June 26, 2017 | Vol. 70 No. 25 Read more at: minonline.com An Unexpected Sector of Magazine Media Finds Twitter Mojo Service brands, not news, show growth in May on a social platform known for immediacy. While you wouldn’t know it from the preponderance of coverage, Twitter is not being powered exclusively by 6:00 a.m. posts and subsequent retorts and press pickups of the president. In fact, one of the things we noticed in May’s Social Media Box- scores is the striking growth in Twitter engagement for the service and lifestyle categories. While news-sensitive brands on Twitter saw modest growth in the low double digits (Time 14%, New Yorker 14.5%), the Top 10 Magazine Media Brands by Twitter Engagement Growth in May (page 6) were in low- to mid-triple digits. Typically, Twitter is the most real-time of the three social platforms we track. Its rapidly refreshed feed favors breaking news—although, it did recently tweak its algorithms. Formerly ordered by the latest posts, last year the platform changed how to prioritize tweets by user engagement. It’s also been emphasizing video, and introduced live streams, along with a Moments section for important and trending stories. All of these features favor a less fevered pace in the Twitter feed and opportunity for more general content to stay on the surface longer. Only some of the magazine brands we talked to about their growth spurt on Twitter credit these changes to the platform itself. But many are more effectively tapping into Twitter’s politi- cal mojo, as well as real-time connections to readers. Continued on page 5

Magazine Review: The "New" Automobile Takes a Right Turn The rebooted TEN brand has a refreshed look and lots of ad pages. min began reviewing mobile apps several years ago when they became an emerging platform for publishers. Not only was it a way to call out some of the best features apps can offer, but it also kept you, our readers, informed on what your industry peers were up to in the digital space. At the time, apps were somewhat of a novelty, but now they are almost every bit as common as the ink-and-paper magazines you pro- duce on a weekly, monthly or quarterly basis. So that got us thinking: Why don't we review magazines, too? Although the print medium itself hasn't really changed, the formatting, design and reader experience has. Magazine media is finding new ways to engage readers and continue to deliver some of the best ad experiences in media. So with that in mind, we will be occasionally reviewing magazines, especially when they try something new, or are brand new to the scene. And for our first review we turn to the newly redesigned Automobile. Continued on page 2

In This Issue Not Another Teen May's Social Media Boxscores What Social Content Verticals 4 Social Brand 6 and Top 10 Rankings 12 Really Offer Publishers

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

Editorial VP, Content: Tony Silber ([email protected]) The "New" Automobile Takes a Right Turn 203/899-8424 (Continued from page 1) Group Editor: Caysey Welton ([email protected]) Before I jump into the review, a little context is important. Automobile is a 30-year-old 203/899-8431 magazine published by TEN: The Enthusiast Network, which also publishes Motor Trend, Digital Media Editor: Steve Smith ([email protected]) Hot Rod and several other revved up enthusiast magazines. Its August issue, which hits news- 302/691-5331 stands on June 30th, is a relaunch of sorts in that it is rethinking its packaging, design, edi- Editorial Assistant: Jameson Doris ([email protected]) torial focus and reader navigation. The new format is a slightly wider 9" book, with higher Contributing Editor, Analytics: quality glossy cover stock. Instead of its 12 annual issues, it has scaled back to 10, but the Stacy Hill ([email protected]) brand indicates readers will get more out of each issue. The August issue boasts 122 total Business pages, and without actually counting, I'd say nearly half of those are high-impact ads that Publisher: Roberta Caploe ([email protected]) are almost as good as the editorial. Additionally, TEN aims to differentiate Automobile from Director of Event Operations & its other magazines by incorporating more lifestyle content and pledging to only feature cars Logistics: Kate Schaeffer ([email protected]) that enthusiasts will drool over, hence its launch campaign and quasi-tag line #noboringcars. Senior Marketing Manager: So let's get to the nitty gritty. One of the most important aspects of a magazine, especially Danielle Sikes ([email protected]) a redesigned magazine, is its cover. It's a magazine's curb appeal and is what can sometimes Marketing Coordinator: Zoe Silverman ([email protected]) sway a person to pick it up and crack it open. While the expression goes that you can't judge Senior Account Executive: a book by its cover, most magazine consumers do. In the case of Automobile, I have to say it Tania Babiuk ([email protected]) could have done , but it by no means is a bad cover. I am not a car guy, but I am occasion- Production Production Manager: ally moved by a sexy sports car when I see one. Still, I generally think of them more as an es- Sophie Chan-Wood sential utility to optimize my suburban lifestyle. So for me to be moved by this cover I'd like to ([email protected]) Graphic Designer: Yelena Shamis see more than just an overtreated image of a Ford GT with a lot of busy text. But again, that's ([email protected]) just me. If I look at this through the lens of a car guy, perhaps I am more intrigued. But I'm not Access Intelligence, LLC President & a car guy, I'm a magazine guy and I think this cover is a bit derivative of most car magazines Chief Executive Officer: Don Pazour and it has some execution flaws. SVP, Media Group: Diane Schwartz Chief Operating Officer: Fortunately, once you get inside the magazine things get much better. The TOC is visual Heather Farley and compelling and makes the issue very easy to navigate. I love how the editors reformatted Subscriptions/Client Services: 888-707-5814 the book to navigate more like a website or app. Instead of the classic front of the book, fea- List Sales: MeritDirect, 914-368-1090 ture well, back of the book layout, Automobile is broken up into five buckets—Ethos (features, ([email protected]) interviews and columns), Design, Drives, Classic and Progress (tech and innovation). Advertising: 203-899-8498 The stories and features are beautifully designed and complement a very nice mix of con- Reprints: Wright’s Media, 877-652-5295 ([email protected]) tent. I was particularly impressed by the art direction of the Ethos feature on Horacio Pagani. Editorial Offices: 1761 Main The storytelling is excellent and the visuals and layout should keep a reader engaged. Avenue, Norwalk CT, 06851; 40 Wall Street, 50th floor, New York, Here's where Automobile really excels: advertising. As mentioned, there are a lot of ads NY 10005; Faxes: 203-854-6735, in this book and they are all excellent. Not only are they relevant to the reader, but they feel 212-621-4879; www.minonline.com Access Intelligence LLC, 9211 custom to the publication. This is the true definition of endemic advertising. Even the units Corporate Blvd, 4th Floor, Rockville, MD that aren't specifically car related, like the Copenhagen ad on 20850; Ph: 301-354-2000 Published 2017 © by Access Intelligence LLC. page 17, can appeal to an auto enthusiast. Automobile Distributed via email and online. For The magazine has a real quality feel, and shouldn't keep email and postal address changes, B- allow 2 weeks notice. Send to: Client a car lover from coughing up $6.99 if they pick this up at the Cover Design Services or call 888-707-5814. For newsstand. From cover-to-cover, most every page feels well advertising info contact 301/ 354- Overall Design A- 1629. Contents may not be reproduced thought out and not rushed. The design is consistent and ev- in any form without written permission. erything feels very unified. Content Mix A Subscription Rate: $1,199.97 Overall, this is a terrific magazine, and one that should con- Advertising A+ tinue to evolve as the editors and designers continue to play with the new concept. I do hope they improve the cover design Consumer Value A- though in future issues, because it's otherwise almost flaw- less. This is exactly what an enthusiast magazine should be. Final Grade A-

2 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com STEAL THIS IDEA Numbers Don’t Lie: Quality Experiences Matter Two recent research reports illustrate why publishers can never discount UX. More than one out of every four (28%) of internet users say they have avoided websites simply because of a previous bad ad experience. Meanwhile, nearly half (48%) say they have abandoned a destination because of intrusive or obnoxious advertising. This is part of Ra- kuten Marketing’s worldwide survey of attitudes towards advertising, which polled 2,500 adult internet users. These statements provide some evidence to what has been argued by many: users remember sites that are habitually interruptive, laggy and cluttered. Meredith’s recent experience in improving revenue per user by 20% after accelerat- ing its ad rendering speed from 15% to 20% provides further evidence of the importance of UX. On mobile alone, this reduction in page responsiveness resulted in a 74% increase in revenue per mobile visit, the company told Digiday. Another interesting study into this shows how the average Snapchat user spends four hours a month on the platform. Verto Analytics’ breakdown of the stickiest me- dia/tech brands vying for digital attention shows the app emerges as a contender. It ranks 7th (following Google, Facebook, Samsung, Microsoft, Apple and Mozil- la). But in reach, it trails considerably (17%) compared to the big two: Google at 98% and Facebook at 91%. Still, Snapchat has less fragmented access to that user. While its average time spent per user is about a quarter of Facebook's (16:37), its number of user sessions per month (124) is only about half of Facebook. As engagement re- places reach, Snapchat’s value for advertisers and media partners may well rebound.

