September 12, 2016 | Vol. 69 No. 35 Read more at: minonline.com Top Story: Clowns, Cosplay and Calves Drive July Video Growth Desktop loses ground, mobile levels off and moving images continue to dominate Is mobile losing its muscle? The MPA’s Magazine Media 360º Brand Audience Report for July show an acceleration of the migration towards both smaller screens and sight-sound-motion and away from the desktop. No surprises. In year-over-year comparisons, in aggregate the member magazine brands show basically flat growth (+1.2%) in print and digital editions and a marked decline (-12.5%) in desktop audience. Again, no surprises. What's a bit surprising is that the mobile migration itself saw a modest 19% expansion. Compare this to the July 2015 trends, for instance, when mobile audience had grown 58.3% over July 2014. In just a year’s time, the shift of focus to video has been dramatic. In July 2015 we saw an annual YoY growth of only 6.2% in video uniques for magazine brands. But in July of this year, it's 43.6%. In terms of raw audience tonnage at least, if not monetization, this suggests that investments in streaming media and intelligent distribution are paying off. Continued on page 4 A Homecoming of Sorts for Michele Promaulayko The former Cosmo editor returns as EIC (and editorial director of Seventeen) As anyone who doesn't live under a rock knows, Hearst announced this week that Michele Promaulayko would return to the company where she previously worked for nine years as Cosmo's executive editor. Only now she'll do double duty as EIC of Cosmopolitan (succeeding Joanna Coles, who in the newly created role of chief content offficer will oversee print, digital and TV projects) and editorial director of Seven- teen. Promaulayko replaces former EIC Michelle Tan. min got an exclusive interview with Promaulayko as she once again unpacked her belongings at Hearst Tower. min: How does it feel returning to Cosmo after being away for a spell? MP: It feels fantastic… and more than a little humbling to be following in the footsteps of such a short list of illustrious edi- tors. I have so much affection for—and history with—Cosmo. I learned the ropes from the legendary Kate White, who taught me so much. And now I’ll be able to join forces with Joanna Coles in her new role at the company. I’m still pinching myself. Continued on page 2 Ready to Sell More Ads? Join min for our Programmatic Conference next Wednesday, September 14, in NYC and swap business cards and ideas with pros from Time Inc., Trusted Media Brands, Razorfish, and more. Learn firsthand about the biggest challenges (and opportunities) for publishers and advertisers at an event designed exclusively for magazine media companies. Register Here! In This Issue A Q&A with Esquire takes a novel Sidestepping Instagram's Us Weekly throws a 2 Cosmo's new EIC 3 approach to podcasting 5 obstacles 10 Fashion Week fete © 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 4 Wheel & Off Road Beats Category Competitors Magazine Media 360O Editorial These Motorcycle and Off Road brands cruised to victory in July Editorial Director: Michele Shapiro Share of Audience by Magazine OBrand ([email protected]) There was some tight competition, Magazine Media 360 646/745-4152 according to the most recent MagaEditorial/Category:- Share of Audience Motorcycle by Magazine & Brand Off Road Group Editor: Caysey Welton ([email protected]) zine Media 360º Brand Audience Editorial/Category:July Motorcycle 2016 & Off Road 203/899-8431 Report, but 4 Wheel & Off Road July 2016 Digital Media Editor: Steve Smith magazine, which began publishing ([email protected]) 302/691-5331 in 1970, beat out the other brands Magazine Media 360O Editorial Assistant: Jameson Doris with 27% of the audience. Share of Audience by Magazine Brand ([email protected]) Close behind were Four Wheeler Editorial/Category: Motorcycle & Off Road Business 27% July 2016 VP/Publisher: Amy Jefferies and Cycle World with 22% and 4 Wheel27% 22% ([email protected]) 21%, respectively. & Off4 Wheel Road Four22% Wheeler Publisher: Roberta Caploe & Off Road Four Wheeler ([email protected]) Four Wheeler, originally pub- 27% 4 Wheel 22% Director of Market Development: lished in 1962, is the oldest of the & Off Road Four Wheeler Laurie M. Hofmann ([email protected]) Motorcycle & Off Road brands, a Senior Marketing Manager: niche editorial category that's rela- Danielle Sikes tively new when compared to fash- ([email protected]) 13%13% 13% ion and lifestyle brands. Dirt RiderDirt Rider Marketing Coordinator: Zoe Silverman Dirt Rider 21% 21% ([email protected]) Cycle World21% With 17% and 13% shares, Mo- CycleCycle World World Senior Account Executive: 17% Tania Babiuk torcyclist and Dirt Rider magazine Motorcyclist ([email protected]) rounded out the category. 