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February 1, 2016 | Vol. 69 No. 4 Read more at: minonline.com Steve Smith's Eye on Magazine Media 360º 2 Panoply's 'Megaphone' Platform Gives Podcasters a Better Home Have Yourself A Very Merry Snapchat 3 Magzter 6.0 Shows that 'Unbun- Publishers found new ways to win in December. dling' Article Content Can Work Typically in December, content sites struggle to draw eyeballs due to shopping and other holiday preparations, as digital mindshare drains towards the e-commerce 5 Inc.'s Profits Rose as Media Stock end of the limited attention pool. But most sites try to leverage the cycle with Prices Fell in January gift guides and other features that leverage the holiday season. According to the 7 Metro/Regionals' minfographic Magazine Media 360º Brand Audience Report, some publishers fared better fothan Shows New York On Top others when it came to standing out during the holiday rush. Harper’s Bazaar (+62% Desktop, +119.5%) for instance, benefitted from content 12 'Best New Cars' Enter Good related to the televised Victoria’s Secret fashion show as well as gifting features. Housekeeping's Marketing Fast Lane Continued on page 6 Ad Blocking and the Malware Menace Don't expect your readers to turn off their ad blockers in an unsafe environment. Forbes is the latest major publisher to experiment with ad-blocking-blocking—as awkward as that sounds, there doesn’t seem to be a better way to put it. To view its 30-Under-30 list and, the rest of its online content, Forbes asked ad-blocking users to turn them off. In return, not only did these users get to view the content, but they also received an “ad-light experience”— what this meant was vague on purpose, chief product officer Lewis D'Vorkin explained, as Forbes was testing its options. Continued on page 4 A 'Super' Solution to the Ad-Blocking Controversy Better ads should be table stakes by now. In his opening address at the Interactive Advertising Bureau meeting last week in Palm Desert, Calif., association president and CEO, Randall Rothenberg, decried the "true face" of an ad-blocking industry run by "the rich and self-righteous, who want to tell everyone else what they can and cannot read and watch and hear—self-proclaimed libertarians whose liberty involves denying freedom to everyone else." But one of the reasons ad-blocking is gaining popularity is that readers are increasingly turned off by poor quality ads that can sometimes ruin the user experience. That led Google CEO Larry Page to tell investors at the company's annual meeting last June that marketers need to "get better at producing ads that are less annoying." Super Bowl ads, for instance, are an example of high-quality advertising, both in production value and reach, and that's evident by the spend advertisers are willing to consider. CBS's asking price for the February 7 game is $5 million per 30-second spot. In magazine media, the February 15, Sports Illustrated will release its "Swimsuit" issue, which over 52 years has gone from "filler" to a marketing extravaganza with multiplatform breakout campaigns.

© 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 Panoply Gives Podcasters a Better Home

Media Industry Newsletter The Slate Group offers a CMS and ad manager for its partners. Editor-in-Chief: Steven Cohn In the shadow of "Serial’s" success, most publishers are at least considering the podcasting ([email protected]) channel, and Panoply wants to make it more effortless…and lucrative. Its new Megaphone 203/899-8437 platform lets publishers upload an audio show, insert ad units (even dynamically) and distrib- Digital Media Editor: Steve Smith ute the show across platforms. It's essentially a CMS with an ad management feature. ([email protected]) According to CEO, Brendan Monaghan, Megaphone gives the growing market for podcast 302/691-5331 advertising a more flexible approach to formats, targeting and timing. Traditionally, podcast- min Group Editor: Caysey Welton ing has attracted in-show host call-outs of a sponsor, and so they tended to be baked into ([email protected]) the content regardless of when and where it was consumed. Megaphone allows those host 203/899-8431 readings (or any audio ad) to be inserted dynamically into a podcast so that impression limits Editorial Intern: Jameson Doris ([email protected]) can be controlled and even older on-demand shows get fresh advertising. the ads can also be VP Publisher: Amy Jefferies geo-targeted. ([email protected]) While podcasting continues to struggle to find a critical mass of audience, its devotees are Director of Market Development: Laurie M. Hofmann fiercely loyal and valuable. “CPM rates in the market are $25 and $35,” he tells min. “In some ([email protected]) premium shows, $50 and $80.” In this on-demand format advertisers are generally buying Senior Marketing Manger: against downloads during a 4 to 10 week window. Danielle Sikes ([email protected]) Monaghan admits that advertising and audience metrics in podcasting remain fairly Marketing Manager: Rachel Feldman crude—basically around the number of downloads and a rough idea of location. The IAB ([email protected]) has a working group aimed at improving standard metrics. But for the time being much of the Senior Account Executive: Tania Babiuk detailed metrics still reside with the major player software like Apple iTunes, Stitcher, etc. ([email protected]) “The idea is to get more granular, to open up more of this data” he says. “This is where we Production Manager: hope to lead.” Sophie Chan-Wood ([email protected]) The past year has seen some promising expansion of the advertiser base, however. The Graphic Designer: Yelena Shamis core of podcast monetization remains direct marketers, where host/readers urge loyal listen- ([email protected]) ers to subscribe, download, purchase some online product. But branded content efforts like Data and Analytics Manager: Stacy Hill Panoply and GE’s chart-topping fiction serial “The Message” demonstrate that the custom ([email protected]) podcast space is another route for publishers. Access Intelligence, LLC President & Chief Executive Officer: Don Pazour Rolling Stone & Columbia Won't 'Meet' At Ellies SVP, Media Group: Diane Schwartz It might get awkward... Chief Operating Officer: Heather Farley A bit of intrigue at Monday night's National Magazine Awards in New York will come within Subscriptions/Client Services: the "Reporting" category when Rolling Stone (for Matthew Akins' "Yemen's Hidden War") is 888-707-5814 among the seven finalists. The nomination is RS' first American Society of Magazine Editors List Sales: Statlistics, 203-778-8700 recognition since the April 2015 Columbia University Graduate School of Journalism finding that Advertising: 203-899-8498 the erroneous and potentially libelous November 2014 "A Rape on Campus" at the University of Reprints: Wright’s Media, 877-652-5295 ([email protected]) Virginia was "a failure of journalism." Editorial Offices: 10 Norden Place, The J school is a longtime ASME partner with the "Ellies" (the nickname for the rendition Norwalk, CT 06855; 40 Wall Street, of the late Alexander Calder's "Elephant" stabile that the winners receive) and dean Steve 50th floor, New York, NY 10005; Coll—who coauthored the RS report—will be on stage. Faxes: 203-854-6735, 212-621-4879; www.minonline.com "But only to give welcoming remarks," says ASME chief executive Sid Holt, who was RS Access Intelligence LLC, 9211 managing editor in the 1990s. "The Ellies will be presented by our guest emcee, NBC News Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published correspondent Tamron Hall." 2016 © by Access Intelligence LLC. Distributed via email and online. For If RS wins, it will be the 16th Ellie collected by founder Jann Wenner, but the first since 2009. email and postal address changes, The New Yorker and New York magazine are the leaders with 40 and 24 won by the respective allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For editors David Remnick and Adam Moss. Their five and nine nominations in 2016 include "Maga- advertising info contact 301/ 354- 1629. Contents may not be reproduced zine of the Year," which was won in 2015 by Vogue. in any form without written permission. A highlight of the evening will be the induction of 2006-2015 Better Homes and Gardens Subscription Rate: $1,199.97 editor-in-chief Gayle Butler into the ASME Hall of Fame.

2 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com Steve Smith's App Review Magzter 6.0: Advancing The Unbundled Bundle A work in progress that indicates actual progress. Not to say I told you so…but after years of watching digital editions generally languish—first in iOS Newsstand and then in their discrete app silos, we are finally seeing the inevitable iTune-ification of magazines advance. Article content is getting unbundled from the digital editions, and ironi- cally, this necessary evolution is occurring in the products like Texture and now Magzter that are bundling the magazines into a single app. Following up on NextIssue’s rebrand and relaunch as Texture last year, Magzter 6.0 introduces curated featured article content extracted from current digital editions in their all-you-can eat $7.99/month plan. Magzter has always been a somewhat different value proposition from Texture, even though both are digital magazine aggregators. It offers a much broader library of over 3500 titles of international and enthusiast/niche titles, many in non-interactive PDF form, whereas Texture focuses on marquee U.S. titles with more sophisticated interactivity. With version 6.0, Magzter also zeroes in on the phone experience. It pulls out about 10 articles a day from recent issues, using an advanced PDF- to-HTML extraction technique that works well in the iOS version I tested. The basic article interface is clean and divided into ten sub-categories in a top-line dial menu. An engaging parallax scroll highlights two items at a time and drops you into a readable article view with well-placed visuals from the original article. A nice pop-up carousel at the bottom allows for lateral navigation within the section, a download tool offers offline reading, and a cluster of share tools hit all the usual suspects—even WhatsApp. I’d like to see some of these tools for bookmarking and sharing also in the article feed, however. The search tool is especially nice. It pops up a query box along with tag clusters that drill both into articles but also magazine titles. The search results alas only seem to come from the HTML-converted articles and key- words rather than a deep drill of archived magazine content. In fact, one of the glaring problems with the otherwise mobile-optimized article view is that it applies only to the hundreds of articles curated from select titles. There is a big disconnect between the sleek HTML experience for featured content and the PDF magazines that really still comprise most of Magzter content. The company says it's moving towards more complete HTML extraction, indexing and interactivity. Magzter is a trade off of breadth and experience overall. About half of the thousands of titles are available to the app sub- scriber in the smorgasbord model, limited only by publisher willingness to participate. The catalog is so vast that the app user has to elect to add new sections (“Interests”) to the viewable list. Most magazines are pinch and zoom replica experiences, with hot links and pop-up thumbnail navigation to help. There APP REPORT CARD is also a literal clipping tool that let’s you highlight content on a page to save or share. It's all quite doable on a phone, if not compelling. I still wish for more interactivity and ever-present User Experience B TOC navigation. But, again, these are the trade-offs for breadth. The main value proposition in Overall Design B+ Magzter is discovering magazine titles around your passions you never knew existed. For magazine reading, the app’s greatest asset is its clear interface, with contextually aware icons Social Integration A- that slip into and out of view smoothly and a set of operations that make sharing and saving easy. Mobile Utility B- By the company’s own admission, Magzter 6.0 is a work in progress. A more real-time Web newsfeed, personalized alerts and greater depth of HTML conversion are all coming, they say. Monetization A Until then, the 6.0 update is a major step forward. In many ways more mobile-friendly than B+ Texture, it’s still palpably half-done. Final Grade

