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Ad Age Magazine a List, 10.25.2004 AD AGE MAIN 10-25-04 B 1 AADB 10/21/04 4:41 PM Page 1 AdAgeSPECIALREPORT 10.25.04 MAGAZINES: THE A-LIST MAGAZINE OF THE YEAR US WEEKLY Reinvigorated Wenner title makes connection with young women; advertisers follow in droves By JON FINE jann wenner is taking the high road. This is kind of funny,because he’s talking about Us Weekly. “A bra strap slipping,dirty shoes,Britney walking bare- foot—they’re fun,”says the sharply dressed,slightly stub- bled chairman of Wenner Media,who’s gazing down,mogul- See US WEEKLY on Page S-6 The A-List Editor of Year Exec of Year Worth watching Ad Age online INSIDE From ‘Us Weekly’ to ‘In How to hold the high Mary Berner lives up to Keep newcomers ‘Life,’ For more on the Style,’ this year’s top ground and sell? David her ambitious vision for ‘Suede’ and ‘All You’ on A-List magazines, magazines sparkle Granger figured it out Fairchild Publications your radar screen go to AdAge.com Page S-2 Page S-8 Page S-10 Page S-12 QwikFIND AAQ06L PHOTO BY SCOTT GRIES AD AGE MAIN 10-25-04 B 2 AADB 10/21/04 4:38 PM Page 1 October 25, 2004 | Advertising Age |S-2 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST US WEEKLY REAL SIMPLE Parents: Wenner Media, Parent: Time Inc. Walt Disney Co. Publisher: Robin Domeniconi Publisher:Victoria Lasdon Rose 1 2 Managing editor: Editor in chief: Janice Min Kristin van Ogtrop Ad pages: 1,157.9 L 25.2% Ad pages: 925.6 L 16.4% Total circulation: 1,351,163 L 17.4% Total circulation: 1,721,071 L 25.1% Subscriptions: 605,276 M 6.1% Subscriptions: 1,331,713 L 30.2% Single-copy sales: 745,887 L 47.3% Single-copy sales: 389,358 L 10.3% Irresistible magazine More like Real confection or harbinger Something. No. 2 or of the apocalypse? You No. 1 for three years decide—because we straight on Ad Age’s already have. Formerly A-List. This is a maga- Wenner’s folly; zine that routinely currently raking it in achieves perfection in on all fronts. Watch Us its specific aims. It looks Weekly drive newsstand gorgeous, the editorial sales in an entire category. Judging from its is spot-on and its monthly heft is stunning. Re- track record, this title may be today’s best viled at launch; today likely the single maga- possible answer to Freud’s most famous zine other companies most wish they’d open-ended question. Yes, the ad ‘recovery’ is tepid, but these 10 magazines stand out as Advertising Age thought of first. editors look at circ, ad pages, editorial excellence and buzz to determine the A-List MEN’S CONDE NAST LUCKY PREVENTION HEALTH TRAVELER Parent: Conde Nast Publications Parent: Rodale Parent: Rodale Parent: Conde Nast Publications VP-publisher: VP-publisher: Kate Kelly Smith Alexandra W. Golinkin 3 VP-publisher: 4 VP-publisher: Lisa Hughes 5 6 VP-editorial director: Editor in chief: Kim France Rosemary Ellis MaryAnn Bekkedahl Editor in chief: Tom Wallace Editor in chief: David Zinczenko Ad pages: 1,181.3 L 13% Ad pages: 889.7 L 18.9% Ad pages: 1,093 L 14.7% Total circulation: 970,672 L 16.3% Total circulation: L 2.5% Ad pages: 760.8 L 9.9% L 3,359,698 Total circulation: 799,081 1.6% Subscriptions: 710,469 L 15.6% L Total circulation: 1,718,319 L 1.3% Subscriptions: 2,964,340 2% Subscriptions: 744,861 L 1.1% L M Single-copy sales: 260,203 18.1% Single-copy sales: 395,358 L 6.4% Subscriptions: 1,229,744 0.9% Single-copy sales: 34,220 L 12.7% Single-copy sales: 488,575 L 7.2% If Time Inc.’s Real Simple Never let it be said that It’s no longer news that The travel category has is the magazine all the media landscape is men care about this come roaring back, and companies wish they’d dominated by the new, stuff—ab exercises, hair 2004 is a good year all thought of first, Lucky is and that old warhorses removal techniques— around for the big travel the magazine everyone don’t have some fight left in fact, that men do care magazines—but Conde else is outright copying. in them. This venerable is a downright middle- Nast Traveler’s gains This yearsaw Conde Nast’s magazine—founded brow realization. But it is bested those of the Cargo, Hearst’s Shop Etc., in 1950—saw its 2004 news that Men’s Health competition. Besides Ziff Davis’ Sync and numbers blow up big on just keeps finding more posting positive Fairchild’s Vitals; next year comes Vitals for all fronts, with solid gains in circulation consumers to buy it each