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October 26, 2015 | Vol. 68 No. 41 Read more at: minonline.com Steve Smith's Eye on Innovation: 2 The New Yorker on the Radio Brings 'Roundtable' Memories A Case for Selling [on Trivia] Crack 6 A Revitalized Flipboard Adds Ad Gamification partnerships offer a new revenue channel. Targeting with 34,000 Topics What does Time Inc. have to gain from planting iconic brands like People, Time, InStyle and Fortune in a mobile trivia game, even one with the mega-scale of Trivia 7 Eye on Ad Recall in Bloomberg Crack (keeping in mind that this is not a simple licensing deal)? Businessweek and The Economist The immediate payoff was apparent less than a week after a launch that saw 9 Q&A: Welcome Back Mr. LaFavore the game climb to the top-five iPhone games almost immediately. “We have over 200,000 followers across our brands,” in the game in just the first days, says Ste- 10 Less Shopping Contributed to ven Haft, SVP, innovation at Time Inc. Within the first week, the SI channel had Lucky's and All You's Downfall 30,000 followers, Time 17,000, People 85,000 and People en Espanol 20,000.
App review is on page 3; text continues on page 4 New TV Guide CRO Paul Turcotte Is an Event-Minded Exec In retrospect, Turcotte was a pioneer in the late-1990s as publisher when he started online music and film awards at Ziff- Davis Media's Yahoo! Internet Life. YIL would be a casualty of the dotcom crash in the early-2000s, but Turcotte saw the potential of event marketing and applied it as Premiere publisher in the mid-2000s (it folded in 2007) and as president and publisher of The Daily Front Row, where his legacies upon leaving this past March were the Fashion Media Awards and the Fashion Awards of Los Angeles. "I learned that advertisers love to rub shoulders with 'sexy events,' and I applied it myself by starting AMPitLIVE, which is short for Amplification of Live Events," says Turcotte. It helped that his first client was TV Guide because its CEO, David Fishman, was a Premiere colleague and their first project–the Television Industry Advocacy Awards in Los Angeles on September 18 included a 16-page section in TVG and buzz that, as of last week, had produced 201 million media impressions. Continued on page 2 5 Reasons You Can't Miss Our Social Media Boot Camp On November 10, min will be hosting it's third-annual Social Media Boot Camp at the Yale Club in New York. There are countless reasons why you should be there, given the importance of social media and what it means to your brand, but we wanted to simplify it down to just five. Tune in every week as we reveal each of these "can't-miss" reasons. Reason #2 We have speakers that will teach you strategy and tactics. Our speaker roster not only represents some of the most social savvy media brands (Cosmopolitan, Travel + Leisure, Mental Floss, New York magazine and more), but they also have the experience and knowledge to teach you big- and small-picture concepts. They also represent a range of departments, so they can offer you a multitude of perspectives.
© 2015 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com TVG's 'Event-Minded' Paul Turcotte (continued from page 1)
Media Industry Newsletter The success, coupled with NTVB Media's October 7 purchase of TVG and the online TV Editor-in-Chief: Insider, led to NTVB's acquiring AMPitLIVE on October 19 and making Turcotte publisher Steven Cohn ([email protected]) and chief revenue officer. He likes the familiarity with the brand, 203/899-8437 with entertainment, and again working with Fishman, saying that Digital Media Editor: "when you combine all the properties"–including NTVB's Sunday Steve Smith ([email protected]) "TV Weekly" sections in 160 newspapers–"we own roughly 25% of 302/691-5331 the viewing hours on television. We're in the planning stages for min what will be an