2/1/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com COMMENTARY Ad Blocking and the Malware Menace (continued from page 1)

There was the inevitable social But this wouldn't be the first time malvertising has slipped Gavin Dunaway media hissy fit and some technical through a blocker-blocker. Back in November, Pagefair’s ad- glitches, but in the end, 903,000 block workaround fell victim to a malware breach, potentially (42.4%) of the 2.1 million users asked complied with the affecting around 500 publishers including The Economist. request. (D'Vorkin places Forbes’ total ad blocking users at Many of the commenters on the Engadget article claim 13%.) On the bright side, D'Vorkin noted that 15 million erst- the reason they employ ad blockers is chiefly because ads while lost impressions were monetized, which likely added are viewed as delivery chutes for malware. The mantra used up to more than just chump change on the revenue side. to be avoid the sketchy, poorly lit parts of the Internet if you

Still, the stats are a bit underwhelming for those in the want to avoid malware. But malvertising can essentially be ad-blocker-blocker camp. More than half of a small segment delivered through any network, exchange or server – notable of ad-block users refused to lower their walls for perhaps breaches in the last year include Yahoo and WhatsApp. the most Forbesian piece imaginable. Of course" Forbes used Publishers and advertisers are working with all kinds of its “30 Under 30” piece as a testing ground because it’s a partners in the demand and supply chains, which leaves plen- signature report from the publication. Every year this report ty of opportunity for an unsavory type to stick in nasty code. draws a wave of reporting from other publications, but unless The safest route for a user would seem to be disallowing ads you find the article completely reposted on a fly-by-night con- to be served at all. (People using ad blockers were potentially tent scraper site, you need to go to affected by the Pagefair breach Forbes to get the real deal. The reason they mentioned above.) Still, when the site asked them employ ad blockers The onus for protecting against to turn off their blockers, plenty of malvertising has long fallen on dig- users said, “Thanks, but no thanks.” is chiefly because ital publishers, who shield them- The theory behind ad-blocking- ads are viewed as selves through malware scanning blocking is that a premium publish- delivery chutes services. However, scanning is now er’s offering is so unique—actually, for malware. moving all throughout the supply you can’t find it on another site— chain; letting in just a single piece and its audience is so loyal that when presented with the option of malware could cost any provider a great deal of business. of turning off a blocker or missing out on key content, the user In addition, a great deal of malvertising took advantage of will choose the former. (Other companies offer a third option: pay weaknesses in Flash, the much-maligned Adobe format most cash-money for an ad-free experience.) You can bet naysayers popular for creative." But in fourth quarter of last year, Google think this is a fantasy; Internet users are impressively skilled at Chrome began pausing non-essential page elements using getting the content they want without paying. In the Forbes case, Flash (e.g., display ads), effectively shoving forward the long- some actually shared methods of bypassing the blocker-blocker. awaited shift to HTML5, a more secure format. Still, there’s Too often in the ad tech world we just think users are brats plenty of Flash creative out there and malvertising-pushers who will neither pay cash for content nor view the ads. How- adapt fast, always keeping scanners on their toes. ever, there’s a very substantive reason why users turn to ad There’s still no best method for publishers to combat ad blockers: malware. blocking—despite purported good results from Forbes and During Forbes’ experiment, Engadget and a few other other digital media companies, employing a blocker-blocker is sites reported that some users who turned their blockers off still a gamble when it comes to user reception. However, be- were treated to a serving of malvertising (advertising deliver- fore publishers can even consider asking users to turn off their ing malware) in return. D'Vorkin addressed this report, but ad blockers, they must be confident their properties are safe noted that Forbes had not found any “direct correlation” be- from malvertising and malware. Today that requires scanning tween malware and its ad blocking test. Indeed, the tweet all throughout the supply chain—choose your partner wisely. that made the initial claim (complete with a screenshot of a pop-under) has been removed. Gavin Dunaway is Senior Editor at min's sister publication, AdMonstsers.

4 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com Wall Street Slump Doesn't Faze 'Most Profitable' Inc. President In the midst of a January where stock indices dropped sharply over worries about turbulence in China and falling oil prices, Inc. president and editor-in-chief Eric Schurenberg announced that 2015 was the most profitable in the brand's 36-year history with $10 million in new business. And despite the financial markets' malaise, Schurenberg remains bullish about 2016. "We see no reason so far to think otherwise," he tells min. The old saw about the stock market is that it has predicted nine out of the past five recessions, [but] it doesn't necessarily follow that a market correction will mean than advertisers will stop spending. "Remember, the Inc. readers that advertisers love so much are entrepreneurs, who by definition are not controlled by Wall Street's ups and downs. So – so far, [there is] no change to our outlook." ------Stock Watch (January 28, 2016, Wall Street close) COMPANY [SYMBOL] PRICE %/Change COMPANY [SYMBOL] PRICE %/Change 1/28 2016# 2015@ 1/28 2016# 2015@ ALPHABET INC. (formerly Google) [GOOG] 730.96 -3.68 38.86 ROVI CORP. [ROVI] 18.87 13.27 -16.47 APPLE INC. [AAPL] 94.09 -10.61 -14.76 R.R. DONNELLEY & SONS CO. (RRD) 13.47 -8.49 -19.87 CBS CORP. [CBS] 46.30 -1.76 -16.34 SCHOLASTIC INC. [SCHL] 33.69 -12.63 -7.50 CHARTER COMMUNICATIONS [CHTR]* 167.31 -8.62 0.66 SCRIPPS, E.W. & CO. [SSP] 17.83 -6.16 -20.22 COMCAST CORP. [CMCSA] 54.11 -4.11 -6.72 SEQUENTIAL BRANDS GROUP [SQBG]*** 6.37 -19.47 -51.26 WALT DISNEY CO. [DIS] 93.51 -11.01 -0.72 TEGNA INC. [TGNA]** 23.05 -9.68 -25.50 FACEBOOK INC. [FB] 109.11 4.25 39.85 TIME INC. [TIME] 14.47 -7.66 -41.20 GANNETT CO. [GCI]** 14.53 -10.80 1.96 TIME WARNER CABLE [TWC]* 178.48 -3.83 17.37 GRAHAM HOLDINGS CO. [GHC] 473.47 -2.37 -9.27 TIME WARNER INC. [TWX] 69.58 7.59 -18.54 INTERPUBLIC GROUP OF COS. [IPG] 22.00 -5.50 5.92 TRIBUNE PUBLISHING [TPUB] 8.69 -5.75 -62.05 LEE ENTERPRISES [LEE] 1.51 -10.12 -58.97 21ST CENTURY FOX [FOXA] 26.13 -3.79 -31.97 McCLATCHY CO. [MNI] 0.98 -19.01 -70.48 TWITTER INC. [TWTR]; 16.49 -28.74 -54.03 McGRAW-HILL FINANCIAL [MHFI] 82.38 -16.43 -7.42 VIACOM INC. [VIA] 47.31 7.55 -37.34 MEDIA GENERAL [MEG]### 16.04 -0.68 -4.12 WEBMD [WBMD] 49.11 1.68 24.17 MEREDITH CORP. [MDP] 41.39 -4.30 -23.80 XO GROUP (THE KNOT) [XOXO] 14.46 -9.96 -20.59 MICROSOFT CORP. [MSFT] 52.06 -6.16 12.08 YAHOO INC. 28.75 -13.56 -43.08 NETFLIX INC. [NFLX] 94.41 -17.48 93.46 min MEDIA INDEX 1,972.96 -5.65 -6.59 NEW YORK TIMES CO. [NYT] 12.83 -4.40 -2.95 NEWS CORP [NWSA] 12.84 -3.89 -18.16 NASDAQ COMPOSITE 4,506.68 -10.00 -4.84 RELX GROUP PLC. (ADR) [RELX]## 17.34 -2.75 4.39 DOW JONES INDUSTRIAL AVERAGE 16,069.64 -7.78 -9.84 # = From December 31, 2015; @ = From December, 31 2014.; * = Charter Communications agreed to acquire Time Warner Cable for $55 billion on May 26, 2015;. ## = RELX Group PLC is a consolidation of Reed Elsevier PLC and Reed Elsevier NV. Trading is through American depositary receipts; RELX opened at $16.61 on July 1. 2015; ** = Gannett spun off its broadcast and digital divisions as Tegna Inc on June 29, 2015; ### = Media General agreed be acquiredby Nexstar Broadcasting Group for $2.13 billion on January 27, 2016, ending the announced $2.4 billion merger of Media General and Meredith Corp. on September 8, 2015; *** = Sequential Brands acquired Martha Stewart Living Omnimedia for $353 million on December 4, 2015