6/26/2017 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com STEVE SMITH'S REVIEWS The Pretty: Pretty Smart, Pretty Sociable. But Also Pretty Bland The app gets a lot of things right, but lacks innovation. While it’s aimed at a similar social-first Millennial female audience as The Washington Post’s The Lily, Time Inc.’s video brand The Pretty couldn’t look and feel more different. While The Lily is a serious, rigorously monochromatic, newsy feed, The Pretty has the visual and editorial sensibility of a teen girl’s worldview. But that’s not a bad thing. After all, this is a beauty-focused brand that aims for a younger Gen-Z constituency and is trying to brand itself as at turns practical (”pretty genius”), whimsi- cal (“pretty funny”) and aimed at improving your looks (“pretty gorgeous”). While it draws from the Time Inc. range of existing titles (HelloGiggles to Essence), The Pretty is effecting its own visual style. Most posts use animated torn color sheets and quick-edit/gif-like hits suited to arresting attention in the feed without requiring a clickthrough. Time Inc. is following an approach it used in the food category with its Well Done launch months ago. The posting strategy is an interesting less-is-more approach of about 10 items per week that try to establish regularity with a series of mini-franchises like “DIY Beauty” and “Huge on Insta.” In its first week, it’s hard to judge the effectiveness of the strategy fairly. But to my eyes, The Pretty does not have the same strong brand oomph of Well Done. The posts feel a bit too much like the random hodgepodge of our usual social feeds, where sources tend to mosh together. And none of these mini-franchises or even The Pretty itself assert the branding with much force. And this may be fine, too. Whether this social-first approach is really about building a media brand of the traditional sort remains to be seen. Time Inc. appears to be more concerned with racking up the views and shares than the followers. It has the capacity to redistribute these posts across a family of other brands that already have tens of millions of followers. In fact, Time Inc. touts the success of Well Done, for instance, with its 245 million views since it launched last quarter. This scale approach could be a winner with marketing partners. The Pretty has two exclusive The Pretty launch partners, Maybelline and L’Oreal Paris. The initial approach will include one branded video per week and some other subtler product integrations in other posts. At least one of the User Experience B franchises focuses on common product obsessions and seems designed for placement deals. B- Like all Time Inc. presentations, The Pretty is polished, cannily designed, attuned to the Overall Design metrics, and also perhaps too clever by half. It feels a bit like a dated, corporate teen magazine Social Integration B chasing its audience rather than leading or influencing it. There is, of course, a raw fight for Mobile Utility - attention and relevance going on in this new media environment. And my guess is The Pretty will power its way to scale on competence alone. I am unconvinced that it innovates in any Monetization A- exciting way, nor that it taps into the authenticity juice that powers an influencer-class of cre- ators, without whom big-media projects like this feel, well, like big media trying to catch up. Final Grade B

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4 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com 29876 min Job Board House Ads_Strip.indd 1 4/4/17 10:55 AM THIS WEEK’S FEATURE An Unexpected Sector of Magazine Media Finds Twitter Mojo (Continued from page 1)

Condé Nast Traveler grew its following 6.63% in May and like their recent story on Ivanka Trump’s "Women Who Work" credits its overall embrace of video posting. The brand typi- book, which was retweeted by Ivanka herself. cally posts at least three clips every 36 hours. As well, some In fact, WM takes a very deliberate Twitter strategy with of its stories have landed in the new Moments section on its list features that leverage big followings. “When we re- Twitter that aggregates stories. But the brand is not averse at lease one of our lists, as we did with "Working Mother's all to connect travel to the reigning Twitter meme. When the 2017 Best Companies for Multicultural Women" in May, we president tweeted (or mistweeted) his mysterious “covfefe” congratulate each company with large Twitter followings in- reference, the magazine was quick to offer its own answer dividually, tagging them and including the link. This leads to in the form of a gif with possible cover stories involving the lots of retweets and favorites because employees love see- exotic destination of “Covfefe.” It received 40,000 views. ing their workplaces get recognition. We did the same thing Bon Appétit, which expanded when we released our "50 Most its follower base nearly 7%, “has Powerful Moms of 2017," indi- increased its volume of tweets vidually tweeting the link to the per day, as well as the number of list at the famous moms to con- videos tweeted daily,” says Emily gratulate them for making the list. Schultz, associate manager, so- Their rabid fans retweeted like cial media. This content shift of crazy. Twitter loves Kerry Wash- late has helped increase engage- ington, as we learned.” ment, as has a greater emphasis But timeliness is critical for on timeliness. Twitter. Rather than posting on Yoga Journal enjoyed the larg- a set schedule, WM now pushes est expansion of Twitter follow- its new pieces to Twitter as they ers in May (+13%). Brand Direc- publish. tor Kristen Dollard tells min that This is the new mantra at Ac- while YJ has been posting more tive Interest Media’s Backpack- videos, “these are mostly market- er (+38% Twitter engagement in ing videos. Perhaps with Twit- May). Associate Digital Editor ter’s algorithms being much less Adam Roy says that the brand is strict than Facebook about promotion, our tweets are get- looking at Twitter differently—as both a news channel and ting more play and visibility.” The site has seen in the area “an effective, time-sensitive and direct line to our audience.” of 260% more traffic from Twitter year-over-year in the last This extends and activates an evolving content strategy month alone. She credits greater engagement from Twitter to for the brand that dovetails nicely with Twitter’s strengths, “our editorial buckets—a mix of what is on our homepage, Roy suggests. “We’ve put more resources into staying cur- Facebook lineup, print stories, digital exclusives and bought rent and participating in the public discussion over the out- campaigns.” doors and public lands over the past year or so,” He says. The 8% audience growth for Working Mother in May ac- “We feel like Twitter is a better solution for connecting with tually capped off a 33% increase in followers since Decem- our audiences about news, just because of the nature of it. ber, the brand tells us. Topicality and shareability are key on Unlike Facebook, we’re not worrying about reach, or when Twitter says Editor-in-Chief Meredith Bogdas. “We've been we last posted. Honestly, I feel that our Twitter strategy is writing more shareable content, and covering news that still developing. I see a lot more potential in the platform that working moms care about—like what they stand to lose if we haven’t exploited yet.” the Affordable Care Act is overturned, which led to one of our most retweeted posts,” she says. Tying into the political juice Steve Smith covers digital trends and innovations as min's digital media editor. that also runs Twitter can pay off in high-profile retweets, Send him tips or feedback: [email protected]

6/26/2017 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com Top 10 Most Engaged Magazine Media Brands: May 2017 - Facebook

% % % Total Difference % % % Difference Publication Followers Difference Posts Difference Engagement in Total Favorites Difference Replies Shares Difference in Replies in Followers in Posts Activity Engagement in Favorites in Shares Activity Food Network Magazine 19,415,187 11.48% 299 5.28% 15,301,889 36.18% 9,811,788 40.94% 786,970 18.91% 4,703,131 30.16% Cosmopolitan 9,116,000 2.29% 2,201 21.20% 9,357,236 20.60% 5,851,246 14.68% 1,436,711 24.16% 2,069,279 38.02% DuPont Registry Auto 6,578,049 0.10% 540 1.69% 5,083,718 -19.41% 4,897,611 -19.80% 24,507 -16.34% 161,600 -5.99% People 6,827,852 -0.35% 1,169 4.28% 5,025,598 7.89% 4,078,647 15.60% 332,335 4.10% 614,616 -24.18% Country Living 4,325,213 1.28% 958 8.99% 4,926,920 -0.29% 2,864,320 -4.52% 337,737 -4.29% 1,724,863 8.57% National Geographic 44,205,812 0.41% 328 -5.75% 4,729,332 -4.22% 3,674,450 -11.44% 136,488 14.69% 918,394 37.12% 4,250,311 0.79% 1,432 -0.97% 3,833,874 8.68% 2,963,826 11.61% 277,377 24.21% 592,671 -8.65% Time 12,009,094 -0.39% 1,506 2.38% 3,213,753 3.06% 2,284,506 0.00% 243,463 7.58% 685,784 12.90% Teen Vogue 5,990,299 0.44% 1,935 12.63% 2,938,024 12.17% 2,571,464 7.61% 160,216 99.31% 206,344 38.12% Elle 4,890,178 1.14% 1,328 15.38% 2,737,125 47.13% 2,342,821 50.47% 172,819 98.12% 221,485 2.48%

Top 10 Most Engaged Magazine Media Brands: May 2017 - Twitter

% % % Total Difference % % % Difference Publication Followers Difference Posts Difference Engagement in Total Favorites Difference Replies Shares Difference in Replies in Followers in Posts Activity Engagement in Favorites in Shares Activity Siempre Mujer 13,259 0.10% 628 20.31% 1,151,294 840260.58% 157 115.07% 9 28.57% 1,151,128 2019422.81% Vogue 12,815,991 0.59% 2,904 8.68% 1,108,636 212.12% 788,699 203.13% 4,864 36.63% 315,073 244.53% Rolling Stone 5,940,810 1.35% 1,716 14.40% 899,062 71.43% 625,030 77.59% 7,472 16.06% 266,560 60.54% Time 14,066,698 2.19% 3,312 9.34% 772,539 14.03% 452,212 10.83% 29,685 21.50% 290,642 18.59% The Economist 20,827,450 2.31% 3,011 3.68% 730,611 0.72% 396,940 0.65% 21,929 -0.79% 311,742 0.93% People 7,753,312 0.53% 3,328 12.28% 698,058 75.44% 486,873 63.10% 13,346 30.18% 197,839 121.98% Entertainment 6,398,171 1.55% 3,294 12.85% 669,253 40.21% 404,985 31.98% 9,036 44.14% 255,232 55.43% Weekly Cosmopolitan 1,663,037 0.23% 2,334 -6.27% 642,719 191.26% 126,225 -18.37% 3,037 15.92% 513,457 709.61% Glamour 1,341,206 0.37% 2,454 79.91% 580,753 595.81% 50,111 52.60% 1,269 66.75% 529,373 961.61% National Geographic 17,597,954 3.13% 412 4.04% 449,009 -7.15% 311,800 -8.14% 3,849 -4.42% 133,360 -4.82%

