October 31, 2016 | Vol. 69 No. 42 Read more at: minonline.com Top Story: Is Magazine Binging a 'Thing' Yet? The risks and rewards of smorgasbord apps and digi-mags Since the concept of digital magazines surfaced more than a decade ago, it has remained unclear when, where, how and even whether consumers really wanted a print-like experience on digital screens. Zinio, tablet editions and Apple Newsstand all have thrown various business and consumption models at this problem, but they were mired in legacy models of single issue sales or individual title subscriptions. The response has been tepid at best. In recent years, however, Netflix-style, all-you- can-read models from companies like international distributor Magzter and the U.S. magazine publisher joint venture Next Issue/Texture appear to be gaining traction. But are Netflix and Spotify binging behaviors, which are key to this model's success, applicable to magazines? Continued on page 4

Now That's What We Call a Festival Fast Company's second annual Innovation Fest faces off against Forbes On the heels of Forbes' successful Under 30 Summit, Fast Company, a biz brand focused on creativity and innovation, has as- sembled a strong lineup for its upcoming Innovation Festival (November 1-4 in NYC). Speakers range from philanthropist Melinda Gates to AOL CEO Tim Armstrong and late-night host Samantha Bee. Continued on page 2

Good Housekeeping Introduces 'Nutritionist Approved' Seal Good Housekeeping is putting a fresh stamp of approval on food products. Since 1909, the brand has been testing and evalu- ating consumer products to give nonbiased reviews and call out the products it stands behind with the Good Housekeeping Seal. The testing is done at its Good Housekeeping Institute, which has six labs that look at everything from paper towels to vacuums, cleaning products and more. Now its new food and nutrition lab will issue a seal of its own.

Continued on page 2

Celebrate The Year's Content and Design Triumphs We hope you'll join us on November 10 for our annual Editorial & Design Awards at The Yale Club in New York City, where we'll acknowledge those whose articles and layouts broke through the clutter this year. We received well over 300 entries, and we'll hand out awards in more than 40 categories, including "Single Magazine Issue" and "Website Redesign." In addition, we will induct seven Editorial and Design superstars into our Hall of Fame. Click for more information.

In This Issue GH consults with ELLE Now app gets a Magazine readers Publishers sound Should you work 2 food brands 3 great makeover 4 binge, Netflix-style 5 off on Snapchat 6 with influencers?

© 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 Fast Company's Innovation Fest (cont'd from page 1)

Editorial The festival takes its theme,“Find Your Mission. Deepen Your Purpose,” Editorial Director: Michele Shapiro seriously. In fact, attendees are encouraged to design their own agen- ([email protected]) 646/745-4152 das, choosing from keynote conversations, panel discussions and "Fast Group Editor: Caysey Welton Tracks" consisting of more than 100 behind-the-scenes tours of creative ([email protected]) 203/899-8431 companies and institutions across New York City such as PepsiCo’s De- Digital Media Editor: Steve Smith sign and Innovation Center and DoSomething.org's headquarters. ([email protected]) Along with an impressive lineup of speakers—did we mention that, 302/691-5331 Editorial Assistant: Jameson Doris in addition to Samantha Bee, Tim Armstrong and Melinda Gates (pic- ([email protected]) tured, right), Cher, designer Eileen Fisher, model/entrepreneur Karlie Business Kloss and FEED founder Lauren Bush Lauren are also confirmed to partici- VP/Publisher: Amy Jefferies ([email protected]) pate?—Fast Company has attracted an enviable list of event sponsors, Publisher: Roberta Caploe including Audi, Marriott, General Electric, Intel and American Ex- ([email protected]) press, according to Christina Cranley, Fast Company's chief revenue of- Director of Market Development: Laurie M. Hofmann ficer. Partners will be represented on panels and Fast Tracks as well as at ([email protected]) on-site activations. Senior Marketing Manager: Danielle Sikes The fest will take place at various locations around the city, including ([email protected]) New York University's Skirball Center and Civic Hall, a community center Marketing Coordinator: Zoe Silverman ([email protected]) for civic innovators in the Flatiron district. The talks and tours on offer Senior Account Executive: are all designed "to inspire creativity and innovation," says Cranley. Need Tania Babiuk ([email protected]) more reasons to take a sick day and attend the Festival? The brand's Production website has 25. Production Manager: Sophie Chan-Wood ([email protected]) (Continued from page 1) Graphic Designer: Yelena Shamis GH's New Seal ([email protected]) Nutrition director Jackie London explains the selection Data and Analytics Manager: Stacy Hill process: “Products are assessed for a number of key fac- ([email protected]) tors, including responsible use of ingredients, FDA Nutri- Access Intelligence, LLC President & tion Facts Panel and, of course, taste. To be awarded the Chief Executive Officer: Don Pazour emblem, brands must uphold the Lab’s core values: Sim- SVP, Media Group: Diane Schwartz Chief Operating Officer: plicity, transparency and innovation.” Heather Farley It doesn’t end there though. Once enrolled into the incu- Subscriptions/Client Services: bator program, the food brands maintain their relationship 888-707-5814 List Sales: MeritDirect, 914-368-1090 with GH to uphold the essential standards and continue ([email protected]) to innovate. (For this, GH will receive a consulting fee.) Nine brands have partnered with GH Advertising: 203-899-8498 for this rollout— Chelan Fresh, Dole, LUVO, Carrington Farms, Garden Lites Muffins, Reprints: Wright’s Media, 877-652-5295 ([email protected]) Jarlsberg Cheese, PANATEA Matcha, Benitos and Larabar. Editorial Offices: 10 Norden Place, “Our food incubator and consulting service is tailored to the specific needs of each brand Norwalk, CT 06855; 40 Wall Street, 50th floor, New York, NY 10005; and geared toward individualized interests, ideas and projects, which the brand and our lab Faxes: 203-854-6735, 212-621-4879; will outline together,” London says. “We'll work to provide insights based on what we’re www.minonline.com seeing in the industry—trendspotting, new and developing research findings that could be Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD beneficial for use by brands, and so on.” 20850; Ph: 301-354-2000 Published 2016 © by Access Intelligence LLC. In addition to potential profits from the consulting services, the new seal is an edito- Distributed via email and online. For email and postal address changes, rial and audience development opportunity as well. “The emblem brings a renewed sense allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For of understanding and relatability to the science and authority of GH’s history in consumer advertising info contact 301/ 354- advocacy,” says London. “It also helps to bring a new demographic to our magazine: First and 1629. Contents may not be reproduced in any form without written permission. foremost, we are advocates for consumer empowerment, and the emblem achieves this by Subscription Rate: $1,199.97 cutting through the clutter at the supermarket and arming consumers with the tools they need to make informed food choices for themselves and their families.”