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SOCIAL MEDIA Chapters Include: Learn how brands like Cosmopolitan, Vogue, Guidebook Tracking the Trends National Geographic and more are leveraging social Reviews, analysis and insider commentary on ■ the latest innovations from top media brands. media. Plus get insider advise from industry pros. ■Leveraging Social Networks ■Organizational Strategies and Best Practices Questions? Contact Allie DeNicuolo | [email protected] or 301-354-1810. ■Media Insider Insights

2/1/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com 26919 min Social Media Guidebook STRIP AD .indd 1 10/22/15 5:28 PM EYE ON MAGAZINE MEDIA 360º BRAND AUDIENCE REPORT Have Yourself A Very Merry Snapchat (continued from page 1)

Yet Harper’s Bazaar was actu- Feed CEO, Jonah Peretti, said publicly that 21% of their views Steve Smith ally among the least of Hearst’s are now coming from Snapchat. What started a year ago as a wins for the month. The publisher hearty trickle of a few million video views a month has now claimed an aggregate record number of 163 million uniques for reached tens of millions of views for some publishers. the month. House Beautiful (+138.1% Desktop, +158.2% Mo- Video has also been a key driver at Conde Nast’s Self. bile) more than doubled traffic in the last year. Of special note is com (-2.6$ Desktop, +145.7% Mobile, +174.2% Video) in ad- the video programming at Esquire (+87.6% Desktop, +195.6% dition to its mobile-first relaunch last year. Top clips for the Mobile, +10050% Video) and HGTV.com (+8.8% Desktop, month included “Bob Harper’s 5-Minute Workout,” a BTS of +36.2% Mobile, +3106.9% Video) where there were massive Ronda Rousey’s cover shoot and the “Tone It Up Challenge.” spikes in streaming. Hearst reports that 12 of its titles doubled Meredith’s BHG.com (-30.7% Desktop, +36.9% Mobile, their audience in 2015. Cosmopolitan (-26.4% +556.5% Video) is successfully managing its Desktop, +47.7% Mobile, +493.3% Mobile) is BY THE NUMBERS fast mobile migration with a mastery of the a good example of a title that has made an es- Mobile V. Desktop 20-30-second Facebook recipe video. Clips pecially effective transition to the mobile eco- for quick cranberry sangria (over 900,000 system. It’s among the more prominent brands views) and peppermint Jello shots (over on Snapchat’s blockbuster Discover platform. 120.7% 700,000 views) seemed to target that social/ And editor-in-chief Joanna Coles is now on the People's mobile audi- mobile/millennial/holiday sweet spot, while emerging tech-giant’s board of directors. The ence continued to grow clips around holiday hacks and home decorat- power of this platform was evident on Thanks- in December, and was ing led the video charge at BHG.com. giving, when Cosmo’s shirtless guys with pies way up over 2014 A migration of a different sort occurred item got shared 442,456 times in a day, per at Martha Stewart Living last year as con- HMDM’s Troy Young in the year-end message trol of the property moved to Meredith. I was to the troops. -3.5% intrigued by the brand’s resilience (-12.9% Over at People.com (-3.5% Desktop, Desktop traffic didn't Desktop, +19.3% Mobile, +122.1% Video) +64.8% Mobile, +120.7% Video), come holi- fare so well YoY for the in December. Janelle Pittman, vice president day or high water, there is no beating a Kar- entertainment site and general manager for Martha Stewart dashian birth (Kim and Kanye’s son “Saint”). More on Page 8 Digital tells min that social channels and bet- But the doubling in video audience was led ter video tactics are driving continued growth. by a Teresa Giudice holiday homecoming. And an important “The Meredith and legacy Martha teams have been learning indicator of the scale magazine streaming video can reach from each other since the partnership started. The combined comes from the daily "PeopleNow" programming that aver- expertise of the teams has led to optimization for the video age a 3 million unique visitor audience across 2015 and 5.5 templates that better surface more must-see video and new million streams a month (+307% year-over-year in December). video concepts especially those conceived with social in “We’re thinking about and executing on audience growth for mind. These changes have led to significant growth in O&O video every minute of every day,” editor, Will Lee, tells min. plays versus the prior year.” Like with Cosmo, Snapchat is proving a big win for the brand. Led by especially strong growth at the Star (+148.1% Desk- In addition to growing its daily content on this Discover plat- top, +218.3% Mobile) American Media Inc. boasted a 40% form, “Themed dedicated editions [such as a recent issue growth in audience across its portfolio in 2015. The entertain- around Selena Gomez] perform particularly well for People, ment segment alone totals 28 million uniques, with most of both with audience and with advertisers,” says executive di- that coming into OK! magazine. Brian Kroski, chief digital of- rector, business development, Joseph LaFalce. ficer at AMI credits a “data driven approach” for the wins. Snapchat is one of the big stories for branded media in 2015. There are now 20 channels on the app, and media com- Steve Smith covers digital trends and innovations as min's digital media editor. panies are growing dedicated staff for the partnership. Buzz- Send him tips or feedback: [email protected]

6 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com Magazine Media 360O Editorial Category Share—Regional December 2015

38% New York Magazine

3% Yankee 36% Magazine Southern 5% Living Texas 8% NewMonthly York BeatsMidwest Out the South Living Well, New York is ahead by two percentage9% points O anyway, according to this week's MagazineSunset Media Magazine Media 360 360º Brand Audience Report. New York magazine led Editorial Category Share—Regional the editorial category of regional titles with a 38% December 2015 share, while Southern Living trailed slightly with a 36% share. One might suppose that a brand like Southern Liv- ing, that actually focuses on an entire region, would 38% do better than a publication that only covers one New York Magazine state. This is untrue and Yankee Magazine is further proof of that. The brand has all of New England as its subject, yet has the smallest category share captur- ing just 3% of the regional titles' audience. The title celebrated its 80th year of publication last year, but that's no excuse for a lower reader- 3% ship. In December, Sunset magazine captured 9% of Yankee 36% Magazine the category share and that brand published its first Southern issue in 1898. 5% Living Texas 8% Other regional brands that captured a notable Monthly Midwest portion of their editorial category in December 2015 Living 9% include Midwest Living and Texas Monthly with 8% Sunset and 5% shares, respectively. See more on pages 8-11

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Enter Today: www.minonline.com/magazineawards2016 ENTRIES! Questions? Rachel Feldman at [email protected] 27372