month. High-profile performances on all key women and Conde Nast’s Domino. What they and nearly a 20% jump in ad pages. team of Elaine’s regular Dave Zinczenko and indicators, it remains an outpost for lush will see: It’s not a slam-dunk unless the edit Prevention’s performance provided a big MaryAnn Bekkedahl keeps the heat on. travel-porn shots of distant locales. formula is smart, direct and fun, like Lucky. boost in a big year for Rodale. ESQUIRE SHAPE THE NEW IN STYLE Parent: Hearst Magazines Parent: American Media YORKER Parent: Time Inc. VP-publisher: Kevin C. O’Malley Publisher: Ann Taylor Parent: Conde Nast Publications Publishing director: Katy Egan 7 Editor in chief: David Granger 8 Editor in chief: Anne M. Russell 9 VP-publisher: David Carey 10 Editor: Louise Chunn Ad pages: 703.8 L 15.7% Ad pages: 1,010.5 L 18.4% Editor in chief: David Remnick Total circulation: 717,113 M 1% Total circulation: M 1.1% Ad pages: 2,373.3 L 8.3% 1,617,604 Ad pages: 1,523.7 L 1.3% Subscriptions: 606,865 M 3.3% Subscriptions: M 5% Total circulation: 1,780,427 L 4.8% 1,160,089 Total circulation: 1,003,205 L 4.7% Single-copy sales: 110,248 L 13.9% Single-copy sales: L 10.4% Subscriptions: 847,570 L 12.3% 457,515 Subscriptions: 954,076 L 4.8% Single-copy sales: 932,857 M 1.1% Single-copy sales: 49,129 L 3.1% This turnaround story Given that this former has been long in coming, Weider Publications title A prototype of sorts and it’s not quite over is one of the few unques- They said it couldn’t be for the likes of Us yet, judging from a key tioned bright spots at done—and sometimes we Weekly and Lucky—and Hearst executive’s American Media, it’s wonder—but the data from the august Time cheerful admission that unsurprising it alone was indeed bear out that The New Inc., no less!—In Style “there are months where cited as a reason-for- Yorker’s transformation to shows no signs of it is profitable.” Still, the dealing by rival bidders profit center continues. slowing. Ad pages are David Carey may be the up almost 10%, and pamphlet-thin Esquires for Weider’s portfolio. ✂ of the past are far behind it, ad momentum Newsstand and ad page sales continue to fair-haired publisher at this is for a monthly continues and the work of Ad Age Editor soar, and Shape is significantly outpacing its Conde Nast now, but his success is unthinkable magazine that sold 3,000 of ‘em last year. of the Year David Granger speaks for competitors. In sum: shipped out from without David Remnick—who, with the likes of As spinoffs ramp up, look for Time Inc. to itself—smart, smart-looking, ambitious Weider but still shaping up (we’re sorry) at its Seymour Hersh, proved a general-interest continue to echo this executive’s sentiment: and funny to boot. new home. weekly can still lead and drive news cycles. “Thank God for In Style.” Notes: Year-to-date ad page numbers are for January-September 2004, from Publishers Information Bureau; during this period, overall ad pages for magazines tracked by PIB rose 2.2%. Circulation numbers are for six-month period ended June 30, 2004, from Audit Bureau of Circulations. All percentage changes are vs. year-earlier period. AD AGE MAIN 10-25-04 B 6 AADB 10/21/04 4:36 PM Page 1 October 25, 2004 | Advertising Age |S-6 AdAgeSPECIALREPORT MAGAZINES: THE A-LIST MAGAZINE OF THE YEAR This just in: Celebrities still eating the world! Us Weeklynever shrinks from its fascination with the world it covers, from the absurdity of it all to US WEEKLY its joy in following it. Weekly are born. “Consider it done,” deadpans Deputy Editor Mike Steele, nodding while scribbling onto a pad. The hats in question turn up on Us Weekly’s next back page, under the chirpy headline “Classy Hats!” So goes the remora-shark relationship Us Weekly has with today’s celebrities, though it’s sometimes hard to tell who’s the shark and who’s the remora. If certain celebrity couplings are good for all parties’ careers— think Demi Moore and Ashton Kutcher or Justin Timberlake and Britney—then who’s feeding whom? “There is a relationship between the medium and the personality,” says Mr. Gabler. “Justin and Cameron [Diaz]—she makes movies, he sings—but ultimately they are better known for their narrative than anything they do in the world.” Consider, says Michael Hirschorn, exec VP- production and programming at Viacom’s VH1, “Nick Lachey and Jessica Simpson.
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