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. Oddly, too, there is little info on each title and no facility for clicking and finding other movies with the same star, director, etc. The UI is plush, however, with a wall of DVD boxes that zoom in and out of individual titles, a nicely executed real time queue and a toggle to overlay subtitles. This last fea- ture is a novel and welcome enhancement that makes the app especially well-suited for mobile, audio-off situations. The general viewing experience is strong, with ad interrup- TubeTV tions mainly restricted (for now, at least) at the opening of the film. A “continue watching” section gives you quick access to User Experience B- paused viewings. Overall Design B+ TubiTV is a strong technical execution that somehow misses that personalized feel of premium rivals. Still, it has already at- Social Integration B tracted premium advertisers (Pixar's "Finding Dory," Svedka Mobile Utility A- Vodka), sports a strong catalog for its model, and is an excellent platform on which to build a Netflix alternative. Monetization A-

Final Grade B+ Why Mickey's So Fine Leave it to Disney to show us how it's done. The Mickey Vid- eo animation app just crushes it when it comes to discovery, personalization and user experi- ence. The free app gives us access to the revived Mickey cartoon franchise as well as a trove of other character cartoons and vintage shorts. Mickey Video The child-proof interface is laudable even for adults. Tap the mouse silhouette and five icons User Experience A- lead you alternately to Home, Favorites, edited Collections, Info and other Disney apps. The busi- ness model is clean and clear Disney promotion—no ads, just content leading to more download Overall Design A opportunities. Sharing tools are absent, but this is likely driven by child privacy protection. Social Integration N/A The video viewing experience excels most here. Start a video in portrait mode and it runs in the top third with a bottom rail of related videos to peruse and Favorite for later viewing. That Mobile Utility A- recommended list also becomes an automatic queue so the user can just lean back and watch Monetization A a string of related videos. View and discover, which we have seen in some apps from Time Inc. and others, should be the default for mobile video. Final Grade A

6/27/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com TOP STORY Feeding The Frantic Fast-Forward Beast (continued from page 1)

This week Facebook raised the min. The upside of this approach is that it moves some rapid Steve Smith ante even further by investing $50 response video creation out of the video production loop and million in 140 content providers’ more directly into editors’ hands where it must reside as Facebook Live efforts. It almost goes without saying that streaming media dominates the distribution channels. “But this new media environment is a radical departure from the when you put something into the workflow that instead of magazine experience. Grounded in the thumb-flip rather beginning at step one puts you at step five or seven, there is than the scroll, the periodical print aesthetic involves a sus- a new workflow you need to get used to.” tained, consistent immersion built on pace, modulating at- Editors let the platform automate some of the process, tention span (front matter, feature well, image vs. text, back but are also injecting specific images and headlines where matter), typography, white space, etc. In the aggregated needed. These editors handle the whole process, and it is world of Facebook and Snapchat, engineers, not design- considerably less expensive to produce than the higher-end ers, jerry-rig a slapdash aesthetic of random and real-time streams that this model will not replace so much as enhance. items, each of which has Bottom line: The technology about a second to make its increases available inven- case. The headline overlay tory and feeds the editorial and hyperactive video style beast of social and mobile are now the norm. For bet- video. ter or worse, algorithms are the new editors. It's About Inventory As a result, many maga- Expanding video inventory is zine editorial staffs have tran- increasingly important. “We sitioned into real-time, short are pretty much sold out,” form, socially optimized, lis- Holzman says, which is es- ticle producers to varying de- pecially true when Bonnier’s grees. But with video as the enthusiast titles are in sea- new text+image on mobile and social platforms, it takes a new son. The Wibbitz-crafted videos are sold principally by Holz- set of skills both to create the volume necessary to feed this man’s team on a rev-share model. beast in a timely, affordable way and to get attention. But ultimately, this blend of editorial and tech is driven by a new generation of media consumers. A recent Reuters In- Voila! Turning Text Into Video Shorts stitute for the Study of Journalism report finds that 28% How about using technology to transform text+image into of 18-24-year-olds say they get most of their news via social feed-worthy clips? Bonnier has started doing just this by media­—more than TV (24%). On mobile, that social share automating the visualization of list articles from Popular Sci- leaps to 48%, versus 23% from specific websites or apps. ence, Motorcyclist and other brands (pictured, above). It is For good or ill, the social feed is the new media envi- using the Wibbitz tech platform, which helps extract from ronment. That feed is predominantly consumed on mobile, listicles and other content types. The key images and descrip- and the algorithms (at least for now) are privileging video. tive phrases are used to build quick video versions that play Whether that "Blade Runner" experience really stands over well in social and audio-off environments. the long haul is an open question. But in the short term, To my eye, the technology actually works. While not as publishers have a serious challenge in creating video con- eye-catching as the deft eye candy from Tastemade or tent quickly, cheaply, professionally and at scale.The beast is NowThisNews, these video complements to traditional hungry (make that ravenous). pieces feel seamless, crafted, and at the very least pleasant. But they are not robotic, insists Bonnier chief revenue of- Steve Smith covers digital trends and innovations as min's digital media editor. ficer Sean Holzman. “We don’t set and forget it,” he tells Send him tips or feedback: [email protected]

