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Steve Smith's Eye on Innovation: in Search of a Good

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Steve Smith's Eye on Innovation: in Search of a Good 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 The New Yorker'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 Anna Wintour'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.
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