April 25, 2016 | Vol. 69 No. 16 Read more at: minonline.com Steve Smith's Eye on Innovation: 2 Runners Mourn More's Demise In Search of a Good Mobile Ad Experience 3 's 'Goings On' Gets Listings Right This writer does his best to find one. By now, my rant is familiar. In my app reviews (see page 3), I have been on a tear 5 The New Recruits at Hearst, Time this past year about the dismal state of mobile advertising experiences. As users Inc. and Elsewhere and media migrate quickly to mobile, so do the web’s worst ad practices: clutter, lag, site breakage, breathtaking irrelevance. But the question then becomes, What 6 Magazines Pivot to Pay Tribute to Prince is the better ad experience? The Interactive Advertising Bureau has already is- sued its LEAN guidelines, and Ad Block Plus has its acceptable ads criteria. But 8 Two Magazine Media Giants to Be neither really speaks to improving the overall experience and impact of advertise- Honored at Monday's Matrix Awards ments in media contexts. So is it happening? continued on page 4

Michael Strahan 'Subsidized' SI's Fashionable 50... 'Live'-to-'GMA' star's clothing line is the section's sole advertiser. Sports Illustrated's 'Swimsuit' issue started (pardon the pun) modestly in 1964, so it's appropriate that SI's second foray into fashion—the jocks comprising the "Fashionable 50"—is a14-page section in the April 18-25 issue with a split-run back cover. New York Giants wide receiver Victor Cruz (pictured on page 2) is "most fashionable." But most important to the project is retired Giants defensive end Michael Strahan. His JC Penney Collection is the section's sole advertiser with a spread and a single page. The always sharply dressed Strahan is among the "50," an eclectic group of present and past greats. continued on page 2

...And 's SI Fashion 'Debut' The Vogue editor-in-chief may have been seen in SI as a fan of tennis great Roger Federer at both Wimbledon and the U.S. Open, but Wintour is endemic in the "Fashionable 50" because she offered advice about the origins of fashion and how it developed to Oklahoma City Thunder point guard Russell Westbrook. Wintour's encouragement and that of former Vogue editor-at-large André Leon Talley paid off, because Westbrook is SI's second most fashionable after Cruz. Two Sound Bodies + One Sound Mind = Perfect Readership Scores Issues featuring Ronda Rousey and 'The Rock' among those with highest EOY Recalls. Hot bodies and curious minds dominated print readership last December, producing a six-way tie across genres as measured by GFK MRI's Issue Specific (IS) Readership Study. All six issues achieved the maximum IS score of 140 (the lowest being 72 under GfK MRI's methodology). 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 Strahan Supports Fashionable 50 (continued from page 1)