4 Magazine Media’s Most Trusted Source Since 1947 6/27/2016 minonline.com THE NEW RECRUITS Hearst Magazines has appointed Michelle Spinale to Katherine Mangu-Ward has been named editor-in-chief of the role of VP, consumer engagement, a new position. Most Reason magazine. Mangu-Ward joined the magazine in 2006 recently, as principal of The Spinale Group, she provided and has been Reason's managing editor since 2011. brand analysis, strategic planning, and integrated marketing solutions for clients. Jessica Plautz has been named digital news editor at Travel + Leisure. She was travel editor at Mashable. At Hearst Digital Media, Ashley Mateo has been named site director, Redbookmag. Penske Media’s WWD com. She had been deputy 60 Seconds with... Tim Leong has named Arthur Zacz- editor at Shape.com. Creative Director at Entertainment Weekly kiewicz executive editor of strategic content devel- Here's some entertainment min: What was your first job? opment. Zaczkiewicz for- Tim Leong: Golf caddy. I had to wake up super early and news worth bookmarking: then wait around until a golfer was ready. I wasn't particu- merly served as a business Tim Leong (right) was re- larly good at it and I could never keep track of the ball—this administrator in New York. cently named Entertainment was before prescription sunglasses were readily available. The whole thing would take hours and at the end of the day I got maybe $15? $16 if Weekly's first-ever creative I did manage to track the ball. Sports Illustrated has director. Leong joined EW named Josh Oshinsky in 2014 as design director. min: What was your worst job? supervising producer for SI Leong: See above. Video. Oshinsky is an Emmy

Ken Gawrych has joined min: How would you describe your management style? Award-winning producer Popular Science as man- Leong: I am painfully aware that I'm not always going to have the best idea, so I'm a who has produced shows aging editor. He was most big fan of a meritocracy. I don't care where the idea comes from, I just want it to be for Showtime and ESPN. recently at Condé Nast, as good one. Oh, and I have a very firm policy of not hiring jerks. Work is hard enough, we don’t need more to worry about. managing editor of GQ. Jia Tolentino has been min: What is one word that describes your personality? named staff writer for Zazie Lucke was named Leong: Hustle NewYorker.com. She was a Quartz's VP of global mar- deputy editor at Jezebel. keting and creative services. Previously, she led the market- ing teams for Upworthy Media and Bloomberg Media. Seunghee Suh has been named digital editor at Allure. She held the same title at The Wall Street Journal. Booth Moore has been named senior fashion editor at The Hollywood Reporter and Pret-a-Reporter.com. Moore spent Former Ebony editor-in-chief Kierna Mayo has joined Inter- much of her career at the Los Angeles Times where she active One—the digital division of Radio One—as SVP of served as fashion critic. content and brands.

TheStreet, Inc. has appointed David Callaway as CEO. Jamie Martin will succeed Experience Life editor Pilar Most recently, he served as editor-in-chief of USA Today. Gerasimo, who co-founded the brand in 2001.