exciting 2016." Group Editor: Caysey Welton ([email protected]) Outwardly, Turcotte fulfills Fishman's and NTVB CEO Andy DeAn- 203/899-8431 gelis' goal of "having a CRO who is charge of the whole company." Event Content Manager: His predecessor Grayle Howlett was the one casualty of the NTVB acquisition. Kelsey Lundstrom ([email protected]) TVG's 2015 ad pages are +8.2% through the October 26 issue. Editorial Intern: Jameson Doris ([email protected]) VP Publisher: Amy Jefferies The New Yorker Enters 'The March of Time' ([email protected]) For those from "the greatest generation" who grew up during the 1930s and 1940s, "The New Director of Market Development: Laurie M. Hofmann Yorker Radio Hour" that debuted on New York's WNYC and other public radio stations over ([email protected]) the October 24-25 weekend will evoke memories of "The March of Time." This was when Marketing Associate: Allie DeNicuolo ([email protected]) Time's content came on the air (usually from actors) with a lack of visuals that left much to Senior Account Executive: listeners' imaginations. It was among the first examples of magazines going multimedia. Tania Babiuk TNY editor and Radio Hour host David Remnick states that the program "will be its own ([email protected]) special thing." Especially if the chatter among TNY writers, editors and cartoonists is remi- Production Manager: Sophie Chan-Wood niscent of the after-hours "roundtable" at the Algonquin hotel that the late TNY drama critic ([email protected]) Brendan Gill described in his 1976 memoir, Here at The New Yorker. Too bad microphones Graphic Designer: Yelena Shamis weren't there for such TNY legends as Robert Benchley, Dorothy Parker and 1925 founding ([email protected]) editor Harold Ross. Data and Analytics Manager: Stacy Hill ([email protected])
Access Intelligence, LLC President & Good Housekeeping Unites Three Editors Chief Executive Officer: Don Pazour The October 19 event at Hearst Tower was the James Beard Foundation Leadership SVP, Media Group: Diane Schwartz Awards and Food Conference, and Foundation president Susan Ungaro (center) and Good Chief Operating Officer: Heather Farley Housekeeping Institute director Miriam Arond (right) were present in their current roles Subscriptions/Client Services: with GH editor-in-chief Jane Francisco. But Ungaro was Family Circle EIC for more than a 888-707-5814 decade before joining Beard in 2006 and Arond was Child EIC for seven years until its closure List Sales: Statlistics, 203-778-8700 in 2007. Shop talk, perhaps? Advertising: 203-899-8498 The event also coincided with the Canadian elections, and they would've been endemic to Reprints: Wright’s Media, 877-652-5295 ([email protected]) Francisco in her former job as Chatelaine EIC. That could give her the inside track with incom- Editorial Offices: 10 Norden Place, ing first lady Sophie Grégoire, who has an activism and flare similar to Michelle Obama. Her Norwalk, CT 06855; 40 Wall Street, husband, incoming prime minister Justin 50th floor, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; Trudeau, is the eldest son of the late–and www.minonline.com flamboyant–Pierre Elliott Trudeau. Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD However, national pride in Fran- 20850; Ph: 301-354-2000 Published cisco's November 2013 GH hire didn't 2015 © by Access Intelligence LLC. Distributed via email and online. For stop the monthly's Canadian circulation email and postal address changes, allow 2 weeks notice. Send to: Client falling to 46,380 in first-half 2015 ver- Services or call 888-707-5814. For advertising info contact 301/ 354- sus 52,520 over the same period a year 1629. Contents may not be reproduced earlier. Total circulation was up slightly: in any form without written permission. Subscription Rate: $1099 4,458,965 versus 4,315,330 (per Alli- ance for Audited Media).