Top 10 Most Engaged Magazine Media Brands: May 2017 - Instagram

% % % Total Difference % % % Difference Publication Followers Difference Posts Difference Engagement in Total Favorites Difference Replies Shares Difference in Replies in Followers in Posts Activity Engagement in Favorites in Shares Activity National Geographic 77,949,213 1.96% 265 -6.69% 123,651,166 -13.14% 123,157,845 -13.09% 492,887 -24.58% 434 -30.89% National Geographic 18,013,348 3.95% 180 -3.74% 41,008,363 9.44% 40,857,190 9.46% 150,031 4.58% 1,142 112.27% Traveler Vogue 16,254,924 2.89% 137 30.48% 10,748,751 42.57% 10,692,400 42.43% 56,207 75.41% 144 33.33% People 3,265,953 4.39% 386 44.57% 9,519,699 51.51% 9,394,158 51.48% 125,478 53.79% 63 350.00% Playboy 6,051,498 1.04% 124 -3.13% 3,552,699 2.64% 3,535,176 2.75% 12,981 -2.77% 4,542 -40.06% Sports Illustrated 1,011,233 0.42% 557 21.62% 3,320,603 25.98% 3,291,072 25.95% 29,530 29.08% 1 0.00% Teen Vogue 2,166,751 2.17% 123 24.24% 3,293,384 27.49% 3,273,449 27.63% 19,902 8.06% 33 37.50% Food Network Magazine 4,528,715 3.75% 114 -7.32% 2,908,770 2.08% 2,870,223 2.17% 38,399 -3.33% 148 -67.40% Time 4,078,225 4.77% 121 -24.84% 2,443,867 -6.74% 2,388,761 -7.12% 55,090 13.70% 16 -36.00% GQ (Gentlemen's Quarterly) 3,728,689 2.45% 102 3.03% 2,338,504 24.91% 2,323,061 25.10% 15,401 1.89% 42 -4.55%

6 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com min Social Media Boxscores May 2017 - Facebook, Twitter and Instagram

% % % Difference % Difference % Difference Publication Source Followers Posts Favorites Differencein Replies Shares Difference in Followers in Posts in Replies Favorites in Shares May 2017 May 2017 May 2017 May 2017 May 2017 AARP Facebook 1,749,198 1.65% 60 15.38% 268,787 46.63% 21,441 157.83% 113,331 122.96% Twitter 117,120 1.23% 89 -11.88% 4,348 82.54% 226 89.92% 5,577 245.54% Allrecipes Facebook 2,904,391 2.21% 406 38.10% 285,350 21.03% 19,552 44.16% 361,950 44.90% Instagram 265,132 4.41% 84 78.72% 116,610 78.04% 1,205 82.85% 1 -75.00% Twitter 59,879 0.48% 39 14.71% 317 43.44% 10 400.00% 169 7.64% Allure Facebook 1,116,991 4.10% 1,339 1.90% 334,448 -60.37% 38,583 -49.29% 55,049 -91.11% Instagram 437,804 3.33% 116 -0.85% 256,143 15.98% 3,252 -32.26% 0 -100.00% Twitter 496,028 0.40% 1,044 20.69% 23,344 146.22% 444 88.14% 56,451 732.37% American Photo Facebook 43,342 0.03% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Twitter 75,541 -0.15% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Architectural Digest Facebook 4,123,470 0.33% 860 15.75% 659,221 -10.68% 14,869 38.92% 119,649 22.67% Instagram 1,843,234 5.90% 91 0.00% 1,529,600 10.21% 7,990 -1.09% 0 -100.00% Twitter 1,792,470 1.65% 732 18.26% 20,609 -13.34% 367 51.03% 8,156 -9.20% Automobile Facebook 1,135,801 0.00% 435 11.83% 81,657 -38.64% 858 -18.67% 1,863 -53.18% Twitter 162,115 2.23% 634 1.60% 6,225 6.01% 137 4.58% 2,265 28.55% Autoweek Facebook 75,518 0.18% 486 59.34% 9,368 49.96% 937 101.94% 832 47.00% Instagram 7,840 1.20% 39 143.75% 1,922 72.69% 18 -56.10% 0 0.00% Twitter 143,426 0.21% 525 6.49% 2,660 31.10% 140 -1.41% 1,031 8.76% Backpacker Facebook 434,687 0.86% 100 6.38% 29,997 -24.40% 1,627 -34.32% 6,630 -45.51% Instagram 467,491 1.72% 20 185.71% 110,436 140.69% 541 89.16% 0 0.00% Twitter 121,197 1.36% 120 71.43% 3,116 46.02% 57 26.67% 1,094 19.04% Better Homes and Gardens Facebook 4,028,866 0.77% 1,512 215.00% 391,014 103.60% 18,089 81.07% 181,481 92.24% Twitter 467,253 2.46% 1,561 -0.70% 17,087 -3.07% 151 -32.89% 9,364 3.22% Bicycling Facebook 437,661 0.82% 988 41.55% 76,612 58.35% 4,593 52.49% 16,794 59.35% Instagram 182,077 1.07% 16 0.00% 11,939 4.69% 129 17.27% 0 0.00% Twitter 152,191 0.68% 737 -3.28% 8,535 -19.11% 220 -25.93% 4,963 -14.22% Birds & Blooms Facebook 865,597 0.20% 217 23.30% 216,107 -0.86% 3,380 -11.47% 39,139 -12.10% Instagram 8,104 5.99% 16 60.00% 8,844 81.75% 99 62.30% 0 0.00% Twitter 15,522 0.98% 38 -2.56% 301 -0.66% 1 -93.33% 828 233.87% Bloomberg Businessweek Facebook 119,785 -89.64% 309 14.44% 156,306 291.89% 237 -59.21% 1,108 -22.84% Twitter 1,512,143 0.82% 1,054 35.30% 10,503 52.75% 943 97.28% 9,008 -33.00% Boating Facebook 166,121 0.89% 261 47.46% 21,339 67.65% 942 41.87% 8,406 252.01% Twitter 32,861 1.16% 38 -32.14% 183 -17.94% 2 -50.00% 201 -42.24% Bon Appetit Facebook 1,893,487 3.20% 703 12.30% 402,184 -2.53% 46,918 12.63% 173,439 -26.66% Twitter 2,503,112 6.93% 1,170 18.54% 104,708 5.93% 1,460 4.89% 29,994 6.77% Brides Facebook 2,219,685 -0.01% 967 0.10% 232,615 -1.42% 26,428 -20.82% 21,917 -25.74% Twitter 205,892 0.55% 308 -12.99% 3,601 -21.32% 75 41.51% 1,525 -18.27% Car and Driver Facebook 2,263,119 0.26% 284 5.19% 107,519 -33.62% 9,854 -45.91% 11,522 -66.75% Twitter 741,381 9.43% 56 -47.17% 2,994 -59.19% 96 -61.29% 1,117 -54.37% Car Craft Facebook 1,532,194 -0.20% 160 13.48% 21,092 -34.31% 1,041 -44.77% 4,160 -14.88% Instagram 46,398 2.05% 0 -100.00% 0 -100.00% 0 -100.00% 0 0.00% Twitter 2,400 1.35% 11 -31.25% 26 -44.68% 0 -100.00% 35 -27.08% Closer Facebook 74,319 3.60% 1,036 5.50% 12,722 -30.69% 833 -46.84% 1,223 6.53% Instagram 46,493 6.57% 164 11.56% 122,214 75.01% 1,785 54.55% 3 200.00% Twitter 3,712 1.84% 114 -43.28% 436 -71.91% 21 50.00% 113 -68.61% Coastal Living Twitter 63,580 1.58% 489 -1.21% 5,716 -19.47% 101 -28.87% 2,113 -21.97% Conde Nast Traveler Facebook 1,317,639 2.94% 874 10.77% 863,396 -0.45% 92,711 62.59% 258,458 5.79% Instagram 1,368,998 3.56% 120 20.00% 1,727,035 13.76% 14,416 8.03% 55 -3.51% Twitter 2,592,122 6.63% 919 2.57% 47,880 10.25% 730 -3.18% 22,765 16.43% Consumer Reports Facebook 843,984 2.41% 778 0.78% 186,862 38.08% 16,719 26.62% 122,169 77.34% Twitter 261,159 0.20% 759 0.00% 4,970 69.57% 142 40.59% 4,373 10.96% Facebook 6,457,345 0.15% 765 5.66% 240,550 -35.75% 16,077 1.13% 120,429 -32.76% Twitter 204,434 0.64% 617 6.56% 9,481 -19.48% 110 -8.33% 3,380 -15.71% Cosmopolitan Facebook 9,116,000 2.29% 2,201 21.20% 5,851,246 14.68% 1,436,711 24.16% 2,069,279 38.02% Instagram 2,083,068 1.59% 92 2.22% 1,616,169 10.81% 40,715 36.20% 27 -18.18% Twitter 1,663,037 0.23% 2,334 -6.27% 126,225 -18.37% 3,037 15.92% 513,457 709.61% Country Facebook 69,623 0.11% 51 8.51% 3,768 49.23% 168 112.66% 1,140 101.77% Country Living Facebook 4,325,213 1.28% 958 8.99% 2,864,320 -4.52% 337,737 -4.29% 1,724,863 8.57% Twitter 538,605 0.66% 749 11.62% 9,404 -16.84% 193 -17.17% 4,461 -6.95% Cruising World Facebook 123,178 0.79% 42 -28.81% 3,970 -49.99% 231 -32.85% 418 -57.30% Twitter 6,931 0.73% 39 -27.78% 82 -51.76% 1 0.00% 70 -31.37% Cycle World Facebook 547,084 -0.15% 181 -17.35% 43,220 0.08% 1,565 -6.29% 4,359 44.67% Twitter 43,522 1.08% 381 -4.75% 3,635 1.06% 98 13.95% 1,303 22.12% Departures Instagram 36,063 6.58% 70 7.69% 15,458 -20.54% 231 -21.16% 1 NA Twitter 35,971 0.61% 194 16.87% 440 -6.78% 3 -72.73% 196 0.00% Dirt Rider Facebook 639,496 0.11% 109 -9.92% 50,631 -0.53% 1,571 39.15% 3,320 111.73% Instagram 161,645 1.67% 183 -3.17% 272,528 5.40% 971 6.94% 0 0.00% Twitter 23,661 0.25% 120 13.21% 289 -17.66% 2 -33.33% 227 118.27% DuPont Registry Auto Facebook 6,578,049 0.10% 540 1.69% 4,897,611 -19.80% 24,507 -16.34% 161,600 -5.99% DuPont Registry Home Facebook 337,716 0.05% 84 68.00% 15,119 304.58% 136 231.71% 1,100 315.09% Instagram 649,488 0.09% 136 10.57% 885,684 17.60% 3,360 22.09% 15 NA Dwell Facebook 867,058 0.81% 859 -32.57% 507,498 -1.90% 5,559 -16.31% 43,694 -7.18% Twitter 1,175,021 2.66% 657 332.24% 12,651 427.56% 139 379.31% 3,517 242.79%

