Top News: Feeding the Frantic Fast-Forward Beast Hot, Hot, Hot

June 27, 2016 | Vol. 69 No. 25 Read more at: minonline.com Top News: Feeding The 2 Viral Video Case Study: Elle & Ghostbusters Frantic Fast-Forward Beast 3 Monetizable Takeaway From Two How to create a great short-form video library. First-Rate Video Apps Welcome to Los Angeles 2019. Ridley Scott’s "Blade Runner" vision of an always- moving, cacophonous onslaught of audio-off video coming from all sides, from 5 New Magazine Media Hires small screens to skyscrapers, is made real every time you open your Facebook feed or Snapchat Discover channels. In just the last year, the Social Network’s 6 Condé Nast's Spire Aggressively Leverages Big Data algorithmically-driven hunger for motion has become ravenous, and Snapchat has created a new kind of channel surfing. My own feed, dominated by following media 8 Ex Self Publisher's Challenge: companies like yours, is a relentless scroll—the new fast forward—through video Help Flipboard Turn a Profit opening sequences that frantically bid for a thumb to stop, look, even tap to listen on occasion. Continued on page 4 Hot, Hot, Hot! An Essence Festival of Stars and Empowerment P. Diddy, Misty Copeland are among the 400,000+ in New Orleans over July 4th weekend. From a modest beginning in 1995 to mark the brand's 25th anniversary, the Essence Festival in New Orleans quickly became a massive magazine-media event by giving back to the African-American community that it serves. At least 70,000 are expected to attend each of the three sold-out Super- dome concerts on July 1-3 including a few hundred who paid $2,700 for a VIP package giving them center-stage seats and meet-and-greets with such headliners as Mariah Carey (making her Essence Festival debut) and Sean "P. Diddy" Combs. But empowerment is also a focus this year at two free expositions held at the Ernest N. Morial Convention Center. "Entrepreneurship, Money & Power" will give advice not only to those seeking to start or build a business but also to those looking for a job. "The Time Inc. HR department will help with résumé and interview preparation," says Essence editor-in-chief Vanessa De Luca. "Festi- val attendees could be future employees of Essence or Time Inc.—that's fulfilling and exciting." The "Beauty & Style" expo will offer tutorials, seminars, makeovers and a box of products (BeautyBox) being prepared by Time Inc.'s inVNT event unit that the group publisher acquired last year. Continued on page 2 Covers with Cars and a Rock Legend Were Hits with Readers GfK MRI scores underscore passion for hot rods, clothes and music. Celebrities and cars are current fodder for comics Jerry Seinfeld and Jay Leno, but they also struck a chord with readers when they appeared on February 2016 covers. There was a five-way tie for the top indexing print magazine titles in February 2016, as measured by GfK MRI's "Issue Specific (IS) Study. Continued on page 7 © 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 Essence Festival Preview (continued from page 1) Media Industry Newsletter "[inVNT's involvement] will give a new look to an Essence staple," says De Luca. Editor-in-Chief: Steven Cohn The expos, too, will have celebrities, including supermodel Tyra Banks and the hosts of ([email protected]) 203/899-8437 'The Real," who will tape their Fox talk show on stage. Digital Media Editor: Steve Smith Most intriguing will be the interview with American Ballet Theater principal dancer Misty ([email protected]) Copeland. "She was on the September 2015 Essence cover and has a great story because she 302/691-5331 min succeeded in spite of a difficult childhood," says De Luca. "The reader feedback—convention- Editorial Director: Michele Shapiro ally and through social—went through the roof. She will get a packed house, for sure." ([email protected]) 646/745-4152 The presenting sponsor is Coca-Cola. Group Editor: Caysey Welton ([email protected]) 203/899-8431 Editorial Assistant: Jameson Doris 'Ghostbusters' Video a Viral Hit for Elle ([email protected]) But will its 'Women In Comedy' issue sell like gangbusters? VP/Publisher: Amy Jefferies ([email protected]) As reported in min last week, Elle’s July issue is themed Publisher: Roberta Caploe ([email protected]) “Women in Comedy,” and its four-cover run includes Director of Market Development: glammed-up shots of Kristen Wiig, Kate McKinnon, Leslie Laurie M. Hofmann ([email protected]) Jones, and Melissa McCarthy (pictured), the co-stars of this Senior Marketing Manager: summer’s “Ghostbusters” remake. Danielle Sikes While it’s too soon to tell if the covers are a hit with ([email protected]) Marketing