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Paul Turcotte Magazine Media’s Most Trusted Source Since 1947 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.
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