March 28, 2016 | Vol. 69 No. 12 Read more at: minonline.com Steve Smith's Eye on Innovation: 3 NowThis Is Big On Social Distri- bution, Short On Attitude Media Survival Tips From SxSW 6 CNet Successfully Translates The devil, as they say, is still in the details. Digital to Newsstand Money has never been the problem. When major media companies ponder sustain- able business models for a digitally driven future, it's already clear that the money 7 A Dozen Top Print Audience is there… somewhere. The problem for legacy brands like , Performers Associated Press and even digital natives like hot property (Verge, SB Nation, 8 Relaunched Playboy Soars in Re/code) is getting a sustainable share of that flow when a few major players Instagram Followers, Sinks in Posts (we’re looking at you Google and ) amass the overwhelming majority of revenue and countless other brands, old and new, scramble for the rest. “There is 10 National Geographic 'Photo Ark' lots of money to go around, and it is growing,” said Jed Hartman, CRO, The Wash- a First For NGP-NGS ington Post at last week’s OMMA@SxSW in Austin. The panel question was, “Can Digital Really Sustain Media?” Continued on page 4 Harper's, TV Guide Bid Adieu to Editors-in-Chief Both depart after less than a year on the job. Lengthy tenures by editors were once the norm at the two venerated brands (Harper's has published since 1850; TV Guide, since 1953), but job insecurity appears to be the norm in 2016. At Harper's, Christopher Cox lasted just three months before being fired in February by publisher Rick MacArthur over the proverbial "disagreement in editorial direction." At TVG, Michael Schneider was dismissed after less than one year in advance of a redesign that'll be unveiled in June. This continues the overhaul by owner NTVB Media—which acquired the biweekly from OpenGate Capital in October 2015—after the departures of CEO David Fishman and CRO Grayle Howlett. By contrast, MacArthur has been at the helm of Harper's since 1980. He worked with EIC Lewis Lapham (who joined in 1976) through 2006, when Lapham left to start Lapham's Quarterly. Continued on page 2

Two Drawings to Remember Grief needs no translation. Cartoonist Jean "Plantu" Plantureux's depiction of the shared grief by the French and Belgians over terrorist attacks published in the French newspaper Le Monde rapidly went viral on Tuesday with more than 15,000 shares on Twitter. Belgian artist Marc "Marec" de Cloedt's image of a hand holding a cone of French fries in the style of the Statue of Liberty holding the torch also spread across . While we are a business that prides itself on words, at times when hearts are heavy, such images encapsulate our collective grief, anger and feelings of solidarity better than the written word ever could.

© 2016 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com Harper's, TV Guide EIC Instability (continued from page 1)

Media Industry Newsletter Roger Hodge and Ellen Rosenbush succeeded Lapham, with Rosenbush back on an interim Editor-in-Chief: basis until James Marcus starts on June 1. Steven Cohn ([email protected]) Newly promoted TVG editorial director Nerina Rammairone is the fourth to take charge in 203/899-8437 two years after Debra Birnbaum (now at Variety), Doug Brod and Schneider. The gold standard Digital Media Editor: was set by David Sendler, who served from 1976 through TVG's 1989 sale to News Corp. by Steve Smith (popeyesmith@.net) the late founder Walter Annenberg. 302/691-5331 min Editorial Director: Michele Shapiro Bonnier's Nissan-Partnered 'Expedition: Hero' ([email protected]) 646/745-4152 For one veteran, the adventure will be the ability to walk again. Group Editor: Caysey Welton ([email protected]) This spring, Bonnier Corp. is releasing a series of "Expedition: Hero" videos in which U.S. 203/899-8431 military veterans share in adventures endemic to Bonnier's enthusiast brands. The Field & Editorial Assistant: Jameson Doris ([email protected]) Stream video, already released, took vets on a whitetail deer hunt in Texas. Upcoming are Out- VP/Publisher: Amy Jefferies door Life's buffalo hunt with the Crow tribe in Montana; Wakeboarding in Lake Havasu City, ([email protected]) Ariz.; Dirt Rider in the California wilderness; and Salt Water Sportsman in Cabo San Lucas. Director of Market Development: Laurie M. Hofmann All should give plenty of exposure to sponsor Nissan's Titan XD truck. But perhaps Popu- ([email protected]) lar Science's program won't, when a veteran is fitted with an artificial limb built with cutting- Senior Marketing Manager: Danielle Sikes edge technology. Appropriately, the video will be released around Memorial Day. ([email protected]) "We are very excited to honor veterans and highlight their service," says F&S editor-in- Marketing Manager: Rachel Feldman ([email protected]) chief and Bonnier Lifestyle Group editorial director Anthony Licata. "It gives great people a Senior Account Executive: great time and shows the country what these guys did and sacrificed for all of us." Tania Babiuk ([email protected]) Production Manager: Field & Stream Mentioned in The New Yorker Sophie Chan-Wood ([email protected]) In the March 14 issue, TNY editor David Remnick wrote that "the editors of the satirical Spy Graphic Designer: Yelena Shamis ([email protected]) covered ['American Demagogue'] with the same obsessive attention that Field Data and Analytics Manager: & Stream pays to the rainbow trout." Stacy Hill "We are honored to be in such distinguished company" with , says EIC Anthony ([email protected]) TNY F&S Licata. The common denominator is Bonnier Corp. communications director Perri Dorset, who Access Intelligence, LLC President & Chief Executive Officer: Don Pazour held that position at TNY a decade ago. SVP, Media Group: Diane Schwartz Chief Operating Officer: Heather Farley Elle Crushed Social Competition During Oscars Subscriptions/Client Services: Elle saw an astounding increase in shares on Instagram BY THE NUMBERS 888-707-5814 during February (+1,107%) compared to last year, according List Sales: MeritDirect, 914-368-1090 Instagram shares ([email protected]) to our Social Media Boxscores (on pages 8 and 9). This can Advertising: 203-899-8498 be attributed to its posting frenzy during Oscar season. Reprints: Wright’s Media, The fashion brand also posted custom graphic designed 1,107% 877-652-5295 ([email protected]) pictures of nominees and past winners surrounded in pastels Editorial Offices: 10 Norden Place, Norwalk, CT 06855; 40 Wall Street, and flowers. And there was certainly no shortage of Leo or Elle took full advan- 50th floor, , NY 10005; red carpet coverage on the brand's account. Additionally, the Faxes: 203-854-6735, 212-621-4879; tage of the Academy www.minonline.com magazine posted precisely zero promotional photos. Awards on Instagram. Access Intelligence LLC, 9211 Essence magazine did not talk up the Oscars (-58% Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published shares), and rightfully so. It's no secret that the Academy 2016 © by Access Intelligence LLC. Distributed via email and online. For didn't nominate one black actor or director (again) and in turn email and postal address changes, 58% allow 2 weeks notice. Send to: Client the brand largely ignored the awards program. Services or call 888-707-5814. For advertising info contact 301/ 354- Barely a half dozen photos of black celebrities and one of Essence did not. 1629. Contents may not be reproduced in any form without written permission. Chris Rock on stage were posted by the magazine. Unfortu- nately, yet understandably, Essence took a hit last month. Subscription Rate: $1,199.97 Continued on page 8

