Another First Quarter of Advertising Discontent for the Monthlies. Steve

≠February 17, 2014 Media Industry Newsletter Vol. 67 No. 7 New York, N.Y. www.minonline.com

Another First Quarter of Advertising Discontent for the Monthlies. The recent pattern of women's fashion magazines' ad-page rich March "Spring Previews" not extending to other sectors continued in 2014. The upcoming second quarter will be more indicative, as nearly all the selling will have been done this year. And advertiser and agency budgets, which were slow to get established, are settled. Among the few non-fashion standouts is The Atlantic (+10.94% first quarter), which is losing publisher Elizabeth Baker Keffer (see page 14). Here is the threeyear quarterly timeline: 2011 2012 2013 2014 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. +1.15% +1.69% -4.97% -6.76% -6.06% -6.03% -2.80% -2.38% -0.12% -0.86% -0.88% +0.59% -5.04% (boxscores are pages 8 and 9) Steve Smith's Eye on Innovation: HollywoodLife Discovers Celebrity Content 2.0: More Than Stars And Skirts. Bonnie Fuller’s soon to be five-year-old HollywoodLife.com had a very good January 2014. Sure there were last month's Golden Globes and Grammys, which are de rigeur eyeball magnets. But part of the remarkable 132% year-over-year traffic growth to the site has as much to do with the Super Bowl, elections and breaking news. “We have covered the Super Bowl for several years, but this year it went wild," Fuller tells min. HL treated the big game much as it would another awards show–with a dedicated channel of diverse coverage, from ad previews and reactions to celebrity fashion, the halftime show and the movie previews that launch during the game. "Captain America was really big for us." In fact, there are two important implications in HL's Super Bowl win: the impor- tance of a lifestyle site as a source of general news to young women, and the posi- tioning of magazine-like service content as second-screen complements to tv viewing. (continued on page 4)

min Contest with Scholastic Parent & Child: Rock Around the Clock with 100 Greatest Songs for Kids Thanks to Scholastic Parent & Child, American schoolchildren have a greatest book and movie in Charlotte's Web and The Wizard of Oz, respectively. The February/ March 2014 SP&C reveals the 100 Greatest Songs for Kids, and although the classics are well-represented, there are also 10 mixes of great adult tunes that are also totally cool for the little ones. That is the perfect segué for a min contest and your chance to win an SP&C prize pack. Details are on page 5.

• SI SWIMSUIT IS ON THE BEACH (MIAMI); FITNESS MOVE(S) FORWARD...Page 2 • APP REVIEW'S PAPER TRAIL; MONEY SHOT'S MOBILE RTB...... Pages 3 and 6 • TIME'S 1936 COVER OF SHIRLEY TEMPLE HAD YOUTH–AND SENIORITY....Page 7 • MARCH BOXSCORES; EYE ON AD RECALL; INSIDE b2b... Pages 8, 9, 11, 12, 13 • NO MEN'S HEALTH "PUFFERY" TO NEWARK; BLOOMBERG BW, TO E-CIGS... Page 14 www.minonline.com © 2014 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $100,000 for violations. Page 2 min 2/17/2014 This Week, "Sports Illustrated's" 50th-Anniversary Swimsuit Will Party in Miami. This is a bit of a return to Swimsuit's January 1964 roots, when founding managing editor André Laguerre had Jule Campbell direct a cover shoot of model Babette March in Cozu- mel, Mexico, to give northern readers a respite from the winter cold. Her splash will be emulated over February 20-23 weekend, when Sports Illustrated is partner to Food & Wine's South Beach Wine & Food Festival, where a highlight will be a models-versus-chefs game of beach volleyball. Of course, a lot of the business–and fun–is on land. Recently hired publisher Brendan Ripp (the former vp of sales and marketing for Fortune) tells min that the anniversary issue produced "impressive revenues." The 106.90 ad pages are the most since 2007 (1986 holds the record at 137) and highlights include a back-cover gatefold from Target and pag- ing from Finish Line (the athletic footwear manufacturer is a Wine and Food Festival partner), Brightlein, Forevermark, Crown Royal and Air New Zealand. Lexis bought a gatefold and got a callout on the spine. "The space has never been used before," says Ripp, and this is a 'thank you' to a loyal SI supporter." The issue is released February 17 (the Nina Agdal, Lily Aldridge and Chrissy Teigen cover was revealed February 13 on Jimmy Kimmel Live), and the first of two parties is that night at the seasonally incorrect SI Beach House in SoHo. Mattel is the sponsor through the ballyhoo of Barbie's appearance in Swimsuit, but that is histori- cally incorrect because her 1959 "birth" makes her five years older. Commemoratives include one that is typical: the 304-page, "coffee-table" 50 Years of Beautiful (Time Home Entertainment, $50), with pictures of all the models and thank-yous to the many who helped make Swimsuit successful. Most notable is Campbell, who chose the locations and directed the shoots for three de- cades. MJ Day is the fourth to have the honor. Atypical is February 10 People cover Christie Brinkley, who celebrated her 60th birthday with the same pose that appeared on the 1979 Swimsuit.

