES AT MEN'S FITNESS, FITNESSMAGAZINE.COM...... Pages 5 and 6 • SOCIAL MEDIA BOXSCORES (AUGUST): FACEBOOK AND TWITTER...... Pages 8-11 • FAMILY CIRCLE AND WOMEN'S TENNIS; SCIAM, EINSTEIN AND PETS....Page 12 www.minonline.com © 2015 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. Page 2 min 9/14/2015 Magazines' Importance to Meredith Media General. (continued from page 1) campaign will bring to the group's 88 mostly network-affiliated television stations. "I'm already seeing Hillary Clinton ads when I'm on the treadmill each morning," said Meredith CEO Steve Lacy, who is based in the Des Moines hotbed in advance of next February's Iowa caucuses. But this quadrennial opportunity for local TV from the election cycle and the 2016 Summer Olympics in Rio de Janeiro will be over 14 months from now while the revenue juggernaut from the Meredith-provided Allrecipes, Better Homes and Gardens, Martha Stewart Living, Parents and Shape is ongoing. With More, Siempre Mujer and the digital-only MyWedding, they reach what Lacy describes as "100 million unduplicated women in all life stages." During the post-announcement conference call with Wall Street analysts, Lacy forecast $500 million in digital revenues in the merged company's first full year, with the former Meredith National Media Co. contributing a good chunk of it. Lacy will be CEO of Meredith Media General, in spite of the new ownership structure, which is indicative of magazine media in the company's future; a stark contrast with Time Warner, where every CEO since the late Steve Ross in 1990 having zero magazine experience contributed to the two decades of rumors that led to the 2014 spinoff of Time Inc. "National Geographic" Doesn't Need Fox to Be "Sensational." The $725 million put into the National Geographic Society's endowment by 21st Century Fox makes the News Corp. spinoff the 73% owner of the for-profit Na- tional Geographic Partner. This led executives from NGS chief media officer (and NGP CEO) Declan Moore on down to deny accusations that future edit will be compromised either by NC's Page 6 reputation or by chairman Rupert Murdoch blaming "extreme greenies" for hindering economic growth. But Murdoch watchers know that the integrity of the NC-owned London Times and Wall Street Journal hasn't diminished, and meddling with the 127-year-old NG's photo-journalism excellence would also be bad business. Yet NG can be "tabloidy," especially with religion. In May 2003, it reported on a discovered ossuary that subsequently proved not to have the remains of James, but the hype over Jesus having a brother made it a newsstand best-seller. Then, in April 2006, The Judas Gospel reported on a restored 1,700-year-old manuscript that claimed that Judas Is- cariot's betrayal of Jesus with a kiss at the Garden of Gethsemane was done with Christ's blessing. And Polygamy in America in February 2010 showed a man with his five wives, 46 children and 239 grandchildren.

Demand for Condé Nast's Former 4 Times Square Office Space Is "Strong." So say executives at the Durst Organization, which manages the leasing of what was the Condé Nast Building in which CN rented 820,000 square feet on several floors from the 1999 opening through November 2014, when the group publisher relocated downtown to the rebuilt One World Trade Center and took more than 1 million square feet. Durst's Tom Bow told Crain's New York Business that "we have enough proposals to fill 150% of Condé's space at the property," but he wouldn't disclose any potential tenants. Later this fall, Time Inc. will end 66 years at the Time & Life Building (1271 Avenue of the Americas) for Brookfield Place, where it will be a Lower Manhattan neighbor of CN. Its former digs will continue to have a magazine tenant in Sandow Media (New Beauty, Worth, etc.).

Editor-in-Chief: Steven Cohn ([email protected]) 203/899-8437 Digital Media Editor: Steve Smith ([email protected]) 302/691-5331 Group Editor: Caysey Welton ([email protected]) 203/899-8431 VP Publisher: Amy Jefferies ([email protected]); Director of Market Development: Laurie M. Hofmann ([email protected]); Analytics Coordinator: Stacy Hill ([email protected]); Marketing Associate: Allie DeNicuolo ([email protected]); Editorial Intern: Jameson Doris ([email protected]) Production Manager: Sophie Chan-Wood ([email protected]); Graphic Designer: Yelena Shamis ([email protected]); Event Content Manager: Kelsey Lundstrom ([email protected]); Senior Account Executive: Tania Babiuk ([email protected]); Boxscores ([email protected]) Access Intelligence, LLC President & Chief Executive Officer: Don Pazour; SVP, Media Group: Diane Schwartz; Chief Operating Officer: 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; 40 Wall Street, 50th floor, 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 2015 © 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. Subscription Rate: $1099 min 9/14/2015 Page 3 Steve Smith's App Central: TOUCH AND TALK ARE KEY TO CONTENT EXPERIENCES. This was more than just a tech-spec bump. The annual September Apple keynote and rollout of market-defining devices is most important for publishers in the long term. They're introducing important interface changes to touch interaction and video discovery that will be important two or three years down the road.

Apple TV: For video makers, Apple TV has some important implications. This app based approach opens the over-the-top box to more than Apple’s direct partners. For publishers, look to the Gilt app for Apple TV as an example of how traditional print and app content can translate to a TV screen. The real key element here is the Siri search functionality that is able to drill deeper into individual apps to pull out video content. Clearly devised primarily for movie/ TV apps like Netflix and Hulu, expect TV search to mimic the new app indexing of iOS 9. The promise here is clear: App-based OTT interfaces are not new, but content discovery for smaller providers has been a challenge. App indexing could make it possible for publishers of all sizes to get easier access to the big screen. This is an area of app development worth watching.

Beyond the tap: Kinetic interfaces changed the nature and depth of our connection to content seven years ago. But the tap remains a blunt instrument. Anyone who has used the Apple Watch understands how Force Touch is pregnant with possibilities. The 3D Touch on iPhones adds another interface dimension, two levels of multi-touch—recognizing, two levels of force. It's much like a right- mouse click enhanced, but more than offering contextual shortcuts, it also offers haptic feedback. This is a real interface addition, in that it lets the app give levels of feedback—chatter with the user. One of the things I like about the contextual nature of this interface addition is that each app developer can custom- ize the interactions. A pop-up contextual display, for instance, can take different forms in every app but in a way that can be made clear to the user in each app. This lets you craft even more singular app experiences without disorienting the user. The technology also allows for shortcuts at the home app icon level, so a user can navigate directly to a function instead of working through the interface. In my mind there is no question that Apple’s innovation in screen interaction will become standard on middle and top-tier smartphones in a matter of one or two upgrade cycles. The efficiency and range of functionality this feature adds is simply that compelling.

