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Surefire Ways to Alienate Your Audience Is Fake News a Real Opportunity for Magazine Media?

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Surefire Ways to Alienate Your Audience Is Fake News a Real Opportunity for Magazine Media? 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 on 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. Distributed via email and online. For email and postal address changes, allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For advertising info contact 301/ 354- 1629. Contents may not be reproduced in any form without written permission. Subscription Rate: $1,199.97 (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
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