17%17% Production MotorcyclistMotorcyclist Production Manager: Sophie Chan-Wood See more on pages 6-9 ([email protected]) Graphic Designer: Yelena Shamis SOURCES: Print+Digital Editions GfK MRI's Survey of the American Consumer® Print+Digital Spring 2016 and Spring 2015; GfK MRI's Survey of the American Consumer® ([email protected]) Print+Digital DoubleBase 2016 and DB 2015; GfK MRI Accessed Prototype; or Spring 2016 and 2015 Ipsos Affluent Survey USA. (Print Only). Web (Desktop/Laptop) comScore Media Metrix® or Nielsen NetView; unique visitors; July 2016 and July 2015; U.S. Mobile Web comScore Mobile Metrix or Data and Analytics Manager: Q&A: Michele PromaulaykoNielsen Mobile NetView 3.0; unique visitors; July 2016(Continued and July 2015; U.S. Video: comScore from Video pageMetrix or Nielsen 1) VideoCensus; unique viewers; July 2016 and July 2015; U.S. Stacy Hill ([email protected]) min: Coming into the job, what are your top three priorities? MP: Cosmo is the obvious authority when it comes to relationships, but it’s also a beauty and Access Intelligence, LLC President & Chief Executive Officer: Don Pazour fashion powerhouse.SOURCES: Print+DigitalI believe Editions there's GfK MRI's room Survey to of theexpand American theConsumer health® Print+Digital and Springwellness 2016 and coverage,Spring 2015; GfK asMRI's Survey of the American Consumer® Print+Digital DoubleBase 2016 and DB 2015; GfK MRI Accessed Prototype; or Spring 2016 and 2015 Ipsos Affluent Survey USA. (Print Only). SVP, Media Group: Diane Schwartz those topicsSOURCES are:Web Print+Digitalof (Desktop/Laptop) increasing Editions comScoreimportance GfK MRI's Media Survey Metrix to of® theoryoung Nielsen American NetView;women Consumer unique and® visitors;Print+Digital they July 2016dovetail Spring and July2016 2015; perfectlyand U.S.Spring Mobile 2015; with Web GfK comScore MRI's Survey Mobile of Metrix the American or Consumer® Chief Operating Officer: Print+DigitalNielsen DoubleBase Mobile NetView 2016 3.0; and unique DB 2015; visitors; GfK July MRI 2016 Accessed and July Prototype; 2015; U.S. Video: or Spring comScore 2016 Videoand 2015 Metrix Ipsos or Nielsen Affluent VideoCensus; Survey USA. unique (Print viewers; Only). July 2016 and July 2015; U.S. the brand’sWeb commitment (Desktop/Laptop) to improvingcomScore Media lives. Metrix ®Cosmo or Nielsen is NetView; an innovative unique visitors; thought-leader, July 2016 and July 2015; so U.S. my Mobile main Web comScore Mobile Metrix or Heather Farley Nielsen Mobile NetView 3.0; unique visitors; July 2016 and July 2015; U.S. Video: comScore Video Metrix or Nielsen VideoCensus; unique viewers; July 2016 and July 2015; U.S. Subscriptions/Client Services: objectives are all about ensuring that we don’t just keep pace but continue to set the pace. 888-707-5814 min: Joanna [Coles] tackled some heady issues. Will you? List Sales: MeritDirect, 914-368-1090 ([email protected]) MP: Absolutely. She built on the legacy of publishing smart, provocative pieces and broadened Advertising: 203-899-8498 the topics to include the conversations that are happening today. Tackling social and political Reprints: Wright’s Media, issues that are important to young women is a core tenet of Cosmo and will remain so. 877-652-5295 ([email protected]) min: You’re also helming Again, what are your top three priorities? Editorial Offices: 10 Norden Place, Seventeen. Norwalk, CT 06855; 40 Wall Street, MP: Just this week, Hearst announced that we’ll be changing the publishing frequency of 50th floor, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; Seventeen to six times a year, pegged to pivotal life moments like Prom and Back-to-School. www.minonline.com That move will strengthen the brand by making it even more germane to young women. My Access Intelligence LLC, 9211 goals are to increase synergy between Seventeen and Cosmo, maintain Seventeen’s leader- Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published ship position, and help deploy a social-first digital strategy to surface Seventeen’s great con- 2016 © by Access Intelligence LLC. Distributed via email and online. For tent to more girls by making it even more shareable. email and postal address changes, allow 2 weeks notice. Send to: Client min: How do you think your experience at Yahoo Health will help both Cosmo and Services or call 888-707-5814. For Seventeen conquer the digital and social realms? advertising info contact 301/ 354- 1629. Contents may not be reproduced MP: Digital growth and engagement are vital to our brands’ overall health. My experience in any form without written permission. at Yahoo will no doubt make me a better partner to the digital team as we grow Cosmo and Subscription Rate: $1,199.97 Seventeen’s reach and relevance.