Meet the new boss: A very big takeaway from the keynote this year is the displacement of traditional digital discovery methods. The increased emphasis on Siri and OS-level app-wide search is of fundamental importance to app makers. Apple and Google both are doing all they can to move the desktop search reflex from search box to voice or mo- bile OS. This is a major change that, if adopted widely, changes the discovery game. Deep linking is going to become as important to media content as SEO once was on the desktop. In years when Apple is not introducing a redesigned iPhone, its leaders tend to over- hype tech bumps. This time, however, the changes introduced in both Apple TV and iPhone 6s have subtler and longer-range implications for something that runs much deeper than tech magic—the way we interact with content itself. Touch and talk interfaces will be central to those changes. Page 4 min 9/14/2015

EYE ON INNOVATION STEVE SMITH

Will they pay? Don't ask...yet. (continued from page 1)

We are at a place, however, where publishers can now more easily test models, which is what many publishers are starting to do. We'll be seeing some of these experiments in coming months. Time Inc. for instance, which has rolled out a metered access approach at EW.com, will already be exploring how different titles/brands can explore different business models. While he can’t yet crack the code on paid content, Kaufman is able to preview some of the models we'll see tested by major media in coming months. Ad blocking is going to be a thing, and that means that individual publishers will be negotiating with regular visitors over whether to whitelist ad serving from individual publications. Some publishers plan to segment audiences using ad blockers and offer them a proposition: leave ads on and watch a video, or pay for access. In fact, audience segmentation appears to be a theme for Kaufman. Not surprisingly, the Piano platform touts its ability to parse audiences so that publishers can find and target specific offers and models to them. One publisher, for instance, acknowl- edges that they can’t monetize their international audiences as effectively with pre- mium advertising since most of their sales teams are domestic. So non-U.S. users, often brand loyalists, are being asked to pay for access. Publishers love autorenewal, but users may be wary of such commitments because they can be hard to track or cancel. Some publishers are offering limited-term deals because they “drive higher conversion rates than recurring subscriptions,” Kaufman says. As mobility, instant alerting and FOMO (Fear of Missing Out) drive some heavy media consumers, publishers are starting to test the value of early access to content for customers who are either paid members or offer some value exchange (registration, Twitter following, etc.). At CNBC, Kaufman points out, that special real time access behind the paywall includes the live over-the-top video feed from the cable network. That clubby approach to loyalists is appealing to content providers. Kaufman sees a lot of promise in the paid membership approach that many News Corp. brands—especially the major tabloids—are using globally. More than access, these members get coupons for local merchants, streaming audio or downloadable books from News Corp. sister companies. Multi-channel media companies have numerous assets across their holdings that can sweeten the deal for paid access to any one brand. However, publishers extract value from visitors. Kaufman says that the key is iden- tifying the most valuable users. The huge unique audience numbers many media brands tout are puffed by social-sourced, drive-by viewers who won’t come back and really don’t care about your brand, he argues. “For most publishers roughly 75% of people are seeing one pageview a month,” he says. For most sites a sliver of the unique user audience (as small as 2%) can account for 30% to 40% of multiple views/visits per month. “Most outlets don’t reward those groups,” he says. They also haven’t figured out what Financial Times, The New York Times, The Wall Street Journal, Consumer Reports and American’s Test Kitchen have—that publishers might make more revenue from a small but true loyal audience than from ad revenue from the hordes of drive-by visitors. Whether publishers can succeed in extracting enough revenue from core users to sus- tain robust content remains to be seen. But Kaufman’s point about the folly of chasing scale is well taken. The traffic hose is being controlled by a handful of players–Fa- cebook, Google and Apple, and each of them is coming up with schemes for pulling pre- mium content into their own ecosystems (Instant Articles, Google News, Apple News). How much do major media really want their digital business models to rest on the ca- price of goliaths who have little vested interest in seeing their “partners” succeed?

Steve Smith (popeyesmith @c o m c a s t .n e t ) is digital media editor for min. min 9/14/2015 Page 5 "Men's Fitness" Has No Ill Effects from Unsuccessful Bonnier Negotiations. Four months ago, American Media Inc. chief executive David Pecker ended talks with Bonnier Corp. over the sale of Men's Fitness. At the time, this had the impression of a firesale, because Pecker had sold Shape to the then-Meredith Corp. in January for an estimated $60 million and Globe, OK! and Star were also purportedly on the block to placate creditors who reportedly invested over $300 million in AMI after its December 2010 emergence from Chapter 11 bankruptcy protection.

Yet the uncertainty hasn't stunted MF's growth. Newsstand sales, per FITNESS MEN’S

the Alliance of Audited Media's Snapshot, averaged 125,961 in first-half ® 2015, 25.7% versus first-half 2014's 100,170, and the rate base increased 5 1 0 2 R E B O T C O from 600,000 in January 2015 to 650,000 in July with a further hike to Game Changer

| M i l e s

700,000 in January 2016. Unique visitors, per Google Analytics, hit an S S E C C U S F O E R U S A E M W E N E H T T e l l e r His New Body and Breakout Year Vin Diesel Oscar Isaac J.J. Watt Matt Bomer all-time high of 13.9 million in May 2015–more than twice MF's 6.8 million Russell Westbrook Michael B. Jordan S a m H u n t Kendrick Lamar UVs in May 2014. The men's health-and-lifestyle format started two years and many more ago by editorial director David Zinczenko through his Galvanized Brands consultancy, and editor-in-chief John Rasmus has brought in new 2015 ad-

vertisers such as Nordstrom, Ralph Lauren, Nautica, Dior, Amazon Echo, Miles Teller wears Buffalo David Bitton October 2015 Stouffer's, Ford Explorer and Toyota Tacoma. $4.99 Mensfitness.com "This is proof of David Pecker's ongoing support of MF, just as it was with Shape," says AMI group publisher David Jackson, who was Shape publisher before the sale and as- sumed the MF day-to-day on August 24 after Patrick Connors moved to InStyle publisher. "David is receptive to good ideas, and there is no red tape here to get things done." Connors tells min that he left AMI on good terms, and credits MF's success for him getting the IS job. Having Glamour associate publisher on his résumé helped, but his three years at MF were his first as publisher, "and that meant a lot." It Was "Spy" that Helped Put The Donald in Trump. The media infatuation over Trump–the presidential candidate–comes a quarter-century after the hullaballoo over Trump–the realtor. He was a favorite of the satirical Spy (1986-1998), which in May 1989 published Jonathan Van Meter's profile of Ivana Trump. The Czech-born former wife of Donald Trump may have–in the words of Amy Argetslinger's Washington Post Style Blog–"cut nearly as flamboyant a profile as [he] in 1980s Manhattan"–but her diffi- culty with the English language is why she used The with first names. Thanks to Van Meter (now a Vogue contributing editor) and Spy, The Donald caught on. That's Why the Lady Is a Trump was the fitting title. Spy had its greatest glory under 1986-1991 co-editors Kurt Andersen and Graydon Carter. The latter has achieved even greater glory over the past 23 years as Vanity Fair editor-in-chief. How Quickly a Headline Can "Deflate." In The Washington Post on September 3: How Roger Goodell became the most powerful man in American sports In The Seattle Times on September 4, after a federal judge overturned NFL commissioner Goodell's "Deflategate" suspension of New England Patriots quarterback Tom Brady: Deflategate reversal again shows NFL commissioner Roger Goodell has become a joke Perhaps the omen came from Goodell being the worst newsstand sellers for Time (2012) and Sports Illustrated (2013), which also declared him "most powerful."