6/26/2017 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com % % % Difference % Difference % Difference Publication Source Followers Posts Favorites Differencein Replies Shares Difference in Followers in Posts in Replies Favorites in Shares May 2017 May 2017 May 2017 May 2017 May 2017 EatingWell Facebook 2,869,732 0.70% 511 0.20% 372,140 -4.01% 45,728 10.50% 209,337 -9.41% Twitter 121,912 0.86% 338 -2.59% 4,530 -11.64% 53 89.29% 1,651 -6.46% Elle Facebook 4,890,178 1.14% 1,328 15.38% 2,342,821 50.47% 172,819 98.12% 221,485 2.48% Instagram 2,763,780 3.53% 112 4.67% 2,012,312 44.93% 11,776 37.62% 58 -94.09% Twitter 6,550,087 0.78% 2,642 8.32% 292,817 126.80% 3,258 34.96% 114,383 169.14% Elle Decor Facebook 3,510,107 0.39% 1,346 3.22% 1,186,594 -20.15% 14,537 -23.61% 119,718 -0.64% Twitter 395,599 2.55% 246 -21.15% 2,450 -40.10% 23 -73.26% 1,304 -35.98% Entertainment Weekly Facebook 4,250,311 0.79% 1,432 -0.97% 2,963,826 11.61% 277,377 24.21% 592,671 -8.65% Instagram 802,002 5.41% 258 1.18% 1,962,979 37.19% 25,300 24.75% 44 69.23% Twitter 6,398,171 1.55% 3,294 12.85% 404,985 31.98% 9,036 44.14% 255,232 55.43% Entrepreneur Facebook 3,302,325 0.68% 1,115 -3.13% 238,763 -8.46% 14,572 -6.27% 91,710 -10.35% Twitter 3,057,598 2.11% 1,782 -14.04% 103,782 -13.55% 1,499 12.45% 64,194 -13.43% Esquire Facebook 1,149,130 0.79% 634 -0.47% 227,719 -14.99% 17,478 -25.94% 54,222 -35.89% Twitter 411,013 0.23% 2,151 7.93% 34,319 -20.25% 1,815 22.22% 67,353 1.48% Essence Facebook 2,499,612 0.38% 1,670 8.09% 1,985,420 -8.69% 68,302 0.42% 341,380 6.45% Instagram 815,816 3.76% 137 22.32% 721,794 37.99% 12,620 39.69% 129 437.50% Twitter 265,039 1.01% 2,601 6.82% 83,768 -16.43% 2,584 11.33% 78,497 -80.52% Facebook 840,562 -0.26% 114 -19.15% 24,769 -36.11% 886 -80.60% 9,608 -25.33% Twitter 189,388 1.23% 23 -20.69% 77 -11.49% 2 100.00% 31 -13.89% FamilyFun Facebook 634,616 6.24% 106 -19.08% 7,775 -47.37% 566 -27.25% 4,493 -27.09% Instagram 22,865 1.46% 34 -26.09% 3,788 -18.31% 65 -63.48% 0 -100.00% Twitter 66,831 0.12% 162 -18.18% 206 -34.39% 7 -22.22% 1,261 61.67% Field & Stream Facebook 1,159,373 0.76% 507 6.74% 148,210 -21.43% 10,699 -32.96% 44,778 -20.13% Twitter 94,186 0.54% 38 26.67% 596 -12.74% 15 36.36% 484 79.93% First for Women Facebook 270,796 0.18% 564 24.50% 26,036 -41.28% 1,225 -55.52% 2,041 -13.88% Twitter 2,884 1.30% 45 650.00% 46 NA 1 NA 42 281.82% Facebook 855,155 0.28% 439 6.04% 60,573 -26.96% 4,306 -2.93% 13,789 -13.88% Instagram 168,104 4.86% 14 -17.65% 20,124 5.31% 607 15.62% 4 0.00% Twitter 359,325 3.63% 563 22.66% 2,651 -15.17% 59 -10.61% 1,100 2.90% Fitness Facebook 2,949,831 0.30% 1,367 0.37% 474,986 -17.40% 19,816 -33.44% 150,907 -13.70% Twitter 1,295,109 7.81% 1,691 3.05% 53,547 -3.23% 422 -0.94% 20,317 -2.34% Flying Facebook 320,249 0.10% 137 25.69% 48,812 23.45% 1,960 6.52% 5,431 17.43% Twitter 51,629 0.88% 66 10.00% 590 1.90% 22 15.79% 1,402 264.16% Food & Wine Facebook 2,153,145 1.07% 1,038 16.37% 237,914 -15.89% 33,472 -79.99% 103,207 -68.99% Instagram 2,116,172 3.55% 163 4.49% 2,195,729 -2.29% 15,517 -7.92% 59 -24.36% Twitter 6,245,601 0.97% 1,712 45.83% 92,753 23.05% 2,589 31.82% 36,500 23.49% Food Network Magazine Facebook 19,415,187 11.48% 299 5.28% 9,811,788 40.94% 786,970 18.91% 4,703,131 30.16% Instagram 4,528,715 3.75% 114 -7.32% 2,870,223 2.17% 38,399 -3.33% 148 -67.40% Twitter 4,742,573 0.99% 207 16.95% 20,712 -2.82% 765 19.53% 6,949 -9.79% Forbes Facebook 4,732,708 2.38% 749 -5.43% 354,892 -22.76% 26,026 -13.39% 126,424 -25.98% Twitter 12,831,036 2.07% 1,948 1.04% 199,441 4.96% 7,256 -3.91% 132,011 11.61% Fortune Facebook 1,468,960 1.78% 1,649 17.95% 250,539 -0.50% 16,979 -23.19% 80,945 18.84% Twitter 2,209,912 0.37% 3,260 11.04% 65,312 25.53% 4,041 44.79% 49,537 18.90% Game & Fish Facebook 195,470 -0.03% 276 15.97% 13,475 14.16% 878 9.48% 534 -59.55% Twitter 2,212 0.55% 67 -19.28% 73 170.37% 1 NA 32 NA Glamour Facebook 5,397,196 0.46% 1,192 26.54% 790,621 18.15% 76,980 34.70% 57,612 -9.94% Instagram 1,458,199 1.42% 100 42.86% 412,802 50.16% 4,306 47.26% 9 12.50% Twitter 1,341,206 0.37% 2,454 79.91% 50,111 52.60% 1,269 66.75% 529,373 961.61% Golf Digest Facebook 454,486 1.63% 791 5.19% 239,391 -29.50% 46,477 11.13% 41,936 -25.35% Instagram 628,308 2.52% 78 -29.09% 827,074 -37.95% 10,456 -38.70% 3 -87.50% Twitter 717,908 0.41% 1,333 -2.56% 53,621 -29.34% 2,389 -16.96% 16,903 -80.58% Golf Magazine Facebook 270,574 1.51% 420 -5.83% 76,607 -44.63% 9,833 -1.49% 13,848 -16.97% Twitter 266,293 0.74% 966 -12.58% 19,859 -40.59% 1,200 -15.37% 15,664 -59.42% Good Housekeeping Facebook 3,994,302 1.68% 902 7.38% 1,265,445 -9.94% 256,540 16.84% 965,979 -52.76% Instagram 345,695 2.47% 63 1.61% 157,823 6.44% 1,920 -14.70% 13 62.50% Twitter 171,240 0.12% 680 24.09% 2,886 13.04% 80 -2.44% 1,703 14.53% GQ (Gentlemen's Quarterly) Facebook 2,633,477 0.87% 686 1.03% 542,007 -18.49% 45,596 -20.52% 158,119 1.90% Instagram 3,728,689 2.45% 102 3.03% 2,323,061 25.10% 15,401 1.89% 42 -4.55% Twitter 1,132,936 2.66% 1,645 -2.08% 77,570 0.86% 2,389 5.43% 51,939 19.71% GQ-Style Facebook 334,822 1.31% 42 23.53% 5,519 289.21% 219 253.23% 1,052 447.92% Instagram 192,100 14.66% 59 96.67% 193,242 176.47% 1,596 147.06% 2 -60.00% Twitter 684,916 0.34% 337 23.90% 18,496 132.86% 257 110.66% 49,021 465.21% Guns & Ammo Facebook 730,841 -0.24% 69 11.29% 3,095 -39.77% 199 -55.68% 383 -24.90% Twitter 144,349 0.89% 59 90.32% 1,118 41.70% 22 22.22% 264 12.34% Harper's Bazaar Facebook 3,658,303 1.27% 1,729 0.64% 1,744,940 17.88% 82,980 17.54% 166,483 15.50% Instagram 3,006,717 2.63% 109 31.33% 1,961,088 55.53% 13,460 45.17% 97 22.78% Twitter 1,627,744 0.64% 1,049 -6.09% 31,112 -14.92% 603 4.15% 16,137 -60.53% Health Facebook 6,594,494 NA 1,064 7.15% 403,110 -11.95% 31,271 -12.42% 143,995 -21.18% Twitter 3,418,410 0.83% 1,337 6.62% 27,817 -13.28% 363 1.11% 17,566 -0.91% HGTV Magazine Facebook 7,015,693 4.18% 364 10.64% 1,518,702 4.30% 92,078 -23.01% 796,265 -38.58% Twitter 1,263,062 1.27% 167 -24.77% 8,180 -24.08% 433 -21.84% 2,261 -12.67% Hot Rod Facebook 3,613,809 -0.05% 579 30.11% 241,476 -26.07% 9,132 -44.82% 51,530 -31.53% Instagram 451,360 1.24% 70 125.81% 314,998 123.62% 1,431 23.79% 5 150.00% Twitter 93,816 3.48% 536 11.67% 11,122 3.56% 176 21.38% 2,478 6.90% House Beautiful Facebook 7,085,781 0.01% 931 10.70% 1,214,094 -23.77% 67,763 -27.03% 219,644 -32.14% Twitter 486,887 2.28% 329 -12.27% 3,828 -34.78% 85 -9.57% 1,594 -38.07%