Stay on top of current trends, changes and breaking news. Become a minsider today! August 13, 2012 Media Industry Newsletter Vol. 65 No. 32 New york, N.y. www.minonline.com

April 2, 2012

min's ExclusiveMedia Analysis/ChartsIndustryVol. Newsletter 65 No. of 14 Magazine Circulation: PART 1: NEWSSTAND NIGHTMARENew York, IS THEN.Y. LATEST DÉJÀ VU ALL OVER AGAIN. Media Industry Newsletter April 9, 2012 Keith Kelly's New York Postwww.minonline.com headline (August 8) is apt when only 13 of the 86 titles charted by min in the first of our three-part analysis of first-half-2012 data from the Audit Bureau of Circulations' Fas-Fax are up in newsstand. But Yogi Berra's famed Vol. 65 No. 15 malapropism is apt, too, because the ABC cumulative for 395 reporting Stevemagazines Smith's find- Eye On Digital Media: New York, N.Y. ing single copy sales -9.60% versus first-half-2011 continues the pattern at least www.minonline.com CALLING ALL LEADERS--LESSONS FROM OUR 2012 BEST OF THE WEB WINNERS. SUBSCRIBE the last four Fas-Fax periods when the differentials were -9.96%/-9.15%/-7.27%/-5.63% Stop me if you have heard me say this before. In the 15 years I have been covering mag- from—in reverse order—second-half-2011 down to first-half-2012. azines and their checkered migration to the new reality of digital media, this is one of But the long-term decline for many magazines is severe. Take, for theexample, first Familytimes I can honestly say the industry has moved at long last into a leadership Circle and Woman's Day, which are two of the 13 newsstand-up magazines with +8.0% and position. Rather than follow and copy the famously "fleet footed" online startups, mag- +6.2%, respectively. That, in part, is because of reduced frequenciesazines from are 15 innovatingtimes and also leveraging their unique cross-platform reach to achieve editorial and ad programs that no other media can match. In working on the April 3 Steve Smith's Eye on Digital Media: (continued, with charts,Best on of page the Web8 and 9) Steve Smith's Eye on Digital Media--Quarterly App Review: struck by several winners for the ways in which they offer glimpses of new models. HOW PUBLISHERS CAN CAPTURE THAT NEW "MOBILE REFLEX." awards and the special issue of min that outlines who won and why, I was EXTRA! EXTRA! NEWSSTAND SELLS THE LastDIGITAL week, GOODS!Nielsen revealed an interesting tipping point in the evolu♦ -In the tablet space everyone was rushing to app-ify their magazines for the As we review the ever-lengthening list oftion magazine-branded of smartphone offer-habits: almost half of all advanced phone owners nowKindle Fire, and Nook in 2011. Our two winners in the Tablet App/Paid App Maga- ings in the mobile and tablet universe inuse min's a shopping quarterly app appof chart,some kind. zine Edition category were Wired and Bloomberg Businessweek+, but each was point- it is a good time to reflect on the one thething top that apps has in changedthe category. the EveneBay more, Amazontelling, Grouponis that andthe average usering the way differently for tablet experiences that reached beyond enhanced print. game for magazines on devices in the last six months.Newsstand After strug-mod- Shopkick are of theseApple 'sapps is referencing it 17 times a month. The clear implication gling against criticism that digital editionshere is werethat tooshopping expensive and mobile devices have become synonymous inCONGRATULATIONS many TO OUR BEST OF THE WEB WINNERS AND HONORABLE MENTIONS... on a per-issue basis and forced subscribers to buy their magazines users' minds. Nothing is more important to emerging media than theSteve con -Smith put his perceptive digital-media Eye on magazines finally "leading" rather twice, publishers finally got relief from cept of rituals. iPad how business has than following the digital conversation, and the 34 winners and the numerous honorable el in mid-2011. With subscriptions, subscriber authentication, In other words, an all-important mobile reflex is developing.mentions We shop, met far higher standards than anyone would have envisioned at our first Best and a special area to find periodical content, both providers and TODAY! and then at some point prior to or during the experience, we almost of the Web awards in 2004. A couple of good examples iPad, users finally got what they were lookinginstinctively for from Apple: reach afor sane our ecosystem. mobile phones. It is when a new communications technology (continued on pages 7, 8, 9, 10, 11, and 12) are Digital Teams of the Year--Saveur and The Atlantic, When we asked some of the leading magazinebecomes secondpublishers nature on andthe closely identified with an activity bothor time of which of day went