New Thinking Required. In a changing publishing environment, some are investigating and adopting new solutions, while others are trapped by legacy structures and hidden biases... Read: A Changing Publishing Environment Requires New Thinking by Jim Elliott http://partnerstudio.foliomag.com/james-g-elliott-co MEDIA SALES • MARKETING • RESEARCH

minAd2.indd 1 8/31/15 10:38 AM Page 6 min 9/14/2015 Fitnessmagazine.com's SweatTV Revisits The Day Pass. In lieu of direct payment from consumers, publishers have been trying to make it more transparent how advertising supports the visitor’s “free” content experience by surfacing the exchange of value implicit in modern media. With its new aggregation of workout videos from multiple brands Fitnessmagazine.com’s SweatTV aggregates over 200 workouts from Shape.com, FitStar, Grokker and Popsugar, as well as its own for a portal of how-tos for the gym or home. The “cost” to users is an even trade: 24 hour ad-free access to all videos at the site when they register with Fit- nessmagazine.com or agree to view one of three videos from sponsors. The not-for-pay-wall is experienced as a pop-up that offers a registration form and a menu of three videos, each with sponsor name, description and run time. The idea of sponsored day passing started a number of years ago, most notably with a program at Salon, but it hasn't appeared often since then. The approach has several things to recommend it. First, it allows users to choose their sponsor, so the publisher and advertiser are getting some indication of real interest on the part of the user. It involves a video view—obviously of greater value to the advertiser. And perhaps most importantly the method really does confer to the consumer an added value. The 24 hour access to the workout videos are without further ad interruption. For gym rats this is a real value add. Who wants to suffer a pre-roll ad every time he or she loads a new part of their workout routine? Making the exchange of value among user, publisher and advertiser more visible is going to be increasingly important as ad block technology becomes much easier to access in months to come. Consumers themselves appear to be oblivious to the interdependence of advertising and content. A recent Teads study, for instance, revealed that 75% weren't aware their online publications depended mostly on advertising for their revenue. Making consumers recognize the ads equals content equation is going to become critical in the next wave of the content economy, as every publisher will need to make the case with visitors that they should keep ads turned on.

ENTER TODAY RISING STARS AWARDS

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26577 min Rising Stars Half Page Ad.indd 1 8/27/15 4:56 PM min 9/14/2015 Page 7

GfK MRI's Top Print Magazine Audience Performers

May 2015 Best Issue Specific Indexing Titles (continued from page 1) In the top position, with an IS index of 140–40% above its average issue audience–was the May 18 People, a special collector’s issue featuring the Duke and Duchess of Cam- bridge with their newborn Princess Charlotte Elizabeth Diana. Three magazines tied for second place with an IS index of 133. The May 4 Us Weekly, which chronicled the former Bruce Jenner’s Amazing Journey in becoming Caitlyn; the May 10 New York Times Magazine with its Stop Killing Us manifesto of black rights advocate Johnetta Elzie; and the May Veranda, which promised Sunny Places and Great Escapes. Finishing fifth with an IS index of 131 was the May 18 Us Weekly, which also weighed in on the U.K.'s royal offspring along with the contretemps of the Jenners and Kardashians. IS metrics show how magazines measured throughout each year by GfK MRI perform with regard to their average issue audience estimates from the company’s Survey of the American Consumer for the two most recent waves of Survey data.

Rank #1: People Rank #2 (tie): Us Weekly Issue: May 18, 2015 Issue: May 4, 2015 Issue Specific Audience: 61,063,000 Issue Specific Audience: 17,490,000 Issue Specific Index: 140 Issue Specific Index: 133

Rank #2 (tie): New York Times Mag. Issue: May 10, 2015 Issue Specific Audience: 5,035,000 Issue Specific Index: 133

Rank #2 (tie): Veranda Rank #5: Us Weekly Issue: May 2015 Issue: May 18, 2015 Issue Specific Audience: 1,753,000 Issue Specific Audience: 17,149,000 Issue Specific Index: 133 Issue Specific Index: 131 Page 8 min 9/14/2015

