February 22, 2016 | Vol. 69 No. 7 Read more at: minonline.com Steve Smith's Steal This [Old] Idea: 2 Playboy's First SFW Issue "Drives" New Advertising Business The Podcast Edition 3 Quartz New App Monetizes Well, Success in on-demand digital media has a familiar feel. But Lacks Indispensability It took a decade, but podcasting finally seems to have found its place in the sun. A true indicator of this may have come when the blockbuster series “Serial” was lampooned 7 Cosby, Trump and Kim K Continue on SNL last season. Even legendary digital laggard Rolling Stone finally caught on to the to Dominate Magazine Readership of audio (yep, there is irony there). However, in this next generation of podcast 8 and Google+: A Tale of innovation, we're also seeing some new ideas worthy of parodying. Two Platforms Continued on page 4

10 How Magazine Brands Are Spending a Night in Hollywood Did Promaulayko Take the Right 'Road'? Shuttered Yahoo Health was no mistake for the WH alumna. Michele Promaulayko was on a career roll in August 2014 when she ended four years as Women's Health editor-in-chief to join the nascent Yahoo Health in the same capacity. Her leadership, along with (now VP, publisher and managing director) Lau- ra Frerer-Schmidt made the Rodale brand hot. It's rate base reached 1.5 million and ad pages grew by 28% in 2013. Despite the company's well-publicized recent corporate problems, including layoffs, WH has stayed the course under Promaulayko successor and protégée Amy Keller Laird. Last week, Frerer-Schmidt told minonline that WH is celebrating its best March in brand history. She also purports that revenue is up across every platform. By going to Yahoo Health, Promaulayko found more success. Women's Wear Daily reported that the site's unique visitors quadrupled to 17.6 million in June 2015 and had maintained a strong average of 9 million since. But Yahoo's financial squeeze is well known (its $29.42 stock price on February 18 was down 36% from its $46.17 fifty-two-week high in April 2015). To ease the pressure from investors, CEO Marissa Mayer closed Yahoo Health and six other digital magazines on February 17. According to WWD, Promaulayko was among the "hundreds of employees" let go in the Yahoo cost-cutting. Nevertheless, she's in good standing with her former WH colleagues, and the digital skills that she honed at Yahoo Health should make her highly desirable to future employers. Even so, there could always be the "What if she had stayed at Women's Health?" question in the back of some minds. But, as we've seen recently in magazine media, Robert Frost's theme in The Road Not Taken (which is marking its centennial in 2016) has resonated with many. Facebook 'Instant Articles' Gains Fans, Opens Platforms Publishers have a lot to gain, and so does Facebook. Either by the evolution of the product itself or sheer acquiescence to the inevitability of the platform distribution model, many publishers no longer see Armageddon in Facebook’s "Instant Articles" project. The almighty social network announced earlier Continued on page 6

© 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 Playboy Rolls Out Its First (Barely) SFW Issue Trim: 9" Safety: 0.25" Safety: 0.5" Trim: 9" Media Industry Newsletter No nudity? No problem!

Editor-in-Chief: Trim: 10.875" Steven Cohn Safety: 0.25" The March 2016 Playboy made his- ([email protected]) tory in dropping nudity for the first 203/899-8437 Digital Media Editor: time in its 62-year history. That Steve Smith was perhaps expected, given the ([email protected]) 302/691-5331 shift several men's magazines are min undergoing. Editorial Director: Michele Shapiro But what was unexpected was ([email protected]) 646/745-4152 that advertisers played up to it. Stoli Group Editor: Caysey Welton Vodka's back-of-the-book gatefold ([email protected]) 203/899-8431 showed a neckless bottle with the

Safety: 0.25" DODGE.COM

Editorial Assistant: Jameson Doris Trim: 10.875" caption "The Only Topless Photo in ([email protected]) this Issue." Brand manager RussellTRACKING NUMBER DODVIPM16006 Pareti told that the campaign was a perfect fit in JOB DODVIPM16006 CD Micah Walker & Justine Armour AE Stephanie Montoya PUB Playboy TITLE Playboy ACR 4 Pg Gatefold DD Guy Featherstone PM Stacy Grogan ISSUE March 1 CLIENT Dodge AD Robert Kendall AP Amy Berriochoa BLEED 0.125" each side FILE Playboy_Pg1 CW Nick Morrissey PHOTO Various (see usage) TRIM 10.875" x 9" VP Publisher: Amy Jefferies OFFICE W+K Portland SD Denny Robles ILLUS n/a SAFETY 0" each side ECD Mark Fitzloff/Joe Staples SM Joe Favre DESIGN n/a DMAX 280 COLOR Trevor Bittinger and Kyle Pero USAGE VIPER PHOTOGRAPHY: Christian Weber: 1 (one) year, North America, all consumer + trade print mediums, newspaper, brochure, textbook, crm, retail, pop/pos, pr/events, collateral, industrial and Worldwide, all digital a "collector's edition." mediums including social media, internet, mobile, online, email, digital video, etc - for library of images. Usage expires February 16, 2017. ([email protected]) VINTAGE PLAYBOY IMAGES: Various photographer + models: model and photographer rights secured by PLAYBOY directly for 1 time placement in PLAYBOY magazine only. Usage expires February 16, 2017.