2 Magazine Media’s Most Trusted Source Since 1947 10/31/2016 minonline.com Steve Smith's Reviews Hearst’s Elle Now Benefits from a Better USX The interface makes for easy navigation and chatting With Version 3 of its “Now” platform (Elle Now, Cosmo Now, Seventeen Now, etc.), Hearst has refined an already-usable platform approach to its branded media apps into an even more pleasurable experience. The Now platform app-ifies content from the branded websites. This review focuses specifically on ELLE NOW the advances that Elle Now has made in its most recent iteration. The watchword here is transparency, and there's a general lightness to the navigation. Visu- User Experience A- ally the app often seems to float, which is a good thing. The interface dispenses with the ham- Overall Design A burger menu style, now out of fashion. Instead, a top line dial menu surfaces the navigation for easy lateral movement across major categories. The platform uses pleasant visual stylings, like Social Integration B+ having the main feed recede as the reader taps into a chosen article. As in the previous version Mobile Utility B+ of Elle Now, the sharing interface is especially well done, with the persistent Save, Share, FB and Messenger icons slipping from vertical to horizontal alignment as you scroll. Current ar- Monetization B- ticles on the feed include a mix of eclectic fashion coverage (“Meet the Chinese Artist Dressing The Women of the Past”) and a requisite Gaga piece pegged to her album release (“77 Seconds Final Grade B+ of Lady Gaga Slaying at Carpool Karaoke”). Interestingly, Hearst appears to be emphasizing both Facebook and its messaging app here, signaling the increased importance of chat. The interface also makes content triaging and sharing prominent, by keeping bookmark/save and share icons on each article in the main feed. The overall layout of Now apps is superb. While I wish the text itself were larger or adjustable for smaller phones, the Sans Serif headlines and edge-to-edge images are generously scattered throughout most articles. Slideshows have been flattened, as is the current style, to run in a scroll. Tap into an image to isolate the slide and get a caption. But again, I would like larger typefaces here and better cues to tap for more content. I'm less impressed by the Video tab, which is just a dump of the latest clips (ie., "Heidi Klum's Mesmerizing Halloween Evo- lution"). For some reason, I lose the ability to bookmark the clips or even know the length before starting. If there are branded shows available, it's not apparent. And while Now does its best to keep the ad exchange monetization under control by using large square units instead of banners, it's all still poorly targeted ads that aren't worthy of the fine interface Hearst has built. USA Today Tackles VR The brand succeeds—to a large extent—with a seven-minute anthology series The VR format differs from being more of a curio than a medium. USA Today has launched a weekly “VRtually There”seven- minute anthology series that tries to normalize the technology as a vehicle for regular news delivery. The show wisely fights against VR-ennui by knitting together four short experiences like aircraft carrier launches, high-wire adventuring and a kangaroo farm into short, narrated pieces that are over before they wear out their welcome. The pieces have narrative arcs and a human interest quality. I'm not there just to admire the VR view. Descriptive overlays and interview voices help drive the experience. There is a good navigation VRtually THERE overlay that lets you advance into the next segment. In short, the app seems to have tried to fix User Experience B+ a core problem of VR: Most of it relies on the wow factor and gets tedious quickly. The weekly show is sponsored by Toyota, which is featured in a new VR ad unit called Overall Design A- the “cubemercial.” In blessedly short interstitials, a four-walled ad unit highlights the Camry’s Social Integration B features. The format is more promising than the execution here, but it's a start. Available in the USA Today VR Stories app, VRTually There is a nice step forward for VR. Mobile Utility B+ It speaks to the need for better packaging, giving the format a reason for being, and getting Monetization A- beyond the curio stage where VR clips drop randomly and hope to attract user attention. Final Grade B+