2 Magazine Media’s Most Trusted Source Since 1947 3/28/2016 minonline.com Steve Smith's App Review NowThis: Keeping It Short... And Everywhere Content is secondary to social integration at this Millennial-targeted app. As media old and new scramble after new distribution methods and news formats to cap- ture that coveted millennial news consumer, what better time to revisit one of the pioneers of the trend? NowThis News was founded several years ago by Huffington Post co-founder Ken Lerer and former CEO Eric Hippeau as a mobile first video news source. It was among the first highly distributed strategies to focus on social platforms rather than its own app. The approach has netted it a news audience that is 68% between ages 18-34. It also inno- vated the super-short video clip and heavy use of audio-off communication via headline. But how has the pioneer fared over time? The core NowThis app is a model of simplicity and flat (the good kind) design. On the surface it appears to be just another aggregated feed of video stories. But the beauty of the app is that it doesn't engage in page loads. The video you choose plays in-line and requires no backtracking to the feed or even tapping that ubiquitous Apple iOS video “Done” button. If you want it full screen, just reorient the phone to landscape and orient it back to portrait to resume the feed scroll. Content organization is basic and uncluttered. Everything in the app is kept oversized to avoid fat finger mistakes. The hamburger menu opens a large menu with five editorial catego- ries as well as a socially friendly “Watched” category that tracks what you have viewed. NowThis has always been about sharing. Its most prominent button invokes an iOS tool that shares not only to the usual platforms, but also sends to your Notes app, as well as the WhatsApp messaging app and pretty much anything else you've installed on your phone. The app is where NowThis posts its longest form video—usually a minute. But the secret sauce of NowThis is not in the app itself so much as in its highly distributed strategy that not only rigorously adapts to each social platform format and native idiosyncrasies but also to different audiences. When I surveyed NowThis one morning on Instagram, Snapchat, Tumblr and Facebook using the app, I discovered very different experiences and content mixes. Although the dedicated NowThis app gives users the fullest compilation of stories, the Tumblr page tends to skew political, while Facebook skews towards curiosi- ties and Snapchat let a single story (Brussels attacks) dominate the feed. Snapchat stories are wholly dependent on video communication, while Tumblr, Instagram and Facebook make richer use of text accompaniments. This is distributed content at its most highly tuned and savviest. The brand has a slightly different character on each platform but maintains its style. And that style has matured in the last few years. Much less frantic and diverse in its use of headlines and fast cuts, a NowThis item is more identifiable now through standardized headline typefaces and a melodic musical background. Interest- ingly, NowThis does not rely too heavily on video quotes—excerpts­ from the news source itself, so much as its own montage of excerpts blended into headline descriptions and other images that contextualize the story. In terms of advertising, none is visible in the native app, but different approaches do come into various feeds. The most aggressive monetization appears to be in the newly launched Snapchat Discover channel, where interstitials for Android and various apps between news items, like most Snapchat spots, were insufficiently marked as sponsored to my taste. It's unclear whether NowThis has settled into a cross-channel monetization strategy as fluidly as it has with its content approach. Missing in the app is a granular notification scheme for sending alerts by category. In fact, the lack of personalization is its biggest miss. How ironic that an app that pioneered Millennial APP REPORT CARD what-I-want-when-and-where-I-want-it values gets the “what” wrong and structures its news User Experience B+ like a traditional newspaper or broadcaster. Overall Design B Overall, I confess there's a lack of freshness to the editorial voice at NowThis. While it has gotten Social Integration A formatting, visual communication and social distribution down, its editorial voice doesn't seem as punchy and diverse as upstarts in the space like Bustle, theSkimm or even Buzzfeed News. NowThis Mobile Utility A is a great technical pioneer that needs to avoid adopting the tone and 'tude of the nightly news. Monetization B Final Grade B+

