February 13, 2017 | Vol. 70 No. 6 Read more at: minonline.com Do Not Steal These Ideas: Surefire Ways to Alienate Your Audience Consider the impact your digital bells and whistles have the user experience. You would think that after the rise of ad blocking and a year of paying lip service to “user experience,” the web might've become a more palatable environment for us all. In reality, digital publishing seems to have come up with a new array of bad habits, empty hype and ways of degrading the online experience. Top of the list is video deployment. Many publishers are now making users wish for a video equivalent of ad blocking. Continued on page 4 Is Fake News a Real Opportunity for Magazine Media? Trust is a currency but legacy brands can't depend on that alone. "Fake news" has been dominating the not fake news over the past few months, but especially since Donald Trump took office and began blurring the lines between critical versus phony reporting. President Trump has called out organizations like The New York Times and CNN as fake news organizations because they have, at times, been critical of his policies, actions and words. But regardless of who is or who isn't producing fake news, the reality is there's a glut of it, and readers are keen. Continued on page 2 Essence Black Women in Hollywood Awards Set for Its Big Night The celebration moves to the evening for a 10th anniversary gala. Essence is commemorating the 10th anniversary of its Black Women in Hollywood Awards later this month. The annual Oscar- week celebration spotlights some of Hollywood’s most accomplished black female visionaries. Shifting from a daytime lun- cheon to an evening gala for the first time, the red carpet ceremony will be held at the Beverly Wilshire in Beverly Hills, CA, on February 23rd. Continued on page 6

Introducing min's Media People Awards We are pleased to introduce our newest recognition program. We understand the heart of any successful media com- pany is its people—their ideas, energy and accomplishments. Behind your great content, successful advertising and marketing campaigns and brilliant engagement strategies are the people who make it all happen. And those are the individuals we will be honoring. Nominations are due March 16. CHECK OUT THE CATEGORIES HERE

In This Issue Research Rules This Old Listing Good Intentions, Bad A Pair of Honor Surfs and 2 3 4 Ideas 5 Students 6 Cocktails Up

© 2017 Access Intelligence, LLC. Federal copyright law prohibits unauthorized reproduction by any means and imposes fines of up to $150,000 for violations. minonline.com Fake News and Magazine Media (Continued from page 1)