Media Industry Newsletter Strahan is also in the news with his announced move from "Live with Kelly and Michael" co- Editor-in-Chief: host to "Good Morning America" co-anchor in September. Both programs are Disney-owned Steven Cohn ([email protected]) (GMA being part of ABC News). It should be noted that Disney owns 80% of ESPN. 203/899-8437 SI's flirt with a "competitor" is similar to Rachael Ray appearing on the May gatefold cover Digital Media Editor: of Hearst's Woman's Day. Both Strahan and Ray are spokespeople for their respective prod- Steve Smith ([email protected]) uct lines, but lending their image to a rival would have been frowned upon at a time when 302/691-5331 media businesses stuck to their traditional knitting. min Editorial Director: Michele Shapiro ([email protected]) What a 646/745-4152 Success! Group Editor: Caysey Welton Strahan's May Success cover story charts ([email protected]) 203/899-8431 his metamorphosis from football to enter- Editorial Assistant: Jameson Doris tainment star. "If you do hard work, a lot of ([email protected]) good things go your way," he told writer Jeff VP/Publisher: Amy Jefferies ([email protected]) Vrabel well before the GMA announcement. Director of Market Development: But the timing of the cover is itself a suc- Laurie M. Hofmann ([email protected]) cess, given Strahan’s big announcement. Senior Marketing Manager: Danielle Sikes ([email protected]) Pulitzers Are a First for TNY, but not for Remnick Marketing Manager: Rachel Feldman ([email protected]) 'Lenin's Tomb' was followed by 41 National Magazine Awards. Senior Account Executive: Tania Babiuk David Remnick showed fatherly "immense pride" in celebrating The New Yorker's first two ([email protected]) Pulitzer Prizes received by staff writers Emily Nussbaum (Criticism) and Kathryn Schulz (Fea- Production Manager: Sophie Chan-Wood ture Writing). But Remnick has been a member of this club since 1994, when then-Washington ([email protected]) Post Moscow bureau chief's "Lenin's Tomb," about the 1991 collapse of the former Soviet Graphic Designer: Yelena Shamis Union (and failed coup d'état by communist hardliners), won the Pulitzer for nonfiction. Staff ([email protected]) Data and Analytics Manager: writer Bill Finnegan followed suit, winning the biography Pulitzer for his autobiographical Stacy Hill "Barbarian Days: A Surfing Life." ([email protected]) Remnick's memo praised TNY's "remarkable start" in the 2015 Pulitzer competition (first Access Intelligence, LLC President & year that weekly magazines were eligible), but the two finalists produced no wins. This is déjà Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz vu, because in 1999, TNY was shut out of the National Magazine Awards in Remnick's Chief Operating Officer: first year as editor after his three predecessors won a combined 25 since the awards started Heather Farley in 1966. Subscriptions/Client Services: That Remnick's leadership would subsequently win 41 Ellies for TNY is seemingly an impos- 888-707-5814 List Sales: MeritDirect, 914-368-1090 sible pattern to follow for the Pulitzers, where newspapers had always won for journalism. ([email protected]) Advertising: 203-899-8498 More's Successful–and Sad–Last Half Marathon Reprints: Wright’s Media, 877-652-5295 ([email protected]) Shape will take over a race that empowered women over 40. Editorial Offices: 10 Norden Place, The weather for the 7,000-plus runners in Central Park was perfect on April 17, but there was gloom Norwalk, CT 06855; 40 Wall Street, 50th floor, New York, NY 10005; as More's 12-year association with the half marathon (the largest women's only race in the U.S.) Faxes: 203-854-6735, 212-621-4879; officially ended as a result of the brand's Febru- www.minonline.com ary 25 closure by Meredith Corp. The torch is Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD being passed to Shape, which partnered with 20850; Ph: 301-354-2000 Published 2016 © by Access Intelligence LLC. More this year, and time will tell how large its Distributed via email and online. For email and postal address changes, imprint on future races will be. Shape editor-in- allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For chief Elizabeth Goodman Artis is pictured (left) advertising info contact 301/ 354- 1629. Contents may not be reproduced with publisher Tim O'Connor and "Top Chef" in any form without written permission. host and runner Padma Lakshmi. Subscription Rate: $1,199.97