that from it the backwater to the head of the (continued on page 4) been for them, each looked at the Newsstandtruly becomes emphasizing a reliable a different medium butthat positive content at-companies and theirclass advertisers with innovative can tar-strategies and management support. tribute. get with confidence. Thanks go to The Atlantic publisher (since March STOCK WATCH: APPLE (+50.6% FIRSTThis QUARTER) knowledge AND must 27 matter "MORTALS." to publishers, and some already 2008)see it. Jay The Lauf, new whoseSeventeen keynote described how he and his Analysts' forecasts that Apple stockShopping may--barring Insider a appsplit--surpass is designed $1,000as what per the share magazine’s associatecolleagues publisher/marketing moved the magazine from the 19th to the 21st Howard Grier describes as "a bridge fromis magazine on page to3) store." century (continued (Jay even on quotedpage 4 )1857 co-founder Ralph Waldo by year-end are looking spot-on (price excludes March 30). LargeStock credit, Watch as min Eye ( Emerson). He is pictured (left) accepting The Atlantic digital editorial director on Digital Media columnist Steve SmithDAN LAGANI:has written, "My goes TIME to ATthe 'READER'Scompany'sWEEK." nearly DIGEST' com- WAS A GREAT EXPERIENCE." plete tablet domination with the iPad, with each iteration contributingUSINESS to it. Also Bob Cohn's Digital Hall of Fame induction. Joining him are Complex Media ceo Rich He took the high road in theB aftermath from his August 3 impressive: Time Warner Cable (+26.4%), as its carriage dispute with Cablevision-owned Antoniello, Hearst Digital Media vp/chief revenue officer Kristine Welker, Cygnus Reader's Digest North America president and more than two years with parent Madison Square Garden ended. exitBusiness after Media 14 months ceo John as French, and Style.com editor-in-chief Dirk Standen (photogra- Digest Association. "We really built a sound strategy to phertransform Doug Goodman).the business Special dig- thanks to our event sponsor MagazineRadar. JOHN BYRNE ADDS A "FORTUNE" itally,"COVER STORYLagani TOtells 57 min.AT " "We drove real digital transformation on the advertising,Reader's The latter sum came during his 1985-2003 stint as BW executive editor, where at least ...AND TO THE "FOLIO: 40." three--on 1981-2001 General Electric ceo Jack Welch, 1980s Apple ceo(continued John Scully, on page and 4) min's sister publication continues its April tradition of honoring magazine people "from (continued on page 3) the infamous Al (Chainsaw) Dunlap• atREFRESHED Sunbeam, et FAMILy al.--turned CIRCLE; into REDESIGNEDacclaimed books. (AND But "GOLDEN") the corner FITNESS.... office to the Pagecorner 2 cubicle, where new ideas drive meaningful change." Among Byrne became a magazine "free agent"• EX-ROLLING in October STONE2009 when PUBLISHER he ended JACKhis four-year ROTHERHAM sec- JOINSthe recognized are above story) and ond run at BW (he had added BW.com• THE editor) min/ with the Bloomberg Businessweek relaunch MAGAZINERADAR ENTHUSIAST CHART GOES ers.TEENy-BOPPING..... GoRICH to Rfoliomag.comELEVANCE.Complex Pagefor Media more. 73 • INSIDE B2B TURNS "FOODIE" (SUPERMARKET NEWS, ETC.)... PagesFairchild 10 and Fashion 11 Media president/ceo (since January 2010) Gina Sand APRIL 3 IS min's 2012 BEST OF THE WEB AWARDS • TNy'S AD-BENEFITTING iPHONE APP; LHJ'S GOODByE,• ESQUIRE'S NORMA JEANE..GLOBAL INITIATIVEPage 12 ceo MEANS and min's 10 MILLION Digital HallMEN ofAT FamerTHEIR Rich BEST Antoniello (see Digital Hall of Fame • SMITH ON HARPER'S BAZAAR'S PAST STRENGTHENING ITS PRESENT..... Page 2 Our ninth recognition of the magazine-digital convergence will be at Tuesday's • (April 3) breakfast in New York's Grand Hyatt, and the 28 Bestwww.etouches.com/bow ofwww.minonline.com the Web catego-. MORE/FITNESS WILL HAVE A HUGE HALF-MARATHON; NOONAN/CIVILITY.. Page 3 www.minonline.com/subscribe ries (including social media tablets) are indicative of the vast expansion, so- • PREVIEWING FIRST-QUARTER 2012 PIB WITH YEAR-END 2011...... Page 7 phistication, and importance. The honors extend to our six • NATIONAL GEO. REVISITS TITANIC, WHICH inductees, so attendees will get to experience a fun and informative morning. We welcome you to join us. For ticket information, go to - GOLF WORLD... Page 4 • JOE LEVY JOINS BILLBOARD; LEE SLATTERY'S MAD MEN BROTHER...... Page 2 .. Page 2 VARIETY/NEWSWEEK ANALOGY; STYLE.COM'S 2ND PRINT ISSUE.. Pages 2 and 3 www.minonline.comS • CIAM REPORTED IN 1912.. Page 8 • WHY GOLF DIGEST WAS "WINTERIZED"--AND DIAZ EDITS • A LONGER BRIDES "SEASON"; FINE COOKING'S EXPANDED CIRC. Pages 4 and 5 • FORBES.COM'S FEB. SURGE; WILLwww.minonline.com SI'S ANGELS GET THEIR WINGS?... Page 14