2/1/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com Total Total 360° 1.8% 5.2% 14.1% 7.1% -8.8% 8.9% -7.4% -8.2% 1.1% 0.6% 10.2% -12.4% 24.2% 33.0% 16.2% 1.3% -4.5% 13.0% 14.1% 11.7% 13.3% -12.2% 17.7% -9.1% 6.0% 5.4% -1.4% 1.5% 38.3% 2.8% 14.3% 18.9% -1.9% 6.0% 23.9% -1.6% 19.7% 11.6% -9.1% Video -33.0% 304.0% 24.3% -30.0% - - 185.3% -100.0% - 152.4% - - 145.1% 211.0% - 1602.4% - - 210894.7% 590.1% 1070.6% - + -92.2% - - -99.4% - - 0.0% + 364.5% + 0.8% -92.1% -26.4% 2352.3% 69.1% - Mobile Web 73.5% 4.4% 29.0% 75.9% - 156.6% 34.9% 10.9% 643.1% 32.6% 143.8% + 46.5% 81.6% 93.9% 24.2% -100.0% 89.2% 105.9% 59.7% 64.2% - 159.7% + -23.3% 29.8% - 40.8% 1840.3% + 53.8% 78.3% 20.8% 36.8% 102.1% 17.8% 54.2% 53.5% -19.0% Web Web (Desktop/ Laptop) -15.7% 12.9% -15.6% 2.4% - 114.1% -6.5% -18.9% -20.2% -8.6% 1.3% 11.9% -16.1% 6.4% -1.8% 22.4% -100.0% 401.9% -7.4% 9.2% -3.8% -53.4% 63.6% 3.2% 379.8% 32.5% -17.9% -8.8% 1464.8% 24.1% -2.9% 34.5% 62.7% -14.0% 28.3% -13.8% 9.2% 32.1% -35.2% YTD 2015 vs. YTD 2014 (% change) YTD 2015 vs. Print+ Digital Editions -0.7% 4.3% 48.3% -2.8% -8.8% -0.3% -9.9% -6.4% -1.5% -2.7% -2.8% -13.4% -6.3% 3.9% 8.1% -8.6% 1.1% 3.8% -0.2% 1.2% -5.6% -11.9% -2.8% -6.3% 4.9% 2.8% 0.3% 1.0% -0.2% -1.4% 7.4% -7.4% -8.9% -8.8% 10.0% -1.4% -0.3% 2.0% -8.5% Total Total 360° 44,462 6,993 46,634 10,013 4,572 5,147 4,283 2,625 1,456 48,991 2,644 5,221 30,374 21,656 7,528 14,631 1,896 5,179 5,604 17,226 32,083 3,175 17,405 2,230 6,025 3,473 1,508 3,991 1,545 1,324 9,508 11,205 2,619 28,870 7,290 94,815 9,428 10,823 16,624 Video 216 1 1,258 395 - - 26 - - 424 - - 8,584 1,385 - 37 - - 43 42 100 - 15 10 - - 0 - - 0 38 18 0 687 10 11,414 177 73 - Mobile Web 4,651 1,802 24,628 2,292 - 399 268 115 85 6,212 495 14 9,355 8,632 1,321 2,663 - 438 1,379 3,923 12,198 - 3,777 17 15 207 - 222 372 18 2,317 3,671 353 12,928 1,030 43,892 3,367 1,975 203 Web Web (Desktop/ Laptop) 4,480 713 13,278 955 - 359 337 430 158 4,365 344 211 10,463 4,949 624 2,701 - 281 701 1,959 3,593 15 1,596 262 91 180 58 393 83 172 1,536 2,234 231 5,642 3,334 23,827 2,447 1,041 177 YTD AVERAGE - as of December 2015 (000) AVERAGE YTD Print+ Digital Editions 35,115 4,479 7,470 6,371 4,572 4,389 3,653 2,081 1,213 37,990 1,805 4,997 1,972 6,690 5,583 9,229 1,896 4,461 3,480 11,302 16,192 3,160 12,016 1,942 5,919 3,086 1,450 3,376 1,090 1,133 5,617 5,282 2,035 9,613 2,917 15,682 3,436 7,734 16,244 Total Total 360° 0.9% -13.2% 16.9% 4.7% -4.5% 8.1% -3.0% -9.6% -6.3% -3.7% 27.0% -2.3% 26.0% 40.7% 19.1% -4.0% 0.2% -1.4% 18.0% 5.5% 3.0% -0.7% 28.3% 1.6% 7.6% 10.1% -4.9% -8.3% 42.6% -22.1% 8.6% 30.2% -11.7% 3.9% 46.8% -6.0% 88.5% 1.6% -6.9% Video 6.2% -100.0% -0.7% -23.0% - - + - - 556.5% - - 133.0% 387.3% - 938.5% - - -100.0% - 493.3% - + -100.0% - - + - - - + 59.3% - 66.2% + -15.1% 10050.0% -16.2% - Mobile Web 27.4% -43.3% 38.8% 115.3% - 143.8% -16.0% -100.0% + 36.9% 197.9% + 35.5% 68.4% 111.8% 17.5% - 33.0% 132.1% 58.4% 47.7% - 189.8% - -18.1% 96.4% - + + - 0.4% 160.9% 60.9% 35.3% 186.8% 4.8% 194.6% 114.6% 57.4% Web Web (Desktop/ Laptop) -31.5% -25.6% -5.9% -30.5% - 34.8% -12.1% -2.1% -31.0% -30.7% 40.1% -18.3% -18.4% -1.3% 3.1% -2.1% - + -29.3% 9.2% -26.4% -66.7% 136.0% -28.6% 50.6% 135.1% -51.9% -37.8% 25.5% -60.7% -22.9% 9.7% 56.1% -16.5% 89.9% -24.3% 87.6% -31.6% -23.8% December 2015 vs. December 2014 (% change) December 2015 vs. Print+ Digital Editions 3.1% 5.1% 1.6% -6.7% -4.5% -1.8% -4.3% -7.3% -10.4% -7.3% -2.0% -5.0% -3.9% 0.4% 3.7% -12.1% 0.2% -8.4% -4.6% -6.1% -11.7% -0.4% -6.9% 5.4% 6.1% 3.2% -2.5% -13.9% -5.4% -10.0% 19.7% -8.3% -25.8% -19.5% -9.9% 7.7% -19.7% -11.8% -7.3% Total 360° Total 47,305 7,227 53,534 12,061 4,950 4,994 4,404 2,697 1,566 51,555 2,372 5,379 27,897 21,099 6,801 15,299 1,858 4,784 5,941 15,883 29,510 3,311 15,768 2,043 6,019 5,592 1,549 1,874 1,184 1,582 8,718 10,067 2,773 28,145 5,464 109,248 8,168 10,426 17,532 Video 420 1 1,967 1,982 - - - - - 108 - - 5,148 968 - 13 - - 0 - 30 - - 6 ------27 - 652 - 15,735 20 54 - Mobile Web 5,179 2,267 25,795 1,726 - 267 338 90 - 6,040 287 - 7,948 7,148 975 2,872 - 282 1,195 2,449 8,091 - 1,935 - 50 166 - - - - 1,977 2,024 272 10,663 455 47,073 1,986 1,277 169 Web Web (Desktop/ Laptop) 6,703 730 18,272 1,721 - 290 313 381 274 6,031 274 153 12,664 6,370 448 2,676 - - 1,170 1,716 4,325 15 1,151 206 227 174 77 323 64 379 1,587 2,412 191 6,287 2,205 31,141 2,391 1,075 206 YEAR AGO - December 2014 (000) YEAR Print+ Digital Editions 35,003 4,229 7,500 6,631 4,950 4,437 3,753 2,226 1,292 39,376 1,811 5,226 2,137 6,613 5,379 9,738 1,858 4,502 3,576 11,718 17,064 3,296 12,682 1,831 5,742 5,252 1,472 1,551 1,120 1,203 5,154 5,604 2,310 10,543 2,804 15,298 3,771 8,021 17,157 Total Total 360° 47,727 6,275 62,568 12,625 4,726 5,397 4,274 2,437 1,468 49,653 3,013 5,256 35,159 29,681 8,101 14,693 1,861 4,716 7,014 16,754 30,381 3,289 20,228 2,076 6,477 6,157 1,473 1,718 1,688 1,232 9,470 13,110 2,449 29,248 8,022 102,730 15,396 10,595 16,331 Video 446 - 1,954 1,526 - - 124 - - 709 - - 11,994 4,719 - 135 - - - - 178 - 91 - - - 1 - - - 91 43 - 1,083 3 13,362 2,030 45 - Mobile Web 6,600 1,286 35,808 3,717 - 651 284 - 122 8,271 855 165 10,772 12,037 2,064 3,374 - 374 2,774 3,879 11,948 - 5,608 - 41 326 - 181 548 - 1,984 5,280 437 14,429 1,305 49,319 5,850 2,740 266 - Web Web (Desk top/ Laptop) 4,593 543 17,185 1,196 - 391 275 373 189 4,178 384 125 10,339 6,285 461 2,620 - 216 827 1,873 3,182 5 2,716 147 342 409 37 201 80 149 1,224 2,647 298 5,252 4,188 23,574 4,487 735 157 CURRENT MONTH - December 2015 (000) Print+ Digital Editions 36,088 4,446 7,621 6,185 4,726 4,355 3,591 2,064 1,157 36,495 1,774 4,966 2,054 6,640 5,576 8,564 1,861 4,126 3,412 11,002 15,073 3,284 11,813 1,929 6,094 5,422 1,435 1,336 1,060 1,083 6,171 5,140 1,714 8,484 2,526 16,475 3,029 7,075 15,908 - Publishing Company AARP Media Inc. Time Meredith Corporation Condé Nast Meredith Corporation Condé Nast TEN Crain Com munications, Inc. Active Interest Media Meredith Corporation Rodale Inc. Media Trusted Brands Bloomberg, L.P. Condé Nast Condé Nast Hearst Magazines TEN Inc. Time Condé Nast Inc. Time Hearst Magazines Media Trusted Brands Hearst Magazines Bonnier Corporation Inc. Time Meredith Corporation Bonnier Corporation Kalmbach Publishing Co. Domino Media Inc. Group, Dwell Media Meredith Corporation Hearst Magazines Hearst Magazines Inc. Time Entrepreneur Media Inc. ESPN, Hearst Magazines Inc. Time Meredith Corporation Magazine Brand AARP You All Allrecipes* Allure American Baby** Architectural Digest Automobile Autoweek Backpacker Better Homes and Gardens Bicycling Birds & Blooms Bloomberg Businessweek Appétit/ Bon Epicurious Brides Car and Driver Car Craft** Coastal Living Condé Nast Traveler Cooking Light Cosmopolitan Country Country Living World Cycle Departures* Diabetic Living * Dirt Rider Discover* domino* Dwell EatingWell Elle Elle Decor Entertainment Weekly Entrepreneur The ESPN Magazine Esquire Essence Family Circle