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Studio Manager Creative Director Project Manager Art Producer Time Director of Market Development: More historic was the DodgeArt Director Designfront-of-the-book Director Print Producer Client Mechanical # gatefold that made it the first domestic car Laurie M. Hofmann Copywriter Studio Design Retoucher Business Affairs Output % ([email protected]) manufacturer to appear in Playboy since at least 1986. The Meese Commission declared Play- Senior Marketing Manger: boy and Penthouse pornographic then, after pressure from the Religious Right. Danielle Sikes ([email protected]) But the Dodge campaign would have riled the Right a generation ago. This is one indicator Marketing Manager: Rachel Feldman that we're now in a more permissible time. ([email protected]) Senior Account Executive: Tania Babiuk Welcome, Editorial Director Michele Shapiro ([email protected]) Production Manager: In the words of Tom Wolfe, she has the "right stuff" to oversee min's editorial team. Not Sophie Chan-Wood ([email protected]) only has Michele held senior level positions at such publications as Time Out New York, Graphic Designer: Yelena Shamis Self, Seventeen, Glamour, Weight Watchers and , but her expertise also ([email protected]) extends to consulting with brands on how to create a singular voice for their various plat- Data and Analytics Manager: Stacy Hill forms and spearheading content-marketing projects for corporate clients. ([email protected]) Her min mission will be to champion the industry by ensuring that all of our products Access Intelligence, LLC President & provide critical insight to give you­—the industry's leaders—a competitive edge. Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz Chief Operating Officer: A Misdirected Social Focus? Heather Farley Subscriptions/Client Services: The general consensus within magazine media is that the BY THE NUMBERS 888-707-5814 future on Google+ is bleak. Many regional and smaller List Sales: MeritDirect, 914-368-1090 Google+ Engagement ([email protected]) brands have naturally decreased output on the social site. Advertising: 203-899-8498 What's surprising is that, according to our Social Media Box- Reprints: Wright’s Media, scores, many larger brands such as Time and GQ are doing 51% 877-652-5295 ([email protected]) the opposite. Editorial Offices: 10 Norden Place, Time increased Norwalk, CT 06855; 40 Wall Street, In January, these two brands increased their number of favorites with consider- 50th floor, New York, NY 10005; posts on Google+ and saw an increase in engagement of Faxes: 203-854-6735, 212-621-4879; ably more YoY posts www.minonline.com 51% and 1,980%, respectively. (GQ increased its number of Access Intelligence LLC, 9211 posts to the social site by 600% YoY.) Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published Parents has increased posts on Instagram and has seen 2016 © by Access Intelligence LLC. Distributed via email and online. For much more engagement as a result, increasing year-over- 22.9% email and postal address changes, allow 2 weeks notice. Send to: Client year favorites by 68.8%. The brand also modestly increased Parents posted more Services or call 888-707-5814. For Google+ posts and received considerably less favorites YoY. advertising info contact 301/ 354- but wasn't rewarded 1629. Contents may not be reproduced But with just 10 posts in the entire month, it seems as though in any form without written permission. Subscription Rate: $1,199.97 the brand is maintaining a minimized presence on the plat- form, and may be balking at a more aggressive strategy. See more on page 8

2 Magazine Media’s Most Trusted Source Since 1947 2/22/2016 minonline.com Steve Smith's App Review Did Quartz Try to Get Too Cute With Its Latest App? Mobility and the app platforms have sparked a small creative renaissance among con- tent providers…or at least among those that grasp the importance of these devices. The mode of content consumption has now so fully distanced itself from print, radio and TV (even desktop Web), that publishers merely port old formats to mobile at their own peril. It's time to reimagine what news really means to people, how it's engaged, discovered and processed. To its credit, Atlantic Media’s Quartz embraces the challenge in its new and genuinely novel app. It takes the radically different form of a messaging app. There's no headline feed, endless news scroll or even a hamburger menu. Each day the user gets about four or five stories (only a couple of which can be called hard news) in the form of message bubbles on a texting screen. Much like its more sublime daily email newsletter, the stories are a mix of home- grown and aggregated content. You can tap an initial message to go to the source sto- ry in an embedded browser or you can respond to a messaging prompt to get a small amount more detail of the story via another text blurb. Otherwise, you can choose a “Next” message bubble to go to the next story. The concept here is that news is done in the form of a chat. The attempt at Mil- lennial appeal is as unmistakable as it is forced. The process of receiving news as a faux conversation is done well enough. The stream of messages is punctuated by bits of occasional wit and offhandedness. I like that there are animated and other GIFs thrown into the mix—some goofy and some forthright illustrative. The format also makes a good showcase for Quartz’s excellent charts. I'm prepared to give Quartz the benefit of the doubt here; let’s say the experiment in chat-like news delivery is too new to be judged with any finality until we see it evolve. That said, the weaknesses of the model are glaring. First, the story choice itself is a bit too weird. I understand that Millen- nial tastes in media are purported to be eclectic. But on a given day I got one story on the troubled oil market followed by an exposé on what really goes into Parmesan cheese; why crushing cockroaches makes robots stronger; a triceratops kidnapping; and, finallly, an aquarium’s cancellation of an octopus orgy for fears of cannibalism. They seem to skew more weird than quirky with story choice. This doesn’t give the brand a voice as much as confuse me about what Quartz is. The limited number of "news" items each day makes choice critical. And the app is not making a strong case for being a daily go-to source. Most of all, the conversational format is so obviously contrived, it sheds its novelty and raises questions about its efficiency and utility after a single use. The iterative messaging format really does nothing to illuminate the content. Vine, Snapchat, Instagram and some other mobile social platforms give publishers an occasion for rethinking the news in formats that actu- ally could be engaging in new ways and focus our attention differently. But the faux-messaging format in the Quartz app is not an occasion for creativity. APP REPORT CARD When you try this hard to make the news feel like it's being shared with you by a person, it only User Experience C underscores the fact that it's not. There is no suspension of disbelief. So what is the point? The format is conducive to native advertising, where most of us are now used to phony Overall Design C familiarity. The final message calls out sponsor Mini with a link to its new model line and some Social Integration B- images of the cute car. Well, that at least feels like a typical social media ad. As much as content providers want to find more native and minimalist models for mobile Mobile Utility C content, the problem here is that the Quartz app is narrow and limiting. Mobility is also about Monetization A- choice. I think adventurous app developers can offer highly truncated views of their content, but it works best when users have the option to drill down for much more. At the risk of allitera- Final Grade C+ tion, the apps suffers from being too controlling, constraining, curated…and cute.