Move Forward, "Fitness"! The tagline, with debuts in the March Fitness, succeeds Mind, Body, Spirit, which has appeared in the Meredith National Media Group magazine nearly since its 1991 launch. "Mind, Body... had a great run," says publisher Eric Schwarzkopf, "but in 2014 Move Forward's image of activity having a positive role in our readers' lives is indicative of our image. 'Be positive and empowering' is our message to our readers and to our advertising partners to move their business forward by connecting their brands to a very special readership." To kick start Move Forward, Schwarzkopf and his staff sent an email blast to advertisers last week inviting them to submit "a sentence on how they plan to move forward in 2014." Prizes included gift certificates to Soul Cycle. Coming April 13 the annual Fitness/More women's half-marathon in New York's Central Park. The race is among the qualifiers for the November 2 New York Marathon.

Editor-in-Chief: Steven Cohn ([email protected]) 203/899-8437 Digital Media Editor: Steve Smith ([email protected]) 302/691-5331 Editorial Director: Bill Mickey ([email protected]) 203/899-8427 VP Content: Tony Silber; Director of Business Development: Scott Gentry ([email protected]); Marketing Director: Kate Schaeffer ([email protected]); Assistant Marketing Manager: Marly Zimmerman ([email protected]); Associate Editors: Arti Patel ([email protected]) and Caysey Welton ([email protected]); Editorial Intern: Jennifer Silber ([email protected]); Production Manager: Yelena Shamis ([email protected]); Senior Account Executive: Tania Babiuk ([email protected]); Contributing Editor: Cathy Applefeld Olson; Boxscores ([email protected]) SVP, Media Group: Diane Schwartz; Access Intelligence, LLC President & Chief Executive Officer: Don Pazour; Division President: Heather Farley; Subscriptions/Client Services: 888-707-5814; List Sales: Statlistics, 203-778-8700; Advertising: 203-899-8498; Reprints: Wright’s Media, 877-652-5295 ([email protected]); Editorial Offices: 10 Norden Place, Norwalk, CT 06855; 88 Pine Street, Suite 510, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; www.minonline.com Access Intelligence LLC, 4 Choke Cherry Road, 2nd Floor, Rockville, MD 20850; Ph: 301-354-2000 Published 2014 © by Access Intelligence LLC. Distributed via email and online. For email and postal address changes, allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For advertising info contact 301/ 354-1629. Contents may not be reproduced in any form without written permission. min 2/17/2014 Page 3 Steve Smith's App Review: Facebook's Gimmicky Paper Gives Media More "Face Time." The best that can be said of Facebook's new smartphone app and Flipboard wannabe Paper is that it tries to dress up what has probably been one of the most atrocious excuses for an interface ever foisted on the Internet: the Facebook feed. •On the Web, the feed is a cluttered eyesore. •On mobile, it is at least more focused. •In Paper, it at least usable. But there are limitations at every step. The default view converts your feed scroll into a lateral, scrolling set of cards that you swipe up to full-screen view. Alas, the items themselves seem too small on an iPhone to properly identify. The ironic result is that Paper simplifies by complicating interac- tion, making the user swipe an item up into the main field to read it properly when the old, ugly way lets you read the item easily just by scrolling. Typeface sizes are varied for an uneven look overall. You can't filter the feed to make it more focused and manage- able. And when you do click through on an article link, the embedded browser is not as responsive or intelligent as one would like, often requiring multiple zooms. The curated news feeds are better. The app presents topics you can add to your topline set of feeds, and these cherry-pick stories that are usually from major media. This is part of Facebook’s project to improve relations with media, to show that it is a more powerful partner than Twitter and that it can serve as a news source. Except that it can't. Unlike Flipboard or Zite, Paper is not yet a go-to place to keep up. The curation feels random in offering more serendipity than news sense. The branded media are presented well, and usually it clicks through to mobile-friendly ver- sions of content. However, the sharing options are shamefully limited, lacking email forward- ing or saving, but encouraging more re-circulating into the Facebook universe. This shows a disregard (or outright misunderstanding) for how and why people triage news on phones. Even Twitter knows better than this. Yuck. The most interesting feature about the Paper app is navigation. It uses swiping tech- niques, moving item cards into the main view with upward swipes and backing out of things with downward gestures. This is fluid, although in long articles it leads to confusion between going backwards and scrolling upwards. Large images also appear in zoomed-in states, so that moving the phone itself activates the panning. This gimmick gets old quickly. Am I being too hard on Facebook? Most reviewers are gushing that Paper may well replace the standard FB app. I doubt it. The gimmick wears thin, and I expect many users will recog- nize that this is a prettier, but not more efficient, way to access their feed. The addition- al media content here is not done well enough to challenge better dedicated aggregation apps. Obviously, most reviews indicate that Paper may be preferred by some slice of users. It does have much of the functionality of Facebook in a cooler frame. But to me Paper feels more like a business plan to cozy up with media, and shave off Twitter/Flipboard mind share, than a consumer-driven innovation, and I am not convinced it succeeds in either case. I will take a minority view here. Grade: C In March, "Food Network" Magazine Brings Home the Bacon. The utilitarian complement to eggs, lettuce and tomato gets a place in the sun with Food Network's bacon themed March issue. The 108 Amazing Recipes include a bacon-and-egg pizza, bacon-paremsan pasta and–believe it or not–chocolate bacon cupcakes. Let's see if that will become a hit for snack fans. The nice double-entendre for editor-in-chief Maile Carpenter and publisher Vicki Wel- lington is that FN has brought home the bacon to co-parents Hearst Magazines and Scripps TV since becoming profitable four months after its June 2010 launch. In pork-belly speak, that is quite a "cure" for the bottom line. Past FN March themes included Italy, chocolate and cheese. Page 4 min 2/17/2014