8 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com Total Total 360° 1.0% 14.5% 2.5% -9.9% 0.7% 8.3% 3.7% 23.5% *** 7.4% 5.0% 0.6% -5.3% 10.5% 6.1% 2.8% 31.2% 30.0% 20.9% -0.4% -1.4% 16.4% -1.4% 9.0% -6.1% 8.0% 27.5% -14.4% 22.7% -1.7% 7.4% 1.1% 6.1% *** -7.1% 4.7% -2.1% -13.1% 10.6% Video - - 157.9% - 149.4% 530.6% -77.0% -48.5% *** - -35.4% -9.7% -15.3% 911.8% -37.5% -57.5% + 993.2% 463.3% + + + 375.6% -47.0% - + + + + -5.8% 71.4% - + *** - -100.0% 838.1% -56.5% - Mobile Web - 47.3% 126.3% 49.7% -90.2% 77.9% 32.7% 49.9% *** + 69.6% 88.6% 148.2% 78.6% 99.2% -10.8% 133.6% 114.5% 69.4% 213.1% 65.0% 15.3% - 117.8% -0.5% 35.2% 127.2% -31.6% 115.8% 37.3% 99.6% 48.8% 100.4% *** -0.3% 51.2% -17.9% -65.4% 48.7% Web Web (Desktop/ Laptop) - -0.9% -2.9% 4.0% 46.5% 5.2% -11.9% 8.8% *** 133.3% -7.4% 2.4% -6.6% 43.3% -11.5% -2.1% 93.3% 30.0% 12.7% 73.8% 14.4% 187.7% 27.7% 30.8% 28.5% -11.7% 39.4% -20.6% 102.1% -14.7% 13.6% -29.0% 52.5% *** 95.3% -10.7% -43.7% 24.8% 1.2% YTD 2015 vs. YTD 2014 (% change) YTD 2015 vs. Print+ Digital Editions 1.0% 1.0% 1.2% -10.9% -0.5% -7.8% 1.4% 10.4% -8.6% 5.9% -0.1% -8.2% -15.4% -3.6% -0.8% 3.1% -13.7% -2.3% 19.8% -10.6% -10.5% -0.5% -1.6% -4.6% -14.0% 0.0% 7.4% -5.1% -14.7% -13.5% -12.1% -2.2% -2.7% -7.0% -13.8% 5.1% 0.3% -14.7% 3.4% Total Total 360° 4,430 8,278 9,162 4,056 1,130 12,551 17,047 43,979 13,567 5,652 18,595 7,538 6,384 24,868 13,353 10,836 7,311 17,886 8,681 6,356 7,361 10,387 3,165 13,194 2,068 8,518 3,917 6,571 7,211 18,524 12,177 18,435 4,680 10,721 1,751 3,881 10,978 2,162 8,945 Video - - 25 - 4 77 19 300 214 - 980 480 172 14 1,360 5 4 58 11 74 10 8 2 21 - 5 0 1 28 496 15 - 17 8 - - 1,173 0 - Mobile Web - 3,273 235 43 2 3,320 2,882 19,914 4,653 16 3,854 1,174 911 4,909 3,712 54 2,619 6,732 265 507 1,151 2,083 - 2,271 447 3,710 1,058 1,513 2,291 6,018 3,279 3,603 491 2,187 152 502 1,247 7 1,982 Web Web (Desktop/ Laptop) - 2,794 669 174 80 1,664 1,590 16,880 5,244 113 1,891 634 863 2,786 1,630 356 1,533 2,928 193 437 640 1,861 24 1,427 341 2,553 265 659 1,362 3,375 1,628 1,697 319 2,012 188 935 1,326 155 874 YTD AVERAGE - as of December 2015 (000) AVERAGE YTD Print+ Digital Editions 4,430 2,211 8,234 3,839 1,045 7,490 12,557 6,885 3,456 5,523 11,869 5,250 4,438 17,159 6,651 10,421 3,155 8,168 8,212 5,337 5,560 6,435 3,140 9,474 1,279 2,250 2,594 4,399 3,529 8,635 7,254 13,136 3,853 6,513 1,410 2,445 7,232 2,000 6,088 Total Total 360° -10.9% -11.2% -2.1% -5.7% -1.5% 0.0% -0.2% 32.5% 34.6% 3.3% 16.4% -8.5% -6.7% 15.4% 8.3% -7.7% 41.1% 6.5% 3.3% 34.2% 9.3% 19.6% -3.7% 1.8% -3.0% 10.1% 16.4% 2.0% 42.6% 0.5% 11.1% 6.3% 0.0% 0.6% -12.7% 16.4% -4.8% -26.1% 9.7% Video - - -20.0% - -100.0% 1395.5% -71.9% -39.5% 215.6% - 31.4% -17.6% + 105.9% -43.8% 2000.0% + 119.3% 3106.9% + + + - 272.5% - - + - + 122.1% 32.4% - - - - - + + - Mobile Web - 0.4% 68.6% -21.4% - 28.3% 14.1% 87.9% 164.7% - 112.9% 32.5% 24.8% 34.2% 112.2% 35.1% 119.5% 29.1% 36.2% + 158.2% 72.8% - 106.3% + 35.6% 129.9% 61.2% 209.7% 19.3% 75.3% 62.3% 65.3% 110.7% -22.5% 122.1% -41.8% - -3.1% Web Web (Desktop/ Laptop) - -29.1% -2.6% -57.5% 146.5% -18.2% -14.7% 3.8% -2.5% + -17.4% -18.6% 23.3% 30.5% 7.5% 19.9% 62.0% -6.4% 8.8% 183.6% 138.1% 118.8% - 27.3% -23.1% -12.7% -20.4% 30.6% 181.2% -12.9% -3.9% -32.9% 34.1% 3.3% 50.0% -7.9% -55.4% -3.3% -26.9% December 2015 vs. December 2014 (% change) December 2015 vs. Print+ Digital Editions -10.9% 1.0% -3.3% -1.8% -7.0% -9.9% 0.3% -7.1% -6.9% 1.1% -3.2% -10.5% -15.4% 8.0% -3.5% -9.6% -6.8% -2.8% 1.7% 7.1% -17.9% -3.5% -3.7% -19.5% -13.2% 0.0% -11.7% -5.7% -29.4% -15.8% -3.4% -1.1% -8.8% -17.2% -14.7% 14.5% 0.2% -27.4% 19.4% Total 360° Total 4,659 9,120 9,440 4,479 1,136 14,698 18,557 42,143 12,259 5,615 18,356 7,869 5,871 24,170 15,214 11,330 6,417 15,561 8,617 5,411 7,357 8,220 3,102 13,286 1,781 9,911 3,783 5,582 5,965 23,433 11,156 18,952 4,662 9,702 1,756 3,165 10,651 2,343 8,304 Video - - 10 - 4 8 300 640 99 - 1,474 1,168 - 17 3,408 1 - 28 1 - - - - 3 - - - - - 579 68 ------Mobile Web - 3,312 153 154 - 4,060 3,287 15,674 2,680 - 2,894 642 506 4,427 2,496 148 1,610 4,701 228 - 703 533 - 1,793 - 4,092 770 260 1,015 8,164 2,040 3,311 377 1,074 151 190 1,478 - 1,817 Web Web (Desktop/ Laptop) - 3,619 918 259 43 2,516 2,277 18,586 5,941 - 1,897 468 465 2,748 2,518 427 1,470 2,550 174 195 484 1,217 - 1,219 458 3,569 319 706 813 5,396 1,686 2,229 308 1,713 72 642 2,049 121 855 YEAR AGO - December 2014 (000) YEAR Print+ Digital Editions 4,659 2,189 8,359 4,066 1,089 8,115 12,693 7,243 3,539 5,615 12,092 5,591 4,899 16,978 6,791 10,754 3,337 8,282 8,214 5,216 6,170 6,470 3,102 10,271 1,323 2,250 2,694 4,616 4,137 9,294 7,362 13,412 3,977 6,915 1,533 2,333 7,124 2,222 5,632 Total Total 360° 4,153 8,103 9,246 4,224 1,119 14,696 18,512 55,850 16,496 5,799 21,374 7,201 5,477 27,894 16,471 10,457 9,054 16,571 8,902 7,262 8,040 9,834 2,988 13,530 1,728 10,915 4,403 5,692 8,503 23,551 12,396 20,138 4,662 9,761 1,533 3,684 10,144 1,732 9,109 Video - - 8 - - 116 84 387 314 - 1,936 962 127 35 1,917 21 29 61 47 252 4 6 - 10 - - 1 - 154 1,286 90 - - - - - 1,231 2 - Mobile Web - 3,325 258 121 - 5,208 3,750 29,447 7,094 - 6,161 851 632 5,942 5,297 200 3,534 6,069 310 873 1,816 921 - 3,698 228 5,550 1,770 419 3,143 9,742 3,576 5,375 623 2,263 117 422 860 - 1,761 - Web Web (Desk top/ Laptop) - 2,567 894 110 106 2,059 1,942 19,287 5,792 120 1,566 381 574 3,585 2,706 512 2,381 2,386 189 553 1,152 2,663 - 1,552 352 3,115 254 922 2,286 4,699 1,621 1,496 413 1,770 108 591 914 117 625 CURRENT MONTH - December 2015 (000) Print+ Digital Editions 4,153 2,211 8,086 3,993 1,013 7,313 12,736 6,729 3,296 5,679 11,710 5,006 4,144 18,332 6,551 9,724 3,110 8,054 8,356 5,584 5,068 6,244 2,988 8,269 1,148 2,250 2,378 4,351 2,921 7,824 7,109 13,267 3,626 5,729 1,308 2,671 7,139 1,613 6,723 Publishing Company Meredith Corporation Mansueto Ventures Bonnier Corporation Bauer Media Group Bonnier Corporation Inc. Time Hearst Magazines Forbes Media Inc. Time Outdoor Sportsman Group Condé Nast Condé Nast Inc. Time Hearst Magazines Condé Nast Outdoor Sportsman Group Hearst Magazines Inc. Time Hearst Magazines TEN Hearst Magazines Bauer Media Group Outdoor Sportsman Group Inc. Time Bauer Media Group Meredith Corporation Latina Media Ventures Bauer Media Group Hearst Magazines Meredith Corporation American Inc. Media, Rodale Inc. Meredith Corporation Inc. Time Meredith Corporation Ogden Publications TEN Bonnier Corporation American Inc. Media, Magazine Brand FamilyFun** Fast Company* Field & Stream Women First for Flying Wine Food & Food Network Magazine Forbes Fortune*** Game & Fish Glamour Golf Digest Golf Magazine Good Housekeeping GQ Ammo Guns & Harper's Bazaar Health HGTV Magazine* Hot Rod** House Beautiful Touch In In-Fisherman InStyle J-14 Kraft Food & Family* Latina Life & Style Marie Claire Martha Stewart Living Men's Fitness Men's Health Midwest Living Money*** More Mother Earth News Trend Motor Motorcyclist Muscle & Fitness