8 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com % % % Difference % Difference % Difference Publication Source Followers Posts Favorites Differencein Replies Shares Difference in Followers in Posts in Replies Favorites in Shares May 2017 May 2017 May 2017 May 2017 May 2017 In Touch Facebook 2,501,125 0.30% 1,134 -0.61% 190,591 -20.24% 19,712 -0.83% 17,459 2.71% Instagram 157,698 3.54% 90 25.00% 55,994 29.05% 3,479 -14.16% 1 NA Twitter 241,568 -0.23% 10 -54.55% 1,255 -34.29% 42 -58.00% 250 -32.80% In-Fisherman Facebook 137,709 0.09% 29 52.63% 625 -3.10% 26 23.81% 60 5.26% Twitter 5,370 0.86% 26 44.44% 16 33.33% 0 0.00% 8 300.00% InStyle Facebook 4,787,052 0.04% 3,114 4.36% 387,142 -18.23% 22,009 -17.41% 52,123 -34.17% Instagram 1,750,961 1.94% 175 -5.41% 961,923 14.57% 7,130 -5.26% 475 1726.92% Twitter 4,546,232 0.29% 3,171 15.18% 67,915 11.42% 1,386 20.21% 44,349 87.86% Islands Facebook 691,594 3.78% 218 NA 39,886 NA 838 NA 4,585 NA Twitter 17,696 0.46% 209 3.98% 1,011 -8.09% 10 -28.57% 512 -0.19% J-14 Facebook 6,026,164 -0.02% 741 3.64% 608,810 -10.74% 7,978 -19.26% 17,057 -48.69% Instagram 254,819 0.49% 45 -27.42% 70,424 -17.68% 474 -1.04% 0 0.00% Twitter 303,183 -0.17% 296 17.93% 21,994 102.39% 153 37.84% 15,243 -99.55% Latina Facebook 974,190 -0.16% 171 -78.49% 28,495 -82.07% 985 -88.58% 2,182 -87.88% Instagram 293,117 2.13% 259 21.60% 692,235 32.05% 9,770 60.45% 8 0.00% Twitter 156,041 0.63% 2,426 25.70% 42,268 13.50% 483 6.62% 228,186 335.73% Life & Style Facebook 4,043,517 -0.26% 1,264 1.20% 278,245 -23.73% 16,875 13.36% 18,079 15.93% Instagram 136,787 3.00% 111 9.90% 74,483 22.92% 2,387 -0.38% 1 0.00% Twitter 225,574 0.14% 31 -69.61% 479 -86.97% 15 -70.59% 154 -84.60% M-Magazine Facebook 3,675,569 -0.26% 446 6.70% 213,898 -32.43% 1,098 -48.72% 6,381 -14.49% Instagram 258,219 -0.50% 33 -21.43% 48,983 -9.35% 159 -44.79% 0 0.00% Twitter 177,676 0.02% 385 8.15% 24,413 -20.23% 215 0.47% 18,549 -39.67% Marie Claire Facebook 3,472,642 1.41% 1,453 16.52% 857,624 22.54% 64,702 -25.47% 155,790 -44.18% Instagram 1,040,711 2.44% 175 15.13% 924,460 20.74% 7,551 -18.59% 63 40.00% Twitter 2,277,983 0.51% 1,335 8.01% 107,396 212.70% 1,213 27.95% 36,764 64.37% Marlin Facebook 148,979 0.76% 189 8.00% 24,506 2.85% 628 1.95% 3,676 39.03% Twitter 4,009 1.52% 3 NA 5 NA 0 0.00% 7 NA Facebook 2,280,232 0.39% 836 -0.48% 242,488 -26.80% 8,978 -44.29% 67,538 -25.71% Twitter 404,498 0.27% 351 -38.64% 3,967 -35.80% 68 -41.88% 1,688 -78.97% Men's Fitness Facebook 3,172,827 0.21% 1,010 -2.98% 173,771 -31.04% 4,777 6.56% 29,680 -29.08% Instagram 184,739 5.64% 86 0.00% 68,166 1.32% 411 -40.17% 5 150.00% Twitter 901,502 0.90% 1,101 -2.91% 60,012 -7.50% 426 2.90% 21,076 -8.49% Men's Health Facebook 8,668,979 0.09% 102 -93.14% 82,690 -92.72% 6,050 -92.57% 23,444 -90.84% Instagram 896,966 2.05% 94 -7.84% 261,587 -11.34% 3,010 -31.22% 16 33.33% Twitter 4,240,657 2.22% 1,512 10.04% 100,544 -2.57% 1,820 -10.30% 24,415 -5.93% Men's Journal Facebook 435,278 0.50% 633 35.26% 18,495 -10.39% 1,362 -14.34% 4,084 -10.10% Instagram 38,432 2.03% 5 -54.55% 1,253 -17.02% 53 12.77% 0 0.00% Twitter 74,785 1.02% 206 50.36% 1,106 44.95% 47 113.64% 330 36.93% Facebook 196,084 -0.21% 74 80.49% 7,689 19.43% 294 62.43% 1,749 20.04% Instagram 40,835 2.12% 52 6.12% 26,320 -19.02% 334 -7.73% 1 -50.00% Twitter 12,065 0.90% 84 64.71% 394 62.81% 8 60.00% 232 24.06% Money Facebook 967,393 1.24% 623 -12.99% 105,303 -17.02% 7,931 -51.64% 58,573 21.04% Twitter 365,301 0.92% 1,360 -10.88% 20,017 -6.46% 518 -5.65% 11,097 -8.04% Mother Earth News Facebook 2,516,558 -0.10% 132 -13.73% 39,312 -46.65% 2,121 -73.96% 11,400 -50.57% Twitter 68,057 0.48% 82 -19.61% 836 -21.80% 17 -37.04% 479 -26.98% Motor Trend Facebook 3,141,266 0.03% 470 13.53% 234,798 -40.70% 10,171 -50.88% 12,746 -80.99% Twitter 559,613 5.03% 645 1.10% 26,165 -3.32% 667 -8.63% 8,000 -99.76% Motorcyclist Facebook 1,059,076 0.33% 319 40.53% 98,148 10.32% 3,188 21.77% 11,798 23.24% Twitter 15,585 2.30% 427 9.49% 3,157 1.48% 44 -25.42% 812 10.78% Muscle & Fitness Facebook 7,131,468 -0.22% 983 22.57% 712,161 -4.98% 10,186 18.57% 37,648 -1.03% Twitter 804,934 1.09% 1,023 1.19% 56,692 -5.19% 558 24.00% 22,281 -5.90% National Enquirer Facebook 44,085 1.60% 301 7.12% 1,283 80.20% 1,438 40.98% 451 8.67% Twitter 17,325 2.97% 292 12.74% 1,683 187.20% 207 24.70% 1,375 113.84% National Geographic Facebook 44,205,812 0.41% 328 -5.75% 3,674,450 -11.44% 136,488 14.69% 918,394 37.12% Instagram 77,949,213 1.96% 265 -6.69% 123,157,845 -13.09% 492,887 -24.58% 434 -30.89% Twitter 17,597,954 3.13% 412 4.04% 311,800 -8.14% 3,849 -4.42% 133,360 -4.82% National Geographic Kids Facebook 2,978,604 -0.13% 81 -12.90% 14,465 -46.27% 573 -53.49% 859 -40.72% Twitter 46,444 1.53% 50 -31.51% 569 8.38% 10 -28.57% 608 -19.68% National Geographic Traveler Facebook 4,318,369 1.92% 240 1.27% 280,359 -18.85% 13,647 -3.63% 69,525 -36.81% Instagram 18,013,348 3.95% 180 -3.74% 40,857,190 9.46% 150,031 4.58% 1,142 112.27% Twitter 5,087,527 5.94% 120 -66.85% 44,909 -37.19% 522 -14.29% 17,851 -33.53% New York Magazine Facebook 3,452,417 0.15% 2,133 -4.61% 624,603 12.21% 53,797 1.02% 136,361 19.03% Twitter 1,565,805 0.80% 2,090 172.49% 68,976 194.50% 4,736 204.76% 49,090 241.47% Nylon Facebook 1,885,435 -0.14% 856 9.88% 185,521 -31.13% 17,345 -34.39% 18,244 -51.63% Instagram 1,204,034 2.00% 134 -10.07% 467,749 -11.84% 3,579 -11.26% 28 180.00% Twitter 1,203,034 0.56% 768 5.49% 49,573 11.44% 521 -16.64% 24,917 74.67% Nylon Guys Facebook 92,897 -0.14% 2 100.00% 167 496.43% 2 NA 9 NA Instagram 64,636 1.09% 4 33.33% 1,021 23.31% 20 -50.00% 0 0.00% Twitter 17,736 -0.05% 2 100.00% 6 NA 0 0.00% 1 NA O, The Oprah Magazine Facebook 1,071,285 0.80% 393 19.45% 72,994 -31.73% 3,858 -27.25% 22,052 -51.56% Twitter 476,974 0.15% 326 -2.10% 7,071 9.53% 161 15.00% 2,790 -80.51% OK! Facebook 1,726,155 -0.06% 384 1.05% 52,186 9.12% 5,132 -19.83% 3,038 -27.44% Instagram 150,677 1.47% 44 83.33% 17,778 86.96% 332 153.44% 0 0.00% Twitter 500,948 -0.07% 242 11.52% 2,393 118.54% 119 43.37% 689 75.77% Outdoor Life Facebook 493,713 1.04% 438 17.74% 92,520 7.18% 6,216 40.60% 21,117 7.70% Twitter 90,368 0.46% 33 10.00% 284 -17.44% 4 0.00% 101 -13.68% Outside Facebook 684,287 1.04% 779 15.07% 191,306 -0.27% 11,181 -8.59% 39,122 4.57% Instagram 808,062 2.00% 26 18.18% 233,061 55.03% 1,501 35.10% 6 NA Twitter 275,832 0.50% 702 2.78% 17,897 6.91% 305 7.02% 12,396 -22.91% Parents Facebook 1,629,020 0.40% 547 7.89% 130,451 -58.99% 13,778 -24.63% 66,836 9.72% Twitter 4,405,946 1.98% 672 23.53% 11,532 13.30% 294 -2.00% 5,257 24.25%