2 Magazine Media’s Most Trusted Source Since 1947 10/26/2015 minonline.com Steve Smith's App Review An Even Deeper Dive Into Trivia Crack's Latest Game Great utility features but the monetization model needs work. Interactive gaming has always been the leading form of digital content. Arguably, it's the most important media innovation that digital technology introduced over the last four decades. We underestimate its cultural power at our own peril. But unlike the previous century of media (except perhaps for the phone), gaming has proven a tough nut to crack for marketers looking to draft off of the medium’s insane popular- ity and addictive qualities. As I reported last summer, the makers of the blockbuster mobile game Trivia Crack are trying to solve this brand-friendly gaming by letting consumer brands, non-profits and media companies run their own channel of trivia Q&As in the game’s sequel, Trivia Crack Kingdoms. The game released last week, with a full slate of Time Inc. titles represented, as well as, several cable networks, non-profits, and film studios. For the purposes of this review, I’m looking at the game as a platform for media brands. The basic gameplay is familiar Trivia Crack fare. You play against friends or ran- dom online players in a number of categories (Celebrities, News, Sports, etc.). Media brands occupy different topics. There is a People en Espanol channel just for tele- novelas, available in English and Spanish languages. The player “follows” any of these channels in order to play their questions. The game is free, but with in-app pur- chase of additional game “lives” available if you use up your allotment within an hour. The in-game experience itself is only nominally valuable for media branding. The game screens are nondescript and generic, with a slight banner at the top that offers feint reminder of the brand providing the content. There's a profile page for each me- dia partner, and this can contain a message from the media company, links to follow the brand on major social channels and a link to a mobile landing page. But the player doesn’t have much occasion to use this page once subscribed. In all, it's far too easy for the player to lose sight of who's providing the content. The gameplay is interrupted consistently by in-app ads of the full-screen interstitial sort. Game producer Etermax is not shy about monetizing this platform. “Close” buttons only appear after a few seconds of ad exposure, and the X is none too prominent. For now, Etermax is selling the inventory, which is served exclusively by Google. As previously reported, the initial plan was to make the ads available to the media brands for direct sale. Both sides of the partnership indicate some inventory is reserved for house ads from the media partner, but in my few days of gameplay I never came across one. The app ads I saw were not targeted or contextually relevant to any noticeable degree. The main opportunity for audience acquisition comes at the end of every question. The game invites you to explore more about the topic with the channel sponsor by offering a link to their website. With People, for instance, I was kicked out of the game and into Safari, where the People.com landing page APP REPORT CARD offered a subscribe button and an ad for its own app and its front page of top stories. It’s up to User Experience B the partner to exploit the opportunity. Travel + Leisure is less aggressive and simply lands you on their homepage. Overall Design B Unfortunately, the prompts to experience the partner page are diminutive text links and less Social Integration B than compelling. I think much more can be done within the game to pull in relevant content from the partners, to at least show the logo and acknowledge authorship. Mobile Utility A Ultimately, Trivia Crack Kingdoms suffers from the same branding balancing act any media Monetization B- partnerships must manage. How much brand prominence and discrete voice does the game of- fer partners when the game itself must maintain its own internal UX consistency? In this case, Final Grade B I think Etermax surely could go further. For a game struggling to be a media platform, it misses a lot of the basics of media cross-promotion.
10/26/2015 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com EYE ON INNOVATION A Case For Selling [on Trivia] Crack (continued from page 1)
In order to manage channels That may be where some of the media partners come in. Steve Smith of trivia Q&A content in the new According to Haft, Trivia Crack Kingdoms will give its publish- Trivia Crack Kingdoms game, Time Inc. needs to maintain ers the ability to sell in-game ads direct to their own clients. a dedicated team of question writers who are liaising with Haft says this part of the plan won’t launch until the sales editorial teams at multiple titles to ensure the game content team better understands what exactly they have to sell. “It reflects the brands. “We have uploaded 12,000 questions,” is hard to sell an audience when you don’t have a full ap- Steven Haft, SVP, innovation at Time Inc. tells min five days preciation of the scale.” They expect to look at the data com- after the release. ing from Etermax, which includes question interactions, time In the new digital marketplace users are engaging content spent, positive and negative responses to questions, etc. But in a lot of environments, like gaming, that publishers never the opportunity here is not just to sell advertisers a content considered distribution points. But Haft destination, but an experience. suggests that writing celebrity or sports Cavazzani says the amount of inven- questions for Trivia Crack is akin to craft- tory available to each publisher “depends ing Twitter posts from People or SI sto- on the popularity of the channel and the ries. “We see it as a content platform,” amount of new games generated, as the he says. “The same way we can take game only shows ads when the user an- content and break