2/1/2016 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com Total Total 360° -4.1% -6.5% -4.6% 0.0% 22.3% 137.6% -13.7% 35.2% 6.4% 6.3% 16.2% -7.4% 8.1% 24.6% 14.7% -11.0% -3.2% 19.0% 0.1% -11.3% 12.1% 0.7% -14.8% -10.2% 10.6% -10.6% 6.0% 0.2% -1.5% -7.7% 4.1% -2.5% -0.3% -10.1% 7.9% 3.4% -5.3% -2.5% 3.8% 13.9% Video - -51.0% -50.6% -51.2% - + -14.4% 2985.7% 124.4% 56.0% 37.8% 77.6% 22.5% 245.0% + 358.1% 53.6% - - + 77.4% + - - - -80.6% 54.9% - + -58.6% - - -41.9% + 115.4% 142.3% + - - 22400.0% Mobile Web 78.9% 23.5% 22.8% 23.3% 45.7% 6904.2% -8.7% 118.7% 51.8% 42.2% 83.0% 29.0% 76.8% 152.5% 84.1% 18.8% 41.6% 115.6% 25.2% 24.1% 51.0% 54.3% - 42.9% 81.5% 15.9% 70.2% - 85.9% 36.1% -21.4% + 40.0% -78.3% 68.1% 25.2% 8.8% - 63.9% 41.8% Web Web (Desktop/ Laptop) 2.8% -8.1% -7.9% -8.0% -5.7% 121.7% -37.7% 112.4% -19.3% -18.6% -3.9% -44.5% -21.3% -15.8% 31.5% 15.5% -5.2% 14.7% -0.7% -27.1% 5.9% 50.2% 5.1% 17.0% -9.3% -15.9% -15.6% - -1.6% -17.9% 561.0% -20.7% 6.0% 27.2% 17.4% -11.3% 28.2% -100.0% 12.3% -4.3% YTD 2015 vs. YTD 2014 (% change) YTD 2015 vs. Print+ Digital Editions -7.8% -6.1% -4.2% 0.7% 25.3% -3.8% -11.8% -11.5% 6.2% 0.0% -2.2% -8.9% -6.1% -21.1% 0.2% -13.3% -5.4% -4.2% -2.7% -13.3% -7.4% -15.5% -15.0% -25.1% -12.5% 0.0% -9.3% 0.2% -16.7% -17.3% 4.2% -2.1% -6.4% -7.0% -2.8% -7.3% -7.5% -2.2% -3.8% 6.0% Total Total 360° 7,282 36,951 7,497 10,326 17,327 3,307 12,866 10,977 6,008 21,127 81,623 7,633 10,579 10,153 11,807 1,682 7,579 14,632 6,470 23,232 18,253 9,340 2,659 4,753 6,381 2,521 9,315 2,162 10,963 14,790 1,956 1,384 9,484 3,042 22,082 37,116 7,230 2,005 6,032 26,438 Video - 427 41 46 - 48 311 33 204 170 1,960 14 41 298 2 3 31 - - 10 81 4 - - - 52 294 - 45 57 - - 56 0 90 3,051 2 - - 169 Mobile Web 515 1,414 132 152 9,611 1,751 1,411 3,569 127 5,561 26,973 977 3,590 4,985 2,167 11 495 4,598 791 2,496 6,964 2,021 - 1,104 2,483 271 2,824 - 2,728 4,096 65 3 1,391 35 4,227 8,736 652 - 848 8,523 Web Web (Desktop/ Laptop) 321 4,921 445 531 5,391 341 769 2,808 427 2,006 10,403 262 1,590 1,052 2,094 156 866 1,811 457 1,208 3,573 1,349 35 732 1,231 625 1,239 - 950 2,036 23 34 1,248 43 2,044 6,870 240 - 624 4,474 YTD AVERAGE - as of December 2015 (000) AVERAGE YTD Print+ Digital Editions 6,447 30,189 6,880 9,598 2,325 1,167 10,375 4,567 5,250 13,389 42,287 6,380 5,358 3,818 7,544 1,511 6,186 8,223 5,223 19,518 7,635 5,966 2,624 2,917 2,667 1,573 4,958 2,162 7,240 8,601 1,868 1,347 6,789 2,963 15,722 18,459 6,337 2,005 4,560 13,272 Total Total 360° -13.7% -6.4% -9.1% -4.1% 5.4% 303.2% -4.2% 1.3% 9.2% 2.1% 11.1% 6.8% 8.3% -26.6% 24.8% 3.9% 18.9% 23.7% 1.7% -15.2% -3.3% 18.7% -3.2% 27.0% 7.8% 6.6% 20.4% -6.4% 4.1% -22.8% -10.5% -0.7% 0.4% -2.2% -6.5% 2.9% 0.6% 9.2% 0.3% -6.9% Video - -54.3% -54.3% -54.3% - + 21.7% + 5100.0% 19.6% 120.7% -100.0% + 171.4% - -100.0% -99.1% - - + 26.5% + - - - 2.9% 174.2% - + -100.0% - - -5.2% - -1.7% -2.6% - - - 70200.0% Mobile Web -25.3% 57.4% 57.4% 57.4% 25.7% + -1.4% 11.8% + 47.7% 64.8% 46.2% 57.2% -38.9% 77.2% + 85.9% 129.5% 35.5% -37.0% 7.0% 119.7% - 45.7% 38.2% 98.6% 145.7% - 99.4% 12.8% -90.3% - 16.7% -100.0% 8.4% 48.7% 218.3% - 12.7% 1.8% Web Web (Desktop/ Laptop) -16.4% -17.6% -17.7% -17.7% -25.0% 388.8% -23.2% 0.4% -11.4% -43.0% -3.5% -54.9% -4.3% -43.8% 48.3% -47.4% 11.5% 15.0% -16.2% -28.1% -19.4% 60.5% 131.3% 58.5% -1.9% -4.9% -2.7% - 19.4% -3.2% -12.2% 600.0% 8.8% -53.0% -13.8% -20.2% 148.1% - -16.2% -21.3% December 2015 vs. December 2014 (% change) December 2015 vs. Print+ Digital Editions -12.9% -5.3% -9.0% -3.6% 21.6% -3.8% -4.9% -7.2% 6.4% -4.9% -10.4% 6.3% -10.1% -8.2% 7.8% 5.3% 18.7% -6.4% -1.3% -10.8% -3.3% -13.3% -4.0% 13.8% -8.3% 0.0% -15.2% -6.4% -20.5% -36.9% 9.2% -10.7% -3.3% 2.4% -9.0% -3.3% -16.8% 9.2% 0.7% -11.5% Total 360° Total 7,558 38,253 7,800 10,497 21,885 1,293 14,752 9,924 5,704 21,365 72,711 7,501 9,572 14,697 10,566 1,918 6,993 12,678 6,514 25,920 19,527 8,963 2,694 4,242 6,120 2,763 8,098 2,216 10,536 18,288 2,340 1,471 9,379 3,223 23,194 35,085 7,588 1,841 5,603 31,933 Video - 873 67 90 - - 949 - 1 184 1,250 21 - 301 - 1 117 - - - 85 - - - - 139 232 - - 224 - - 58 - 80 2,487 - - - 1 Mobile Web 375 1,042 80 107 11,172 - 1,619 2,980 - 4,833 17,724 719 2,488 8,478 1,646 - 311 2,568 739 3,885 6,980 1,422 - 849 1,955 222 1,442 - 1,701 3,946 453 - 1,045 99 4,062 6,438 449 - 436 10,966 Web Web (Desktop/ Laptop) 305 5,242 402 538 8,593 80 1,143 2,132 561 2,895 9,748 363 1,370 1,786 1,622 302 786 1,491 520 1,425 4,665 1,284 16 641 1,167 829 984 - 1,039 2,241 41 24 1,131 83 2,463 7,200 160 - 443 7,123 YEAR AGO - December 2014 (000) YEAR Print+ Digital Editions 6,878 31,097 7,251 9,763 2,120 1,213 11,040 4,812 5,142 13,453 43,989 6,397 5,713 4,132 7,298 1,615 5,779 8,619 5,255 20,610 7,797 6,257 2,678 2,752 2,998 1,573 5,440 2,216 7,796 11,877 1,846 1,447 7,145 3,041 16,588 18,960 6,979 1,841 4,724 13,842 Total Total 360° 6,525 35,794 7,088 10,063 23,071 5,213 14,129 10,050 6,229 21,805 80,795 8,012 10,366 10,790 13,189 1,993 8,316 15,680 6,623 21,978 18,874 10,638 2,609 5,386 6,596 2,945 9,750 2,075 10,965 14,123 2,095 1,460 9,415 3,152 21,693 36,087 7,634 2,011 5,618 29,717 Video - 399 31 41 - 96 1,155 111 52 220 2,759 - 8 817 - - 1 - - 118 107 28 - - - 143 636 - 131 - - - 55 - 79 2,423 - - - 703 Mobile Web 280 1,640 126 168 14,048 3,559 1,597 3,331 207 7,136 29,203 1,052 3,912 5,176 2,918 133 578 5,894 1,001 2,449 7,468 3,125 - 1,237 2,701 441 3,543 - 3,392 4,453 44 - 1,219 - 4,404 9,574 1,429 - 491 11,159 - Web Web (Desk top/ Laptop) 255 4,317 331 443 6,445 391 878 2,141 497 1,651 9,402 164 1,312 1,004 2,405 159 876 1,715 436 1,024 3,758 2,061 37 1,016 1,145 788 957 - 1,240 2,170 36 168 1,231 39 2,122 5,749 397 - 371 5,607 CURRENT MONTH - December 2015 (000) Print+ Digital Editions 5,990 29,438 6,601 9,411 2,578 1,167 10,499 4,467 5,473 12,798 39,431 6,797 5,134 3,793 7,867 1,701 6,861 8,071 5,186 18,387 7,541 5,423 2,572 3,133 2,750 1,573 4,614 2,075 6,201 7,500 2,015 1,292 6,910 3,113 15,088 18,342 5,808 2,011 4,756 12,248 - Publishing Company American Inc. Media, National Geographic Society National Geographic Society National Geographic Society York New Media NYLON Media Hearst Magazines American Inc. Media, Bonnier Corporation Meredith Corporation Inc. Time Inc. Time Inc. Time Playboy Enter prises Inc. Hearst Magazines Bonnier Corporation Bonnier Corporation Rodale Inc. Meredith Corporation Media Trusted Brands Inc. Time Hearst Magazines Media Trusted Brands Hearst Magazines Rodale Inc. Bonnier Corporation Condé Nast Meredith Corporation Hearst Magazines Meredith Corporation Meredith Corporation Active Interest Media Smithsonian Enterprises American Inc. Media, Inc. Time Inc. Time American Inc. Media, TEN Inc. Time Media Trusted Brands - Magazine Brand National Enquirer National Geographic National Geo graphic Kids National Geographic Traveler York New Magazine NYLON* The Oprah O, Magazine OK! Magazine Outdoor Life Parents** People People en Español People StyleWatch* Playboy Popular Mechanics Popular Photography Popular Science Prevention Rachael Ray Every Day Reader's Digest Real Simple Redbook Reminisce Track Road & World Runner's Saveur* Self Ser Padres** Seventeen Shape Siempre Mujer Ski Smithsonian Soap Opera Digest Southern Living Sports Illustrated Star Street Rodder** Sunset of Home Taste