2 Magazine Media’s Most Trusted Source Since 1947 4/25/2016 minonline.com Steve Smith's App Review TNY’s Goings On: Mobilizing A Magazine’s Native Value In its fourth iteration, the mobile utility takes listings to a new and exciting level. The release last week of The New Yorker Today app reminded me of the magazine’s long- running and inspired Goings On mobile utility, which I hadn’t reviewed since its launch in 2011. Now in its version 4 iteration, this mobilization of the weekly magazine’s listings and reviews section of the same name remains one of the most elegant demonstrations of how fundamental strengths of magazines’ legacy functionality extends perfectly into this era of mobile utility. The concept is brilliant in its simplicity. Goings On lifts the familiar elements of the magazine’s weekly listings section into an app and deftly supercharges the functionality by connecting its elements to the alerting, location, e-commerce and audio/visual tools baked into the smartphone. The New Yorker’s Theater, Art, Music, Film, and Nightlife listings are piled into a hamburger menu that clicks into a simple scroll of listings linked to miniature reviews. Each listing lets you add the event to your calendar so the phone reminds you of it. It can also find the location and give directions and post to social media. In the case of some events like dance and theater, a "Buy" button sends you directly to online ticketing. Of course you can “Favorite” any item for easy reference later on. Arguably, the app is clean and simple to a fault. Goings On continues TNY’s generally good tradition of maintaining its branded typography, look and feel across all of its digital properties. But the app could use some more visual sampling from the events or perhaps links to film trailers. And while I appreciate that part of the brand’s legacy is a certain edito- rial imperiousness, the app is in a milieu that includes user-generated standbys like Yelp where user comments and ratings are native to interactivity. Would it hurt if The New Yorker trusted its quality readership enough to register some ratings input on these listings? Goings On really shines when it leverages the flexibility of the digital app format to make the magazine listings even better. The “By Neighborhood” section reconfigures the listings by NY area. The “Nearby” function uses your own location in town to configure the listings around you. But my favorite special feature of Goings On is the “Excursions” audio tours. In many cases, these 10- to 15-minute narratives literally take you out to areas of the city with a magazine contributor. The tours are both re- portage and personal essay. Most recently, Jean Acocello explains the role of the Union Square Greenmarket in her everyday life while also interviewing its vendors and regulars. But it can also be a container that includes a 15-minute audio essay by recent Pulitzer Prize-winning TV critic Emily Nussbaum reflecting on how Brooklyn has been portrayed on TV. Audio is such an important part of mobility that is ignored by many magazines. But here it is executed peerlessly. The Excur- sions audio will run in background as you peruse the app, and it will pause and pick back up if you bounce out to a browser or an ad in the app. A music icon remains persistent in the lower right for pausing. I cannot stress enough how any magazine with podcasts, audio elements or even video that might play well as audio only should consider this approach. If anything, Goings On fails to push this exceptional feature enough through- out the interface. But its seamless integration with the app experience demonstrates how well any APP REPORT CARD content provider could make its audio assets a compelling part of its mobile experience. The app is monetized in the simplest and most classic of ways­—with a classified listing. User Experience A Its sole sponsor, Mastercard, appears as a clearly greyed and fairly labeled “Mastercard Overall Design A Advertisement” listing in the scroll of event items. The creative is rarely the same, so the ad is persistent yet always worth reading. And it links to different offers from the sponsor. This is Social Integration B+ less-is-more mobile sponsorship as it should be: subtle, contextual, persistent, relevant, and Mobile Utility A+ varied. TNY’s overall mobile strategy of maintaining three different apps that don’t cross-link to Monetization A one another is debatable. But Goings On is among the best demonstrations of extending maga- A zines’ legacy strengths into the mobile medium. Final Grade

4/25/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com EYE ON INNOVATION In Search Of a Good Mobile Ad Experience (continued from page 1)