min Social Media Boxscores August 2015 - Facebook and Twitter % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares 'August 'August 'August 'August 'August 2015 2015 2015 2015 2015 AARP Facebook 1,271,270 1.55% 79 -10.23% 60,897 -43.28% 3,623 -46.44% 15,075 -84.48% Twitter 91,742 0.93% 108 -18.18% 812 -78.70% 81 -49.69% 983 -82.18% All You Facebook 1,542,036 1.62% 784 8.74% 383,755 -50.05% 8,903 -14.05% 291,959 -37.37% Twitter 39,559 0.44% 764 -8.61% 1,234 -13.16% 33 -19.51% 957 -16.20% Allrecipes Facebook 1,008,781 3.68% 295 1.37% 289,627 24.87% 5,788 23.18% 226,687 19.77% Twitter 46,044 3.32% 167 -22.33% 1,772 -15.86% 60 81.82% 901 -7.30% Allure Facebook 435,656 7.21% 861 -6.51% 206,176 10.00% 12,118 113.87% 38,777 -7.93% Twitter 370,208 1.54% 875 9.51% 14,007 28.56% 442 21.10% 8,495 -15.57% American Baby Facebook 176,619 0.64% 188 11.90% 11,277 -25.17% 1,135 -18.81% 2,666 -17.99% Twitter 10,870 1.96% 185 9.47% 183 210.17% 16 220.00% 84 42.37% American Photo Facebook 39,705 0.57% 53 -35.37% 390 -48.89% 7 -12.50% 152 -30.59% Twitter 66,650 0.95% 102 -7.27% 500 31.23% 12 -36.84% 468 44.44% Architectural Digest Facebook 2,487,460 2.80% 288 -7.10% 898,730 -31.25% 5,461 -24.17% 83,067 -26.59% Twitter 274,304 2.86% 453 -3.00% 17,522 21.45% 455 9.11% 12,220 12.75% Automobile Facebook 819,721 3.52% 156 9.86% 231,944 -26.32% 3,395 -15.17% 12,009 -10.56% Twitter 84,692 2.67% 424 6.53% 4,183 -11.09% 187 5.06% 2,874 -12.46% Autoweek Facebook 25,896 0.73% 346 -2.81% 1,824 4.65% 277 -21.08% 1,654 445.87% Twitter 91,316 1.30% 460 12.75% 1,896 50.24% 142 31.48% 1,364 47.46% Backpacker Facebook 260,590 4.76% 102 29.11% 70,236 20.25% 4,663 70.24% 22,517 156.34% Twitter 84,801 2.98% 86 309.52% 1,443 227.21% 55 243.75% 729 255.61% Better Homes and Gardens Facebook 3,211,040 1.06% 594 7.61% 1,089,053 -20.42% 17,846 -12.29% 454,030 -28.34% Twitter 142,084 3.94% 125 30.21% 1,218 56.35% 100 203.03% 1,104 83.69% Bicycling Facebook 281,756 2.56% 655 -8.01% 133,923 -22.86% 6,026 -16.32% 33,114 -4.87% Twitter 127,207 1.95% 762 -10.88% 10,495 2.21% 535 -9.01% 6,437 -6.47% Birds & Blooms Facebook 635,896 2.17% 91 24.66% 346,464 -29.03% 5,716 -6.05% 63,276 -25.85% Twitter 13,887 0.80% 92 -1.08% 283 -13.72% 14 16.67% 342 -3.12% Bloomberg Businessweek Facebook 1,436,171 2.48% 872 8.86% 303,164 -18.74% 31,273 -6.93% 116,985 -17.88% Twitter 1,142,309 3.35% 150 100.00% 3,212 100.12% 312 181.08% 4,116 102.76% Boating Facebook 72,360 6.28% 122 -5.43% 34,844 -0.51% 1,239 91.50% 6,914 31.97% Twitter 25,180 1.99% 92 31.43% 107 -19.55% 5 -70.59% 105 -10.26% Bon Appetit Facebook 878,085 3.56% 638 -10.52% 450,266 -35.63% 11,240 -21.13% 149,843 -35.23% Twitter 900,677 4.42% 928 -7.57% 59,946 -2.92% 1,498 -13.21% 29,557 1.68% Brides Facebook 1,537,746 4.51% 774 -4.09% 757,706 -13.43% 11,785 -0.11% 49,501 -1.61% Twitter 171,206 1.56% 636 -8.88% 4,945 2.30% 163 -23.47% 4,726 21.37% Car and Driver Facebook 1,756,890 2.45% 606 70.70% 964,918 17.27% 34,442 21.32% 123,922 13.20% Twitter 236,580 1.69% 487 66.21% 17,119 68.74% 804 117.89% 10,089 55.02% Car Craft Facebook 1,389,335 1.58% 124 4.20% 149,222 -29.52% 2,114 -35.39% 19,491 -23.76% Twitter 1,595 1.98% 105 8.25% 118 73.53% 1 -66.67% 26 0.00% Closer Facebook 21,480 10.97% 530 -2.57% 4,684 20.23% 382 -6.14% 444 5.21% Twitter 2,304 4.92% 554 -1.60% 825 71.88% 51 -25.00% 287 17.14% Coastal Living Facebook 1,089,904 3.97% 290 35.51% 679,049 22.33% 11,541 -3.83% 114,621 -1.06% Twitter 49,665 1.59% 384 3.78% 2,796 0.68% 105 26.51% 1,393 -1.21% Conde Nast Traveler Facebook 477,432 3.70% 508 -1.17% 232,572 -23.82% 8,676 -18.81% 63,493 -21.85% Twitter 717,047 1.18% 1,016 -10.01% 24,353 -11.31% 946 -26.89% 25,257 18.26% Consumer Reports Facebook 278,254 1.76% 365 10.61% 43,469 124.16% 6,811 176.31% 29,489 78.26% Twitter 248,256 0.34% 468 -11.70% 6,212 106.79% 226 32.16% 5,611 149.60% Cooking Light Facebook 4,367,696 3.78% 1,004 3.93% 2,879,566 -19.35% 30,833 19.18% 1,363,694 17.90% Twitter 165,439 2.33% 924 14.07% 13,538 27.60% 302 18.90% 6,568 20.20% Cosmopolitan Facebook 6,184,504 1.50% 1,493 0.13% 3,210,829 -25.95% 185,858 -12.38% 401,645 -33.50% Twitter 1,377,911 2.09% 3,074 -17.96% 261,600 13.25% 5,864 -7.07% 148,697 38.09% Country Facebook 67,178 0.06% 30 -3.23% 2,672 -1.11% 41 -19.61% 507 42.82% Country Living Facebook 2,436,462 2.03% 755 5.59% 2,537,979 -29.36% 78,444 -14.64% 948,759 -19.26% Twitter 120,823 3.04% 556 0.54% 8,225 1.72% 302 20.32% 4,918 4.42% Cruising World Facebook 77,641 3.26% 49 28.95% 11,143 2.11% 256 14.80% 2,071 59.92% Twitter 5,487 1.39% 30 0.00% 24 100.00% 1 N/A 29 262.50% Cycle World Facebook 385,328 3.98% 127 38.04% 76,025 14.71% 2,278 10.00% 10,818 40.62% Twitter 31,619 2.76% 140 15.70% 794 31.67% 39 8.33% 693 23.75% Departures Twitter 28,961 1.72% 232 4.98% 664 3.11% 54 45.95% 419 -15.52% Details Facebook 223,016 2.44% 798 -9.22% 65,695 -15.72% 2,868 -17.04% 11,776 -25.17% Twitter 122,887 2.54% 797 -14.48% 6,071 -20.53% 174 -31.23% 2,987 -28.21% Dirt Rider Facebook 459,542 3.01% 134 32.67% 149,092 -7.23% 1,607 -41.22% 7,867 -6.90% Twitter 20,791 0.77% 94 28.77% 275 96.43% 11 120.00% 183 185.94% DuPont Registry Auto Facebook 5,487,371 1.03% 374 -13.82% 5,738,740 -27.10% 41,071 1.57% 351,230 -16.08% DuPont Registry Home Facebook 271,986 1.38% 85 -8.60% 128,465 -8.37% 1,084 9.27% 15,802 8.05% Dwell Facebook 340,978 11.15% 762 -1.30% 665,297 12.04% 9,165 23.77% 63,957 16.89% Twitter 590,717 0.52% 1,127 3.78% 23,062 -0.99% 598 -11.93% 11,062 -3.19% EatingWell Facebook 1,472,652 1.55% 128 -8.57% 128,234 -12.23% 2,979 -4.52% 57,808 -9.60% Twitter 99,657 2.84% 136 -17.07% 1,031 0.78% 47 -11.32% 543 -22.98% Elle Facebook 3,248,598 1.65% 1,029 -6.20% 1,426,642 -10.70% 31,046 -2.96% 98,209 -2.27% Twitter 3,859,446 5.19% 2,651 -0.79% 225,948 5.58% 5,167 7.85% 120,688 13.63% Elle Decor Facebook 2,156,156 1.83% 574 -3.04% 711,932 -28.94% 3,767 -12.15% 45,557 -23.11% Twitter 277,164 2.51% 404 -38.60% 8,699 -31.53% 250 -24.92% 5,708 -30.21% Entertainment Weekly Facebook 3,223,851 1.73% 1,772 -2.48% 5,666,415 -22.02% 235,345 -14.48% 716,158 -25.88% Twitter 3,940,806 3.03% 3,377 -3.98% 498,480 -1.21% 13,639 -4.50% 293,631 5.11% Entrepreneur Facebook 2,220,982 2.52% 1,211 -5.46% 823,160 -14.54% 21,234 -14.71% 373,027 -18.73% Twitter 1,514,449 7.23% 2,025 -12.03% 102,712 15.81% 2,675 -1.18% 95,317 26.71% Esquire Facebook 594,709 2.82% 767 -1.29% 304,002 7.15% 21,295 -6.39% 64,160 2.96% Twitter 323,171 1.68% 2,522 -1.87% 45,220 6.71% 2,937 2.19% 32,376 11.28% Essence Facebook 1,936,956 1.10% 545 -4.55% 1,026,295 -50.21% 30,379 -52.17% 122,714 -45.59% Twitter 178,901 2.74% 626 -11.83% 13,799 3.90% 721 -6.61% 11,477 11.33% min 9/14/2015 Page 9