2/22/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com STEAL THIS IDEA Steal This [Old] Idea: The Podcast Edition (continued from page 1)

Unlike other “mobile-friendly” for- radio programs into three-minute stories that can be sent to Steve Smith mats, podcasts have a lean-back playlists for playback all at once. In essence, users can de- quality that allows for longer, chat- construct the broadcast model into fully personalized radio. ty content. Following legacy media’s lead, they typically have Speaking of deferring to old forms, podcasts like “Lime- 30- and 60-minute runtimes, with two to three topic pods per town,” “Welcome to Night Vale” and “The Black Tapes” are show. Still, incorporating user feedback has always been a reviving the serialized audio drama. Channeling Welles’s weak spot. But, New York Times' new “Modern Love” series “War of the Worlds” in a “Walking Dead” era, many of these is a brilliant counterpoint. It blends UGC in the form of read- “docudramas” offer shards of mock radio reports that recon- ers’ submitted love essays, which are read by celebrities. struct an "X-Files"-like supernatural mystery. Alas, they're al- But “Modern Love” stands out for a more operational rea- ready getting as predictable as they are unconvincing (to me, son. It has partnered with messaging service Urban Airship at least). The genre could use greater range. to let fans add a card to their iOS or Android mobile wal- But the format opens up new possibilities for content marketing let (yes, wallet). The wallet lets the development. The GE-sponsored “The podcast send voicemail reminders for Message” is a superb example of a fully new episodes using celebrity voices. sponsored docudrama. GE itself is not This helps solve for a central problem mentioned in the content, but it enjoys of all digital serial programming— the halo-effect from being associated loyalty and recidivism. Very cool. with scripted drama. For content studios The biggest promotional hurdle for and native ad designers, this demon- podcasting is getting people into this strates some of the innovative business mode of on-demand audio media, sub- models podcasting offers. For instance, scribing and consumption. No one has why can’t content like this become a na- really cracked that code. But program- tive-like sponsored “radio report” within mers do know that users discover new a publisher’s serial podcast? programs most often in other podcasts. Slate is leveraging this Podcasting is mired in direct-response ads (“use this cou- behavior in its weekly “Best of” sampler from the brand's stable of pon code”) for audience-gathering and SMB-related dotcom podcasts. The hour-long compilation exposes the converted to new services. Last year, a FiveThirtyEight.com survey of hun- possibilities. I'd like to see some of the aggregators and networks dreds of ads showed that Squarespace, Stamps.com, like Panoply, Stitcher and Overcast try this tactic on a grander scale Audible and MailChimp were the top advertisers and that and across multiple providers. 87% were for direct marketing appeals. Brands aren't close This is not to say that discovery is impossible. Publish- to embracing the format, largely because metrics are primi- ers are starting to use their sites more effectively to embed tive. Worse, the native, host-read endorsement format is get- episodes within online articles to promote the content and ting stale because hosts don't use or sometimes understand format. Many use the limited SoundCloud player, which (on the product, and this is a format where authenticity matters. desktop) fails to pause playback and gets lost if you close the Try brevity and frequency. To this day, the best brand advertising tab. I especially like The New Yorker’s answer. Click on its I've heard on a podcast was a daily five-second post-roll for Chili’s. wonderful new “Radio Hour” weekly (hosted by David Rem- It was slapped onto the end of every daily 1-minute episode of nick) and it pops up into its own player window that lives on “ Radio News.” The spot itself was unremarkable, but the desktop, pauses politely and highlights other episodes in its brevity and daily iteration melted the brand into my memory. I the series. Yeah, that's how it should be done. recall seven or eight years later that Chili’s sponsored this show. I understand why podcasters are deferring to long formats. That should tell advertisers and programmers something about the They're low maintenance and conducive to drive-time and potential for brand advertising on podcasts. background listening. But the gold standard for on-demand Steve Smith covers digital trends and innovations as min's digital media editor. flexibility remains NPR. Its app parses many of its leading Send him tips or feedback: [email protected]

4 Magazine Media’s Most Trusted Source Since 1947 2/22/2016 minonline.com New York's Latest 'Urbanist' Greg Licciardi's Double Academia A look at Paris, three months later. He branched out last summer by teaching an evening "Urbanist" may have course on multiplatform advertising sales to Fordham been ingrained in New University MBA candidates at his Gabelli Graduate York magazine since School of Business alma mater. Licciardi will be back at the April 1968 launch, Fordham this spring, but right now he's a visiting pro- but on February 8 it fessor of marketing and management at Seton Hall became a front-of-the- University's Stillman School of Business in South book feature. "'Urban- Orange, N.J. ist' is partially a continuation of our 'Around the World' spe- Personal experience extends to Licciardi's teaching, and cial issue in April 2011, which served as a guide to Cairo, last year he and Elite Traveler publisher Norman Miller initi- Los Angeles, London, Moscow, Paris and Rio de Janeiro from ated a print and digital people who either lived there or were based there," says edi- redesign of the 125,000 tor Jared Hohlt. "But we also showed the cities of northeast- controlled-circulation ern Japan one month after the earthquake. We wanted it to bimonthly. Going gratis have a news angle." to owners and passen- The February 8 debut under the direction of Strategist gers of private jets, the editor Alexis Swerdloff was on the 10th and 11th arrondisse- issue brought in such ments of Paris, which were struck by the terrorism on No- upscale advertisers as vember 13. "The desire to be together has won out over the Cadillac, Dolce & fear of leaving one's house," wrote Les Inrocktuptibles editor Gabbana and Mercedes. And the bimonthly now averages Jean-Marie Durand. more than 2.2 million pageviews and 500,000 unique visitors "Durand did not mention it, but his music critic, Guilliaume each month. Decherf, was killed during the Eagles of Death Metal concert at On February 11, Licciardi moderated the "Multiplatform Le Bataclan," Hohlt says. "Parisians are showing the same defi- Marketing of Luxury Brands to Affluent Consumers" panel ance to terrorism that New Yorkers did after September 11." at Fordham's Lincoln Square campus. He's pictured be- On deck for February 22 is "cities within the city"—post- tween Sony VP business development Sherif Shafi (left) industrial spaces such as the former Brooklyn Navy Yard and Google brand director Ryan Craft. To the right is Face- that have become revitalized. book client services manager Meg Orbe. Also debuting February 22 is the one-page "Reread" that will tie a current feature to one from NYM's archives. Supreme Court Justice Obama? Recently, its July 27, 2015 "Cosby: the Women, An Unwel- A question Tweeted by New Yorker senior editor Rick Hertz- come Sisterhood" won the George Polk Award for mag- berg following the death of Supreme Court associate justice azine reporting, not to mention four wins at the National Antonin Scalia: "Obama’s obvious best pick: himself. How Magazine Awards two weeks earlier. could GOP resist the chance to vote him out of the White House? (And put Ryan a heartbeat away.)" (Photograph by Denis Allard depicts a gathering at Le Carillon, The highly unlikely scenario is obviously tongue in cheek, where those pictured sang Nina Simone's Feeling Good.) but would give the GOP the out they've been seeking.