Here are some ideas I came up with Pick Your Own Ad: Any model that allows ad choice is Steve Smith after much head-scratching that, to an improvement over most digital formats. Tumblr and Face- me, seem more impactful than the book continue to excel in this regard, but I'm waiting for other usual networked ads pulled into a mobile feed. major media to adopt the approach. Tumblr’s carousel of ads The Artful Persistent Banner: The first generation of lets the reader ratchet through sometimes interesting blends mobile web persistent banners were fraught with technical of content promotions and straight ads, but they all are in a problems. I have to say that the newer ones behave much consistent format that is separable from the ordinary scroll better, but the real difference comes in their creative execu- experience yet not visually or tonally disruptive of the Tumblr tion. Banners with artwork that reaches slightly beyond the environment. banner frame draw the eye without" intrusiveness. And the Better Design, Makes Better Ads: The Washington creative usually is much better than most. I have spotted Post app demonstrates how native advertising is most ef- these on Dan Abrams’ otherwise terribly cluttered Mediaite fective when it works organically in a design that is already site. By framing the bottom of the browser and gently push- compelling. The Post tweaks the visual feel of the boring ing into the field of view, they caught my eye much more ef- scroll so that each story rolls into view and enlarges ever fectively than the sidebar ads and promoted content. so slightly. It's a visual trick that makes the tedium of the The Targeted Carou- scroll a smidge more inter- sel: Playboy’s app takes its esting. The native ads, es- content and ad cues from Banners with artwork pecially news items from Facebook and Tumblr their brand studio, take by using reader behavior that reaches slightly the same format and thus to target related content. merit more attention. To When the user taps into beyond the banner frame be sure, I object to the mi- a story from the feed and draw the eye without croscopic ad labeling they then backs out, the app use. But the ad impact immediately pulls in genu- intrusiveness. benefits from conforming inely related content in a to rather than fighting the horizontal carousel. The ads are usually the second tile in the app’s native experience. swipeable tier and so come only after a content payoff. The I confess that hunting (and it was a hunt) for satisfying experience feels customized and a value exchange between mobile ad experiences was more depressing than inspir- free content and an ad experience is implicit in the mix. In a ing. I visited scores of sites from the Magazine Media 360º very basic way, the ad feels more organic simply because it Brand Audience Report." Most are exercises in discordant fits the container better. One of the problems with in-feed experiences. Homepage roadblocks suffer from impossibly networked advertising is that it doesn’t scale well across dif- small cancel Xs, as do the new scourge of window shades ferent mobile screen sizes, so you get nicely formatted adap- popping out of the bottom of the screen. Most ads invite tive content interrupted by visually discordant ad units that banner blindness because the disruption in size and shape stand out as something to be ignored. Playboy’s approach is from the scroll experience signals the brain to ignore it. at once more organic and more noticeable. All of this is made worse by advances in behavioral track- Speaking of scaling ads, kudos to ELLE.com, where the ing that now retarget users across platforms with behav- mobile ad experience actually fits the screen (well most of iorally relevant but contextually irrelevant promotions. the time). Both the slideshow and video units in-feed usually When a B2B sponsor for ad tech shows up in a Martha stretch edge to edge, even on phablets, and the videos often Stewart feed, it should be clear to all that this ad system run in-feed. Most of the ads feel contextually relevant and, is broken. while interruptive, seem closer to a full page print ad experi- Steve Smith covers digital trends and innovations as min's digital media editor. ence than the usual networked ad. Send him tips or feedback: [email protected]

4 Magazine Media’s Most Trusted Source Since 1947 4/25/2016 minonline.com THE NEW RECRUITS Veteran media executive David Israel has been named CFO Martha Stewart Weddings has announced that Jessica King of Playboy. Prior to joining the company, Israel was the chair- has been named senior fashion and market editor. King most man, CEO and founding partner of Procysive Corporation, recently served as accessories director of More magazine. an intelligence and competitor/opposition research start-up. Hearst Magazines has named Michael Hainey the new Lainna Fader is joining The New Yorker as associate direc- executive director of editorial for Esquire and editor-at-large tor of audience development. Most recently, she served as for Town & Country. Hainey was most recently editor-at-large the engagement editor at New York Magazine. at GQ. From 2003 to 2015, he was the title’s deputy editor.

Tyler Rogoway joins Time Inc. to cover defense and avia- TEN: The Enthusiast Network has announced that Jonathan tion topics for its car-culture-focused site, TheDrive.com, Anastas has been hired as CRO. Anastas joins TEN from as well as Drive video net- Roku, where he was global work. Rogoway joins from 60 Seconds With… Adam Cozens head of user acquisition, Jalopnik.com. VP and General Manager of the Dew Tour media, web & CRM. min: What was your first job? Joseph Messer has been Adam Cozens: My first real job was in retail working the TEN has appointed a new promoted to publisher of shop floor at a surf/skate shop. management team to lead Travel + Leisure. Previously, min: What was your worst job? the strategy and execution he served as Food & Wine Cozens: Each has had its plusses and minuses, but I defi- of Dew Tour: associate publisher. nitely learned something from every one of them. min: What’s your management style? Adam Cozens has been The new Esquire editor, Cozens: My goal is always to give clear direction and vision to my team members up front, appointed VP/GM of the then allow them the freedom to roll with it and do what they do best. I also believe strongly Jay Fielden, has appointed in collaboration, and I’m always available to offer advice, ideas and input as needed. new management team. He two prominent writers: The min: What one word describes your personality? was most recently senior New Yorker theater critic Cozens: Outgoing marketing director at TEN. John Lahr and The New York Times literary critic Dwight Garner. Anthony Dittmann joins as operations director and comes with extensive action sports event experience. Most recently, Nylon has named Jamie Elden president and CRO. Elden he served as senior director of operations for Dew Tour. comes to Nylon from Media General subsidiary Federated Media, where he served as CRO and head of entertainment. Event operations manager Jessica Gray joins with previ- ous Dew Tour experience having served as senior associate, Patti Adams Martinez is the new deputy editor at Allure. event operations for Dew Tour under Alli Sports. She’s the former deputy editor at Nylon. Additionally, Courtney Gresik joins the team as the busi- Former Elle Decor senior editor/writer Ingrid Abramovitch ness and sponsorship manager. Previously, she was business has been named features director at Hearst Design Group. manager for the sports & entertainment division of TEN.