3/28/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com EYE ON INNOVATION Media Survival Tips From SxSW (continued from page 1)

In some sense the answers were top of mind for each of the three panelists, which also in- Steve Smith all too familiar: diversify the brand, cluded AP’s VP of product, Joy Jones. They all admitted that tech the hell up, bend the edit vs. great journalism gets copied, shared and ultimately loses its content wall just a smidge… or more. But the insights came brand progeny across digital channels. “There is nothing you in how each brand executed the details. can do about that,” Hartman said. Lean into rather than com- Interestingly, Hartman’s formula wasn't just to diversify plain about the distributed world, he advised. The attribution “outside of advertising but diversify within advertising.” is there. The Washington Post now places 1,000 pieces a day Rather than run from programmatic systems, he says run into Facebook’s Instant Articles platform. “We have pushed towards them. Tell a “well-oiled stack” of ad tech to “sell it out faster than they can,” he says. “The value tends to peak anything they possibly can.” This then becomes a challenge immediately,” added AP’s Jones. She recommends leverag- to both the private exchange and direct sales teams to distin- ing archives to provide context and perspective “the other guish and improve their value propositions for clients. While outlets can’t.” it has a bit of a survival of the fit- The key in distributed sys- test ring to it, Hartman was blunt: tems, according to AP, which “Make PMPs and direct [sales] has always been grounded in earn their differentiation.” This is that model, is who jumps first sort of a reverse waterfall. Let all to package it for advertisers in inventory gush through program- the most compelling way. “Is matically and see which salmon it the technology or the creator make it upstream. taking out the monetization?” Arguably, Hartman’s view may Jones asked. reflect the spirit of The Washing- Along those lines, Nelson sug- ton Post under Jeff Bezos’ owner- gested that the real opportunity ship. Great journalism is still core From left to right: Joe Mandese, Editor-in-Chief, for media is to disintermediate Mediapost; Jed Hartman CRO, Washington Post; to the enterprise, but in Hartman’s Joy Jones, VP Product, AP; Lindsey Nelson, Vox. the new intermediaries. “How do formula automation is critical. Fi- we package and simplify the op- nancing the newsroom of the future will rely on “the best portunity for advertisers. We get more agnostic about where journalism and the best engineering.” that audience is and create packages that are easier for the It was interesting that the newest and most digitally na- buyer so they don’t have to go to Facebook or others to figure tive of media companies was singing the brand song. “The them out.” value of brand is more important than ever,” said Lindsay It's important to note that in a 600-700 person room at ca- Nelson, Vox’s global head of brand strategy. But the twist pacity for this SxSW session, almost all represented media is portability of the brand. “As you see audiences move to large and small. Media companies, now along with agencies different platforms you need to build brands that can travel and marketers, apparently flock to this interactive festival to wherever readers are.” In fact, the absence of agility has explore how tech accelerates rather than threatens ad content. been the problem. “Where we see media companies fail, And Hartman contextualized it best. Media have always had they are so down a path that they can’t reflect a change,” distributive gatekeepers, whether it's the newsstand or the Nelson said. But he added that an important wrinkle to the post office. Anyone can lean back on a light switch (or an al- familiar argument for digital nimbleness. It's tied to a close gorithm) at Facebook and turn your traffic off. But, he insisted, relationship with the consumer and a core brand philosophy. “whining and complaining is not a strategy.” Lean in and learn If you're in tight with the reader, they will allow you to pivot from these new gatekeepers. It isn’t as if you have a choice. and try new things with them. The challenge of social platform dominance and the con- Steve Smith covers digital trends and innovations as min's digital media editor. comitant diffusion of brand equity in distributed models was Send him tips or feedback: [email protected]

4 Magazine Media’s Most Trusted Source Since 1947 3/28/2016 minonline.com THE NEW RECRUITS

Michael Monroe will join The Atlantic as VP of marketing/ has added Andrew Glazer and Mal- head of Re:think. He joins the brand from Forbes, where he achy Browne to its video team. Glazer comes to the Times has been VP of marketing. from Vice, where he served as a senior producer for Vice News. Browne most recently served as a managing editor for James Marcus has been named the new editor of Harpers's First Look Media’s Reported.ly. Magazine (see p. 1). He joined the brand in 2010 as deputy editor. From 2007 to 2010 he was editor-at-large at the Co- National Geographic Partners is expanding its digital lumbia Journalism Review. team by announcing six key appointments, including:

Paul Martinez will join Fortune as the brand’s new creative Patrick Witty who joins as deputy director of photography. director. He has served as creative director or art director for a He was most recently the director of photography at Wired. diverse collection of publica- tions including Men’s Jour- 60 Seconds With… Hillery Williams And Laura Helmuth joins nal, Maxim, Marie Claire, GQ Marie Claire’s New Advertising Beauty Director as director of digital news. and Bon Appetit. She'd been health editor at min: What was your first job? Slate since 2012. Hillery Williams: My first job post-grad was a PR/Marketing role at a boutique Hillery Williams has women’s fashion company. Throughout high school and college, I was a direct seller joined the Marie Claire for a wonderful handbag company, as well as a freelance make-up artist. The New York Times has sales team as the new min: What was your worst job? announced that Elizabeth beauty director. She joins Williams: I have been incredibly lucky with where my career has taken me. I honest- Webbe Lunny is joining ly can say that each job and experience has shaped me into the woman I am today. If the brand from The New I had to pick, I would say my very first job post-grad as a PR/Marketing assistant. the company as VP, publish- York Times where she was min: What's one word that you'd use to describe your personality? er of T Magazine. She most an account manager, beau- Williams: Loyal recently served as associ- min: What’s the greatest challenge of your new role? ty & home design. Williams: Both maintaining and growing the largest Beauty list at Marie Claire ate publisher of Women’s while building new prospects. Health. Time Inc.’s Essence maga- zine has tapped Julee Wilson as digital fashion and beauty New York Magazine has made several new promotions director. Wilson comes to Essence from The Huffington Post including: where she held various jobs, including most recently as se- nior fashion editor. David Wallace-Wells is now features director at the brand. He was previously literary editor. Rachel Becker has been named social media marketing director at New York Media. She had been social media Jessica Roy is now news editor at New York Magazine’s marketing manager there. The Cut. She was previously senior writer.

Emily Greenhouse has been named managing editor at The Alexa Tsoulis-Reay is now senior writer at New York Mag- New Yorker. She had been a writer at Bloomberg Politics. azine. She was previously a reporter.

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3/28/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com CNet Magazine Finds a Touch of 1990s in 2016 One year in, the magazine's smarthome focus has opened new business. A little more than a year after launching,CNet’s print magazine appears to have validated the value of bringing digital to newsstands. “It was a great idea to put out a magazine as a curated version of a very big site,” publisher Courtney Cochrane tells min. With a con- tinuing rate base of 200,000 on a 4-issue publishing calendar, CNet Magazine is selling out its 45- to 50-plus ad page allotment and successfully bringing new clients to CNet in print and online. By leading with cover celebs like this month’s Olivia Munn or Sofia Vergara, the magazine is emphasizing how tech is streamlining home and work, especially at home, and in cars. The magazine concentrates on personal connections to tech —“ride, home and work,” Co- chrane says. The smarthome focus has drawn new advertisers like Coldwell Banker and Travelers Insurance. “The smarthome has allowed us to reach another list of advertisers with whom we didn’t have relationships,” she adds. In fact, those relationships have gone deeper than ads. Car coverage in print has helped bring in lush ads from Alfa Romeo and Lexus, which can connect to the recently launched RoadShow car-tech site. Editors make appearances with Coldwell on panels and educational sessions to acquaint people with making the most of smarthomes. “It has gotten us into a lot of new verticals,” she says. One of the learnings over the last year has been the compelling allure of rich, immersive imagery. Magazine readers are not only demonstrating a taste for the longer read but, as she puts it, “soaking in the eye candy of the tech. We have played a lot with the photography.” While most U.S. tech magazines left newsstands years ago, CNet finds that in some ways it's like the 1990s all over again. “The smarthome is where we were with computers 20 years ago when everything seemed new,” Cochrane concludes.

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6 Magazine Media’s Most Trusted Source Since 1947 3/28/2016 minonline.com GFK MRI’s TOP PRINT MAGAZINE AUDIENCE PERFORMERS Six of the Best Issue Specific Indexing Titles November was a very strong month for print titles big and small across a broad variety of genres, as measured by GfK MRI's Issue Specific (IS) Readership Study. Following a strong October, in which 13 issues received the maximum IS score of 140 (the lowest being 72 under GfK MRI's methodology), a dozen did so in November. Six of the top-performing issues are pictured below. Not shown are Car Craft (2,700,000 Issue Specific audience), Dirt Rider (1,987,000), Four Wheeler (2,771,000), Outdoor Life (7,319,000), Street Rodder (2,957,000) and Super Chevy (2,225,000) The IS metrics show how magazines perform with regard to their average issue audience estimates from GfK MRI's Survey of the American Consumer for the two most recent waves of Survey data. IS data supplement the company's 12-month readership averages to show how many people had the opportunity to see ads within a given issue of a magazine.

Rank: #1 (tie): Field & Stream Rank: #1 (tie): Hot Rod Rank: #1 (tie) : Muscle & Fitness Issue: November 2015 Issue: November 2015 Issue: November 2015 Issue Specific Aud.: 11,379,000 Issue Specific Aud.: 7,425,000 Issue Specific Aud.: 8,300,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

Rank: #1 (tie): Teen Vogue Rank: #1 (tie): Ducks Unlimited Rank: #1 (tie): Country Sampler Issue: November 2015 Issue: November 2015 Issue: November 2015 Issue Specific Audience: 4,497,000 Issue Specific Audience: 4,675,000 Issue Specific Audience: 3,186,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