6/27/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com Condé Nast Bets On Big Data With Spire Back in the day of publisher “lists” and the unparalleled value of a home address, periodical publishers were kings of data before we called it "big"—prior to Google, Facebook, and the ad industrial complex. Fortunately, this year we've started to see the major media (including magazine media) leverage deep first-party data more ag- gressively in the market with products like Condé Nast’s newly announced Spire. Using behavioral data from its own base of 100 million users and joined with shopping behavior data from partner 1010data (also owned by Advance), Spire claims to offer advertisers unique segmentation and targeting informed by content to pur- chase profiling. At launch it is capable of using over 1500 variables to build segments. “This is our unified database,” head of data strategy Karthic Bala tells min. It will be used both to personalize the media ex- perience on the site and achieve higher ROI for advertisers by helping them find more precisely the audiences that drive actual sales. Spire will be able to surface affinities between content and behavior that can help drive new non-endemic advertisers into unexpected content, for instance. In early tests, Spire discovered that young people under age 25 who were high spenders in the beauty sector tended toward travel and spa content, while those over 25 favored celebrity and culture. In addition to making the premium audiences from New Yorker, Vogue and Wired available in more granular segments to advertisers, Spire distinguishes itself in other ways. First, it uses machine learning to understand how audiences are re- sponding to content and advertising. This helps both optimize the campaign and render market intelligence back to the client. It is this second piece, transparency, that is becoming at least as valuable to advertisers as data itself. Media buyers often complain that the walled garden duopoly of Facebook and Google do not give clients enough visibility into customer behavior. Spire-driven campaigns will deliver data that can be accessed via a dashboard or API for integration into an advertiser’s other monitoring. “It is operating like a knowledge base available for everything they do, even outside of Condé Nast,” he says. Spire is running in beta now. It does add a premium to campaigns, but Bala says the product is designed for larger programs with six- to eight-week durations that allow for multiple two-week optimization cycles.

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6 Magazine Media’s Most Trusted Source Since 1947 6/27/2016 minonline.com GFK MRI’s TOP PRINT MAGAZINE AUDIENCE PERFORMERS

Cars, Celebs, and Rock Legends Rule (continued from page 1) Five titles maxed out their scores, achieving 140 (the ceiling under GfK MRI's methodology, for which the lowest score's 72). Life & Style Weekly and People StyleWatch featured dueling celebrities and casual cool clothing, while Street Rodder and Super Chevy featured vintage hot rods that generated excitement for the Daytona 500. Rolling Stone scored big with its cover of the late rock star David Bowie, and this is all but certain to be matched by RS' May 10 tribute to Prince. 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 supplements 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): Life & Style Weekly Rank: #1 (tie): People StyleWatch Rank: #1 (tie): Rolling Stone Issue: February 8, 2016 Issue: February 2016 Issue: February 11, 2016 Issue Specific Audience: 6,172,000 Issue Specific Audience: 6,938,000 Issue Specific Aud.: 16,268,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