6/26/2017 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com % % % Difference % Difference % Difference Publication Source Followers Posts Favorites Differencein Replies Shares Difference in Followers in Posts in Replies Favorites in Shares May 2017 May 2017 May 2017 May 2017 May 2017 People Facebook 6,827,852 -0.35% 1,169 4.28% 4,078,647 15.60% 332,335 4.10% 614,616 -24.18% Instagram 3,265,953 4.39% 386 44.57% 9,394,158 51.48% 125,478 53.79% 63 350.00% Twitter 7,753,312 0.53% 3,328 12.28% 486,873 63.10% 13,346 30.18% 197,839 121.98% People en Español Facebook 4,267,472 0.33% 1,604 6.30% 1,760,339 -11.04% 70,589 2.15% 52,753 16.84% Instagram 1,775,818 2.85% 262 67.95% 1,122,772 141.20% 15,780 101.92% 0 0.00% Twitter 1,388,768 0.07% 1,268 8.28% 29,683 11.11% 1,306 7.14% 10,040 23.54% People StyleWatch Instagram 254,613 1.59% 10 -16.67% 9,854 9.79% 136 -35.24% 0 0.00% Twitter 6,031 1.98% 1 0.00% 7 16.67% 0 0.00% 2 100.00% Playboy Facebook 16,360,474 -0.18% 550 -0.36% 330,124 -8.69% 20,840 2.96% 24,257 -2.11% Instagram 6,051,498 1.04% 124 -3.13% 3,535,176 2.75% 12,981 -2.77% 4,542 -40.06% Twitter 1,236,310 0.83% 319 13.52% 28,878 11.23% 792 20.18% 18,331 164.40% Popular Mechanics Facebook 431,613 2.06% 678 10.42% 102,510 13.18% 9,414 24.31% 53,252 44.93% Twitter 204,095 0.58% 755 13.19% 10,360 6.10% 402 -10.27% 16,768 -71.63% Popular Photography Facebook 698,198 0.39% 125 37.36% 10,859 80.05% 397 161.18% 2,565 62.86% Twitter 370,590 -0.21% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Popular Science Facebook 3,502,951 0.34% 858 1.78% 259,105 -15.81% 15,902 -3.70% 71,088 -12.50% Twitter 1,178,668 1.22% 1,825 6.35% 58,101 -11.93% 2,632 -1.50% 33,192 -11.76% Prevention Facebook 2,284,302 0.45% 1,130 8.76% 203,963 -12.44% 12,886 38.44% 77,698 -3.25% Instagram 47,725 2.89% 21 0.00% 4,277 -5.63% 77 -40.31% 0 0.00% Twitter 410,164 2.93% 887 10.32% 14,159 -6.63% 120 -8.40% 5,943 -6.85% Rachael Ray Every Day Facebook 725,294 0.17% 157 0.64% 17,444 -8.25% 1,336 -28.40% 2,197 -17.56% Twitter 66,624 0.10% 145 1.40% 869 6.23% 19 5.56% 189 48.82% Reader's Digest Facebook 3,044,559 0.18% 917 23.92% 253,608 -16.72% 6,839 -13.84% 67,345 -22.92% Instagram 145,649 0.39% 41 78.26% 17,615 135.40% 74 72.09% 0 0.00% Twitter 101,007 0.78% 843 26.20% 5,470 9.07% 95 66.67% 2,594 11.00% Facebook 3,724,400 0.52% 1,020 -8.11% 412,223 -7.42% 51,294 4.73% 255,032 -10.58% Instagram 362 -0.28% 6 50.00% 70 11.11% 4 33.33% 0 0.00% Twitter 1,463,602 -0.06% 965 17.97% 10,798 1.65% 207 33.55% 4,142 -29.43% Redbook Facebook 1,061,816 2.66% 1,490 3.11% 322,121 39.35% 40,819 21.35% 652,571 39.09% Twitter 72,536 1.27% 619 -17.69% 1,164 -69.41% 39 -45.07% 583 -41.05% Reminisce Facebook 66,219 0.45% 4 100.00% 301 285.90% 19 533.33% 26 44.44% Road & Track Facebook 1,697,250 0.03% 469 -6.76% 377,821 -25.76% 15,989 -31.10% 39,535 -33.45% Twitter 512,525 3.96% 244 7.96% 6,589 -14.84% 191 -3.05% 2,407 -17.74% Rolling Stone Facebook 5,059,096 0.68% 766 17.85% 1,518,252 49.44% 69,392 45.15% 354,233 58.20% Instagram 2,730,638 3.16% 58 1.75% 1,368,632 11.05% 10,846 -10.35% 8 300.00% Twitter 5,940,810 1.35% 1,716 14.40% 625,030 77.59% 7,472 16.06% 266,560 60.54% Runner's World Facebook 1,908,034 0.54% 1,147 2.50% 427,746 -32.70% 24,253 -10.25% 88,658 -12.97% Instagram 513,270 3.85% 73 19.67% 371,702 3.02% 5,066 35.74% 12 71.43% Twitter 1,679,079 0.90% 1,122 -5.16% 68,203 -4.32% 943 -9.33% 24,398 16.78% Sailing World Facebook 193,066 0.90% 93 38.81% 12,711 23.25% 255 42.46% 2,167 10.00% Twitter 35,131 0.15% 1 NA 5 NA 0 0.00% 2 NA SaltWater Sportsman Facebook 186,422 0.70% 199 3.65% 16,189 -11.93% 431 14.32% 2,420 13.14% Twitter 5,947 2.27% 1 -50.00% 1 -88.89% 0 0.00% 0 -100.00% Saveur Facebook 522,281 0.48% 436 10.66% 40,805 -14.82% 3,133 -8.63% 14,832 -22.53% Twitter 687,102 0.80% 441 28.57% 7,830 -1.72% 170 11.11% 3,064 2.92% Scientific American Facebook 2,865,431 0.26% 450 2.74% 239,740 -16.07% 11,577 13.77% 98,862 -15.13% Twitter 2,775,103 6.93% 544 5.84% 63,850 4.82% 2,886 6.65% 43,630 -4.21% Scuba Diving Facebook 321,680 0.72% 253 21.05% 46,052 15.51% 1,907 27.90% 9,444 22.35% Twitter 46,094 0.84% 117 3.54% 1,189 29.38% 16 -5.88% 638 -50.35% Self Facebook 1,716,814 1.30% 1,218 8.36% 361,887 67.99% 34,927 128.30% 60,653 28.38% Instagram 560,282 2.38% 97 12.79% 385,338 12.68% 6,144 -1.79% 36 350.00% Twitter 498,475 0.48% 1,191 -2.14% 15,917 -18.08% 234 -4.49% 5,621 -7.94% Ser Padres Facebook 530,767 0.71% 326 9.40% 23,151 -7.99% 1,467 -28.68% 16,787 -7.46% Instagram 46,009 1.86% 26 18.18% 3,433 -6.48% 75 -36.97% 0 0.00% Twitter 29,679 0.51% 321 8.08% 128 -22.89% 2 -60.00% 81 -19.00% Seventeen Facebook 5,379,522 0.47% 1,286 5.67% 1,441,318 -10.38% 109,975 -53.45% 191,117 -64.80% Instagram 1,059,383 1.04% 69 -1.43% 983,200 19.00% 8,506 -1.29% 0 0.00% Twitter 1,267,493 0.35% 1,340 11.57% 74,891 9.84% 694 -29.11% 27,120 -83.41% Shape Facebook 2,791,363 -0.12% 1,447 6.63% 250,050 -6.66% 21,000 -6.90% 89,273 -16.04% Twitter 602,892 1.13% 2,087 4.19% 21,896 -11.19% 157 -24.52% 6,202 -8.06% Siempre Mujer Facebook 2,208,754 0.40% 604 17.97% 420,108 -30.70% 8,789 -13.01% 78,033 -43.51% Instagram 78,563 2.12% 105 16.67% 25,857 41.85% 321 30.49% 0 0.00% Twitter 13,259 0.10% 628 20.31% 157 115.07% 9 28.57% 1,151,128 2019422.81% Sierra Magazine Facebook 8,964 2.04% 61 -32.97% 1,174 -48.55% 36 -41.94% 379 -41.06% Twitter 71,652 0.24% 621 -1.74% 3,367 -39.23% 124 -27.06% 16,590 -56.76% Ski Magazine Facebook 96,190 0.18% 8 -60.00% 771 -64.84% 26 -77.78% 99 -75.31% Instagram 62,503 0.48% 1 -94.12% 1,426 -94.09% 3 -97.41% 0 0.00% Twitter 53,574 0.11% 0 -100.00% 0 -100.00% 0 0.00% 0 -100.00% Smithsonian Facebook 987,008 1.78% 579 -11.20% 289,220 -27.62% 11,962 -22.61% 105,763 -29.07% Instagram 81,660 1.89% 83 12.16% 41,343 4.47% 265 -21.13% 1 NA Twitter 204,706 1.41% 1,580 -2.65% 27,837 -5.72% 590 -14.62% 19,707 -1.58% Soap Opera Digest Facebook 535,271 0.41% 178 3.49% 88,668 26.76% 6,815 50.81% 5,354 6.55% Twitter 120,290 0.43% 198 2.59% 15,497 45.25% 760 24.79% 3,817 28.52% Facebook 2,754,584 0.54% 1,178 -6.43% 516,722 -23.59% 39,698 -26.17% 229,903 -44.38% Twitter 673,804 6.29% 948 31.30% 23,725 -6.44% 492 17.14% 6,425 -8.97% Sport Diver Facebook 178,304 0.70% 195 18.18% 25,595 -28.38% 985 -7.25% 6,609 -32.84% Twitter 27,215 1.13% 80 -33.33% 991 -39.87% 11 -45.00% 620 -55.87%