min Social Media Boxscores August 2015 - Facebook and Twitter % % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares 'August 'August 'August 'August 'August 2015 2015 2015 2015 2015 Motorcyclist Facebook 756,415 5.69% 215 108.74% 316,675 28.42% 5,744 69.79% 33,172 50.44% Twitter 6,802 5.62% 318 119.31% 1,073 193.97% 73 421.43% 645 161.13% Muscle & Fitness Facebook 5,580,847 1.09% 637 3.24% 1,967,429 -31.72% 29,575 -9.45% 143,273 -25.60% Twitter 492,791 2.11% 629 0.48% 35,405 6.40% 594 -1.98% 12,929 -4.88% National Enquirer Facebook 31,340 10.84% 106 -24.82% 691 26.56% 373 5.37% 211 -25.70% Twitter 6,934 5.09% 106 -22.06% 24 -73.63% 32 -11.11% 27 -55.74% National Geographic Facebook 37,068,747 1.06% 287 0.00% 5,353,671 -27.58% 96,718 -18.66% 648,257 -26.98% Twitter 10,316,151 1.81% 419 4.75% 124,679 18.41% 3,782 14.09% 96,427 19.81% National Geographic Kids Facebook 2,518,892 1.36% 58 26.09% 49,670 1.33% 384 50.00% 4,118 5.37% Twitter 23,123 8.71% 88 -25.42% 136 -66.83% 8 -42.86% 225 -42.89% National Geographic Traveler Facebook 3,629,496 -0.05% 239 -5.53% 118,853 -24.05% 1,911 -0.93% 17,479 -3.98% Twitter 2,040,654 2.72% 445 -3.68% 21,646 43.85% 613 8.69% 17,781 73.15% Natural Health Facebook 50,706 3.05% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Twitter 11,947 0.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% New York Magazine Facebook 1,623,105 2.78% 804 2.16% 468,849 -48.83% 36,382 -39.45% 84,582 -79.59% Twitter 923,371 3.83% 2,096 -0.19% 64,879 -15.39% 5,120 0.29% 53,301 -23.32% Nylon Facebook 1,678,644 0.84% 768 -6.23% 887,296 3.30% 28,136 5.71% 69,963 8.94% Twitter 891,755 0.88% 873 0.34% 54,213 21.33% 1,133 21.05% 30,105 63.81% Nylon Guys Facebook 93,790 0.30% 35 12.90% 1,174 190.59% 26 0.00% 185 184.62% Twitter 18,273 0.01% 29 0.00% 296 604.76% 4 -20.00% 203 576.67% O, The Oprah Magazine Facebook 727,286 1.58% 280 -5.41% 141,527 2.29% 4,508 -1.14% 41,286 -3.58% Twitter 424,537 0.62% 341 -12.11% 4,894 -33.38% 280 -24.93% 2,803 -37.72% OK! Facebook 1,311,125 3.27% 377 7.10% 445,179 -27.35% 30,467 -6.29% 13,007 -20.20% Twitter 266,741 0.64% 401 18.99% 6,281 125.69% 521 47.59% 2,759 87.94% Outdoor Life Facebook 213,026 3.90% 350 -16.86% 85,144 -25.98% 3,826 -21.97% 24,879 -27.84% Twitter 70,772 2.00% 21 -41.67% 195 -11.36% 5 -77.27% 74 -25.25% Outside Facebook 467,921 1.95% 426 -2.96% 189,641 -13.11% 15,057 19.21% 61,288 -7.05% Twitter 190,368 2.05% 764 -1.16% 16,207 5.35% 694 12.48% 10,749 42.16% Parents Facebook 1,515,809 0.27% 280 -12.77% 93,467 -23.04% 10,637 -19.43% 41,822 -26.73% Twitter 1,352,125 16.41% 282 -12.96% 3,842 -4.81% 177 -7.33% 2,961 -10.25% People Facebook 5,638,716 0.92% 1,889 29.92% 6,499,874 -28.20% 471,167 2.96% 788,342 -9.06% Twitter 6,508,526 1.22% 2,906 9.95% 470,771 22.39% 18,631 18.71% 234,851 48.02% People en Español Facebook 3,750,456 0.47% 819 -12.50% 2,229,263 -47.91% 58,221 -48.38% 50,633 -46.26% Twitter 1,304,544 0.65% 812 -13.06% 36,996 -13.65% 1,605 -28.86% 20,979 -11.73% People StyleWatch Facebook 155,963 0.64% 405 23.85% 14,929 428.65% 750 223.28% 1,535 247.29% Twitter 877,426 0.55% 563 65.59% 13,024 59.43% 381 55.51% 8,091 101.22% Playboy Facebook 16,391,942 0.61% 677 15.14% 2,608,438 -19.88% 73,237 4.32% 181,810 -25.35% Twitter 1,009,269 1.20% 1,091 9.10% 53,691 -11.64% 1,870 -6.59% 19,995 -0.34% Popular Mechanics Facebook 229,352 2.25% 761 -11.31% 66,072 57.40% 4,410 9.67% 27,322 64.44% Twitter 149,504 1.75% 1,004 -40.49% 14,694 -25.63% 1,002 -27.07% 13,299 -27.97% Popular Photography Facebook 544,995 2.31% 69 9.52% 32,173 -12.26% 979 -12.82% 6,089 -34.24% Twitter 124,345 0.91% 18 0.00% 100 -13.79% 16 6.67% 60 -13.04% Popular Science Facebook 2,977,415 0.33% 327 -3.25% 373,684 -31.24% 16,168 -7.24% 90,378 -24.39% Twitter 559,093 2.10% 365 -13.71% 18,796 -19.28% 1,105 -19.40% 16,577 -22.55% Prevention Facebook 1,548,722 2.76% 648 0.31% 453,032 -13.96% 8,241 -29.82% 278,230 -20.73% Twitter 213,902 1.95% 747 -4.23% 11,450 4.51% 236 -11.28% 9,102 6.11% Reader's Digest Facebook 2,541,188 1.80% 440 -5.38% 269,321 -26.02% 3,772 -12.18% 81,891 -27.32% Twitter 80,797 1.32% 435 -8.81% 3,019 33.00% 92 4.55% 2,980 38.80% Real Simple Facebook 2,641,822 1.31% 747 2.47% 359,161 -45.41% 18,779 -41.61% 182,803 -55.00% Twitter 1,485,640 7.33% 763 -20.10% 15,352 -38.54% 321 -33.40% 6,705 -27.16% Redbook Facebook 429,626 4.74% 750 -2.22% 188,500 -37.22% 15,631 -62.55% 69,202 -69.64% Twitter 47,427 0.56% 742 4.36% 1,006 12.91% 66 -19.51% 694 -4.80% Reminisce Facebook 55,972 1.03% 21 5.00% 2,261 -12.94% 226 -22.34% 457 -5.38% Road & Track Facebook 849,215 8.28% 580 6.03% 1,228,099 -14.71% 25,124 -1.91% 110,627 -15.45% Twitter 102,548 2.20% 914 26.94% 14,357 13.52% 742 46.93% 8,286 17.50% Rolling Stone Facebook 4,219,652 0.90% 525 -6.91% 1,258,165 -23.79% 73,680 -35.48% 284,041 -13.76% Twitter 4,695,386 0.78% 994 -0.20% 264,818 67.80% 5,806 3.02% 180,208 69.27% Runner's World Facebook 1,545,114 1.14% 524 -4.38% 501,083 -22.16% 23,122 -40.44% 106,457 -36.40% Twitter 1,081,100 0.75% 767 7.12% 52,209 -2.35% 1,526 16.67% 25,616 -0.94% Sailing World Facebook 125,022 3.49% 64 68.42% 26,660 99.45% 372 40.38% 4,449 129.69% Twitter 26,745 1.99% 97 15.48% 123 35.16% 2 -75.00% 230 65.47% SaltWater Sportsman Facebook 89,961 4.79% 130 -8.45% 26,542 -27.91% 425 -8.01% 3,352 -13.16% Twitter 2,983 3.04% 3 0.00% 7 75.00% 1 N/A 6 200.00% Saveur Facebook 270,761 4.04% 227 -15.93% 46,682 -39.78% 1,438 -79.30% 18,601 -45.16% Twitter 421,619 1.94% 282 -30.71% 4,600 -30.04% 179 -43.89% 3,977 21.36% Scientific American Facebook 2,268,157 1.35% 212 -3.20% 216,557 2.73% 8,579 -5.67% 73,103 3.81% Twitter 1,122,097 1.22% 468 8.08% 10,678 24.77% 901 43.24% 12,672 21.88% Scuba Diving Facebook 185,398 6.26% 112 -5.08% 84,796 -21.70% 2,085 6.87% 14,500 -8.59% Twitter 35,008 2.00% 100 4.17% 847 -12.41% 29 26.09% 728 9.64% Self Facebook 1,205,936 1.46% 716 -1.38% 144,333 -38.49% 2,638 -44.70% 51,304 -32.89% Twitter 363,233 1.26% 1,327 -11.47% 23,333 -11.44% 439 -26.34% 11,543 -18.39% Ser Padres Facebook 489,017 0.53% 187 -2.09% 31,671 -13.40% 846 5.62% 19,401 -17.98% Twitter 24,358 1.90% 47 17.50% 70 20.69% 1 0.00% 52 -5.45% Shape Facebook 2,599,802 0.67% 625 0.32% 188,509 -47.38% 6,447 -38.37% 71,578 -57.50% Twitter 458,368 1.42% 636 2.42% 15,844 33.85% 353 30.26% 7,552 28.09% Siempre Mujer Facebook 1,627,668 3.57% 248 5.08% 319,365 -3.71% 4,687 -2.98% 77,023 7.30% Twitter 12,189 0.65% 47 -7.84% 59 43.90% 6 N/A 65 242.11% Sierra Magazine Facebook 3,372 5.14% 34 -12.82% 632 0.16% 21 -38.24% 148 -3.90% Twitter 67,345 0.27% 66 34.69% 76 -37.70% 8 0.00% 75 -41.41% min 9/14/2015 Page 11