it up into 140 charac- swers a question wrong.” ters, we can break it up into a Q&A. It's Haft sees a lot of creative promise another exercise in making our brands in the full-screen interstitials that Trivia relevant to new and larger audiences.” Crack Kingdoms uses. “We aren’t look- The “Innovation” attached to Haft’s of- ing to mess up a gaming experience with fice “means doing things we didn’t used too much rendering and loading,” he to do.” says. “We would rather in these intersti- And with Trivia Crack, Time Inc. is tial moments load something that is not appealing to a must-have next genera- only appropriate to the user but fun.” tion media consumer. Of the 175 million Some part of the inventory in each users of the first game, one-third were game is also reserved for house ads, reportedly Millennials. which Time Inc. is deploying on behalf of Still, brands like Time and EW will their magazine brands for now. In fact, need to be found in a Trivia Crack King- Haft is not happy with the house ads cur- doms game that launched with 100 of- rently running in the game, because they ficial partner channels that include cable simply repurpose promotional creative networks and even Six Flags amuse- from other media. The game's medium ment parks. “Each partner has their own demands higher levels of interactivity, brand page in which they can share all even in the ads. Brand experiences need their social media websites or messages they want to share to flow with rather than interrupt the experience. with their followers,” Maximo Cavazzani, CEO and founder of And even though Trivia Crack Kingdoms is, after all, a Etermax tells min. trivial mobile game, in the end Haft seems to think that at a But in addition to being a branding exercise, Trivia Crack cellular level it's not dissimilar to Time’s core business. “They Kingdoms is promising real revenue sharing on advertising. have built a wonderful machine for delighting audiences, and Right now the interstitial advertising that only follows a it is all content,” he says. wrong answer in game is coming from Google’s mobile ad network where any advertiser can go to buy inventory. “We Steve Smith covers digital trends and innovations as min's digital media editor. do not have a direct ad sales team,” Cavazzani says. Send him tips or feedback: [email protected]
4 Magazine Media’s Most Trusted Source Since 1947 10/26/2015 minonline.com Media Stocks' Mixed Bag Since 10/19/87's Infamous 'Black Monday' Media General's value has dropped nearly 60% in 28 years. In spite of there being the Great Depression before (1929-1940) and the Great Recession since (2008-2009), October 19, 1987, remains the worst trading day in Wall Street history when the Dow Jones Industrial Average fell by 22.61% from 2,246.74 to 1,738.74. A softening domestic economy, international crises and falling oil prices were to blame, and although these fac- tors would repeat themselves, the suddenness was what made that Black Monday unique. Those investors who kept their cool did just fine, as 1987 market indices were recovering by Halloween. Even with all the future blips, the Dow has risen by 891%, with DJIA component Walt Disney Co. up an incredible 2,758%. NASDAQ has done even better as members such as Apple and Microsoft were nascent 28 years ago. As the chart shows, not all media stocks have ridden this gravy train. The most obvious decline is Media General's -58.16% because the TV-station conglomerate didn't have a stock split or spinoff. This fall, MG has gone from a friendly suitor of Meredith Corp. to a hostile target of fellow TV-station owner Nexstar. Media General's $14.80 per share on October 19, 2015, was in line with Nexstar's $14.50 per share, or $4.1 billion, offer with assumption of debt. Select Media Stocks on 'Black Monday' + 28 Years (adjusted for stock splits and restructurings) Oct. 19 Oct. 19 Oct. 19 Oct. 19 Company [symbol) Company [symbol) 2015 1987 % Diff. 2015 1987 % Diff. Apple Inc. [AAPL] $111.73 $ 1.30* 8,494.62 Meredith Corp. [MDP] $ 45.25 $ 7.50 * 503.33 Walt Disney Co. [DIS] 109.47 3.83* 2,758.25 Microsoft Corp. [MSFT] 47.62 0.31* 15,261.29 Gannett Co. [GCI] 14.99 16.38* -3.72 NY Times Co. [NYT] 12.91 14.75* -12.47 Graham Holdings [GHC] 584.36 199.00@ 193.65 News Corp. [NWSA] 14.58 5.50* 165.09 Interpublic Group [IPG] 21.40 3.17* 575.07 R.R. Donnelley/Sons [RRD] 16.48 25.50* -35.37 Lee Enterprises [LEE] 2.14 12.75* -83.22 Viacom [VIA] 50.59 8.50* 495.18 Media General [MEG] 14.80 35.38 -58.16 Total $1,139.38 $340.62 221.50 M-H Financial [MHFI] 93.06 6.75* 1,278.67 DJ Ind. Average 17,230.54 1,738.74 890.98 * = Prices adjusted to reflect subsequent stock splits and restructurings; @ = Washington Post Co. until November 29, 2013. The 1987 stock price is from October 21 because the former WPO did not trade on October 19-20. Black Monday's anniversary was green for Weight Watchers International as Oprah Winfrey paying $42.3 million for a 10% stake propelled the struggling stock from $7.13 to $13.92 per share. By October 22, the Weight Watchers parent was up to $15.43. Time Warner, Disney Pay Higher Taxes There than Here On October 21, personal finance specialist WalletHub.com released its analysis of 2014 taxes paid by the S&P 100, and Time Warner's 6.5% U.S. tax rate was the fifth lowest (Morgan Stanley, with a -33.6% domestic rate, was lowest). Walt Disney Co.'s 29.4% was more in line with the 28.6% average, but both entertainment companies were in higher brackets internationally: 121.7% and 70.6%, respectively, compared with the 24.8% average. (American Express, with a 258.2% international rate, was highest.) By contrast, technology companies paid the bulk of their taxes at home. Apple was in the 59.4% bracket here, but only 4.4% there. Cisco and Google had similar results (47.1%/6.6% and 30.9%/7.8%) while Facebook's international pay- ments were zero because it accrued "negative income." The Internal Revenue Service, on the other hand, received a much healthier 35.8%.