10 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com % % % Difference % Difference % Difference Publication Source Followers Posts Favorites Differencein Replies Shares Difference in Followers in Posts in Replies Favorites in Shares May 2017 May 2017 May 2017 May 2017 May 2017 Sport Fishing Facebook 335,318 0.40% 266 2.70% 40,125 -15.09% 1,942 -10.38% 4,183 -8.03% Twitter 11,439 2.44% 17 -5.56% 10 -54.55% 0 -100.00% 198 -14.29% Sports Illustrated Facebook 2,828,880 0.52% 1,651 12.70% 587,096 -6.48% 68,626 7.26% 173,491 16.45% Instagram 1,011,233 0.42% 557 21.62% 3,291,072 25.95% 29,530 29.08% 1 0.00% Twitter 1,665,600 0.60% 2,928 -3.17% 242,437 -28.76% 7,254 2.20% 174,674 -31.13% Star Facebook 717,947 -0.02% 371 0.82% 23,653 -1.26% 5,642 -9.71% 1,927 -45.55% Twitter 93,299 -0.02% 260 34.02% 303 -48.47% 35 -18.60% 119 -43.87% Street Rodder Facebook 1,993,584 -0.19% 170 24.09% 60,576 -36.86% 9,428 36.34% 10,786 -11.89% Sunset Facebook 383,234 1.50% 601 63.76% 35,049 13.87% 2,831 16.31% 18,413 22.71% Twitter 69,785 0.23% 357 10.53% 1,745 -2.30% 29 7.41% 874 -9.80% Taste of Home Facebook 5,724,501 0.87% 675 36.64% 410,924 -33.58% 13,857 -27.11% 515,065 -28.75% Instagram 459,401 1.84% 54 -1.82% 101,669 5.96% 829 18.94% 27 -92.89% Twitter 28,808 0.57% 342 115.09% 2,692 87.73% 25 212.50% 938 65.43% Teen Vogue Facebook 5,990,299 0.44% 1,935 12.63% 2,571,464 7.61% 160,216 99.31% 206,344 38.12% Instagram 2,166,751 2.17% 123 24.24% 3,273,449 27.63% 19,902 8.06% 33 37.50% Twitter 3,299,053 0.25% 1,432 7.27% 266,405 70.33% 3,485 11.63% 126,888 94.07% Texas Monthly Facebook 232,280 1.09% 118 1.72% 31,361 7.05% 3,396 7.91% 6,942 38.76% Instagram 102,879 5.43% 27 58.82% 35,154 146.00% 476 122.43% 1 NA Twitter 164,239 0.74% 122 2.52% 2,379 3.43% 202 53.03% 1,815 62.05% The Atlantic Facebook 2,122,301 2.93% 1,515 14.08% 1,161,448 48.49% 77,670 26.76% 409,778 39.38% Twitter 1,537,567 0.84% 2,483 13.90% 100,169 61.90% 7,587 22.85% 140,390 77.24% The Economist Facebook 8,085,578 1.09% 1,379 2.15% 1,243,395 3.35% 76,372 -7.43% 383,608 3.25% Instagram 1,036,846 5.60% 149 -3.25% 1,004,821 -0.18% 7,837 -22.38% 30 -14.29% Twitter 20,827,450 2.31% 3,011 3.68% 396,940 0.65% 21,929 -0.79% 311,742 0.93% The Family Handyman Facebook 774,169 0.71% 174 -17.54% 27,466 -41.50% 837 -46.21% 19,769 -38.58% Twitter 17,110 0.59% 169 -2.87% 1,395 2.42% 5 -28.57% 360 -3.49% The New Yorker Facebook 3,939,024 0.58% 1,370 1.63% 1,286,956 10.55% 56,201 5.90% 369,519 -5.07% Twitter 7,715,685 0.87% 1,464 1.31% 281,787 18.35% 9,923 -1.53% 153,897 9.34% This Old House Facebook 711,355 0.40% 373 31.34% 61,511 2.23% 3,534 9.31% 10,730 -14.24% Instagram 59,535 2.75% 27 -10.00% 18,726 -12.77% 245 8.89% 0 -100.00% Twitter 177,003 0.76% 395 7.05% 5,223 -2.19% 221 2.79% 1,235 -13.03% Time Facebook 12,009,094 -0.39% 1,506 2.38% 2,284,506 0.00% 243,463 7.58% 685,784 12.90% Instagram 4,078,225 4.77% 121 -24.84% 2,388,761 -7.12% 55,090 13.70% 16 -36.00% Twitter 14,066,698 2.19% 3,312 9.34% 452,212 10.83% 29,685 21.50% 290,642 18.59% Town & Country Facebook 301,841 1.83% 1,017 4.85% 135,711 6.04% 8,518 6.86% 32,776 -13.10% Twitter 347,894 0.69% 1,357 24.38% 6,687 3.55% 262 12.93% 5,623 33.88% Facebook 1,965,511 -0.04% 145 5.07% 109,424 -17.39% 1,453 -23.00% 6,701 -20.14% Twitter 169,876 0.67% 316 -15.05% 2,140 -0.65% 21 -4.55% 1,445 -0.34% Travel + Leisure Facebook 2,591,301 1.71% 1,090 -6.68% 518,181 -35.41% 58,633 -21.43% 126,527 -47.71% Instagram 2,768,961 3.23% 54 28.57% 1,682,071 33.75% 20,910 17.23% 30 -91.78% Twitter 3,608,348 3.58% 1,651 0.61% 79,595 -10.24% 1,386 -13.59% 35,599 -22.61% Twist Facebook 3,666,562 -0.26% 486 21.50% 175,633 3.10% 1,376 -2.76% 3,549 1.57% Instagram 59,150 3.03% 64 -7.25% 40,948 -0.91% 336 -21.68% 0 0.00% Twitter 213,769 0.03% 432 5.37% 53,971 -71.22% 492 29.82% 24,589 -99.29% US Weekly Facebook 3,656,477 0.01% 632 4.12% 664,320 -8.29% 42,519 -3.10% 37,286 -0.06% Instagram 2,124,314 1.62% 21 -34.38% 304,794 -16.30% 3,229 -20.29% 1 -87.50% Twitter 2,213,141 0.44% 1,340 -12.48% 66,915 -6.07% 3,067 -8.34% 18,468 0.30% Vanity Fair Facebook 2,892,874 0.78% 1,051 8.13% 493,849 -25.56% 30,496 -55.32% 61,361 -79.83% Instagram 2,985,732 3.11% 90 -2.17% 2,295,210 16.24% 13,393 0.06% 79 -67.49% Twitter 4,574,379 0.64% 1,409 6.18% 126,180 13.34% 5,250 1.29% 88,866 65.38% Vegetarian Times Facebook 2,042,069 0.04% 114 -5.00% 34,917 3.38% 1,431 79.55% 8,851 10.22% Twitter 114,837 0.28% 50 -68.55% 478 -83.86% 16 -50.00% 284 -79.35% Veranda Facebook 1,601,807 0.29% 274 -10.16% 112,184 -36.98% 2,150 -31.35% 14,697 -38.58% Twitter 114,717 0.10% 39 -68.55% 136 -54.97% 3 -57.14% 94 -36.91% Vogue Facebook 8,521,515 0.69% 1,767 4.62% 1,540,058 63.52% 51,125 57.31% 81,712 50.20% Instagram 16,254,924 2.89% 137 30.48% 10,692,400 42.43% 56,207 75.41% 144 33.33% Twitter 12,815,991 0.59% 2,904 8.68% 788,699 203.13% 4,864 36.63% 315,073 244.53% W Facebook 1,703,354 2.31% 1,987 3.01% 584,095 18.09% 47,675 239.47% 81,000 114.12% Instagram 2,792,042 2.76% 86 1.18% 1,013,267 2.21% 8,400 -4.92% 45 -32.84% Twitter 1,455,870 0.69% 2,842 -1.76% 73,261 9.68% 1,261 0.40% 28,659 5.73% Wired Facebook 2,492,494 1.48% 844 5.37% 396,422 11.41% 21,900 0.68% 134,429 24.35% Twitter 9,009,979 3.33% 1,229 8.38% 119,581 -5.29% 5,352 14.92% 86,778 6.53% Woman's Day Facebook 2,443,686 0.41% 792 4.49% 833,291 -24.14% 38,420 -19.19% 199,694 -19.63% Twitter 211,127 0.93% 328 -27.43% 1,163 -60.89% 18 -65.38% 1,360 -0.07% Woman's World Facebook 94,554 1.21% 565 25.28% 17,461 -55.90% 1,159 -42.28% 1,922 -30.76% Women's Health Facebook 8,232,009 0.41% 1,578 0.83% 484,537 -24.68% 27,757 8.44% 157,528 -20.68% Instagram 1,013,929 3.40% 101 8.60% 362,116 -12.12% 6,686 6.33% 20 5.26% Twitter 4,555,121 0.93% 1,285 2.88% 59,935 1.98% 1,116 5.68% 24,400 5.52% Working Mother Facebook 200,506 0.91% 240 -4.76% 18,271 -21.75% 1,386 -3.95% 125,199 355.87% Twitter 107,690 8.24% 173 71.29% 1,008 155.19% 18 50.00% 1,552 554.85% Yachting Facebook 243,373 0.20% 235 11.90% 33,913 -25.99% 482 -23.49% 1,713 -33.58% Twitter 27,283 0.87% 66 -17.50% 318 -24.11% 3 -25.00% 307 2.33% Yankee Facebook 131,500 1.02% 78 8.33% 65,378 28.99% 6,311 63.75% 19,361 2.28% Instagram 44,545 3.15% 14 0.00% 23,834 11.81% 282 31.16% 7 40.00% Twitter 13,600 0.61% 63 -5.97% 630 2.11% 15 50.00% 222 -15.27% Yoga Journal Facebook 2,244,959 0.18% 229 8.53% 147,809 -15.81% 3,458 -9.07% 31,626 -8.51% Instagram 608,738 3.40% 32 -13.51% 95,363 18.13% 959 -4.96% 3 NA Twitter 964,262 12.87% 136 8.80% 11,344 5.70% 76 -25.49% 4,233 11.25%