EYE ON INNOVATION STEVE SMITH

HollywoodLife's Enhanced Celebrity (continued from page 1) "The [April 15, 2013] Boston Marathon bombing was our third biggest day last year," says Fuller. This may be staggering to old-school news hounds, but she insists that an important shift is occurring within this generation of women. "Our audience does not go to traditional news sites. They come to HollywoodLife." Evidence of that is the site's enormous growth in direct traffic as it becomes a go-to brand for much more than just breaking celebrity news. Fuller believes that it all comes to down to voice and building a relationship with readers so that they gravitate to the site much like they would a good friend to see and share their takes on all topics. "You need to develop relationships with audiences in order for them to turn to you," she says. "We built the baseball park so they could come, but it is for young millennial women especially." And they come for a lot of different reasons now. The site saw traffic spikes on the presidential Election Day in 2012 and even President Obama's January 28 State of the Union address. The editorial trick is to find in these stories "entry points that are more female-focused," she says. The Boston tragedy had angles concerning women ath- letes, runners generally, and the Boston metro area itself, where many HL readers went to school. For President Obama's second inauguration, HL covered First Lady Mi- chelle Obama and her daughters' fashion–and Beyoncé singing, of course. For the State of the Union there were celebrity responses to the speech as well as to Michelle's dress. "There is a misconception that millen- nials are not interested in traditional news," Fuller says. "They just don’t go to traditional news sources." Not coincidentally, many of these news events are very much tied to the TV, which has become an important connection for the site. "We have always assumed our audience is using digital devices when watching TV," she says. And this shows in both the volume and rhythms of editorial at the site. Entertainment content is HL's fastest- growing category, and they now produce over 30 show recaps. The "second-screen" phenomenon pressures entertainment content to work in the same real time as the TV itself. "Our users want to see that recap go up right after the show. They want to see our opinions and have a discussion about the show right after it occurred." Fuller and such sites as HollywoodLife, EW.com and TVGuide.com all demonstrate how tablets and smartphones are changing both TV watching and online content. She puts it best when she observes" "The water-cooler conversation doesn't occur the next day but online immediately." Twitter and Facebook are not the only publishers who should be scrambling to get on- air sponsors to echo tv spots on the second screen. Fuller says that awards advertiser Crystal Light has already sponsored HL's tweeting of the Golden Globes as well as the red-carpet gallery for the Emmys. Cultivating a second-screen connection with traditional media also opens up new advertising possibilities. The TV screen offers entertainment, celebrity, beauty, and fashion content providers a new opportunity to be relevant if they can react in real time. This is the natural progression of digital technology. A decade ago, magazine brands coming online were disrupted from their print rhythms by daily pace of online publishing. The rise of "always on" social media distribution compelled daily publishing to refresh content throughout the day. Post-PC devices have made prime-time into a two- screen experience where media brands have to work in concert with TV in real time to remain relevant.

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

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CLICK HERE TO ENTER Page 6 min 2/17/2014 Steve Smith's Money Shot: Mobile RTB Is Starting to Pay Off. Despite paying lip service to embracing programmatic platforms and RTB (real-time bidding) specifically, these automated, demand-side platforms still make media companies cringe in private. The downward pressure they seem to exert on all ad inventory and shift away from prioritizing context over audience are clear threats to an age-old model. But on mobile, where supply is gushing way ahead of direct sales, many publishers give these platforms inventory in the hope that the dynamics of mobile will still be better than desktop. A new report from a leading mobile RTB platform Smaato tries to make that case in showing that eCPMs on its RTB inventory in the U.S. grew 31% in Q4 over Q3 alone. Mobile Web inventory saw the greatest spikes, with 39% more auctions and 203% more bid responses. App inventory saw 24% more auctions and 62% more bid responses. Average eCPM on Web inventory was up 23%. The secret sauce to making RTB on mobile grow, they argue, is format and data targeting. Even though 84% of publisher inventory for RTB was still the diminutive 320 x 50 pixel banner, the 320 x 480 saw the greatest eCPM gain of 182%, and the highest eCPM seen for the quarter was $7.54 to the 768 x 1,024 tablet full page. Generally, eCommerce enjoys the greatest eCPM ($2.87). Smaato saw fill rates from RTB double to an average of 23%. But the company also saw ad network mediated fill rates rise to 55%. Notably, Smaato says that programmatic direct is growing quickly. Prime time is RTB time. An astonishing 80% of auctions on Smaato's server macro expan- sion (SMX) platform take place between 8 p.m. and 11 p.m. ET. In other words, it is at- home smartphone and tablet use that is filling the inventory and attracting the most bid activity. The highest revenue is generated between 7 p.m. and 8 p.m. Data is the key to pricing. Globally, Device ID alone increased eCPM by 58%; location, by 264%; and the two combined by 321%. But just as critical are age and gender data points. Male audiences are generating 94% eCPM increases, but women give 153% uplift. Being able to parse the audience and target 18-to-24 year-olds renders a 126% gain, six-to-17 a 156% gain and seniors a 160% gain. Smaato is only one global exchange, but it does connect to 90 global ad nets and 100 or more DSPs. Is mobile RTB going to pay the rent for major media? Probably not. The industry's claimed e-CPM increases are still coming off low starting points. And such major catego- ries as entertainment, consumer packaged goods and tech are still only devoting 18% to 20% of overall mobile spend to RTB. But exchanges do cast off important data to publishers about performance across audience segments and data points, and they can help identify new advertisers–all of which can be flipped into smarter direct sales programs.