Editorial Magazine media can capitalize on that notion because of its established, trusted brands. VP, Content: Tony Silber Still, despite that trust, legitimate content producers face an uphill battle because people ([email protected]) 203/899-8424 inherently believe what they want to believe if it aligns with their own ideologies. But that Group Editor: Caysey Welton doesn't mean journalists' hands are tied. That was a major takeaway from an afternoon panel ([email protected]) 203/899-8431 at the American Magazine Media Conference in New York, on Wednesday, February 8th. Digital Media Editor: Steve Smith The panel included a handful of top editors from around the consumer magazine space. ([email protected]) Liz Vaccariello, editor-in-chief of Meredith’s Parents Network, Adam Moss, editor-in-chief 302/691-5331 Editorial Assistant: Jameson Doris of New York, Cindi Leive, editor-in-chief of Glamour, Jane Francisco, editor-in-chief of Good ([email protected]) Housekeeping and Jess Cagle, editor-in-chief of People and editorial director of the Time Business Inc.’s Entertainment Group. The conversation was moderated by former Fox News anchor Publisher: Roberta Caploe ([email protected]) Gretchen Carlson. Senior Director Market Development: To no surprise, each of the panelists expressed deep concerns about the rise of fake news, Laurie M. Hofmann ([email protected]) and also false information. “I’m worried about the disappearance of facts and information," Director of Event Operations & Vaccariello said. She indicated that the problem is deeper than just news—inaccurate infor- Logistics: Kate Schaeffer mation is often conveyed through health and science reports as well. ([email protected]) Senior Marketing Manager: Moss suggested that some of the onus is on social media by no fault of its own. That is, Danielle Sikes ([email protected]) social platforms allow news and information to disseminate quickly—faster than it can be Marketing Coordinator: Zoe Silverman ([email protected]) fact checked in many instances. Senior Account Executive: So what can be done about this problem? Well, for starters they all agreed that, even Tania Babiuk ([email protected]) though speed is important, it shouldn’t be a top priority. “It’s okay to wait. You aren’t going to Production get fired for waiting, it’s more important to get it right,” Leive said. And Cagle quickly agreed Production Manager: Sophie Chan-Wood and cited how People holds off on pregnancy announcements until they get confirmation from ([email protected]) the source. “We just have to play the long game," he said. "I’d rather be a little slow on Graphic Designer: Tara Bekman ([email protected]) celebrity news, especially with pregnancies. It's not just the human thing to do, but also the Contributing Editor, Analytics: journalistic thing to do.” He added: “But also, we will get the baby photos,” which got several Stacy Hill ([email protected]) laughs from the hundreds in attendance. Access Intelligence, LLC President & Good Housekeeping isn't a news organization, but Francisco pointed out how the basic Chief Executive Officer: Don Pazour SVP, Media Group: Diane Schwartz principles of good journalism are what has always guided her brand, and magazine media in Chief Operating Officer: general. She stated "research is our stock and trade." Something that has been core to maga- Heather Farley Subscriptions/Client Services: zine reporting for decades is what sets it apart in an era of fake news. While fact-checking 888-707-5814 departments have been scaled back, magazines have and will continue to leave no stone List Sales: MeritDirect, 914-368-1090 ([email protected]) unturned, which could benefit the industry going forward. Advertising: 203-899-8498 Reprints: Wright’s Media, 877-652-5295 ([email protected]) Editorial Offices: 1761 Main Avenue, Norwalk CT, 06851; 40 Wall Street, 50th floor, New York, NY 10005; Faxes: 203-854-6735, 212-621-4879; www.minonline.com Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD 20850; Ph: 301-354-2000 Published 2017 © by Access Intelligence LLC.

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(Left to right) Moderator Gretchen Carlson; Liz Vaccariello, editor-in-chief of Meredith's Parents Network; Adam Moss, editor-in-chief, New York; Cindi Leive, editor-in-chief, Glamour; Jane Francisco, editor-in-chief, Good Housekeeping; Jess Cagle, editor-in-chief People

2 Magazine Media’s Most Trusted Source Since 1947 2/13/2017 minonline.com Steal This Idea Idea #1: This Old House Real Estate Network Syndicating magazine-media content into places where people most actively search for relevant information is nothing new. This Old House’s new Real Estate Network is a more ambitious version of this, which hopes to align itself with the home shop- per market. In a deal with Elm Street Technology, which powers data and tools for brokers and property listings sites, TOH will provide articles, tools and videos related to home ownership and renovation. The plan targets a small business broker segment that’s increasingly visible online and so in need of content, but it might also hook into some of the larger real estate search sites that are not adept at creating their own content. -Bottom Line: In addition to expanding the brand, this network opens up some interesting branded content distribution op- portunities for advertising clients. The companies didn’t disclose the terms of the deal, but suggested that revenue sharing would be part of the relationship between TOH and publishers in the network. For TOH, of course, this leverages a trove of evergreen content (especially video) and expands available inventory for the formats that monetize best. Idea #2: Fight Politics With Culture Paste has done a good job leveraging special access to musicians. It packages a CD with emerging artists in its issues to add value to print. And it now has a live performances video series using live streaming technology. This live stream rises above the rest with a sharp editorial focus—musicians from nations targeted by the recent travel ban. The series, which started last week, will highlight artists from Syria, Sudan, Iraq, Iran, Somalia, Libya and Yemen. This is a clever counterpoint to political controversy with cultural richness. Rather than further bash the ban (let other outlets do that), this expands the scope of our understanding of the issue. -Bottom Line: Live streaming needs to evolve beyond its own novelty and an opportunity for media brands to get into the feed. They need more editorial focus and purpose to make live video more than ephemeral. This project will surely repackage well and give Paste some evergreen assets.