3/28/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com min Social Media Boxscores February 2016 - Google+ and Instagram % % % % % Publication Source Followers Difference in Posts Difference Favorites Difference Replies Difference Shares Difference Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 Allrecipes Google+ 303,484 -0.01% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 113,042 6.67% 46 24.32% 50,534 14.73% 1,740 45.36% 155 38.39% Allure Google+ 1,291,516 0.05% 266 17.18% 4,125 4.86% 68 -26.09% 136 -14.47% Instagram 264,121 3.64% 74 23.33% 81,905 -15.74% 1,694 -6.87% 32 -5.88% Automobile Google+ 73,582 0.11% 139 -8.55% 2,340 -10.00% 168 -27.59% 152 -26.92% Autoweek Google+ 1,619 0.31% 369 9.82% 609 32.97% 28 64.71% 36 -41.94% Instagram 4,643 7.45% 81 -36.72% 4,584 -36.17% 102 -46.32% 2 -83.33% Better Homes and Gardens Google+ 760,638 1.84% 32 -3.03% 381 -25.88% 28 27.27% 68 6.25% Birds & Blooms Google+ 363,789 3.51% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 3,670 7.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Bloomberg Businessweek Google+ 286,324 2.67% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Boating Google+ 2,500 1.67% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Brides Google+ 470,243 -0.26% 130 -10.34% 653 -35.28% 62 -22.50% 36 -54.43% Car Craft Google+ 1,152 1.05% 148 11.28% 1,768 -23.69% 5 -89.36% 24 -61.29% Closer Instagram 1,996 6.62% 60 0.00% 1,682 66.21% 78 358.82% 1 -75.00% Conde Nast Traveler Google+ 1,974,117 2.22% 899 -6.35% 35,653 11.41% 743 0.00% 2,597 -5.12% Instagram 779,362 5.91% 176 -11.56% 1,260,485 -4.90% 22,912 -9.16% 175 -76.94% Cosmopolitan Google+ 1,536,389 0.48% 7 0.00% 184 29.58% 19 18.75% 7 -63.16% Instagram 1,552,259 9.10% 212 36.77% 3,109,888 47.33% 110,940 58.92% 924 4.52% Country Google+ 202 0.50% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Country Living Google+ 664,326 2.00% 57 -38.71% 4,401 -51.43% 138 -64.89% 606 -50.00% Departures Instagram 12,028 11.03% 98 27.27% 11,081 31.60% 344 27.41% 9 -74.29% Details Instagram 100,051 1.43% 9 -75.00% 8,500 -71.91% 141 -74.41% 2 -75.00% Dirt Rider Instagram 95,761 7.35% 147 -11.45% 163,840 -16.68% 1,309 -23.54% 8 -65.22% DuPont Registry Home Instagram 557,008 1.97% 117 -5.65% 519,319 -17.69% 6,467 -13.09% 103 28.75% Dwell Google+ 983,376 3.17% 34 70.00% 2,149 16.98% 229 19.27% 190 16.56% Elle Google+ 4,124,351 0.80% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 1,479,577 6.41% 209 51.45% 1,673,863 49.11% 20,981 81.23% 4,226 1107.43% Elle Decor Google+ 578,174 2.05% 3 -62.50% 9 -78.05% 0 -100.00% 1 -75.00% Entertainment Weekly Google+ 3,103,891 1.24% 1,244 4.63% 27,016 6.17% 822 -16.29% 882 -19.89% Instagram 424,218 7.65% 186 0.00% 575,651 -2.65% 8,675 9.98% 406 N/A Entrepreneur Google+ 2,481,271 1.82% 1,130 -16.73% 30,916 0.95% 838 3.46% 5,871 2.19% Esquire Google+ 112,744 -0.03% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Essence Google+ 79,016 -0.06% 13 -27.78% 19 -26.92% 4 0.00% 13 -35.00% Instagram 330,939 1.84% 25 -53.70% 92,560 -34.37% 1,452 -57.26% 76 -58.01% FamilyFun Instagram 15,947 5.09% 72 38.46% 8,957 18.34% 375 33.93% 59 353.85% Field & Stream Google+ 1,168 1.30% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Fit Pregnancy Google+ 244,677 -0.