Rank: #1 (tie): Street Rodder Rank: #1 (tie): Super Chevy Issue: February 2016 Issue: February 2016 Issue Specific Audience: 2,810,000 Issue Specific Audience: 3,401,000 Issue Specific Index: 140 Issue Specific Index: 140

6/27/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com THE WRAP Former Self-ie Laura McEwen Flips For Fashion Her role at Flipboard: to help the startup near profitability by building ad partnerships. Flipboard CEO Mike McCue optimistically announced at the Cannes Lions advertising festival earlier this week that the six- year-old magazine-style curation app with 85 to 90 million users will turn a profit "reasonably soon." As the app's executive director of beauty, fashion, luxury and retail, Laura McEwen plays a major role in fulfilling that prophecy. After leaving her post as Self publisher two years ago, McEwen—whose two-decade career in magazine media included stints at YM, Reader's Digest, Teen Vogue, Harper's Bazaar and Vogue—started the SquareCanvas consultancy, where she built numerous relationships on the digital side. One of her clients was Flipboard, which specializes in curating media content to match subscribers' interests. McEwen was so successful in building advertising and marketing partnerships that she was asked to join the staff full-time. "These are companies—including Tommy Hilfiger, Ralph Lauren, L'Oréal, Estée Lauder, Macy's and Saks—that I have called on throughout my career," she says. "Flipboard touches my passion points for being 100% digital but still having an affinity for brands that I love and for marketers that I am very connected to." McEwen is working out of the Palo Alto, Calif.- headquartered Flipboard's New York office, which has 45 employees. Curious Jane Captures the Summer Camp Spirit Year-Round The quarterly magazine's founder brings on consultant Jack Kliger to help grow the brand. With a circulation of 200 (mainly campers), Curious Jane's $45/year subscription fee isn't making founder Samantha Razook Murphy millions...­ yet. But the brand, which was featured in the November 2015 Parents cover story, "The Secret to Raising a Happy, Confident Girl," does have growth potential. That's why Murphy has brought in Jack Kliger, the former Hachette Filipacchi Media and TV Guide CEO whose Kliger Enterprises also works with the Tablet and British Heri- DIY Your Room tage bimonthlies, to help attract ad revenue. "I met Jack through executive recruiter Fran Po- 15+ fun design projects to spruce up your space! merantz, a common acquaintance, and he and [former National Geographic president] John Griffin will help me take CJ to a higher level." The first advice Jack gave her? To make the CJ

painted jars trim size smaller for younger hands. 8 ways to washi no sew pillows After starting a "mentally stimulating" hula hoop rug watercolor magic sharpie pillows Brooklyn-based summer camp for girls in 2009, paint chip calendar wire light sculptures and lots more! Murphy realized she was on to something. By for girls who like using her experience as a graphic designer to to make things! encourage creativity, the camp caught on with girls 6-11(including her own daughters, Eleanor and Olivia), and on July 5, Curious Jane will start its ninth season with five camps in Brooklyn and five in Manhattan private schools. The camps' success led Murphy to expand the Curious Jane concept year-round by launching a namesake quarterly maga- zine in 2015. The 64-page issues expand upon various camp activities, including "Spy Science," "Mini-Pet Design" and "DIY Room." Murphy recently negotiated a Fall 2017 book deal with the Barnes & Noble-owned Sterling Publishing, which will help raise awareness of the camps as well as the magazine.

Congrats to the magazine- and camp-platformed Curious Jane, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief Michele Shapiro, Editorial Director A Country Living Steve Smith, Digital Media Editor Jameson Doris, Editorial Assistant Fourth of July Caysey Welton, Group Editor

8 Magazine Media’s Most Trusted Source Since 1947 6/27/2016 minonline.com