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23422_min_sales_workshop_7.5x2.indd 1 1/30/14 1:33 PM min 2/17/2014 Page 7 Shirley Temple Black (1928-2014) Was "Time's" Oldest–and Youngest–Cover. This was not verified at min's press time, but it is a safe bet. Controver- sial Nazi-era filmmaker Leni Riefenstahl's February 17, 1936, cover gave her Time "seniority" at her 2003 death at age 101. Temple's April 27, 1936, cover was released just after her eighth birthday with her mother on the set of Poor Little Rich Girl, where she played a majorette. Temple's famous curls made her a cover favorite in the 1930s. From there she went to teen queen (1940s) and businesswoman, politician, ambassador and philanthropist thereafter. Did you know... that she primarily worked at 20th Century Fox, never for Walt Disney? min's Weekly Boxscores (week of February 17, 2014) Issue 2014 Issue 2013 % of YTD YTD % of Date Ad Pages Date Ad Pages Diff. 2014 2013 Diff. AMERICAN PROFILE 2/16 8.90 2/17 9.30 -4.30 55.25 64.41 -14.22 BLOOMBERG BUSINESSWEEK 2/17 20.66 2/18 17.06 21.10 109.94 48.06 128.76 CONGRESSIONAL QUARTERLY 2/17 No Issue 2/18 No Issue – 12.83 24.33 y -47.27 ECONOMIST, THE (N.A) 2/15 20.00 2/16 26.33 -24.04 118.16 154.81 -23.67 ENTERTAINMENT WEEKLY 2/14 24.33 2/15 15.33 58.71 99.49 135.15 -26.39 GOLF WEEK 2/14 16.02 2/15 15.63 2.50 71.70 93.85 -23.60 GOLF WORLD 2/17 15.33 2/18 28.33 -45.89 60.49 87.16 -30.60 IN TOUCH 2/17 13.49 2/18 9.65 39.79 80.62 69.27 16.39 LIFE & STYLE WEEKLY 2/17 6.66 2/18 10.16 -34.45 56.96 54.28 4.94 NATIONAL ENQUIRER 2/17 17.97 2/18 15.33 17.22 105.27 106.53 -1.18 NATION, THE 2/17 5.00 2/18 6.00 -16.67 39.17 39.08 0.23 NATIONAL JOURNAL 2/8 9.00 D 2/16 11.00 TWO -18.18 19.00 38.50 y2 -50.64 NEW YORKER, THE 2/17 29.10 AD 2/18 37.71 AD -22.83 93.85 117.74 -20.29 NEW YORK TIMES MAGAZINE 2/16 7.83 2/17 11.44 -31.56 – – – " " " " (T-Fashion)) 2/16 136.20 2/17 132.50 2.79 215.77 217.27 -0.69 NEW YORK MAGAZINE (Spring Fashion) 2/17 79.79 D 2/18 83.55 D -4.50 237.44 263.30 y -9.82 OK! 2/17 21.66 2/18 24.15 -10.31 139.40 138.03 0.99 PARADE 2/16 7.06 2/17 10.48 -32.63 51.95 57.04 -8.92 PEOPLE 2/17 52.85 2/18 70.83 -25.38 374.21 440.44 -15.04 SPORTS ILLUSTRATED 2/17 7.83 2/18 16.95 -53.81 – – – " " (Swimsuit issue) 2/21 106.90 A 2/15 98.82 8.18 218.49 233.45 -6.41 STAR 2/17 18.50 2/18 24.82 -25.46 157.66 143.25 10.06 TIME 2/17 14.00 2/18 21.35 -34.43 86.34 105.12 -17.87 TV GUIDE 2/17 46.19 2/18 No Issue – 105.22 95.52 10.15 USA TODAY 2/7 39.56 2/8 27.59 43.39 139.01 144.48 y -3.79 " " SPORTS WEEKLY 2/5 0.33 2/6 0.24 37.50 1.92 2.41 y -20.33 USA WEEKEND 2/16 8.00 2/17 8.52 -6.10 53.82 6242 -99.14 US WEEKLY 2/17 29.66 2/18 26.99 9.89 215.31 227.29 -5.27 WEEK, THE 2/14 5.00 2/15 8.58 -41.72 27.19 35.20 -22.76 WOMAN'S WORLD 2/17 7.00 2/18 7.00 0.00 43.99 47.00 -6.40 y = One more 2013 issue; y2 = Two more 2013 issues; TWO = Sum from the 2/9 and 2/16/2013 issues of National Journall A= The New Yorker's "Anniversary" (Eustace Tilly) double issue (2014 and 2013); SI Swimsuit 50th-anniversary issue (2014)