10 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com Total Total 360° 13.7% 5.5% 41.7% 6.5% 13.2% 37.9% 5.5% 5.4% 11.5% -2.7% 10.0% 31.3% 12.9% -7.9% 10.8% 14.8% 30.9% 0.4% -5.1% -0.3% -5.4% -1.2% 7.1%

Video 5.9% - 157.2% -17.8% 3036.5% 567.0% 89.4% 35.9% - - 9.9% 35.1% - - -11.5% 371.1% -24.3% -14.5% + - - - 13.8% Mobile Web 135.6% 51.5% 93.6% 116.5% 61.1% 112.5% 57.1% 39.2% 477.6% 14.1% 86.7% 122.6% -7.0% 197.9% 147.0% 119.5% 123.3% 89.5% 734.1% 26.9% 190.9% 1326.9% 53.1%

Web Web (Desktop/ Laptop) -19.0% 18.2% 9.6% -4.7% 15.0% 2.0% 1.6% -12.8% 1350.4% -35.6% 20.9% 7.8% -22.2% - 24.0% 129.4% 10.1% 7.4% 31.1% -39.4% -10.5% -24.0% -2.5% YTD 2015 vs. YTD 2014 (% change) YTD 2015 vs.

Print+ Digital Editions -0.6% 2.8% -1.6% -0.5% -1.8% 9.1% -8.5% -7.4% -4.0% -2.5% -2.6% 7.0% 17.4% -12.7% 1.6% -9.5% -3.2% -5.6% -6.8% 0.7% -6.4% -3.0% -3.6%

Total Total 360° 6,107 3,122 15,592 5,457 8,815 13,889 9,910 43,978 3,828 4,717 9,002 16,433 2,496 1,471 15,935 1,937 17,635 20,775 6,240 18,435 1,948 2,311 1,684,375 1,660,267 Video 485 - 154 19 34 624 531 1,499 - - 4 1,378 - - 580 96 1,496 5 8 - - - 44,984 44,770