ENTER TODAY! www.minonline.com/magazineawards2016 min’s Magazine Media Awards salutes the year’s most outstanding accomplishments across the diverse universe of magazine media. Whether it’s print or digital, events, an individual or a team, these CALL FOR awards recognize the very best of the best. ENTRIES! Entry Deadline: MARCH 11 | Final Deadline: MARCH 18

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

2/22/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com Facebook 'Instant Articles' Gains Fans, Opens Platforms (continued from page 1) this month that on April 12 it would expand the program to all content providers, a system that places a partner’s content entirely on the Facebook platform for faster mobile delivery. Early reticence to cede distribution and monetization control to Facebook has changed to guarded enthusiasm, according to a recent Wall Street Journal story. Despite early complaints over low ad loads, changes to the model now allow publish- ers to see greater revenue yields from Instant Articles pages. In December, Facebook relaxed its rules by allowing one ad per 350 article words rather than 500. Also, publishers can now sell ads as exclusive Facebook placements at a higher premium. Previously, they had to bundle the sale with other properties. Sources at Vox and Business Insider told WSJ they saw a surprising bump in revenue from their Instant Articles pages as a result of the new policies. At least one smaller social news provider claims parity between yields from Facebook pages and its own native pages. While some publishers are selling directly into Instant Articles, which lets them retain 100% of revenue, many rely on Facebook’s own Audience Network to fill part or all of the inventory and so take 70% of the revenue. But publish- ers report that CPMs from the Audience Network are rising. However, the calculus around platform distribution is much more complex than simply comparing page yields. min has been speaking off the record with several publishers about their monitoring of distributed platforms. One indicates that the absence of a top ad on Instant Articles pages almost ensures a lower revenue yield. But the page may render more uniques. More to the point, the publisher is looking beyond page revenue and at the value of that delivered reader and whether he or she consumes more pages subsequently. , for instance, is looking even more holistically at its aggres- sive distribution strategy by pointing to an overall growth in paid print and digital subscribers. Another publisher suggests that Facebook, Snapchat, Instagram, Apple News, et al., deliver radically different kinds of value for a media brand. In other words, the math around platform distribution is more involved than page yields. Each publisher needs to build an equation based on an overall strategic goal and persistent analytics.

ENTRY DEADLINE: FEBRUARY 26 FINAL DEADLINE: MARCH 4

Do you know a female media professional who is... ✔ Hard-Working ✔ Intelligent ✔ Innovative ✔ Passionate ✔ Entrepreneurial ✔ Ground-Breaking ✔ Confident ✔ A Rising Star ✔ Ambitious ✔ Dedicated QUESTIONS? Folio: is looking for women who stand out. Women who are Contact Amanda Targowski: [email protected] driving the agenda for the industry and their companies. 203.899.8436 Nominate a friend or a colleague today!

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eligibility requirements, and ways to enter. 27435

6 Magazine Media’s Most Trusted Source Since 1947 2/22/2016 minonline.com 27435_Folio Top Women Print Ads_HP_7_5x4_75.indd 1 1/21/16 10:22 AM GFK MRI’s TOP PRINT MAGAZINE AUDIENCE PERFORMERS Best Issue Specific Indexing Titles October was a banner month for a broad variety of print magazine categories, as measured by GfK MRI's Issue Specific (IS) Readership Study. A baker's dozen achieved the maximum IS score of 140—ranging from the venerable Good Housekeeping's 23 million-plus audience to Dirt Rider's 1,987,000. A sampling of six of the top-performing issues are pictured below. Not shown are, as previously mentioned, Dirt Rid- er, as well as CarCraft (2,700,000), FamilyFun (6,029,000), Outdoor Life (7,319,000), Street Rodder (2,957,000), Teen Vogue (4,497,000) and a second Life & Style Weekly cover. 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 supplement 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): Good Housekeeping Rank: #1 (tie): Field & Stream Rank: #1 (tie) : Health Issue: October 2015 Issue: October 2015 Issue: October 2015 Issue Specific Aud.: 23,528,000 Issue Specific Aud.: 11,379,000 Issue Specific Aud.: 11,137,000 Issue Specific Index: 149 Issue Specific Index: 140 Issue Specific Index: 140

Rank: #1 (tie): National Enquirer Rank: #1 (tie): Forbes Rank: #1 (tie): Life & Style Weekly Issue: October 5, 2015 Issue: October 19, 2015 Issue: October 12, 2015 Issue Specific Audience: 8,790,000 Issue Specific Audience: 8,787,000 Issue Specific Audience: 5,705,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