Coordinator: Zoe Silverman newsstand readers (and which of the four buyers will gravi- ([email protected]) tate toward), an exclusive video of the stars re-creating the Senior Account Executive: Tania Babiuk theme song from the 1984 classic certainly got a lot of at- ([email protected]) tention when it was released across Elle’s social channels Production Manager: on the same day as the covers. The video received more Sophie Chan-Wood ([email protected]) than 800,000 views. Graphic Designer: Yelena Shamis Fashion and comedy are rarely mentioned in the same ([email protected]) Data and Analytics Manager: sentence. Still, editor-in-chief Robbie Myers sees a strong connection between the two. Stacy Hill “When it comes down to it, comedy is all about self-expression, as is fashion,” she says, add- ([email protected]) ing that “no one equated 'Washington' or 'Technology' with fashion when Elle started those Access Intelligence, LLC President & franchises either. But if there’s one thing we’re sure of, it’s that successful, creative women Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz have moved beyond thinking that fashion isn’t a part of their lives.” Chief Operating Officer: As for why she opted for four solo covers over one group shot, Myers says, “I’ve never been Heather Farley the biggest fan of group covers. We do split-runs—where each woman gets her own—for Subscriptions/Client Services: 888-707-5814 'Women in Hollywood' and 'TV,' too. I love seeing each woman as an independent and power- List Sales: MeritDirect, 914-368-1090 ful force, making her own fashion statement. We release them all simultaneously so you have ([email protected]) that sense of them being connected, but also as individuals.” Advertising: 203-899-8498 Reprints: Wright’s Media, The film's July 15 release was the perfect impetus for a comedy themed issue. "We’d been 877-652-5295 ([email protected]) following the rise of women in comedy for years and this felt like, 'let's go in a blockbuster Editorial Offices: 10 Norden Place, way!'" says Myers."The 'Ghostbusters' cast really inspired us, and we were amazed to find the Norwalk, CT 06855; 40 Wall Street, 50th floor, New York, NY 10005; enormous appetite for this kind of issue." Faxes: 203-854-6735, 212-621-4879; www.minonline.com Check out more of min’s interview with Robbie Myers. Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published Welcome to min Publisher Roberta Caploe 2016 © by Access Intelligence LLC. Distributed via email and online. For The former executive editor of , and , Caploe email and postal address changes, Seventeen Ladies' Home Journal Prevention allow 2 weeks notice. Send to: Client also serves as publisher of sister property Cynopsis Media, where she oversees editorial, Services or call 888-707-5814. For advertising info contact 301/ 354- sales, marketing and events. In her dual role as publisher of min, Robbie will collaborate 1629. Contents may not be reproduced in any form without written permission. with Amy Jefferies, VP and publisher for both min and sister brand PR News. Subscription Rate: $1,199.97 Robbie's email is [email protected]. 2 Magazine Media’s Most Trusted Source Since 1947 6/27/2016 minonline.com Steve Smith's App Review Two Apps That Do Video Right A Netflix alternative and an app from the Mouse House are worth noting. A slew of new video apps are trying to capture both the media consumption trends and movements in ad investment into mobile streaming. The future will be televised, but the growth area is on the smallest screens. As in all gold rushes, there are examples of both judicious and sloppy prospecting. Here are a few from outside the magazine-media realm that may inspire your efforts to provide a positive viewing experience (while monetizing wisely). Tubi or Not Tubi... TubiTV has gotten deserved attention as a promising model as a free alternative to Netflix. In fact, this movie app has a specific category in its catalog titled “Not on Netflix” to highlight the fact that it is not only free but even complementary to the ubiquitous pay service. Unlike many free movie services going back a decade or more, TubiTV’s catalog is actually watch- able—with both mainstream hits like "50/50" and Spielberg’s "Adventures of Tintin" as well as indie/cult titles like "City Island." There are also sections for Black Cinema and Anime. The app is strong and weak on discovery. There is an enormous menu of categories, which allows top-level searching. But there is no recommendation engine here, which can move the searcher laterally across tastes—that's one thing that's on Netflix and even on lesser video apps than this.

Load more