% % % % % Likes & Publication Source Followers Differential Posts Differential Differential Replies Differential Shares Differential Favorites in Followers in Posts in Favorites in Replies in Shares 'August 'August 'August 'August 'August 2015 2015 2015 2015 2015 Ski Magazine Facebook 69,289 0.97% 25 -45.65% 10,079 27.21% 343 -38.64% 885 10.49% Twitter 43,144 1.16% 31 -20.51% 326 4.15% 19 -36.67% 155 4.73% Smithsonian Facebook 647,079 2.77% 283 22.51% 352,368 -2.27% 13,570 3.30% 130,736 0.99% Twitter 135,520 2.18% 1,285 -19.23% 15,795 -27.23% 877 -21.56% 18,495 -16.18% Soap Opera Digest Facebook 461,262 1.31% 31 -32.61% 68,159 -48.65% 8,280 -29.12% 5,622 -43.35% Twitter 102,336 1.13% 95 -22.13% 1,701 -19.61% 326 -24.01% 892 -30.26% Southern Living Facebook 1,263,784 3.37% 707 20.03% 863,518 -4.03% 23,074 4.83% 439,724 -23.87% Twitter 139,591 1.28% 485 15.48% 8,867 25.72% 237 16.18% 4,881 31.24% Sport Diver Facebook 111,757 4.93% 129 4.03% 42,507 -5.08% 803 11.53% 8,003 8.35% Twitter 20,198 2.00% 122 9.91% 588 41.69% 26 188.89% 554 35.78% Sport Fishing Facebook 177,929 4.22% 162 -11.96% 87,728 -1.33% 1,512 -6.15% 10,974 -2.18% Twitter 6,471 2.62% 8 -63.64% 7 -46.15% 1 N/A 9 -62.50% Sports Illustrated Facebook 2,323,011 1.89% 1,462 1.88% 1,794,972 -35.78% 78,988 -13.76% 135,601 -24.26% Twitter 1,151,747 0.95% 2,538 -15.17% 75,558 -36.62% 5,733 -10.14% 61,930 -34.93% Star Facebook 662,226 0.22% 230 -14.18% 42,074 -51.04% 11,567 -41.15% 3,468 -50.80% Twitter 86,461 0.40% 357 7.53% 747 53.70% 132 17.86% 624 112.24% Street Rodder Facebook 1,722,863 2.48% 117 27.17% 471,992 -6.50% 4,555 3.05% 74,440 10.96% Sunset Facebook 154,171 2.19% 236 0.43% 58,492 25.90% 3,173 51.60% 14,305 -3.00% Twitter 64,265 0.59% 200 -4.31% 1,302 28.15% 69 -11.54% 1,274 86.53% Taste of Home Facebook 3,597,320 1.41% 190 26.67% 1,158,472 -14.47% 14,600 5.15% 1,015,596 -10.43% Twitter 23,840 1.44% 9 125.00% 0 0.00% 0 0.00% 0 0.00% Teen Vogue Facebook 4,885,510 1.10% 739 14.75% 1,717,339 -21.07% 20,443 26.78% 41,047 -4.06% Twitter 2,502,063 0.83% 1,286 25.59% 168,228 84.53% 1,953 47.62% 115,912 170.58% Texas Monthly Facebook 160,980 2.40% 106 -4.50% 26,069 -43.45% 3,154 -24.67% 10,038 -24.92% Twitter 135,910 1.88% 136 -7.48% 2,704 48.73% 203 28.48% 2,251 40.25% The Atlantic Facebook 1,192,837 1.85% 883 1.73% 371,912 -16.76% 33,345 -9.66% 157,468 -17.32% Twitter 1,074,905 2.21% 1,249 25.40% 53,560 30.66% 5,078 19.76% 50,763 39.14% The Economist Facebook 5,701,479 2.10% 1,067 9.32% 726,182 7.85% 43,227 -7.39% 204,526 5.29% Twitter 10,219,051 4.89% 3,168 31.67% 296,742 27.25% 25,790 24.95% 388,693 26.48% The Family Handyman Facebook 427,839 4.44% 161 4.55% 128,655 -10.80% 2,223 -15.15% 94,957 -20.82% Twitter 12,394 3.92% 36 16.13% 119 3.48% 4 -20.00% 60 13.21% The New Yorker Facebook 2,433,693 2.01% 517 12.15% 583,304 0.35% 27,688 2.66% 230,928 1.76% Twitter 5,490,161 3.43% 710 -6.33% 80,248 5.23% 4,373 7.52% 63,036 6.76% This Old House Facebook 500,278 2.67% 284 19.83% 153,069 -10.30% 4,972 -10.19% 46,480 -22.23% Twitter 75,242 1.54% 298 30.70% 2,972 37.34% 134 16.52% 1,261 46.97% Time Facebook 8,483,064 1.39% 2,434 -2.52% 4,956,884 -21.48% 296,487 -16.12% 885,590 -12.89% Twitter 8,055,330 2.98% 4,383 6.31% 440,320 19.48% 26,862 12.80% 384,278 14.67% Town & Country Facebook 59,688 11.33% 454 -6.39% 56,391 -14.41% 2,405 -19.05% 21,303 6.34% Twitter 34,652 1.65% 473 -3.07% 4,732 11.08% 143 -34.40% 2,836 3.16% Traditional Home Facebook 1,769,429 0.94% 107 1.90% 310,336 -25.29% 5,004 -30.43% 28,413 -20.99% Twitter 103,316 2.66% 179 -19.73% 1,200 0.50% 49 -25.76% 752 -2.21% Travel + Leisure Facebook 997,665 9.56% 678 -1.02% 508,530 -14.91% 12,857 -14.84% 84,376 -18.78% Twitter 313 -99.77% 13 -53.57% 63 800.00% 26 52.94% 22 120.00% Twist Facebook 3,259,719 2.65% 420 20.34% 1,976,193 -7.36% 17,302 -2.35% 14,659 25.48% Twitter 198,453 0.91% 683 6.22% 67,145 17.60% 1,205 13.36% 28,821 20.57% US Weekly Facebook 3,208,424 1.13% 734 3.09% 1,736,271 -33.76% 145,154 -11.28% 148,508 -19.97% Twitter 1,673,587 1.54% 2,725 -6.96% 144,181 -9.35% 8,182 -11.95% 73,148 10.74% Vanity Fair Facebook 2,265,721 1.33% 755 0.27% 779,891 -42.71% 25,410 -52.80% 58,103 -55.79% Twitter 2,389,090 6.88% 1,301 -14.74% 99,998 22.86% 3,991 -3.37% 61,864 16.13% Vegetarian Times Facebook 1,616,864 1.78% 66 -12.00% 76,745 -6.06% 1,740 10.27% 15,140 -11.60% Twitter 96,962 1.78% 60 15.38% 1,598 41.17% 59 63.89% 977 33.29% Veranda Facebook 824,231 3.83% 538 -1.65% 615,149 -26.40% 4,459 -9.86% 51,635 -17.96% Twitter 41,361 2.27% 318 -12.40% 1,502 -6.59% 39 -23.53% 1,502 -5.65% Vogue Facebook 6,678,762 1.21% 977 9.16% 1,443,035 8.88% 19,192 14.36% 61,468 11.50% Twitter 7,260,415 6.10% 1,046 3.77% 139,435 15.65% 1,715 2.33% 65,039 24.67% W Facebook 1,083,140 2.17% 613 7.36% 127,853 2.10% 2,344 12.69% 10,353 16.08% Twitter 1,078,074 1.86% 992 8.06% 36,149 -21.45% 679 -29.78% 20,214 4.00% Wired Facebook 1,711,883 1.22% 652 6.19% 359,084 -17.23% 24,950 -15.17% 126,391 -18.51% Twitter 5,009,306 1.60% 1,208 -11.50% 97,189 -8.18% 6,350 -10.99% 100,156 -2.15% Woman's Day Facebook 1,218,947 4.20% 674 -4.67% 603,861 -31.04% 25,692 -29.59% 190,854 -42.29% Twitter 38,300 1.58% 619 -11.19% 844 -3.65% 35 -37.50% 1,898 -15.00% Woman's World Facebook 45,387 1.02% 82 141.18% 1,607 138.78% 131 22.43% 485 623.88% Women's Health Facebook 4,474,684 3.05% 1,136 28.07% 