2/22/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com min Social Media Boxscores January 2016 vs. January 2015—Google+ & Instagram

% % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares January January January January January 2016 2016 2016 2016 2016 Allrecipes Google+ 303511 -0.10% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 105,975 12.65% 37 -27.45% 44,045 -19.61% 1,197 -29.34% 112 25.84% Allure Google+ 1,290,870 0.00% 227 -14.02% 3,934 9.04% 92 9.52% 159 45.87% Instagram 254,854 5.69% 60 22.45% 97,203 63.93% 1,819 42.33% 34 126.67% Automobile Google+ 73,502 0.04% 152 16.92% 2,600 10.17% 232 27.47% 208 29.19% Autoweek Google+ 1,614 0.56% 336 33.33% 458 9.05% 17 41.67% 62 37.78% Instagram 4,321 15.57% 128 88.24% 7,182 142.23% 190 295.83% 12 1100.00% Better Homes and Gardens Google+ 746,889 2.58% 33 17.86% 514 49.85% 22 -18.52% 64 72.97% Birds & Blooms Google+ 351,464 4.23% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 3,426 2.36% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Bloomberg Businessweek Google+ 278,880 3.29% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Boating Google+ 2,459 1.44% 1 -80.00% 7 -74.07% 1 N/A 4 -33.33% Brides Google+ 471,473 -0.25% 145 36.79% 1,009 12.11% 80 45.45% 79 3.95% Car Craft Google+ 1,140 3.64% 133 3.91% 2,317 35.42% 47 14.63% 62 1.64% Closer Instagram 1,872 5.41% 60 30.43% 1,012 55.93% 17 54.55% 4 300.00% Conde Nast Traveler Google+ 1,931,168 2.27% 960 -4.95% 32,002 36.83% 743 26.15% 2,737 35.23% Instagram 735,863 6.29% 199 2.58% 1,325,465 -1.88% 25,223 25.22% 759 48.24% Cosmopolitan Google+ 1,529,049 0.66% 7 250.00% 142 77.50% 16 23.08% 19 111.11% Instagram 1,422,813 6.43% 155 -2.52% 2,110,771 7.51% 69,807 0.86% 884 28.68% Country Google+ 201 3.61% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Country Living Google+ 651,288 2.17% 93 0.00% 9,061 -7.44% 393 -23.09% 1,212 -18.00% Departures Instagram 10,833 10.81% 77 -3.75% 8,420 10.66% 270 33.66% 35 250.00% Details Instagram 98,644 3.15% 36 -18.18% 30,258 -7.82% 551 19.52% 8 -11.11% Dirt Rider Instagram 89,202 9.11% 166 74.74% 196,638 66.13% 1,712 66.86% 23 228.57% DuPont Registry Home Instagram 546,233 3.87% 124 -15.65% 630,954 -14.87% 7,441 -10.77% 80 35.59% Dwell Google+ 953,187 4.47% 20 100.00% 1,837 145.26% 192 77.78% 163 106.33% Elle Google+ 4,091,515 0.56% 4 100.00% 246 -14.58% 13 18.18% 10 -47.37% Instagram 1,390,475 7.27% 138 28.97% 1,122,578 49.62% 11,577 40.29% 350 9.72% Elle Decor Google+ 566,540 2.16% 8 -92.79% 41 -94.03% 1 -96.43% 4 -96.40% Entertainment Weekly Google+ 3,065,954 1.28% 1,189 -5.56% 25,445 21.20% 982 7.32% 1,101 8.15% Instagram 394,087 7.53% 186 64.60% 591,297 76.44% 7,888 -2.13% 0 -100.00% Entrepreneur Google+ 2,436,916 1.93% 1,357 40.91% 30,625 21.18% 810 11.11% 5,745 22.08% Esquire Google+ 112,773 -0.06% 0 -100.00% 0 -100.00% 0 0.00% 0 0.00% Essence Google+ 79,063 -0.05% 18 63.64% 26 -3.70% 4 33.33% 20 233.33% Instagram 324,974 7.41% 54 14.89% 141,039 29.53% 3,397 37.09% 181 52.10% Every Day with Rachael Ray Google+ 1,433,035 1.64% 0 0.00% 0 0.00% 0 0.00% 0 0.00% FamilyFun Instagram 15,175 7.60% 52 -7.14% 7,569 -3.32% 280 31.46% 13 85.71% Field & Stream Google+ 1,153 1.77% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Fit Pregnancy Google+ 244,968 -0.15% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 63,118 12.25% 21 10.53% 10,016 29.59% 692 92.22% 15 400.00% Fitness Google+ 734,160 1.98% 1 -85.71% 71 -75.43% 3 -85.71% 19 -55.81% Flying Google+ 1,443 0.35% 2 -87.50% 17 -83.65% 0 -100.00% 3 -78.57% Food & Wine