10/31/2016 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com TOP STORY

Is Magazine Binging a 'Thing' Yet? (Continued from page 1)

While Texture has innovated in the says. Perhaps the most interesting Texture stat is that fewer Steve Smith space at a fast pace, it's far from than 25% of app subscribers currently subscribe to maga- alone in the digi-mag race. Found- zines, while 40% are former print customers. It seems as if ed in 2009 as a joint venture among six major players (Con- the Netflix model may be a way of recapturing lost print fans. dé Nast, Hearst, Meredith, News Corp., Rogers, Inc. of The apparently addictive nature of binge magazine read- Canada and Time Inc.), Next Issue was among the first to ing may also open up new value propositions for Texture and get publisher sign-on to a smorgasbord model for magazines. its partners. Current and former magazine readers are among But it took years for its tech and model to find their footing. the most prized leads for Loughlin, who says that free trial Zinio continues to lead on most of the App Store download conversions to paid subscription are 70% when the customer charts, and rival Magzter boasts thousands of U.S. and inter- comes through organic channels such as magazine promo- national titles in its all-you-can-read model. Meanwhile, just tions. And because the lifetime value of a recurring, binging this month, a formidable new opponent appeared in Ama- subscriber is so high, Next Issue is offering publishers $70 for zon’s “Prime Read.” The goliath of e-retail is now extend- every paid Texture subscriber that their promotions deliver. ing to Prime members free access to a trove of digital mags, The company will soon unveil a model that lets media compa- including current issues of Elle, The New Yorker, Real Simple nies give current subscribers a “to-go” digital version of their and Better Homes & Gardens. print subscription via the Texture app.

So This Is Where All The Print Fans Went Mobile Optimization a Top Priority What habits, if any, are forming in these apps and digi-mags? Mobile device use is growing fast, and it requires a differ- John Loughlin, CEO of Next Issue, has some answers. “The ent approach to content. Articles need to be converted from average Texture reader spends 80 minutes a week in the PDF to HTML for easier reading. Porting magazine content app,” he says. Loughlin shared some of the first hard numbers to mobile has always been a challenge for publishers. But I have seen regarding smorgasbord reading behaviors, and Loughlin insists that Texture's HTML conversion is resulting they are compelling. While the stat is self-reported, Loughlin in “a very significant lift in mobile engagement with the app” says it's affirmed by harder in-app metrics. The average new and an increase in the amount of content consumed. At the subscriber typically reads 4 to 6 of the 200 titles offered per same time, at least for now, the atomized content is not can- month. But within six months, that number spikes to 8 to 12, nibalizing users who access the full digital editions. While and overall time spent in the app expands 60%. Texture isn't the only staple in a content-rich diet, the app's This is good news for participating publishers, who share success to date has proven there's an appetite for magazine in the subscription revenue based on time spent with their content—if served in a way that's easily consumable. titles. In the last 18 months, Next Issue has given more than Steve Smith covers digital trends and innovations as min's digital media editor. $22 million in revenue to its magazine partners, Loughlin Send him tips or feedback: [email protected]