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23547_Strip_min Feb Webinar Print Ads.indd 1 2/14/14 11:28 AM Page 8 min 2/17/2014 % 4.86 0.00 2.03 6.27 -5.88 -8.76 -3.79 -4.01 -3.74 -0.32 -8.30 24.78 11.95 11.89 13.55 23.92 10.21 6.21 -2.10 -6.10 -7.57 -10.49 -12.08 -21.66 -15.89 -11.54 -20.16 -35.10 -24.38 -25.02 14.91 24.09 -27.27 -28.15 -20.22 -14.41 -18.14 -22.03 Change 2013 59.99 52.58 75.99 53.79 85.81 64.27 pages 185.64 451.51 170.98 199.70 591.44 100.25 159.17 163.02 115.89 102.62 227.80 288.00 163.91 200.45 144.12 561.35 175.47 322.50 167.72 191.49 85.60 93.50 97.55 81.66 102.00 222.41 103.51 114.63 258.96 126.68 111.92 117.11 2014 59.99 39.76 69.33 48.15 96.45 70.83 pages 174.73 473.44 213.35 175.58 463.36 152.79 137.12 111.56 114.88 227.08 322.25 150.30 177.31 163.65 106.34 572.73 140.09 342.71 108.85 143.58 99.86 68.29 88.59 68.00 90.17 87.26 159.80 107.64 211.99 145.57 101.33 124.38 % 8.08 4.26 6.53 3.57 8.24 4.81 2.32 1.80 0.32 -0.19 -8.12 38.07 19.50 14.53 11.57 21.04 3.16 -9.54 -4.01 -10.38 -10.49 -21.63 -28.16 -30.05 -19.48 -13.51 -14.36 -16.39 -35.44 23.50 29.13 -33.33 -19.58 -32.08 -33.33 -10.71 -28.34 -38.27 Change

Mar. 2013 77.64 34.66 53.79 72.62 32.42 63.03 94.44 35.00 33.24 76.12 91.99 18.50 77.62 48.32 26.12 61.13 26.92 65.67 56.89 90.87 44.08 52.92 71.93 90.86 39.00 43.49 54.76 42.33 61.07 67.63 102.87 201.10 136.79 157.72 329.75 361.39 102.48 208.46 A Mar. 2014 92.19 41.42 48.15 56.91 35.04 62.91 66.06 36.49 35.41 79.78 74.07 16.00 88.90 53.91 24.00 87.76 51.11 17.38 79.49 45.75 61.72 29.39 47.25 65.07 65.11 26.00 53.71 56.49 54.66 37.70 64.92 107.20 144.47 141.68 170.71 337.40 367.88 209.12 Publication ESQUIRE ESSENCE RAY DAY/RACHAEL EVERY CIRCLE FAMILY FUN FAMILY HANDYMAN, THE FAMILY COMPANY FAST FIELD & STREAM FIT PREGNANCY(Feb/Mar) FITNESS FLEX FLYING FOOD & WINE FOOD NETWORK MAGAZINE FOUR WHEELER 4-WHEEL/OFF-ROAD GENTLEMEN’S QUARTERLY GLAMOUR GOLF DIGEST GOLF MAGAZINE GOOD HOUSEKEEPING GUIDEPOSTS HARPER’S BAZAAR HARPER’S MAGAZINE HEALTH HGTV HOT ROD HOUSE BEAUTIFUL INC. INSTYLE FINANCE PERSONAL KIPLINGER’S LADIES’ HOME JOURNAL LATINA LUCKY MARIE CLAIRE LIVING STEWART MARTHA MAXIM MEN'S FITNESS % 3.95 7.14 8.83 2.37 5.69 1.65 2.28 -2.98 -4.07 -4.42 -7.03 -7.69 -1.59 -6.96 24.24 10.94 22.68 10.87 -14.91 6.12 8.17 3.36 1.30 -7.07 -8.59 -0.95 -24.97 -29.75 -11.26 -23.40 -51.37 -11.98 -34.49 -29.18 -32.13 13.92 16.25 -12.40 Change 2013 84.81 53.03 18.07 65.65 42.00 82.13 69.01 15.80 76.29 99.36 89.27 99.14 32.16 87.81 pages 180.42 144.59 296.66 118.33 249.20 166.17 141.61 128.65 282.90 298.48 135.07 551.85 170.81 72.23 29.28 210.91 104.16 155.16 385.77 111.72 207.42 166.86 157.86 102.34 M IN ’ S ONTHLY BO X SCORES 2014 59.58 47.06 22.45 72.83 45.00 78.79 33.56 10.35 78.10 84.55 63.22 67.29 33.99 89.26 pages 167.74 108.48 287.82 123.00 190.89 146.26 135.35 157.83 307.87 275.54 138.15 543.06 158.92 96.80 83.97 25.65 240.26 141.83 382.12 118.56 229.97 180.50 163.16 103.67 % 8.80 3.26 5.73 2.05 1.77 3.89 -6.34 -6.67 -9.31 -2.17 -1.24 -4.35 48.35 21.25 22.42 26.80 8.75 9.88 0.60 -0.95 -3.71 -18.83 -23.46 -56.12 -15.03 -28.18 -74.56 -28.59 -66.39 -38.79 -10.29 37.06 11.78 12.30 30.24 -14.30 -15.02 -40.77 Change J/F/M