Google+ 1,438,141 1.16% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,075,547 9.29% 153 13.33% 1,557,800 24.96% 34,283 20.55% 558 24.83% Food Network Magazine Google+ 5,950,841 0.65% 184 -1.08% 69,392 20.98% 1,654 19.77% 4,496 26.12% Instagram 2,216,046 6.73% 94 1.08% 1,675,023 12.23% 32,843 49.31% 889 85.98% Forbes Google+ 4,783,778 1.33% 237 426.67% 13,044 506.13% 686 607.22% 1,796 218.44% Glamour Google+ 3,959,551 0.25% 59 210.53% 5,012 130.76% 138 50.00% 170 109.88% Instagram 1,021,751 4.42% 85 -2.30% 474,365 16.94% 6,182 54.09% 193 67.83% Golf Digest Instagram 356,312 5.68% 76 8.57% 495,270 31.24% 19,196 19.76% 1,385 47.97% Golf Magazine Google+ 24,456 0.28% 13 1200.00% 31 1450.00% 4 N/A 2 N/A Instagram 50,090 8.58% 19 533.33% 9,507 347.60% 324 881.82% 7 N/A Good Housekeeping Google+ 770,474 1.13% 51 -42.05% 3,469 6.44% 99 7.61% 672 19.15% Instagram 146,710 13.93% 78 11.43% 84,970 18.48% 1,702 15.16% 297 18.80% GQ(Gentlemen's Quarterly) Google+ 545,518 0.20% 7 600.00% 104 1980.00% 8 N/A 13 1200.00% Instagram 2,438,892 4.29% 82 -21.15% 1,517,647 -20.20% 29,646 -16.51% 236 -24.84% Harper's Bazaar Google+ 396,992 -0.02% 1 N/A 14 N/A 0 0.00% 1 N/A Instagram 1,735,451 6.44% 139 12.10% 1,401,778 21.07% 13,849 44.29% 474 102.56% HGTV Magazine Google+ 493,598 1.71% 7 -78.79% 723 -72.31% 48 -60.00% 82 -60.77% Hot Rod Google+ 65,558 18.94% 191 -5.91% 7,169 -2.96% 158 -21.78% 356 10.90% Instagram 302,602 6.74% 21 -4.55% 80,746 -3.63% 673 -52.13% 34 -81.32% House Beautiful Google+ 539,253 2.34% 39 -62.86% 2,759 -46.57% 94 -37.75% 281 -34.65% In Touch Google+ 506 2.85% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 103,070 5.90% 32 -28.89% 23,375 -12.73% 799 -9.00% 15 50.00% InStyle Instagram 1,145,352 4.72% 114 37.35% 732,536 69.89% 11,123 94.12% 468 102.60% J-14 Google+ 851,447 -0.23% 12 -14.29% 93 -4.12% 3 -50.00% 4 0.00% Instagram 160,062 12.26% 31 0.00% 66,982 -1.97% 477 -27.62% 1 N/A Life & Style Google+ 315 -0.32% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 64,929 12.38% 31 34.78% 7,941 33.26% 226 101.79% 1 -66.67% M-Magazine Google+ 766,894 2.46% 0 -100.00% 0 -100.00% 0 0.00% 0 -100.00% Instagram 216,454 4.59% 22 37.50% 44,011 32.61% 225 -7.79% 2 N/A Marie Claire Google+ 160,334 0.19% 873 1285.71% 1,246 425.74% 83 1283.33% 92 240.74% Instagram 642,143 5.99% 198 24.53% 754,940 42.68% 19,906 37.57% 566 38.05% Martha Stewart Living Google+ 2,497,079 0.08% 1 0.00% 97 10.23% 9 200.00% 11 175.00% Men's Fitness Google+ 19,547 1.54% 687 2.08% 5,046 -1.87% 77 -8.33% 570 -6.25% Instagram 65,163 11.21% 21 -16.00% 8,734 -0.24% 247 60.39% 9 125.00% Men's Health Google+ 837,244 1.41% 892 -0.89% 14,154 2.52% 648 -0.61% 2,592 6.97% Instagram 557,223 14.07% 82 13.89% 258,873 29.13% 11,276 48.60% 806 24.38% Men's Journal Google+ 1,370,682 -0.15% 4 0.00% 23 -42.50% 1 -50.00% 4 300.00% Instagram 24,958 5.65% 6 -57.14% 1,242 -53.88% 13 -67.50% 0 0.00% Midwest Living Instagram 22,389 7.52% 32 6.67% 25,528 11.25% 567 30.34% 87 123.08% Money Google+ 3,984 0.81% 413 -5.92% 325 42.54% 18 38.46% 123 8.85% More Instagram 8,005 6.51% 14 7.69% 1,435 23.49% 64 88.24% 3 N/A Motor Trend Google+ 2,515,805 -0.07% 146 84.81% 22,166 35.08% 1,056 24.09% 882 33.64% Motorcyclist Google+ 957 1.81% 9 28.57% 81 47.27% 1 0.00% 8 33.33% Muscle & Fitness Google+ 15,635 2.39% 651 1.88% 9,612 20.65% 122 -55.47% 1,094 25.60% National Geographic Google+ 9,128,899 0.55% 60 -22.08% 80,234 -19.55% 1,712 -14.01% 5,098 -24.24% Instagram 42,756,676 6.27% 350 -17.45% 127,498,019 -10.55% 823,947 -24.65% 49,637 -14.97%