594,518 1.22% 23,661 1.72% 179,072 17.72% Twitter 3,902,646 0.57% 1,088 18.00% 57,904 14.39% 2,014 22.58% 37,246 31.56% Working Mother Facebook 142,892 5.01% 71 1.43% 10,380 26.72% 452 29.51% 4,828 -4.15% Twitter 41,388 0.78% 240 -31.43% 159 -59.23% 15 -59.46% 319 -38.65% Yachting Facebook 130,139 5.87% 98 -1.01% 76,955 -9.96% 693 16.86% 6,997 -24.77% Twitter 20,591 2.62% 41 -50.00% 154 -38.65% 2 -77.78% 143 -20.11% Yankee Facebook 78,719 4.10% 88 -4.35% 81,376 -27.54% 11,637 -19.27% 18,201 -42.05% Twitter 11,234 1.73% 29 -19.44% 125 -33.86% 14 27.27% 92 -31.85% Yoga Journal Facebook 1,641,925 3.20% 196 -10.50% 304,474 -5.83% 3,713 7.13% 73,914 -2.26% Twitter 258,783 1.88% 155 -20.92% 5,892 -4.46% 133 -11.33% 3,316 -11.17% *data provided by True Social Metrics. Page 12 min 9/14/2015 The Best Solution to Blocked Digital Ads Is Better Ads. September 16, 2015 Ever since the "pop-ups" from two decades ago, the quality of advertising on magazines' websites has been inferior to that in print–which the MPA used to recognize with an award New York City named for its late president Stephen Kelly. That's the reason for the widespread popular- ity of ad-blocking software, because as Google CEO Larry Page told investors at the compa- 8:30 – 10:00 a.m. ny's annual meeting in June, marketers need to "get better at producing ads that are less annoying and are quicker to load." Perhaps Meredith's relaunched Allrecipes.com has the solution with native content com- plementary and revenue-producing to the brand and not a waste of time for site users. "Family Circle" Has Come a Long Way with Women's Tennis. When the Family Circle Cup debuted in 1973, FC became the Monetizing The Glamour: then-fledgling Women's Tennis Association's second corporate partner after Virginia Slims. The support has continued for 42 years in spite of four ownerships (the merged Meredith The Many Paths to Recapturing Print Revenue Media General to be the fourth), and FC publisher Lee Slat- tery tells min that Volvo becoming the title sponsor with the renaming to Volvo Cars Open will have a minimal effect. "It At our September minsider breakfast, we will check in with top media buyers remains a Family Circle event, and [editor-in-chief] Linda Fears, [Meredith Media General] ex- and publishers who have discovered how to capture new revenues as magazine ecutives and I will help present the championship trophies next April in Charleston, S.C." Serena Williams, who at min's press time was attempting to win the calendar-year grand brands look to extend their reach outside of ink and paper. slam at the U.S. Open, has won three FC Cups–most recently in 2013. Listen, learn and network at the September 16 Q&A breakfast! "SciAm's" 170th Anniversary Einstein and Pet-Fest. The oldest continuously published magazine in the U.S.will forever be associated with great scientific minds. They are epitomized by Albert Einstein, whose 1905 Theory of Relativity was Speakers: reported in SciAm and will be interpreted ad infinitum. He is on the cover of the September anniversary issue, and the features include How Einstein Invented Reality, by Aspen Institute president and Einstein biographer Walter Isaacson, who as Time editor in 1999 selected him Person of the 20th Century. The Einstein release was coupled with Scientific American's pop-culture- looking-The Science of Dogs & Cats bookazine, and editor-in-chief Mariette DiChristina tells min that "animals, too, are part of our heritage. The articles are a compendium of those that ran in SciAm in recent years, and they help fulfill our belief that science is the foundation–and future–of every- thing." Earlier bookazine subjects include food (June 2015), staying young Mary Murcko Hayley Romer Karen Benson Ginger Taylor White (March 2015) and dinosaurs (May 2014); each listed at $9.99. Publisher, Chief VP, Publisher EVP, Director of EVP, Managing Director, The anniversary continues an active 2015 for SciAm, with 29-year German parent Holtz- Revenue Ofﬁ cer The Atlantic Integrated Media Publishing Investment brinck Publishing Group's Macmillan Science and Education unit entering into a joint operating agreement with the German-owned Springer Science + Business Media to form Springer Self Magazine Deutsch Ampliﬁ US Nature. And this summer SciAm's New York headquarters moved downtown to 1 New York Plaza, with plenty of archival material that had to be handled with care. YOU’LL LEARN: All the reason for DiChristina and SciAm president Steven Inchcoombe to host a recep- tion on August 26, two days before the anniversary on August 28. Among the guests was • Leveraging social media reach and reputation with advertisers journalist Matthew Chapman, who has written about his great-great grandfather Charles Dar- win, whose theory of evolution was reported in SciAm over a century ago. • What sponsors want from their live event partnerships Darwin's February 12, 1809, birthday is shared by Abraham Lincoln, and he, too, is a • Has the role of print evolved in multi-screen to a different role in the marketing mix? part of SciAm history for having his 1849 patent for a device that lifted boats over shoals (shallow water) which was published in the magazine. SciAm was the among the first to give • Is the branded media event market already glutted? Lincoln nationwide media exposure. • And much more!