5.46 5.92 Mar. 2013 45.15 27.92 23.20 48.25 31.48 15.00 50.98 21.38 49.56 53.59 40.66 79.07 36.31 43.35 81.49 48.31 25.82 14.29 48.87 73.35 77.25 32.33 59.33 23.77 30.49 63.13 57.91 17.98 54.67 123.10 107.77 385.77 141.71 331.48 106.31 115.28 L 8.10 5.44 1.99 Mar. 2014 36.65 21.37 20.65 41.00 38.17 14.00 77.40 52.64 35.39 48.60 96.80 38.39 40.60 79.72 29.57 25.50 18.12 43.84 74.65 66.20 35.16 50.42 55.73 26.57 34.24 82.22 63.63 10.65 55.00 133.93 382.12 144.61 344.37 101.69 111.00 Publication ALL YOU ALLURE AMERICAN BABY AMERICAN PHOTO ARCHITECTURAL DIGEST NEWS ART SPORTS ATHLON THE ATLANTIC, AUTOMOBILE BACKPACKER(Feb/Mar) BETTER HOMES AND GARDENS BICYCLING BLACK ENTERPRISE BLOOMBERG MARKETS BOATING BON APPÉTIT BOYS’ LIFE BRIDES (Feb/Mar) CAR AND DRIVER CAR CRAFT CHICAGO CIRCLE TRACK LIVING COASTAL COMPETITOR CONDÉ NAST TRAVELER COOKING LIGHT COSMOPOLITAN LIVING COUNTRY CRUSING WORLD CYCLE WORLD DASH DETAILS DISCOVER DWELL WELL (Mar/Apr) EATING EBONY ELLE ELLE DECOR min 2/17/2014 Page 9 % –0 4.13 0.73 9.08 8.77 4.63 8.75 5.95 -4.19 -0.14 -4.75 -9.00 -4.46 -5.07 -1.36 -5.04 24.08 17.08 14.42 -33.00 -18.10 2.19 -3.07 -2.68 -7.49 -5.08 -1.41 -18.40 -24.61 14.59 -18.26 -11.03 Change y 2013 96.55 47.68 87.66 23.18 28.33 72.82 40.88 70.90 75.14 82.30 pages 100.10 203.84 247.86 115.42 217.52 123.32 152.82 326.82 145.02 239.79 148.27 103.73 74.39 671.29 260.46 172.56 293.94 191.92 375.73 269.92 152.44 22,297.77 2014 59.16 95.91 83.50 27.14 29.50 73.35 44.59 47.50 78.62 67.40 72.79 pages 203.55 188.49 105.03 207.82 134.14 174.85 310.25 143.05 195.67 161.25 109.90 68.82 661.81 253.48 141.05 284.91 219.92 356.63 275.83 135.63 21,173.45 % 6.35 4.69 4.13 3.06 9.08 6.32 5.91 Cosmopolitan For Latinas -8.68 -4.16 25.34 19.20 10.22 11.64 10.66 6.58 1.15 2.86 2.62 -12.30 -11.35 -7.52 -15.32 -13.68 -16.59 -24.47 -17.95 -11.51 -26.85 14.83 -19.29 -22.23 -11.98 Change

9.68 Mar. 2013 17.43 36.63 77.14 34.17 39.24 28.33 33.66 74.98 40.88 44.70 43.38 37.48 22.90 93.88 54.88 98.04 76.31 54.42 65.43 38.40 74.32 56.01 172.57 207.85 101.68 124.16 118.93 261.07 457.17 107.92 10,732.94 8.84 Mar. 2014 14.76 31.62 82.04 28.50 41.08 29.50 34.69 93.98 44.59 39.30 51.71 41.31 20.30 45.03 86.76 81.13 39.81 69.30 82.07 96.56 33.80 85.34 51.80 130.34 104.81 230.00 126.75 264.08 470.25 110.75 10,286.90 's March 2014 issue includes 12.47 ad pages from 's March 's March 2014 issue celebrates its 75th anniversary. 's March Glamour Cosmopolian

Publication SKI (Feb/Mar) SMITHSONIAN SOUTHERN LIVING SPECTRUM, IEEE SPRY (PEOPLE) STYLEWATCH SUCCESSFUL FARMING SUNSET OF HOME (Feb/Mar) TASTE TEEN VOGUE TENNIS (Mar/Apr) TEXAS MONTHLY THIS OLD HOUSE TOWN & COUNTRY TRADITIONAL HOME (Feb/Mar) + LEISURE TRAVEL TRIATHLETE UNITED HEMISPHERES FAIR VANITY TIMES VEGETARIAN VELONEWS VERANDA VOGUE W WIRED WOMAN'S DAY WOMEN'S HEALTH WORKING MOTHER (Feb/Mar) WSJ Spring Fashion YACHTING YOGA JOURNAL Totals x = One more 2014 issue; y 2013 E Estimated; D=Double Issue A = L = % 0.86 2.83 1.64 1.62 8.38 9.94 7.90 -1.72 -6.78 -9.69 -5.99 -9.65 -7.70 11.87 54.82 19.87 18.05 9.14 8.06 1.38 -1.85 -5.93 -1.74 -6.71 -11.54 -17.26 -15.54 -43.70 -20.49 -11.71 -13.73 -19.33 -12.83 -23.79 -19.01 -25.55 -14.46 -32.12 -19.42 Change y 2013 84.20 61.14 46.58 82.05 94.19 97.18 38.83 36.63 14.79 pages 7.33 27.5 139.85 124.34 300.30 201.86 201.43 142.22 313.15 177.57 189.92 251.91 215.54 233.91 144.15 157.87 172.20 171.49 177.63 85.49 32.99 58.72 98.16 86.33 64.84 138.41 162.68 163.94 109.63 104.25 X M IN ’ S ONTHLY BO X SCORES 2014 84.92 62.14 38.54 33.50 29.55 17.46 pages 8.00 137.44 139.10 308.80 178.57 187.77 127.03 144.53 112.91 264.48 160.36 106.93 236.82 171.38 253.50 106.84 127.27 142.64 150.10 158.28 191.66 83.91 24.56 55.24 74.42 27.88 84.83 84.00 60.49 105.48 131.75 106.07 140.24 % 0.25 1.54 3.34 8.36 – -0.87 -2.01 -3.80 -2.46 23.88 10.87 11.27 29.55 17.80 1.31 3.26 -5.03 -0.13 -15.40 -19.99 -17.26 -21.88 -10.53 -19.38 -46.66 -14.20 -21.98 -20.00 -20.97 -21.88 -11.42 -16.37 66.67 -34.29 -14.92 -25.55 -21.25 -15.05 -19.58 Change