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Questions? Contact Zoe Silverman at [email protected]

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2/13/2017 Magazine Media’s Most Trusted Source Since 1947 3 minonline.com TOP STORY Do Not Steal These Ideas: New Ways to Alienate Your Audience (Continued from page 1)

Autoplay Abuse deeper relationships with the direct marketing advertisers Steve Smith Major media sites like CNet podcasting attracts. and CNN.com now routinely start video on any article a reader clicks into. There are multiple Stop the Hype violations of user trust going on here. The reader elected to VR is a scam: Before publishers consider wasting more read, not watch. Stop trying to bend your customer’s intent to time, money and promotional space on that sexy virtual real- further your business model. Worse, the videos themselves ity project your ad sales team sold to Brand X, ponder this: often are only vaguely related to the primary article. Trying Despite a huge push by hardware companies, Hollywood and to read an article on many of these sites is now preceded some publishers this holiday, Facebook’s poster child for by desperately hunting for the pause button just so we can VR, Oculus Rift, is pulling out from Best Buy 200 of its 500 consume media. pop-up demo stations. Business Insider reports that there has been a staggering lack of consumer curiosity with the Autoplay Hell technology at the stores. And have any of you looked at the Oh, but it has gotten even worse. The sin of autoplay vid- status of VR apps from USAToday, NYTimes and Jaunt in eo is being compounded lately by publishers (yes, I'm - the App Store? Few, if any, users have even bothered to rate ing at you again CNN), disabling the pause button during the them. Holiday sales of headsets were often way off manu- ad pre-roll. The technology further degrades the experience facturer estimates. Don’t buy the rationalizations that lack by introducing lag while their bloated ad-tech stack tries to of content and costs are impeding growth. VR fundamentally load the pre-roll. True, the economic environment for digital remains an awkward, isolating technology whose use cases media is challenging, but it's made worse by major media eventually will be compelling but narrow. If you really need brands appearing so craven they are willing to torture us- a bright shiny object to chase try Augmented Reality instead. ers to fluff up their video inventory. In Anthony Burgess's “A Apple has already patented AR mapping tech that can over- Clockwork Orange” they called it the Ludovico Treatment, lay content on a live video view from an iPhone. Tim Cook is whereby anti-hero Alex’s eyelids were forced open to view right. AR is much more promising for publishers than Virtual behavior-warping videos. It has no place in the publisher/ Reality. The latter has you chasing one-off custom content customer relationship. projects in an unsustainable way. The former represents a new channel for contextually-triggered location, product and Podcasting's Teenage Years advice content. Podcasting is going through a painful adolescence even as its popularity rises. This is an already cluttered environ- Instagram Stories Already Ruined ment with too many shows struggling for discovery, all in a Too many publishers seem to have missed that Instagram’s criminally bad iTunes interface. Publishers can’t fix Apple but new feature is called “Stories.” Just for the record, a “story” they can leverage its assets much better in surfacing good is not a series of slides illustrating your day’s headlines with content. Most publishers are not treating their own podcast “Swipe for More” below or a single story stretched out with content as content. They're missing opportunities to report five headlines. These baldly promotional efforts are not only on the newsmaking material in these shows, promoting it in pleas for clickthroughs but are outclassed by your compe- their email, or surfacing it by embedding podcasts in their tition. Stories have arcs, often mix static and video media sites and apps. types, and provide different content and perspective than a But podcasting is also losing some of its unique charm. Ad standard post. automation has reared its ugly . The inserted host-read is quickly replacing the more authentic in-show host endorse- Steve Smith covers digital trends and innovations as min's digital media editor. ment of a sponsor. Pod-vertising risks devolving into just Send him tips or feedback: [email protected] another platform for pre-rolls/post-rolls. At the same time, publishers may be missing a great opportunity to cultivate