min’s Job Board Find Talented Professionals in Post Your Open Jobs the Media & Publishing Industry www.minonline.com/mediajobs

Questions? Contact Rachel Feldman at [email protected]; 301-354-1416 26059

4/25/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com The New Yorker and Others Act Fast to Pay Tribute to Prince When news broke of the influential singer's death at age 57 on Thurs- day, The New Yorker editor-in-chief David Remnick was as shocked and saddened as anyone who grew up listening to 80s anthems like "Purple Rain," "Little Red Corvette" and "Raspberry Beret." He didn't waste a mo- ment pulling the weekly's previously planned cover and securing one that would be a fitting tribute to the megastar who, at just 5-feet-2, was a larger-than-life performer. He called upon art editor Françoise Mouly to put out an APB to artists for sketches. Ultimately, Mouly and Remnick selected the simple cover image (left) by artist Bob Staake because "it was a powerful distillation of many of the ideas being shared," says Mouly. As agile as the weekly was to pivot in a purple minute with its April 25 cover, within hours of his death, TheNewYorker.com posted tributes to Prince from some of its writers. "His is one of the handful of pop legacies whose broadness cannot be simplified in even its most romantic, famous moments," wrote Matthew Trammell. And "We all discovered Prince at different times, but with the same sense—that he had discovered us," wrote Ben Greenman. Other websites, from Entertainment Weekly to Hollywood Life, also posted heartfelt tributes. On EW.com, Jeff Jensen humorously recalled meeting Prince 12 years ago and being so nervous, he accidentally threw away his car keys before the interview.

Saluting Sales Excellence at Media Companies

Entry Deadline: May 6, 2016 | Final Deadline: May 13, 2016 www.minonline.com/seoy2016

Recognizing outstanding media sales performance, min’s Sales Executive of the Year Awards salutes those in the trenches, selling the print, online, on-air and multiplatform programs and creating a winning proposition for both the advertiser and the media brand. Whether selling in a challenging or booming market, the winners will be the ones running circles around their peers, the ones who can sell well and better than the rest. We will be honoring the winners and honorable mentions during an awards ceremony in September in New York City.

28012

Questions? Contact Marketing Manager Rachel Feldman at [email protected].

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6 Magazine Media’s Most Trusted Source Since 1947 4/25/2016 minonline.com GFK MRI’s TOP PRINT MAGAZINE AUDIENCE PERFORMERS

Best Issue Specific Indexing Titles, December 2015 (continued from page 1) Toned, muscular bodies were the end-of-year cover stars for both ESPN The Magazine (which featured Ronda Rousey) and Muscle & Fitness (with wrestler-turned-actor Dwayne "The Rock" Johnson). Meanwhile, Street Rodder featured a different kind of body—a vintage 1961 Ford Sunliner. But what's a body without a mind? Psychology Today promised the truth about first impressions with its "How Do People See You?" coverline. Rounding out the six-way tie for #1 were Life & Style Weekly with its Jennifer Aniston cover (Is she really pregnant this time?) and Guns & Ammo featuring the first 45-caliber handgun from Walther. 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): ESPN The Magazine Rank: #1 (tie): Guns & Ammo Rank: #1 (tie): Life & Style Weekly Issue: December 21, 2015 Issue: December 2015 Issue: December 14, 2015 Issue Specific Aud.: 20,217,000 Issue Specific Aud.: 14,327,000 Issue Specific Aud.: 6,172,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