Mobile Web 1,512 152 8,405 824 2,392 5,366 2,105 16,221 423 79 1,753 5,265 78 109 2,011 326 7,654 2,220 88 5,491 40 80 429,191 422,579 Web Web (Desktop/ Laptop) 604 240 5,251 1,906 1,384 3,358 1,612 9,332 193 38 984 2,714 155 - 1,246 232 5,581 1,029 92 1,999 152 114 261,759 254,531 YTD AVERAGE - as of December 2015 (000) AVERAGE YTD Print+ Digital Editions 3,507 2,730 1,782 2,709 5,006 4,541 5,662 16,927 3,211 4,601 6,261 7,076 2,263 1,362 12,097 1,284 2,904 17,521 6,053 10,945 1,756 2,117 948,441 938,386 Total Total 360° 11.7% 6.1% 64.5% -3.6% -9.5% 28.2% -14.9% 5.9% 19.8% -17.9% 5.6% 18.4% -12.1% -6.1% 7.3% 59.9% 6.0% -14.3% -4.7% 0.7% -5.8% -3.8% 5.8% Video -60.7% - 897.1% -81.8% 0.0% 256.8% 36.7% 69.8% - - -34.4% 86.2% - - -51.3% 293.6% 17.9% -78.9% - - - - 37.2% Mobile Web 112.9% + 132.7% 171.4% -2.3% 119.9% 1.7% 27.7% 293.8% -34.5% 63.2% 46.9% -50.8% 568.6% 130.7% 150.5% 44.3% 34.4% 133.3% 27.2% - + 44.0% Web Web (Desktop/ Laptop) 8.3% 16.4% 11.6% -25.4% -18.2% -31.6% -14.2% -15.0% + 83.3% 55.3% -20.2% 3.0% - 34.4% 220.4% -20.5% -55.5% 37.1% -41.4% 55.1% -44.4% -8.3% December 2015 vs. December 2014 (% change) December 2015 vs. Print+ Digital Editions -2.6% -0.1% 12.1% -4.1% -10.8% 7.2% -21.8% -3.2% -11.0% -18.3% -14.1% 2.0% -7.1% -23.6% -0.7% -16.0% -8.7% -14.4% -9.2% 0.4% -8.1% -7.6% -5.8% Total 360° Total 6,153 2,947 11,505 5,135 9,304 12,376 9,733 40,019 3,580 4,970 9,244 16,026 2,589 1,565 16,065 2,064 16,071 22,471 7,111 17,821 1,894 2,323 1,694,781 Video 872 - 34 11 6 363 366 1,255 - - 26 1,583 - - 1,580 245 2,656 71 - - - - 51,170 Mobile Web 1,144 - 4,775 290 2,637 3,120 1,501 12,314 207 113 1,553 4,456 329 46 1,319 206 4,453 1,657 126 4,316 - - 363,527 Web Web (Desktop/ Laptop) 577 207 5,003 2,247 1,453 4,705 1,363 9,271 - 36 898 3,187 135 - 1,019 196 5,903 1,811 313 2,633 69 144 299,559 YEAR AGO - December 2014 (000) YEAR Print+ Digital Editions 3,561 2,740 1,693 2,587 5,208 4,187 6,503 17,179 3,373 4,821 6,766 6,800 2,125 1,519 12,147 1,416 3,059 18,932 6,672 10,872 1,825 2,179 980,525 Total Total 360° 6,871 3,127 18,928 4,948 8,417 15,866 8,282 42,367 4,289 4,078 9,761 18,973 2,276 1,470 17,243 3,299 17,042 19,261 6,778 17,944 1,784 2,235 1,792,466 Video 342 - 339 2 6 1,297 501 2,131 - - 17 2,948 - - 769 966 3,131 15 - - - - 70,193 Mobile Web 2,435 150 11,110 787 2,576 6,862 1,527 15,730 814 74 2,536 6,547 162 310 3,044 517 6,425 2,228 294 5,490 - 142 523,499 - Web Web (Desk top/ Laptop) 625 241 5,581 1,677 1,188 3,221 1,169 7,882 472 66 1,394 2,544 139 - 1,369 627 4,692 806 429 1,543 107 80 274,837 CURRENT MONTH - December 2015 (000) Print+ Digital Editions 3,469 2,736 1,898 2,482 4,647 4,487 5,084 16,623 3,003 3,938 5,814 6,934 1,975 1,160 12,061 1,189 2,793 16,213 6,055 10,911 1,677 2,013 923,937 - Publishing Company Condé Nast Emmis Publishing Atlantic Media The Economist Newspaper Limited Media Trusted Brands Condé Nast Inc. Time Inc. Time Hearst Magazines Meredith Corporation Inc. Time Condé Nast Active Interest Media Hearst Magazines Condé Nast Condé Nast Condé Nast Hearst Magazines Bauer Media Group Rodale Inc. Pub Yankee lishing Inc. Active Interest Media - Magazine Brand Vogue Teen Monthly Texas Atlantic The The Economist The Family Handyman Yorker The New This Old House Time & Country Town Home Traditional + Leisure Travel Fair Vanity Vegetarian Times Veranda Vogue W Wired Day Woman's World Woman's Health Women's Yankee Magazine Journal Yoga (000) Total (000) ex Total cluding Fortune & Money*** *Numbers reported for print+digital editions reflect print only and are generated from an audience prototype GfK MRI or Ipsos Mendelsohn. TEN's Car Craft and Street Rodder are rolled up into Hot Rod (for 2015). and Ser Padres are rolled up into Parents (for 2014 2015); Family Fun, American Baby, Meredith Corporation's Video data for: and Web, Mobile **Desktop/Laptop, Fortune and Money were excluded in their entirety from the in order to appropriately calculate industry mixes and percentage changes, Additionally, YTD basis. is not reported for these titles on a and as such, 2014 web/mobile data for Fortune and Money only became available beginning in June, ***Due to a former joint venture with CNN, YTD % change. YTD average and mix 2014 Cells with a "+" indicate digital data was not available in prior year. not reported or has no value. Cells with a "-" indicate digital data was either not available, Note: Sources: Current Month Affluent Survey USA. 2015 and 2014; or 2014 Ipsos Teenmark® Accessed Prototype; GfK MRI's American Consumer® Print+Digital DoubleBase 2015 and 2014; GfK MRI American Consumer® Print+Digital Fall 2015 and 2014; GfK MRI's Survey of the GfK MRI's Survey of the - Print+Digital Editions: comScore Media Metrix® or Nielsen NetView; December 2015 and 2014; U.S. (Desktop/Laptop): Web - comScore Mobile Metrix or Nielsen NetView 3.0; December 2015 and 2014; U.S. Web: - Mobile VideoCensus; December 2015 and 2014; U.S. Video Metrix or Nielsen comScore Video: - to Date Year Affluent Survey USA. 2015 and 2014; or 2014 Ipsos Teenmark® Accessed Prototype; GfK MRI's American Consumer® Print+Digital DoubleBase 2015 and 2014; GfK MRI 2014; GfK MRI's Survey of the 2013 and Spring 2015, 2014, American Consumer® Print+Digital Fall 2015, GfK MRI's Survey of the - Print+Digital Editions: comScore Media Metrix® or Nielsen NetView; January 2015 - December and January 2014 - December 2014; U.S. (Desktop/Laptop): Web - comScore Mobile Metrix or Nielsen NetView 3.0; January 2015 - December and January 2014 - December 2014; U.S. Web: - Mobile VideoCensus; January 2015 - December and January 2014 - December 2014; U.S. Video Metrix or Nielsen comScore Video: - Measured: What’s Ipsos measures print editions only. Teenmark®); GfK MRI measures print + digital editions' net audience (but only in The unduplicated estimate of the average issue readers (in thousands). Audience: - Print+Digital Editions The reported number of unique P2+ individuals (in thousands) that have visited a website on desktop or laptop at least once in the specified reporting period. page Visitors: (Desktop/Laptop) Unique Web domain’s - larger the of share or percent a as views page brand’s the for data server-side provide to Android platforms) at least once in the specified reporting period. The reported number of unique P18+ individuals (in thousands) that have visited a website via mobile device (including iOS and asked were Visitors: Unique Web publishers - Mobile instances, such In visitors/viewers. non-magazine includes which domain clearly-branded video channel. larger a through a separate, if reported, into Those unique P2+ viewers (in thousands) who watched a video at least once in the specified reporting period through player owned or operated by publisher (regardless of where that was viewed) and/or, visitors/viewers Viewers: Video Unique unique - brand's magazine a of incorporation the reflects data Online Nielsen or comScore the instances, certain In Note: reported metrics have been derived from small sample sizes which decrease reliability of audience projection. In certain instances, Such share was then applied to the total comScore or Nielsen Online reported unique visitor/viewer data for larger domain derive appropriate magazine-specific visitors/viewers. views. About Magazine Media 360° third- leading from data uses 360° Media Magazine vitality. media magazine of picture accurate and comprehensive a provide to video) and websites editions, industryprint+digital new (including a formats is and 360° platforms Media multiple Magazine across audiences measuring by content media magazine for demand captures that metric Magazine consistent and cost-free measurement tool, Created as a credible, Audience Report. Magazine Media 360° Brand The MPA in The data is released around the 20th of each month at www.magazine

2/1/2016 Magazine Media’s Most Trusted Source Since 1947 11 minonline.com THE WRAP Time's Flint & Katrina Images Are Reminders of 'The Other America' Two covers–more than 10 years apart–that are eerily similar. The United States is no stranger to blizzards, earthquakes, floods, tornados and other natural disasters. Though, what set the polluting of the Flint, Mich., water supply and Hurricane Katrina apart is that the majority of the affected were low-income minorities. The February 1, 2016, and September 12, 2005, Time covers (right) make Flint and New Orleans' Lower Ninth Ward look like third-world countries. The covers–and others like them–are legacies of the late Michael Har- rington's The Other America. His 1962 book claimed that up to 25% of Ameri- cans lived in poverty, and a Harrington legacy is said to be President Lyndon B. Johnson's "War on Poverty" that launched Medicare and Medicaid. The success 50 years later is debatable, and Time's "the incompetent leaders who betrayed Flint" cover line is a cry we've heard before. Good Housekeeping Gives 'Best New Cars' a Seal of Approval GH and the Hearst Men's Group build their relationship with automotive. The inaugural Best New Car Awards are a generic "seal"–not the real thing that the GH Institute has given to rigorously tested consumer products since 1909. However, GH chief revenue officer and Hearst Women's Group publishing director Pat Haegele tells min that the eight awards for four models presented at the January 11 opening of the North American International Auto Show in Detroit reflect the testing of the cars by Institute engineers in a partnership with fellow Hearst magazine Car and Driver. "Safety was the most important factor in the judging, but we also wanted to know how 'family friendly' the cars were in appearance and in accommodating handbags, beverage cups and other necessities during long drives." The presentation attracted the auto industry's elite, with Volvo Cars North America president and CEO Lex Kerssemakers (left) accepting the 'Luxury Cross- over" award for the 2016 XC90 with GH editor-in-chief Jane Francisco. "Lex was delighted by the recognition because Volvo–with its reputation for safety–has a strong appeal to women," says Haegele. "He is from the Netherlands, and when I told him that GH's 18 million print and 10 million digital audience [per GfK MRI] was larger than the Netherlands' 17 million population, he was impressed." Also debuting at NAIAS was Hearst Men's Group with what publishing director and Esquire CRO Jack Essig calls a booth and a conference room. "This gave us ready access to clients who were next to us at the show, and we had flat-screen TVs showcasing our automotive content along with a PM-type 'workshop,'" he says. "When the show opened to the public, the brands' marketing and circulation executives were on hand to give visitors magazines that we believe will build circulation. Credit to marketing director Jill Meenaghan for a novel idea." GH used the HMG booth in Detroit, and the partnership will also be seen at the March 25-April 3 New York International Auto Show, when Haegele, Francisco and GH chief technologist and director of engineering Rachel Rothman are among Es- sig's guests at the HMG, Hearst Corp. and Hearst Magazines' client dinner in Hearst Tower.

Good Housekeeping is an 'enthusiast' for cars, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief Previewing Woman's Day's Heart- Steve Smith, Digital Media Editor Disease-Awareness Red Dress Awards Caysey Welton, Group Editor

12 Magazine Media’s Most Trusted Source Since 1947 2/1/2016 minonline.com ENTRY DEADLINE: FEBRUARY 26 | FINAL DEADLINE: MARCH 4

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