6/26/2017 Magazine Media’s Most Trusted Source Since 1947 11 minonline.com ON BRAND | OFF PAGE The Proliferation of Social Verticals, Explained Attracting Millennials and experimenting with 'next-gen' content drives launches. Today, as publishers increasingly look to lower overhead, it seems like ev- ery other week a new digital-only or social-only brand is being unveiled by a major consumer publisher. Most of these brands target Millennials, natu- rally, and the majority lean toward the female demographic. Last week, for instance, Time Inc. launched The Pretty (see page 4). The Pretty is the company's first standalone social video brand about beauty. Anchored by HelloGiggles, which it acquired 2015, it's targeting a Millennial and Gen Z audience. With the glut of new brands online, the task for each becomes differ- entiating from others while also staying true to content that advertisers expect when they buy premium placements. For Time Inc., the solution is providing audiences with funny videos mixed in with practical beauty tips and tricks. "Our objective was to fill the whitespace in the beauty space for smart, funny content," says Zoë Ruderman, executive director of content strategy for Style, Entertainment & Sports at Time Inc. "With The Pretty, we're able to do that by providing audiences who are passionate about beauty with the short, relatable videos they crave." The initial monetization strategy is through two exclusive advertisers—L'Oréal Paris and Maybelline New York. The content will be a cross-brand and department collaboration between the company's video teams, digital style desk and Hel- loGiggles' editorial team. And content can be shared across brands, which is attractive to ad partners. And although the food category is a cluttered space online, Hearst found a white space for Delish by posting content with more of a sense of humor as well. But, for some brands, like Condé Nast's The Hive—which includes a widely circulated email newsletter—the task has become less about reaching any one particular demographic. Jon Kelly, editor of The Hive, indicates that distributing content across Vanity Fair's entire audience is the name of the game. "We hope that The Hive is an attractive brand for a mobile-first generation, but our goal isn’t to reach any one specific de- mographic," he says. "As the last year has proven, the pervasive fascination with our political and business climate transcends all traditional market categorizations." Kelly says that launching a digital brand like The Hive offers readers more content and "also provides advertisers the op- portunity to align themselves with an exciting form of 'next-gen' storytelling and news-driven content." With more digital ad spend now being placed on social, vertical outposts have become more valuable as publishers in- crease available inventory for advertisers."We’ve attracted new advertisers with Delish, but we’ve also created large-scale programs leveraging the significant reach of the site for some of our most long-term loyal clients," Todd Haskell, SVP and chief revenue officer of Hearst Magazines Digital Media, tells min. "We love to bring in new clients, but delighting our existing clients with new opportunities is just as important in growing our business." "Hearst already has a strong leadership position against the market, but we’re always looking for new ways to reach them with great content—and Delish plays an essential role in meeting that goal," Haskell adds. Moving forward, publishers need to be more aware of the value proposition that a digital-only or a social-first brand offers. With ad dollars shifting towards digital, launching a brand in the space is a smart move as long as you can stay above the noise and clutter of copycat initiatives. SOUND BITE NEXT WEEK READ MORE “We are confident that AMI will provide Men’s Journal with exciting new opportuni- Case Studies in Revenue Rodale to ‘Explore Potential Strategic ties and build on their strong expertise.” Diversification Alternatives for the Business’ -Gus Wenner on the sale of Men's Journal

12 Magazine Media’s Most Trusted Source Since 1947 6/26/2017 minonline.com