Enter Today! www.bow.minonline.com CALL FOR min’s Best of the Web Awards is the industry’s top honor in the ENTRIES! digital space, recognizing outstanding social media, web and mobile initiatives among consumer and b2b magazines.
Entry Deadline: December 4 | Final Deadline: December 11
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10/26/2015 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com 26909 Best of the Web Ads_7.5x2.indd 1 10/19/15 3:38 PM Flipboard Adds Ad Targeting, Maintains Focus On Value Of Context Advertisers gain tens-of-thousands of new categorical segments. The same Topic Engine that has been driving content recommendations in aggregation app Flipboard for the past year (through the tech it gained in the Zite acquisition) is now open to advertisers. Instead of targeting ads by 50 broad interest areas that categorize its channels, advertisers can now buy against 34,000 different topics that can find their ads running in a broader range of categories and branded channels. For a software company targeting “big data,” for instance, they will now be able to go more granular than just the content and brand channels that are explicitly tagged as “big data” into topics like “data sciences” or “machine learning.” Flipboard’s head of advertising and monetization, Dave Huynh, tells min that essentially, “We made the ad server an intelligent one to scan local clusters of the interest graph to serve ads in a really relevant way.” In practice, Flipboard believes this new targeting extends basic principles of print advertis- ing to scale. “We believe fundamentally that context is really important to the performance of advertising,” he says. With major publishing partners that include many of the leading magazine brands, Flipboard has built an inventory that now can be sold through this 34,000 topics interest graph. And that content then gets shared, along with the attached advertising to a reader’s friends. “The ad travels with the story,” he says. While Flipboard doesn't use behavioral ad targeting to target at the user level, its topic engine does understand content affinities. In this way the ad targeting can understand how readers who liked certain topics also liked others. For the publishers distributing their content on Flipboard and opting into the ad network, the new targeting allows for greater ad relevance to specific content a user is reading and presumably to greater shared CPMs. This new targeting comes in addition to and on top of native “promoted stories” units and video interstitials also introduced this year. Flipboard claims a monthly user base of 80 million.
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SOCIAL MEDIA Guidebook Volume III
Learn how brands like Cosmopolitan, Vogue, National Geographic and more are leveraging social media. Plus get insider advise from industry pros. Chapters Include: SOCIAL MEDIA ■ Tracking the Trends Guidebook ■ Leveraging Social Networks Reviews, analysis and insider commentary on ■ Organizational Strategies and Best Practices the latest innovations from top media brands. ■ Media Insider Insights
Questions? Contact Allie DeNicuolo | [email protected] or 301-354-1810.
6 Magazine Media’s Most Trusted Source Since 1947 10/26/2015 minonline.com 26919 min Social Media Guidebook SUPER STRIP AD.indd 1 10/22/15 5:28 PM GfK MRI's EYE ON AD RECALL Top Noted Ads: Business/Finance Magazines Bloomberg Businessweek carried the top two ads with regard to consumer print ad recall for June 2015 business/finance titles, based on reader surveys by GfK MRI's Starch Advertising Research. The best performing ad was an effort for the Cadillac ATS-V coupe that depicted a woman and a man (on foot) next to a car, all rendered in dark hues and accompanied by a citation from "Moby Dick" author Herman Melville defining "originality." It earned a Noted score of 90%. As was the case in the same magazine genre back in April of this year, Bank of America/Merrill Lynch had one of the top three Noted scores among survey respondents, with its "corner_stone" visual and reference to 1784—the year when BOA's precursor lending institution was founded. In third place in June was Rolex with a serene shot of a windswept hole on Chambers Bay–the 2015 U.S Open venue overlooking Puget Sound in Washington State. The ad in The Economist didn't show tournament winner Jordan Spieth, who is one of Rolex's newest endorsers, but it garnered a Noted score of 88%, nonetheless. Along with data on the three top ads that consumers "Noted," or recalled having read, GfK MRI also listed the audience for these magazine issues from its Issue Specific study.