8.80 6.46 Mar. 2013 79.19 65.65 47.40 18.55 76.08 46.58 97.27 43.61 43.36 38.53 55.57 74.71 79.71 96.07 30.90 56.99 54.08 17.50 18.37 64.31 92.80 94.65 3.00 0.00 70.78 57.37 48.02 32.99 28.22 33.00 39.48 48.65 36.67 103.60 103.50 113.13 100.44 7.00 Mar. 2014 78.50 55.54 47.52 22.98 60.87 38.54 75.99 39.02 42.49 42.72 44.80 39.85 97.07 62.19 11.40 92.42 36.40 45.59 52.75 13.83 14.35 66.46 82.20 79.16 5.00 46.51 48.81 48.65 24.56 29.14 31.34 79.10 39.43 43.50 41.33 29.49 105.20 115.16 Publication MEN'S HEALTH MEN'S JOURNAL MONEY MORE MOTOR TREND MUSCLE & FITNESS GEOGRAPHIC NATIONAL HEALTH NATURAL NG KIDS (Feb/Mar) NG TRAVELER O (OPRAH) ORGANIC GARDENING (Feb/Mar) OUTDOOR LIFE OUTSIDE PARENTS PEOPLE EN ESPAÑOL PLAYBOY POPULAR MECHANICS POPULAR PHOTOGRAPHY POPULAR SCIENCE POWER & MOTOR YACHT PREVENTION READER’S DIGEST REAL SIMPLE REDBOOK RELISH ROAD & TRACK (Mar/Apr) ROBB REPORT ROD & CUSTOM RUNNER’S WORLD SAIL SPORTSMAN SALTWATER SAVEUR SCIENTIFIC AMERICAN SCOUTING(Mar/Apr) SELF SEVENTEEN SHAPE KIDS ILLUSTRATED SPORTS February 19, 2014 Yale Club, New York City 8:30 - 10:00 a.m. GENERATING REVENUE WITH SOCIAL MEDIA: How to Build and Sell Advertising Campaigns That Work Our February minsider bring together some of the leading publishers in the social media channel with agencies who are expanding their clients’ social engagement. Social media is the quickest way to dramatically expand audience and reach. Listen, learn and network at the February 19 Q&A breakfast!

SPEAKERS:

COLIN BROWNING MELISSA MATTIACE JEFF MELTON MICHELLE MYERS Director, Marketing Services Publisher Chief Distribution Officer Vice President & Publisher IDG Global Solutions Entertainment Weekly MRY Brides

NETWORK AND LEARN: • How to build a menu of standardized social ad products, such as contests and integrated units • How new social media tools and ad models can be used by publishers and advertisers • How publishers can help drive traffic and followers to brands • And more!

23314 min 2/17/2014 Page 11

GfK MRI's EYE ON AD RECALL

Top-Noted Ads in October 2013 Men's Magazines Ads for a cell phone, a sports car and cool clothes grabbed the most attention of men's magazine readers in October 2013, as measured by GfK MRI's Starch Advertising Research. The winning combination for the cell phone ad was a bright yellow product from Microsoft and the mention of the Seattle Seahawks' Russell Wilson, which was a nod to the eventual winning Super Bowl quarterback from Microsoft's "hometown." The ad was "noted," or recalled, by 90% of Men's Fitness readers who were surveyed online. The hulking, jet-black presence of the Chevy Corvette was enough to prompt 88% of Es- quire readers surveyed to say they noted it. Meanwhile, in GQ, GAP used a spread to showcase five people whom the magazine had designated its Best New Designers and the retailer's exclusive menswear collection by same. Their styles and smiling faces were recalled by 87% of GQ readers surveyed. Along with data on the three top ads, GfK MRI also listed the audience for these magazine issues from its Issue Specific Study.

Rank: #1 Microsoft Windows Phone Magazine: Men's Fitness Category: Telephone Equipment Noted: 90% Issue Specific Audience: 6,191,000

Rank: #2 Chevrolet Corvette Rank: #3 GAP Clothing Store Men Magazine: Esquire Magazine: GQ Category: Cars & Light Trucks Category: Apparel Retailers Noted: 88% Noted: 87% Issue Specific Audience: 2,833,000 Issue Specific Audience: 6,709,000