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 70,441 11.60% 19 -9.52% 10,879 8.62% 673 -2.75% 17 13.33% Fitness Google+ 760,393 3.57% 20 1900.00% 366 415.49% 6 100.00% 85 347.37% Flying Google+ 1,469 1.80% 0 -100.00% 0 -100.00% 0 0.00% 0 -100.00% Food & Wine Google+ 1,454,076 1.11% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,169,864 8.77% 144 -5.88% 1,710,949 9.83% 45,165 31.74% 758 35.84% Food Network Magazine Google+ 5,987,092 0.61% 182 -1.09% 62,977 -9.24% 1,248 -24.55% 3,333 -25.87% Instagram 2,333,304 5.29% 124 31.91% 2,042,016 21.91% 38,568 17.43% 1,105 24.30% Forbes Google+ 4,842,763 1.23% 385 62.45% 20,334 55.89% 955 39.21% 2,473 37.69% Glamour Google+ 3,970,562 0.28% 9 -84.75% 625 -87.53% 11 -92.03% 18 -89.41% Instagram 1,066,961 4.42% 134 57.65% 644,593 35.89% 8,133 31.56% 266 37.82% Golf Digest Instagram 374,736 5.17% 97 27.63% 601,609 21.47% 24,667 28.50% 766 -44.69% Golf Magazine Google+ 24,460 0.02% 11 -15.38% 24 -22.58% 1 -75.00% 1 -50.00% Instagram 53,169 6.15% 16 -15.79% 9,387 -1.26% 124 -61.73% 1 -85.71% Good Housekeeping Google+ 778,651 1.06% 52 1.96% 2,847 -17.93% 64 -35.35% 476 -29.17% Instagram 162,928 11.05% 74 -5.13% 82,035 -3.45% 1,694 -0.47% 577 94.28% GQ (Gentlemen's Quarterly) Google+ 545,770 0.05% 1 -85.71% 9 -91.35% 1 -87.50% 2 -84.62% Instagram 2,534,307 3.91% 116 41.46% 2,253,276 48.47% 40,223 35.68% 534 126.27% Harper's Bazaar Google+ 396,689 -0.08% 0 -100.00% 0 -100.00% 0 0.00% 0 -100.00% Instagram 1,841,282 6.10% 143 2.88% 1,448,771 3.35% 16,346 18.03% 733 54.64% HGTV Magazine Google+ 517,504 4.84% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Hot Rod Google+ 76,443 16.60% 210 9.95% 7,185 0.22% 97 -38.61% 264 -25.84% Instagram 317,302 4.86% 58 176.19% 221,662 174.52% 2,491 270.13% 122 258.82% House Beautiful Google+ 553,587 2.66% 8 -79.49% 416 -84.92% 8 -91.49% 60 -78.65% In Touch Google+ 519 2.57% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 108,014 4.80% 37 15.63% 23,396 0.09% 756 -5.38% 21 40.00% InStyle Instagram 1,193,899 4.24% 125 9.65% 702,586 -4.09% 10,452 -6.03% 382 -18.38% J-14 Google+ 850,028 -0.17% 14 16.67% 79 -15.05% 2 -33.33% 5 25.00% Instagram 173,603 8.46% 33 6.45% 66,811 -0.26% 753 57.86% 3 200.00% Life & Style Google+ 316 0.32% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 71,638 10.33% 33 6.45% 10,447 31.56% 168 -25.66% 3 200.00% M-Magazine Google+ 772,062 0.67% 3 N/A 11 N/A 0 0.00% 0 0.00% Instagram 224,345 3.65% 30 36.36% 56,713 28.86% 294 30.67% 4 100.00% Marie Claire Google+ 160,524 0.12% 1,072 22.79% 1,420 13.96% 68 -18.07% 91 -1.09% Instagram 681,654 6.15% 201 1.52% 752,122 -0.37% 14,353 -27.90% 483 -14.66% Martha Stewart Living Google+ 2,500,408 0.13% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Men's Fitness Google+ 19,833 1.46% 635 -7.57% 5,511 9.22% 36 -53.25% 684 20.00% Instagram 72,507 11.27% 33 57.14% 17,146 96.31% 566 129.15% 104 1055.56% Men's Health Google+ 848,142 1.30% 809 -9.30% 12,878 -9.02% 423 -34.72% 2,280 -12.04% Instagram 617,311 10.78% 67 -18.29% 219,427 -15.24% 9,708 -13.91% 788 -2.23% Men's Journal Google+ 1,367,850 -0.21% 2 -50.00% 18 -21.74% 1 0.00% 0 -100.00% Instagram 26,302 5.39% 15 150.00% 2,723 119.24% 51 292.31% 3 N/A Midwest Living Instagram 23,827 6.42% 30 -6.25% 22,036 -13.68% 397 -29.98% 49 -43.68% Money Google+ 4,031 1.18% 430 4.12% 467 43.69% 14 -22.22% 167 35.77% More Instagram 8,329 4.05% 38 171.43% 3,189 122.23% 89 39.06% 4 33.33% Motor Trend Google+ 2,513,854 -0.08% 241 65.07% 26,258 18.46% 1,011 -4.26% 1,088 23.36% Motorcyclist Google+ 951 0.21% 4 -55.56% 15 -81.48% 1 0.00% 2 -75.00% Muscle & Fitness Google+ 16,049 2.65% 591 -9.22% 9,843 2.40% 188 54.10% 1,299 18.74% National Geographic Google+ 9,190,482 0.67% 48 -20.00% 54,726 -32.00% 1,290 -24.74% 3,664 -28.40% Instagram 45,037,962 5.34% 262 -25.14% 87,748,620 -31.19% 615,029 -25.42% 35,981 -27.59%