4 Magazine Media’s Most Trusted Source Since 1947 2/13/2017 minonline.com Steve Smith's Reviews Time Inc.’s Coinage Banks On Light, Short Personal Finance Clips Time Inc. launched a new video franchise around the personal finance category this week. Coinage promises to distribute over 600 short (90 seconds) videos in the coming year across Coinage the company’s 22 branded media sites and social channels. User Experience A The series stands out as both an editorial and business proposition in a number of ways. Foremost, it’s constructed as light and quick munchable video that will play well on mobile. The Overall Design A two clips available at launch related to the income of Super Bowl winners and a high-end real Content B+ estate flipper. While neither really falls into the personal finance category Coinage claims to target, they are entertaining, unique takes on money topics that can play well across multiple Monetization A properties (the real aim of the series). Large imagery and headline driven content make it us- A- able in audio-off environments. Pacing and story arcs are highly professional and polished. The Final Grade content promises celebrity interviews, infographics, items on personal spending, etc.—all of which will play in a lot of Time Inc. contexts that aren’t traditionally finance-oriented. The series lets Time Inc. demonstrate its scale and targetability with a claimed reach of over 150 million. Perhaps the most promising aspect of this series, however, is that it’s monetized up front by a single sponsor, GEICO. In- stead of burdening the clips with pre-rolls, the intro and outro of the clips simply carry the GEICO branding and are mentioned in the voiceover. This kind of sponsorship exercise successfully connects an advertiser to a content project and achieves its goals through ubiquity and frequency rather than intrusiveness.

Yes, Your Workplace Is Interesting Bloomberg Media's novel “Game Plan” podcast exemplifies how traditional media can be especially good in this genre. Reporter Rebecca Greenfield and editor Francesca Levy, who Game Plan already cover the workplace culture beat, appear each week to dig into the commonplaces of User Experience A work life. Since July, they’ve explored things from office jargon to wearing yoga pants to work. The program wisely keeps it brief—20 to 30 minutes—avoiding the podcast sin of fluffy Content A chit-chat. Better still, Greenfield and Levy effect a great balance between familiar banter and Monetization B+ structured, reported content. They do their homework to give some data substance to most shows, and they seem to have plotted out the conversation to ensure the material gets covered Final Grade A- without tangents and tedium. There are author interviews, beat reporters pulled in for special topics, and a firm point of view by all concerned. Yet, it all has a loose flow of two friends who almost complete one another’s sentences. “Game Plan” demonstrates how effectively podcasts can target audience sensibilities. The perspective here is clearly Mil- lennial—early career, urban, educated. It exemplifies what makes podcasts sticky and standout.

min’s Magazine Media Awards honors brand excellence in all of its facets, with special emphasis on sustained performance over a period of time, and across disciplines. Whether it’s content, design, digital, marketing or events, these awards recognize the very best of the best.