Page 12 min 2/17/2014

INSIDE b2b Cathy Applefeld Olson

Break on through to the Other Side: Logic for b2b Sales Success In a business environment where content marketing rules and the opportuni- ties to purchase a white paper, attend a webinar or subscribe to a new service come fast and furious at prospective buyers, b2b publishers need a leg up like never before. New research from New York-based Madison Logic points to several key trends in a "new world order" where a strong brand opens doors, and spot-on targeting allows you walk in. "b2b publishers have actually turned into very large marketers today. They are marketing their own white papers, newsletters, trade shows and events," says Madison Logic CEO Erik Matlick. "We are entering into an area where everyone has the tool set and plumbing to send mass emails, but the biggest publishers are sending way too many email and many are being blindly sent out. "Once an important segment of the targeted audience unsubscribes, you lose the abil- ity to communicate with them." Among the key findings in the Madison Logic study that are showcased in the accompa- nying infographic are these three: 1. b2b buyers download an average of 3.1 assets in the first five days. 2. b2b buyers wait until they are 60% of the way through the funnel before they call a salesperson. 3. b2b buyers open 11%-15% of promotional email. Although the first point seems to fly in the face of lengthy sales cycles associated with b2b, it's actually very much in line with the process. "Even though the b2b sales cycle is long, there tends to be an aggressive discovery phase, jumping on it quickly," says Matlick. The reason? Matlick finds that in a b2b environment there are lots of cooks in the kitchen. The initial point of contact is not necessarily the decision–maker, and deci- sions are often made by committee. "It could get circulated around to 20 people making the decision at a company." Given the time spent assessing a potential purchase, publishers would be wise to engage in due diligence on the back end, to ensure they are hitting up at least one of the correct decision-makers at the right time. Matlick notes that in this era of publishing conglomerates, it is best for titles to not all drink from the same lead-gen well all the time. Some b2b publishers "are le- veraging that database as many ways as possible for all of their business units," he says. "It's challenging because when everyone hits that database, it just doesn't work as well. Buyers get inundated with messaging, and automated emailing has just exacer- bated the problem." Additionally, information on a given topic is more readily available in the b2b realm. Back in the day, when the data were less accessible, executives in a given sec- tor relied heavily on b2b magazines to point them to vendors and information. "Today, they have spec sheets and white papers at their fingertips online. They are taking their time evaluating whom they think they should be focusing on, and they're getting 60% through the process before they come up for air and talk to vendors." Although prospects open fewer than 15% of sales email, the ones that are linked to a trusted b2b publisher carry more clout. "Time and again when publishers send out a message with their brand on it, the open and click-through rates are significantly better than when a message does not have the brand connected."

min contributor Cathy Applefeld Olson is based in Northern Virginia. She also is an editor at our sister publications Cynopsis and CableFAX Daily. min 2/17/2014 Page 13 Page 14 min 2/17/2014 Newark, N.J. Is In a "Men's Health" No-Smoking Zone... Men's Health's MetroGrades column on geography and health is a popular feature, but the results are usually predictable. The most active and least obese live in such places as Boulder, CO., Burlington, VT., Rochester, MN., and San Jose, where youth, affluence, moun- tains and/or snow are prevalent. The flip side is dominated by low-income urban and rural pockets from Memphis and New Orleans to Yuba City, Calif., and Newark. Yet this stereotype is literally "snuffed" in the March MH, where MetroGrades found that Newark is the second most smoke-free city in the U.S. after Salt Lake City. There, the prohibition of tobacco and alcoholic beverages by the SLC-headquartered Mormon church is an obvious factor, but Newark's reasons are more subtle. "New Jersey legislators enacted a high state tax on cigarettes and extended all laws to e- cigarettes," says MH executive editor and MetroGrades director Matt Marion. "Even better was the state opening 17 tobacco-control centers to help people break the habit. But funding was cut in 2010 and Newark could be affected in our next survey." So, too, could be #9 Jersey City, which finished just above New York and just below another surprise: Oakland, Calif. Equally surprising is Denver at #47. The capital of the otherwise "healthy" Colorado is impacted by low tobacco taxes, easy access to e-cigarettes (they are only banned in schools) and no law requiring tobacco sellers to be licensed. "Young people have easy access to cigarettes in Colorado," says Marion. "They may also have the false impression that active lifestyles make them 'invulnerable.'" E-cigarettes will comprise a bigger part of future MH research, as will marijuana, which is now legal in Colorado and Washington. "We're not sure whether to include marijuana as part of 'smoking,' or start a new category. The increased state legalizations for medicinal use give us enough of an audience. We want to find out how healthy marijuana is. For the complete ranking of the 100 U.S. cities by smokers (St. Louis is at the bottom), go to http://www.menshealth.com/health/smoking-cities. ...And "Bloomberg Businessweek" Enters the E-Smoking Zone. The February 10 cover story is on electronic cigarettes, which are the new rage in a business essentially unchanged since colonists settled in Virginia 400 years ago. E-cigs have a lithium battery small enough to fit into a "regular" cigarette that heats the liquid nicotine into vapor. The resulting "blue puffs" are less accrid-smelling than tobacco, but the detail yet to be determined is in Bloomberg BW's cover line: They're new. They're blue. But will they still kill you? A Food & Drug Administration decision with a "smoking causes cancer" conclusion could impact publishers benefitting from a category that had been dormant for 20 years. Until the 1980s, tobacco was in the top tier of magazine advertisers behind automotive. There is also a magazine connection to the e-cig's discovery, with Bloomberg BW's Megan McArdle citing a 1965 description of a "primitive version" in Popular Mechanics. Elizabeth Baker Keffer Is Ending a 30-Year Association with David Bradley. They are best known for their last 15 years at The Atlantic, where Keffer–as 2002-2007 publisher and current president of The AtlanticLIVE events unit–was among those Bradley credits for producing "the most remarkable turnaround in American publishing today." But unlike former Atlantic Media president Justin Smith (now Bloomberg Media Group CEO), Keffer's business partnership with Bradley dates back to his founding the Advisory Board in 1984. It ends in mid-March with her becoming managing director of Chicago-based BDT & Co. "Elizabeth has my blessing," says Bradley, but it comes "at a loss to us too big to hide." She was inducted into min's Sales Executive Hall of Fame last June.

Congratulations and good luck to Elizabeth Baker Keffer, The Editors Steven Cohn, Editor-in-Chief Steve Smith, Digital Media Editor Arti Patel and Caysey Welton, Associate Editors