8 Magazine Media’s Most Trusted Source Since 1947 3/28/2016 minonline.com % % % % % Publication Source Followers Difference in Posts Difference Favorites Difference Replies Difference Shares Difference Followers in Posts in Favorites in Replies in Shares February February February February February 2016 2016 2016 2016 2016 National Geographic Traveler Google+ 8,461 0.27% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 8,673,592 6.76% 136 0.00% 14,519,847 1.61% 108,275 -11.00% 8,060 28.41% New York Magazine Google+ 590,807 -0.12% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Nylon Instagram 930,258 2.06% 169 98.82% 690,430 52.67% 12,390 15.78% 136 -1.45% Nylon Guys Instagram 52,673 0.91% 2 -75.00% 410 -86.70% 4 -89.19% 0 -100.00% OK! Google+ 796,702 -0.11% 7 -30.00% 78 212.00% 31 520.00% 5 0.00% Instagram 124,659 2.52% 56 27.27% 26,422 26.97% 468 -20.81% 13 333.33% Outdoor Google+ 2,691 0.64% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Outside Instagram 421,907 6.77% 45 25.00% 270,606 13.20% 4,694 67.52% 165 139.13% Parents Google+ 499,559 -0.05% 17 70.00% 41 -24.07% 3 200.00% 3 -57.14% Instagram 80,294 8.07% 34 -17.07% 10,851 -36.73% 408 -41.29% 21 -8.70% People Google+ 1,214,884 -0.05% 784 -54.94% 11,264 -42.65% 1,017 -57.82% 604 -54.24% Instagram 1,455,980 8.61% 377 -9.59% 3,551,717 0.97% 87,962 38.32% 2,538 128.65% People en Español Google+ 3,560 1.14% 804 5.37% 2,033 8.20% 65 20.37% 6 -81.25% Instagram 1,121,396 6.33% 289 36.32% 813,805 12.39% 17,115 -3.35% 317 42.79% People StyleWatch Google+ 1,029,522 -0.01% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 192,186 2.30% 66 94.12% 69,155 50.39% 1,320 21.44% 11 83.33% Playboy Google+ 48,049 0.67% 12 -29.41% 390 -57.24% 35 -23.91% 31 -43.64% Instagram 4,442,165 4.90% 226 -38.59% 4,607,656 -54.38% 24,671 -59.88% 907 -40.68% Popular Mechanics Google+ 699,114 1.14% 3 -50.00% 14 -77.42% 4 0.00% 4 -55.56% Popular Science Google+ 6,829,635 0.50% 5 -70.59% 803 -63.53% 76 -31.53% 95 -70.13% Prevention Instagram 29,710 12.89% 35 -38.60% 6,300 -28.06% 122 -50.00% 43 30.30% Rachael Ray Every Day Google+ 1,453,601 1.44% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Reader's Digest Google+ 4,245 1.60% 413 -12.68% 182 -38.93% 15 15.38% 150 -29.91% Instagram 108,188 5.49% 25 -21.88% 11,806 -17.27% 226 -37.22% 37 -17.78% Real Simple Google+ 185,289 -0.08% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 346 0.00% 3 N/A 30 N/A 1 N/A 0 0.00% Redbook Google+ 612,302 2.57% 152 4.83% 753 15.49% 63 -1.56% 58 -6.45% Reminisce Google+ 424 1.44% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,322 6.27% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Road & Track Google+ 1,361 0.89% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Rolling Stone Google+ 3,840,067 1.35% 2 0.00% 359 -42.93% 29 -25.64% 53 -44.79% Instagram 1,570,889 8.73% 65 3.17% 1,209,454 -16.17% 19,364 -28.15% 1,162 -26.46% Runner's World Google+ 547,080 3.14% 205 29.75% 2,060 80.39% 51 24.39% 218 54.61% Instagram 269,075 6.96% 10 25.00% 32,617 14.27% 799 51.33% 55 41.03% SaltWater Sportsman Google+ 501 0.80% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Scientific American Google+ 414,453 3.02% 14 -12.50% 663 -16.71% 86 -45.91% 159 -34.30% Self Google+ 605,537 1.59% 472 23.88% 3,373 18.68% 151 62.37% 420 -11.76% Instagram 349,239 4.41% 133 7.26% 338,923 -1.10% 19,993 -35.46% 753 -9.28% Ser Padres Instagram 34,997 3.67% 12 9.09% 510 -47.20% 5 -68.75% 0 -100.00% Seventeen Google+ 712,835 -0.06% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 844,355 3.40% 108 -15.63% 2,029,535 -9.98% 31,773 -16.45% 159 48.60% Shape Google+ 722,131 2.19% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 321,835 8.31% 85 -6.59% 184,278 -22.16% 7,794 -29.73% 259 -30.75% Siempre Mujer Instagram 41,958 15.60% 47 261.54% 5,327 171.09% 175 503.45% 3 N/A Sierra Magazine Google+ 180,527 0.72% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Ski Magazine Instagram 36,942 7.01% 19 26.67% 19,655 24.73% 118 -1.67% 1 -50.00% Smithsonian Google+ 1,005,162 0.02% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Sport Diver Google+ 419 1.45% 90 -4.26% 105 -10.26% 5 -50.00% 21 0.00% Sports Illustrated Google+ 3,220,431 1.10% 12 -70.00% 170 -72.89% 5 -81.48% 12 -73.33% Instagram 804,935 3.02% 44 -56.44% 345,653 -50.45% 2,464 -38.23% 75 -20.21% Street Rodder Google+ 2,521 -0.20% 86 -11.34% 5,076 -22.88% 28 -49.09% 226 -16.91% Sunset Google+ 1,709,981 2.35% 16 -20.00% 744 8.61% 27 0.00% 49 -16.95% Taste of Home Google+ 7,002 1.04% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Teen Vogue Google+ 292,986 0.03% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,647,504 2.84% 101 110.42% 1,974,006 76.41% 10,520 10.37% 98 139.02% Texas Monthly Google+ 591 0.68% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 38,736 13.32% 17 112.50% 9,781 198.20% 386 190.23% 14 366.67% The Atlantic Google+ 307,488 -0.15% 4 -33.33% 22 -43.59% 0 -100.00% 9 -25.00% The Economist Google+ 10,134,922 0.94% 257 41.99% 14,401 13.49% 1,419 15.93% 2,319 -6.15% Instagram 407,286 13.07% 145 -4.61% 706,900 10.91% 21,339 8.36% 23,855 172.19% The Family Handyman Google+ 565,966 1.58% 155 0.65% 3,379 -27.66% 40 -54.55% 721 -33.85% The New Yorker Google+ 658,429 0.10% 25 -37.50% 456 -61.65% 54 -82.58% 78 -63.72% This Old House Google+ 711,717 1.18% 22 -29.03% 523 -47.06% 15 -72.22% 80 -59.18% Instagram 37,144 6.97% 15 -6.25% 10,865 11.78% 258 14.67% 29 61.11% Time Google+ 8,256,836 0.36% 24 -20.00% 575 -63.38% 21 -87.57% 40 -71.43% Instagram 2,202,837 5.87% 56 40.00% 775,155 12.51% 11,702 -39.30% 1,197 -29.38% Town & Country Google+ 377 0.53% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Travel + Leisure Google+ 2,353,118 2.34% 369 78.26% 17,481 90.22% 408 55.73% 966 48.16% Instagram 1,585,276 5.62% 39 -9.30% 888,171 -16.45% 19,215 -23.51% 387 -5.84% Twist Google+ 414,909 -0.17% 53 -27.40% 1,214 -28.38% 70 -32.04% 67 -9.46% Instagram 35,501 3.34% 58 -3.33% 34,963 -16.84% 312 -20.20% 1 -93.33% US Weekly Google+ 709,260 2.25% 518 7.69% 6,925 3.92% 1,594 -25.16% 333 -23.45% Instagram 1,309,299 6.53% 335 -1.18% 3,259,138 9.74% 62,147 -8.55% 501 30.81% Vanity Fair Google+ 2,715,752 0.76% 492 -2.38% 7,154 -7.24% 271 -19.35% 367 -4.68% Instagram 1,670,590 9.20% 112 27.27% 1,709,025 62.10% 32,285 108.55% 1,118 104.01% Veranda Google+ 72,952 -0.06% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Vogue Google+ 4,047,371 0.36% 1 0.00% 306 212.24% 12 300.00% 26 225.00% Instagram 9,161,918 6.60% 70 32.08% 5,826,765 34.39% 56,593 52.45% 1,597 52.68% W Google+ 8,239 0.26% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,687,099 5.82% 230 94.92% 1,754,598 77.24% 16,269 52.39% 574 55.56% Wired Google+ 3,078,465 0.53% 441 -6.96% 11,261 -16.98% 1,237 -17.75% 1,854 -19.60% Woman's Day Google+ 310,074 -0.22% 62 -11.43% 299 -21.93% 11 -38.89% 25 -37.50% Women's Health Google+ 799,315 2.07% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 534,140 8.50% 78 -8.24% 209,578 12.51% 8,515 82.41% 340 58.14% Yachting Google+ 2,071 0.24% 10 -75.61% 18 -79.55% 3 -75.00% 1 -80.00% Yankee Google+ 222 0.91% 4 0.00% 3 0.00% 0 0.00% 3 N/A Instagram 21,415 8.53% 29 -12.12% 20,568 -15.40% 333 -22.01% 36 16.13% Yoga Journal Google+ 1,713,101 0.94% 155 -3.73% 5,865 -10.17% 116 -5.69% 874 -26.18% Instagram 337,139 7.69% 25 -26.47% 57,969 -6.75% 1,001 32.23% 125 78.57%