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4 Magazine Media’s Most Trusted Source Since 1947 10/31/2016 minonline.com STEAL THIS IDEA Snapchat Reversal Accelerates Publishers' Direct Traffic Efforts As you may have heard, Snapchat is moving its Discover media channel partners from an ad revenue share to a flat fee licensing agreement, according to Recode. The new model, which will also let publishers create one-off “Snapchat Shows” outside of Discover, guarantees payment for content. But it also pulls all inventory back under Snapchat's control and limits revenue a media brand can realize from the platform. Many magazine brands like National Geographic, People and Cosmo have dedicated resources to producing content for a channel that also let them bring their advertising partners into the hottest messaging app. It's unclear what impact this will have on publisher ROI. No publisher I contacted in the Discover stable would comment on their changing relationship with Snapchat. Snapchat and Facebook have made a practice of changing the rules on big media after these publishers helped the plat- forms achieve scale and legitimacy. The latest reminder that the social distribution ecosystem is ever-changing at best and indifferent to the value of media at the very least should only accelerate publishers’ determination to reassert control over their distribution. Michael Silberman, general manager of Digital Media for New York Media—which is not a Snapchat part- ner—observes, “With all of those relationships, we go in with eyes wide open and our business goals in mind, knowing that the rules could change.” His brands are turning slowly to platforms like Instant Articles and Google AMP to help distribute small portions of content. “Until we see a clear benefit to our business, we don't plan to commit fully to either platform. And driving user conversion to direct engagement will be an important part of the plan.” Using other means to achieve this goal appears to be a widespread response to the vagaries of social distribution. Daily Beast is relying on email and site optimiza- tion to get its direct traffic up to 44%, according to reports. Others, like GQ, are optimizing for speed and mobile use, as well as increasing overall content volume. Meanwhile, Slate has started optimizing content toward increasing loyalty with longer form features and podcasts. Expect to see more publishers follow suit as their social "frenemies" continue to change the rules.

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10/31/2016 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com 28825 min New Website Half Page Ad.indd 1 9/21/16 5:13 PM THE WRAP Main Event: min's Social Media Boot Camp These marketing partners are sold on influencers If you've ever wondered whether an influencer could help take your Facebook or Instagram campaign to an entirely new level, you'll want to hear what Courtney Spritzer and Stephanie Abrams, co-founders of Socialfly, an NYC-based social media marketing agency, have to say. The co-CEOs and co-authors of Like Love Follow will speak from 12:45-1:45pm at min's Social Media Boot Camp on Thursday, November 8. Here's a preview of some advice they plan to share on game day. min: What do you think is the biggest misconception media brands have about social influencers? Stephanie Abrams: Many people still think of themselves as teens who get paid a lot to simply show up at events. Nowadays though, there are so many talented influenc- ers out there who create fresh and beautiful content for clients. (My faves include @ ohsoglamblog for the clothes, @theyellownote for the beautiful scenery and @worldo- flabs for a daily dose of cuteness.) In addition to reaching a larger audience through influencer marketing, companies also have the chance to gain new creative assets. min: Do you think the days of social influencers making major money to men- tion a brand are over? (After all, Kim Kardashian’s on a social media hiatus) Courtney Spritzer: I think the market is still figuring out exactly how much influencer campaigns should cost. There’s no doubt in my mind that this type of advertising will continue to grow in popularity, but I think as it becomes a more common marketing strategy for businesses, the prices will become easier to predict. SA: In the meantime, micro-influencers (with under 100,000 followers) are more likely to offer reasonable rates. min: What are some ways magazine brands might use social media to grow their business? CS: Running Facebook ads and promoting pins on Pinterest is a great place to start.

Feeds & Filters: 'Tis the Season to Craft Fall recipes and DIY ideas increase engagement With temps dropping in much of the country, autumn is the perfect time to stay indoors and bake or craft. As a result, niche brands that don't typically see the monster engagement stats of major consumer brands are experienc- ing a sizeable spike in total engagements on Facebook. For example, Cook- ing Light posted an article simply titled "Fall Recipes" late last month which has been shared 123 times and liked nearly 1,000 times. Country Living's "12 Creative Ways to Craft With Burlap This Fall," posted last month, has received over 1,500 likes and some 420 shares. Turns out that fashion titles weren't the ones winning reader interest in September. Two blockbuster fall holidays, Halloween and Thanksgiving, will likely give these platforms even more reason to celebrate.

Until next week, NEXT WEEK The Editors Which Publishers Had the Best Michele Shapiro, Editorial Director Steve Smith, Digital Media Editor September Numbers? Caysey Welton, Group Editor Jameson Doris, Editorial Assistant

6 Magazine Media’s Most Trusted Source Since 1947 10/31/2016 minonline.com How Publishers Can Optimize, Engage and Monetize on Social

More than one billion people follow and engage with American consumer magazine media brands on social media every day. That Join us on equals a signifi cant opportunity to amplify content, expand reach and November 10 to generate more revenue. hone your strategies on Facebook, Twitter, But social media can’t run on autopilot—and there’s no such thing as a one-size-fi ts all strategy. Magazine media brands that are successful on Pinterest, Instagram social have developed their own unique approaches that are built on top and Snapchat. of the fundamentals every publisher should know.

You’ll learn how to: • Launch live programming on Facebook and Periscope • Succeed on Facebook Instant Articles, Snapchat and Instagram Stories • Recruit and leverage social infl uencers • Capitalize on trending content through social listening • Interpret and act on real-time relevant trends • Promote and sell your products without turning off your audience • Learn how to use data for action, leveraging the maximum from social platforms • Discover the best ways to drive traffi c back to your site • Understand what a successful sponsored strategy looks like

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