Rank: #1 : Cadillac ATS Magazine: Bloomberg Businessweek Category: Cars & Light Trucks Noted: 90% Issue Specific Audience: 1,481,000
Rank: #3: Rolex Magazine: The Economist Category: Watches Noted: 88% Issue Specific Audience: 1,719,000
Rank: #2: Bank of America/Merrill Lynch Magazine: Bloomberg Businessweek Category: Financial Products & Services Noted: 89% Issue Specific Audience: 1,459,000
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26912 min Social Media Boot Camp FP.indd 1 10/20/15 12:16 PM Profiles Mike Lafavore Returns "Home" 15 Years Later Technology and audiences have changed, but the mission has remained the same. Mike Lafavore returned to Rodale as editorial director this month. Here, min checks in with Lafavore to see what brings him back to the company after all these years and what his objectives are moving forward. min: You’ve been away for 15 years, what min: What did you learn while you were away brings you back to Rodale? that you can bring to the company?
Mike Lafavore: I spent 12 years of my career at Rodale Lafavore: At TV Guide I had the chance to do 50 covers a and have always hoped to return one day. I’ve known Ma- year and do a lot of testing, so you get an idea of what works ria [Rodale] and the family for a long time; I am passionate and what doesn’t work. I was with Meredith as an edito- about the company and its mission to help people improve rial director where we had 175 special interest publications, their lives; and I am incredibly proud of the work being done 14 monthly publications and I reviewed and worked on every at Men’s Health. When I left 15 years ago, we had grown it single cover. I tested a lot so I’m bringing some of that back. from a quarterly publication to 10x [frequency] and increased circulation from 100k to more than 1.6 million [currently 1.8 min: What’s your top objective right now? million] and, today, it continues to be the largest men’s lifestyle brand Lafavore: Well, I’ve only been in the world. here for two weeks so far. But you know, I have a 21-year-old and a min: 15 years is a long 27-year-old and I’m fascinated by time to be away, besides Millennials. The magazine has done everything going mobile, what else has changed a fabulous job in attracting Millen- about the brand? nials. They’re interesting and I think one goal is to continue connecting Lafavore: It’s gratifying to see the with them. Right now Men’s Health editorial formula I created contin- reaches more Millennials than any- ues to resonate with so many men one else in this competitive set. We today. Also, that many of the col- can’t take our eye off this genera- umns I originally produced have en- tion, which is larger than the Baby dured for so many years. But I think Boomers. Millennials consume in- what’s really changed is the maga- formation very differently but, at the zine’s digital footprint as you’ve same time, they seem very inter- mentioned. I started MensHealth. ested in health and fitness. I think com I think in 1995 with two people and today it’s the cat- there’s a lot to learn about that generation, bridging both the egory leader and the audience is incredibly engaged. Another younger reader and the 35-and-older reader, which we’ve al- thing that's changed is the global footprint. Jeff Morgan and I ways done pretty well. Both those groups seem to be equally started the first 16–the largest of the international editions– satisfied with the magazine, but it’s a bit of a juggling. now there are 41 editions, including the Middle East. That was something I never dreamed of when starting this maga- min: Are there still big opportunities in zine in 1988. print? The last thing, I guess, would be that men have changed in 15 years. Men weren't buying grooming products back Lafavore: Yeah, at 1.8 million circulation, I think it’s certain- then, but they are now. They’re also cooking more and going ly vital and the absolute heart and soul of the brand. Look, grocery shopping more, and are more involved in the family. things are changing but Men’s Health sells twice as many We’re seeing that and it’s helping us shape the editorial mix copies on the newsstands as its nearest competitor. I’m not and evolve it. at all concerned about the future of the magazine.