Early Entry Deadline: Feb 9 | Final Deadline: Feb 16

LEARN MORE: www.minonline.com/magazine-media-awards-2017

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2/13/2017 Magazine Media’s Most Trusted Source Since 1947 5 minonline.com ON BRAND | OFF PAGE Surfer [The Bar] Glides Into Jacksonville Beach Location The Enthusiast Network brand finds success with licensing deals in hospitality market. Surfer has dipped its toe in the hospitality waters for a second time. Located in Jackson- ville, FL, the new Surfer [The Bar] offers, according to its mission statement, “the same cool coastal vibe, epic surf media and live entertainment” as the original venue located at the Turtle Bay Resort in Oahu, Hawaii. The TEN: The Enthusiast Network brand, which launched in 1959, also worked with long-time partner Rip Curl on the new location. Surfer [The Bar] is accompanied by a new 1,600-square-foot Rip Curl retail store on Jacksonville Beach. “The concept for Surfer [The Bar], which is actually a restaurant too, was to be an extension of the Surfer brand and to take the Surfer experience beyond the magazine, website and social media,” Tony Perez, general manager at Surfer, tells min. “With our long history, Surfer has accumulated a plethora of original content and we wanted to be able to share that and offer another avenue for our surf industry partners, like Rip Curl, Vans and , to reach their consumers.” Developed by Surf Concepts LLC, the new location features two main bars, as well as an outdoor tiki bar area. The establishment also features a refurbished 1962 Airstream camper permanently set inside with a surfer-inspired menu fastened to the side of it. Terms of the licensing deal have not been disclosed. Surfer licensed its brand to Surf Concepts through a long-term development deal with plans to open multiple Surfer [The Bar] locations along the East and West Coasts strategically placed in key beach communities. “Surf Concepts had a proven track record developing successful bar/restaurants, and it was clear they understood the beach lifestyle vibe that we were looking for,” Perez tells min. North Florida was chosen as the second location because it has one of the largest surfing communities on the East Coast, “as well as four great colleges with surf teams. So demographically it made sense for reaching our audience,” says Perez. The initial focus for development is on the East Coast—specifically locations in North, Central and South Florida—with expansion plans for California’s coast to follow.

Essence Black Women in Hollywood Awards Set for Its Big Night (Continued from page 1) This year’s awards, hosted by actress/producer Gabrielle Union, will honor Hollywood’s “Next Generation”—young women who are elevating their craft. Honorees include actress/musician Janelle Monáe (Breakthrough Award); actress/producer Issa Rae (Vanguard Award); actress Aja Naomi King (Lincoln Shining Star Award); and actress Yara Shahidi (Generation Next). “For the past decade, the Essence Black Women in Hollywood Awards have paid homage to our modern image-makers— both in front of the camera and behind the scenes,” Essence Editor-in-Chief Vanessa K. De Luca says. “This past year has been an exceptional one for diversity in film and television.” It's also a nice piece of business for the Time Inc. brand. Several blue chip sponsors are signed on. The awards themselves will be presented by The Lincoln Motor Company and additional sponsors include AT&T, Coca-Cola, Colgate Optic White, GEICO, L’Oréal Paris, Planned Parenthood Federation of America and Walmart.

Until next week, The Editors NEXT WEEK Caysey Welton, Group Editor Behind the Numbers: Magazine Media Steve Smith, Digital Media Editor 360º Brand Audience Report Jameson Doris, Editorial Assistant

6 Magazine Media’s Most Trusted Source Since 1947 2/13/2017 minonline.com WEDNESDAY FEBRUARY 15 NEW YORK CITY

Building Your Video Business: A min Master Class in Creation, Distribution & Monetization Live video is gaining momentum on social, thanks to the intimacy and immediacy of Facebook Live, Snapchat and Instagram Stories. Mobile access is huge, engagement numbers are on the rise and monetization trends are more promising than ever. Join us for a 1-day immersion into the art of video creation, distribution and monetization on Wednesday, February 15 in New York City.

Speakers Include: Register: www.minonline.com/video-master-class-2017

Jonathan Anastas Cory Rotkel Naama Bloom Lloyd D’Souza Matt Johnston Chief Marketing Officer National Digital SVP, Integrated Executive Producer & Executive Producer TEN: The Enthusiast Ad Director Marketing Creative Director of Video Network MensHealth.com SheKnows Media Vox Creative New York Media

Carly Costantino Dan Q. Dao Mason Cohn Ross Clark David Lennon Senior Media Director Deputy Digital Director Head of Video VP & GM Global Creative Director Razorfish Saveur Fortune.com Sweet WSJ Custom Studios

For additional information about this Master Class, please contact Zoe Silverman at [email protected] or 203-899-8498.

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