8 Magazine Media’s Most Trusted Source Since 1947 2/22/2016 minonline.com % % % % % Publication Source Followers Difference Posts Difference Favorites Difference Replies Difference Shares Difference in Followers in Posts in Favorites in Replies in Shares January January January January January 2016 2016 2016 2016 2016 National Geographic Google+ 8,438 1.13% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Traveler Instagram 8,124,587 7.11% 136 30.77% 14,286,276 29.52% 121,571 52.05% 6,264 33.67% New York Magazine Google+ 591,488 -0.15% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Nylon Instagram 911,461 2.65% 85 -2.30% 452,245 5.49% 10,701 4.42% 138 84.00% Nylon Guys Instagram 52,198 1.12% 8 14.29% 3,082 18.95% 37 8.82% 1 N/A OK! Google+ 797,599 -0.11% 10 25.00% 25 -37.50% 5 150.00% 5 400.00% Instagram 121,590 3.76% 44 -18.52% 20,810 -29.65% 591 -23.15% 3 50.00% Outdoor Google+ 2,674 0.49% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Outside Instagram 395,142 9.13% 36 -7.69% 239,056 -5.84% 2,802 -51.74% 69 -46.09% Parents Google+ 499,812 -0.07% 10 11.11% 54 -22.86% 1 -83.33% 7 -12.50% Instagram 74,297 11.92% 41 10.81% 17,151 68.78% 695 36.81% 23 -20.69% People Google+ 1,215,546 -0.05% 1,740 55.64% 19,640 25.63% 2,411 10.65% 1,320 11.39% Instagram 1,340,607 8.91% 417 59.77% 3,517,742 68.48% 63,593 50.51% 1,110 226.47% People en Español Google+ 3,520 1.29% 763 46.73% 1,879 52.27% 54 -34.15% 32 190.91% Instagram 1,054,622 7.40% 212 -37.28% 724,086 -34.29% 17,709 10.68% 222 29.07% People StyleWatch Google+ 1,029,600 -0.07% 23 21.05% 198 -12.00% 4 N/A 6 -45.45% Instagram 187,870 2.29% 34 6.25% 45,984 36.85% 1,087 24.80% 6 200.00% Playboy Google+ 47,730 0.67% 17 142.86% 912 122.44% 46 109.09% 55 77.42% Instagram 4,234,689 6.96% 368 -2.90% 10,101,175 -2.70% 61,486 -20.83% 1,529 -11.97% Popular Mechanics Google+ 691,200 0.82% 6 100.00% 62 121.43% 4 N/A 9 28.57% Popular Science Google+ 6,795,515 1.43% 17 88.89% 2,202 35.34% 111 -46.38% 318 130.43% Prevention Instagram 26,318 16.89% 57 103.57% 8,757 109.45% 244 148.98% 33 135.71% Reader's Digest Google+ 4,178 1.65% 473 2.38% 298 21.14% 13 -18.75% 214 40.79% Instagram 102,562 6.84% 32 -13.51% 14,271 -20.90% 360 4.65% 45 800.00% Real Simple Google+ 185,437 -0.31% 0 -100.00% 0 -100.00% 0 0.00% 0 0.00% Instagram 346 1.17% 0 -100.00% 0 -100.00% 0 -100.00% 0 0.00% Redbook Google+ 596,985 2.61% 145 -2.03% 652 -23.92% 64 -17.95% 62 -3.13% Reminisce Google+ 418 0.24% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,244 7.71% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Road & Track Google+ 1,349 0.97% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Rolling Stone Google+ 3,789,020 1.53% 2 0.00% 629 26.56% 39 -50.63% 96 65.52% Instagram 1,444,720 11.49% 63 -13.70% 1,442,685 19.02% 26,950 -5.92% 1,580 2157.14% Runner's World Google+ 530,417 3.24% 158 N/A 1,142 N/A 41 N/A 141 N/A Instagram 251,557 6.75% 8 -27.27% 28,544 -25.26% 528 -42.92% 39 254.55% SaltWater Sportsman Google+ 497 0.81% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Scientific American Google+ 402,292 2.87% 16 -23.81% 796 -31.50% 159 -3.05% 242 -33.70% Self Google+ 596,037 1.83% 381 71.62% 2,842 33.24% 93 -45.61% 476 100.84% Instagram 334,481 4.90% 124 27.84% 342,688 46.19% 30,976 65.12% 830 5087.50% Ser Padres Instagram 33,758 6.64% 11 37.50% 966 260.45% 16 700.00% 1 N/A Seventeen Google+ 713,294 -0.08% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 816,594 4.65% 128 -10.49% 2,254,547 2.14% 38,027 4.17% 107 723.08% Shape Google+ 706,652 2.48% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 297,138 10.13% 91 33.82% 236,750 76.81% 11,091 91.72% 374 2237.50% Siempre Mujer Instagram 36,295 27.86% 13 44.44% 1,965 150.96% 29 262.50% 0 0.00% Sierra Magazine Google+ 179,234 0.70% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Ski Magazine Instagram 34,885 8.86% 15 7.14% 15,758 31.92% 120 -31.03% 2 100.00% Smithsonian Google+ 1,004,955 0.01% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Sport Diver Google+ 413 1.47% 94 17.50% 117 14.71% 10 11.11% 21 -19.23% Sports Illustrated Google+ 3,185,548 0.84% 40 400.00% 621 124.19% 26 73.33% 45 114.29% Instagram 781,339 3.64% 101 124.44% 697,529 118.85% 3,987 26.17% 94 224.14% Street Rodder Google+ 2,526 0.04% 97 -14.91% 6,582 -25.60% 55 -12.70% 272 -18.07% Sunset Google+ 1,670,761 2.84% 20 -41.18% 685 -39.59% 27 -35.71% 59 -21.33% Taste of Home Google+ 6,930 1.18% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Teen Vogue Google+ 292,896 -0.04% 0 -100.00% 0 -100.00% 0 -100.00% 0 -100.00% Instagram 1,602,082 3.40% 48 11.63% 1,118,959 16.52% 9,532 37.05% 41 N/A Texas Monthly Google+ 587 1.38% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 34,184 9.97% 8 -38.46% 3,280 -25.57% 133 -15.29% 3 N/A The Atlantic Google+ 307,963 -0.04% 6 N/A 39 N/A 8 N/A 12 N/A The Economist Google+ 10,040,762 0.66% 180 106.90% 12,419 90.62% 1,177 89.53% 2,412 118.28% Instagram 360,192 15.35% 152 14.29% 630,947 48.09% 19,471 80.77% 8,199 657.76% The Family Handyman Google+ 557,149 1.69% 154 1.32% 4,671 17.10% 88 -12.00% 1,090 15.83% The New Yorker Google+ 657,803 0.05% 40 -6.98% 1,189 34.20% 310 27.05% 215 49.31% This Old House Google+ 703,403 1.34% 31 10.71% 986 36.57% 53 20.45% 196 76.58% Instagram 34,725 8.30% 16 -15.79% 9,714 -21.53% 225 -28.80% 18 350.00% Time Google+ 8,227,514 0.81% 30 328.57% 1,570 51.11% 169 125.33% 140 -11.39% Instagram 2,080,613 7.11% 40 -50.00% 688,938 -38.35% 19,276 -1.11% 1,694 285.88% Town & Country Google+ 375 1.90% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Travel + Leisure Google+ 2,299,247 2.53% 207 -40.69% 9,190 -20.11% 262 11.97% 652 -0.76% Instagram 1,500,948 6.21% 43 -20.37% 1,063,062 -12.95% 25,121 5.27% 411 N/A Twist Google+ 415,604 -0.20% 73 69.77% 1,695 66.34% 103 13.19% 74 124.24% Instagram 34,353 6.46% 60 22.45% 42,042 13.60% 391 -38.43% 15 N/A US Weekly Google+ 693,683 2.73% 481 10.57% 6,639 -3.31% 2,129 20.42% 436 -10.10% Instagram 1,229,005 8.12% 339 28.90% 2,964,233 58.47% 67,725 58.00% 362 N/A Vanity Fair Google+ 2,695,298 0.78% 504 17.76% 7,712 8.19% 336 3.70% 385 -17.03% Instagram 1,529,786 5.66% 88 31.34% 1,054,303 45.38% 15,481 54.30% 548 1726.67% Veranda Google+ 72,994 -0.07% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Vogue Google+ 4,032,670 0.37% 1 N/A 98 N/A 3 N/A 8 N/A Instagram 8,594,500 7.65% 53 -18.46% 4,335,749 -5.02% 37,122 11.29% 1,046 579.22% W Google+ 8,218 0.28% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 1,594,252 6.83% 118 25.53% 989,947 29.10% 10,676 -18.81% 369 1376.00% Wired Google+ 3,062,222 0.60% 474 7.97% 13,565 5.42% 1,504 -0.59% 2,306 6.37% Woman's Day Google+ 310,764 -0.26% 70 -20.45% 383 -22.94% 18 -48.57% 40 -28.57% Women's Health Google+ 783,082 2.39% 0 0.00% 0 0.00% 0 0.00% 0 0.00% Instagram 492,298 9.80% 85 -4.49% 186,274 10.50% 4,668 23.98% 215 33.54% Yachting Google+ 2,066 1.08% 41 105.00% 88 109.52% 12 71.43% 5 66.67% Yankee Google+ 220 0.46% 4 -20.00% 3 -62.50% 0 0.00% 0 0.00% Instagram 19,732 12.81% 33 3.13% 24,311 4.17% 427 -5.95% 31 -24.39% Yoga Journal Google+ 1,697,105 1.14% 161 -1.83% 6,529 -4.37% 123 -27.65% 1,184 10.14% Instagram 313,057 8.49% 34 17.24% 62,163 -5.33% 757 -38.36% 70 -78.59%