3/28/2016 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com THE WRAP The Kelly Gang Does It Again $110,000 for the Kips Bay Boys and Girls Club is no blarney. The 12th St. Patrick's Day gala hosted mainly by media folks named Kelly drew 200-plus to Michael's in New York. The sum raised for the Kips Bay Boys and Girls Club in the South Bronx set a record, and the cumulative total that has supported many organizations now exceeds $700,000. Pictured (left to right): Mike Kelly, Mutual of America; Colleen Kelly, TripTent; Ed Kelly (formerly with American Express Publishing); Dan Quintero, Kips Bay Boys and Girls Club; Ray Kelly (ex- NYPD commissioner); and Keith Kelly, . Go Off the Beaten Path With The Nation A way to visit Tehran, if you're curious. We reported last week that The Nation offers readers who love to travel an opportunity to visit Cuba (if you haven't been there already) and Iran—now there's something different! The May 10-24 trip from New York to Tehran (via Istanbul) is described as a "rare opportunity to experience... a country that has been the center of geopolitics for decades and that so few Americans have an opportunity to visit." Also, Shain + Oringer managing director Erin O'Mara is The Nation's new president, effective April 19. Predecessor Te- resa Stack is stepping down after 18 years that culminated with the brand's 150th-anniversary commemoration in 2015. National Geographic 'Photo Ark' Sets an NGP-NGS Precedent The first major project in a new business model. The April National Geographic is historic because the 10-cover split- run from photographer Joel Sartore's 6,000-and-counting "Photo Ark" collection of species threatened with extinction is the largest in the brand's 127-year history. And it's a first on the business side, with the for-profit National Geographic Partners media platforms collaborat- ing with the nonprofit National Geographic Society. They were one and the same under NGS until November 2015, when 21st Century Fox's 73% stake in NG created the new entity. NGP CEO Declan Moore tells min that "Fox gives us greater wherewithal. We are bringing Photo Ark to life across various media platforms, including a special on the National Geographic Channel, while NGS has an exhibition that will going on the road. The exposure this spring will be impressive." There is more to come, with the May single-topic issue on Yellowstone as the beginning of a year-long national parks initiative. Then, Mars will get what Moore calls "major treatment" this fall. "The corporate change is benefitting us on the commercial side, but there is no impact on the quality of our work." A fun component from Photo Ark is the "Which animal is most like you?" online quiz in which answering such questions as "Do you prefer swimming or climbing trees?" matches takers to the snowy owl, Indian peafowl or one of eight other cover creatures.

Which NG Photo Ark member's persona matches yours? The Editors NEXT WEEK Steven Cohn, Editor-in-Chief Michele Shapiro, Editorial Director A Magazine Veteran Pumps Steve Smith, Digital Media Editor Jameson Doris, Editorial Assistant Marketing Iron into Wrestlemania Caysey Welton, Group Editor

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