Congratulations, Scientific American, The Editors Register Online: www.minonline.com/minsider_sept15/ Steven Cohn, Editor-in-Chief; Caysey Welton, Group Editor Questions? Contact Allie DeNicuolo at [email protected]. Steve Smith, Digital Media Editor Kelsey Lundstrom, Event Content Manager Sponsorship Opportunities: Contact Tania Babiuk at [email protected]

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26451 min breakfast with min ad_8.5x11.indd 1 8/18/15 10:06 AM September 16, 2015 New York City 8:30 – 10:00 a.m. Monetizing The Glamour: The Many Paths to Recapturing Print Revenue At our September minsider breakfast, we will check in with top media buyers and publishers who have discovered how to capture new revenues as magazine brands look to extend their reach outside of ink and paper. Listen, learn and network at the September 16 Q&A breakfast! Speakers:

Mary Murcko Hayley Romer Karen Benson Ginger Taylor White Publisher, Chief VP, Publisher EVP, Director of EVP, Managing Director, Revenue Ofﬁ cer The Atlantic Integrated Media Publishing Investment Self Magazine Deutsch Ampliﬁ US

YOU’LL LEARN: • Leveraging social media reach and reputation with advertisers • What sponsors want from their live event partnerships • Has the role of print evolved in multi-screen to a different role in the marketing mix? • Is the branded media event market already glutted? • And much more!

Register Online: www.minonline.com/minsider_sept15/ Questions? Contact Allie DeNicuolo at [email protected]. Sponsorship Opportunities: Contact Tania Babiuk at [email protected]

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26451 min breakfast with min ad_8.5x11.indd 1 8/18/15 10:06 AM