2/22/2016 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com THE WRAP Magazines at the Academy Awards: Vanity Fair's Hollywood Whirlwind Hosting the Academy Awards dinner and after-party for 22 years is massive (on February 28, it will be at the custom-designed space in Beverly Hills that connects the Wallis Annenberg Center for the Performing Arts and City Hall). But Vanity Fair has never rested on its laurels, as the franchise, stimulated by editor-in-chief Graydon Carter's "Hollywood" issue, expanded long ago to a week of advertis- er-supported and charity-benefitting "Campaign Hollywood" events. Newest to the mix is the VF Social Club, which in the beginning was what publisher and chief revenue officer Chris Mitchell called a "handful of bloggers." By last year, the Club drove 800 million social impressions, and this week, in a new home at Platform (a former car dealership in Culver City), Mitchell projects the sum by the 200 bloggers to exceed 1 billion. "The news, videos, prognostication panels and celebrity interviews are all done with our editors and intersect with our advertisers," he says. Included are Chrysler, L'Oréal Paris, Stella Artois, Lancôme, Grey Goose, Apple Music, and American Airlines in what Mitchell claims is a doubling from last year. The Social Club will also host about 30 events during the week, leading to an Oscar party for bloggers and YouTube stars. "They will be in tuxedos, too," says Mitchell. People's Party for VIPs (Its Own)... For the fourth year, People­—in partnership with the Academy of Motion Picture Arts & Sciences—will host the Oscar Fan Experience. The 700 invitees include lifetime People subscribers dating back to the 1974 launch, and they'll have re- served bleacher seats to watch the celebrities entering the Dolby Theatre. Then, they'll get to watch the Academy Awards at a private screening at the El Capitan Theatre in Hollywood. ...And Popular Mechanics Partnered at the Sci-Tech Awards The "Nerd Oscars," as Popular Mechanics publisher and CRO Cameron Connors whimsi- cally called them, were presented at a black-tie dinner at the Beverly Wilshire Hotel on February 13. "The geniuses behind the special effects that make movies so fantastic were honored," he says. "The Sci-Tech Awards are endemic to PM, and the opportu- nity to partner with the Academy of Motion Picture Arts & Sciences made for a great evening. The PM branding was omnipresent, and best of all, we were mentioned throughout the ceremony." This was thanks, in large part, to co-host Olivia Munn. In February 2015, the actress became the first female celebrity on a PM cover in the brand's 113-year history (her love of building things was one reason), and "she remains very proud of it," says Connors. "Olivia and co-host Jason Segel were selected by the Academy, and we couldn't have been happier." The evening's "Red Sea parting"—an homage to that great scene from The Ten Commandments—was the use of Image Shaker technology that created the illusion of an earthquake. "It felt real," says Connors, and in earthquake-wary California, it was very close to home. Pictured (left to right): Connors, Munn, Segel and PM editor-in-chief Ryan D'Agostino.

Hooray for magazine media and Hollywood, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief Michele Shapiro, Editorial Director Introducing the 2016 Best of the Web Steve Smith, Digital Media Editor Jameson Doris, Editorial Assistant Awards Finalists Caysey Welton, Group Editor

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