Rank: #1 (tie): Muscle & Fitness Rank: #1 (tie): Psychology Today Rank: #1 (tie): Street Rodder Issue: December 2015 Issue: December 2015 Issue: December 2015 Issue Specific Audience: 9,048,000 Issue Specific Audience: 4,995,000 Issue Specific Audience: 2,957,000 Issue Specific Index: 140 Issue Specific Index: 140 Issue Specific Index: 140

4/25/2016 Magazine Media’s Most Trusted Source Since 1947 7 minonline.com THE WRAP

30 Years of Memories—and Gratitude April 14—that historic night on the Titanic 104 years ago—was a wonderful morning to remember this year as my 30th anniversary at min was celebrated during our "30 Event" breakfast. Although the magazine media universe has changed in ways I never would have imagined back in 1986, what has not changed is the passion by the people in the business, which rubs off on me every day. Samir Husni, HollywoodLife's Bonnie Fuller, Meredith's Christine Guilfoyle, Forbes' Mike Perlis, Hearst's Kate Kelly Smith and former min contributor Jay Bur- zon all took time out to prepare and deliver touching tributes. There was also a won- derful video featuring the executives at several Rodale magazines, who mocked up a Men's Health cover with my head on Ryan Reynold's body. (My wife's still laughing about it.) The well-wishes continue to pour in from min readers. My thanks to all—especially to my colleagues at min and Ac- cess Intelligence—for making the morning a highlight of my career. – Steve Cohn

Nancy Gibbs and Janice Min to Receive 2016 Matrix Awards It's a first: Two powerful women from magazine media are honored in the same year. Since New York Women in Communications established the Matrix Awards in 1970, magazine media and the oth- er disciplines (advertising, books, broadcasting, marketing, newspapers, PR and, more recently, digital) have each had one designee. This year, perhaps in acknowledgment that magazines extend beyond print, NYWC selected quite a duo. Gibbs (left) had a 30-year Time career as writer of 100-plus cover stories (the National Magazine Award-winning 9/11 special issue is a highlight) and co-author of 2012's acclaimed best-seller "The Presidents Club" before becoming the first female editor in the weekly's 93-year history in 2013. Meanwhile, in 2010 many wondered why Min would leave the large cir- culation Us Weekly to relocate to L.A. and become editorial director of The Hollywood Reporter. But she got the last laugh, turning THR into a multime- dia powerhouse with influence far beyond show business. Since 2014, her sphere as co-president of Guggenheim Partners' Entertainment Group has extended to Billboard. A third Matrix winner, General Electric chief marketing officer Linda Boff, has a magazine background, having served as Times Mirror Magazines communications director during the 1990s. And a fourth, Kaplow Communications founder and CEO Liz Kaplow, hired former Fitness editor-in-chief and Jyst co- founder Emily Listfield as chief creative officer. At the April 25 Matrix Awards luncheon at the Waldorf Astoria in New York City, Gibbs will receive her award from Yahoo global news anchor Katie Couric, while NBC Universal Cable Entertainment chairman Bonnie Hammer will present Min with her honor. Kaplow will be introduced by Hearst chief communications officer Deb Shriver. Since 2010, the Matrix recipients for magazines were O editor-at-large Gayle King; former Fairchild Fashion Media CEO Gina Sanders; former Better Homes and Gardens editor-in-chief Gayle Butler, and Cosmo EIC Joanna Coles, among others.

Congrats to Gibbs, Min and the 2016 Matrix winners, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief Michele Shapiro, Editorial Director Magazine Media 360° Brand Audience Steve Smith, Digital Media Editor Jameson Doris, Editorial Assistant Report Performances In March Caysey Welton, Group Editor

8 Magazine Media’s Most Trusted Source Since 1947 4/25/2016 minonline.com MAY 10 | NYC Tuesday, May 10

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