10/26/2015 Magazine Media’s Most Trusted Source Since 1947 9 minonline.com THE WRAP All You, Lucky Were Dropped When the Marketplace Didn't Shop They targeted different female demographics–All You, more mass; Lucky, more affluent–but both groups shopped, and that was the premise for their respective 2004 and 2000 launches. In 2007 All You peaked at 1,079 ad pages and Lucky at 1,907 before the 2008-2009 recession and the impact of digital (both in media and in retail) changed everything. By 2013, All You had fallen to 695 ad pages and Lucky to 805, and that contributed to both of their closures this year. Lucky's quarterly print editions promised this spring by e-commerce specialist BeachMint in partnership with Condé Nast have yet to appear while Time Inc. was less ambiguous on October 19 in shutting down All You after the release of the December issue. Last year's end of All You's partnership with Walmart was the omen. Time Inc.'s and Condé Nast's purchases of HelloGiggles and Pitchfork are indicative that digital brands today are what shopping brands were a decade ago. Will their fame be fleeting, too? The Second 'Ultimate Men's Health Guy' Is Special, Too... It was a year ago when Noah Galloway went from unknown to famous, as the Iraq War veteran's overcoming physical and psychological challenges contributed to his selection as Men's Health's first "Ultimate Men's Health Guy." The attention led to Galloway's impressive third-place finish in the Spring "Dancing with the Stars" and him being an endorser of the 2015 Ulti- mate Men's Health Guy sponsor Kenneth Cole's Mankind Ultimate fragrance. THE READER ISSUE Real Guys, Real Results! Although successor Tim Boniface of Lexington, Ky., may not catapult to THE MAGAZINE MEN LIVE BY Galloway's fame, MH editor-in-chief Bill Phillips tells min that he's special
FREE WORKOUT Cover Conte s t in his own right. POSTER! Winne r ! Ti m Boniface FIRE Lexington, KY FIGHTER 1B E S 2 T F O 5 O D S "Tim is the rare combination of a happy-go-lucky guy who made a dif- F O R M E N GetSTRONG! Big, Torch Fat, Save a Life (Yo u r s ) ference in his life—and in the lives of others. His losing two close friends
T H E P A L E O 837READERS in the September 11 attacks induced him to change careers from banker to SEX SECRET SHOW YOU Invent Fire... HOW TO: firefighter and paramedic, despite a 50% pay cut. Tim hopes that his selec- in the Bedroom Stop– Heart Disease B O O S T Y O U R Drop 10 to SA L A RY IN 200 Pounds tion will lead to his fellow firefighters becoming more conscientious of their 12 SECONDS Dodge Depression & Change health. The biggest threat is cardiac arrest, not smoke inhalation." M A X the W orld! NOVEMBER 2015 MUSCLE $4.99 Us D i s p l a y Until noV 2 4 3 Lifts That Also saluted in the November MH are the four runners-up. Included is Will Transform Yo u r B o d y mensHealtH.com PM40063752 Aydian Dowling, who became the first transgender man in the competi- tion and in the magazine. "Aydian was our top vote-getter during the spring, but when he came to New York in July for the photo shoots, he was understandably concerned about how the others would react to him," says Phillips. "But fellow finalist Danny Farrar—a vet who overcame his own challenges with depression—broke the ice in telling Aydian: 'Wouldn't the world be a horrible place if there were only one kind of courage?' "That's the cover line on our 'collector's edition' on select newsstands primarily in the finalists' home towns." ...And MH's New York Urbanathlon Is Delayed by Mets The Mets trip to the World Series forced the postponement of the competition from October 24 to December 5, because Citi Field hosts the finish line and its thousands of steps are amongst the obstacles. But will an obstacle in six weeks be snow? Congrats to 2015 'Ultimate Men's Health Guy' Tim Boniface, The Editors NEXT WEEK Steven Cohn, Editor-in-Chief; Caysey Welton, Group Editor Will the pre-Halloween 'Stock Watch' Steve Smith, Digital Media Editor Be a Wall Street Trick or Treat? Kelsey Lundstrom, Event Content Manager
10 Magazine Media’s Most Trusted Source Since 1947 10/26/2015 minonline.com