November 13, 2017 | Vol. 70 No. 44 Read more at: minonline.com Alexa and Hearst Team Up on ‘Voice-First’ Brand Magazine media is finding a number of pioneering use cases for ambient computing. What if publishers started programming the new generation of audio assistants as a kind of hybrid of daily news, on demand radio/podcasting and information resource? That's the sort of experiment Hearst recently launched for the Amazon Echo with its “My Beauty Chat” voice-first brand. Once the skill is enabled, asking Alexa to open the app offers you a choice of hearing a morning or afternoon 5-10 minute beauty program or a tip of the day. With launch support from sole sponsor L’Oreal, Hearst is programming this project aggressively, with two daily shows (one available before 4 p.m. and the other after) as well as a daily beauty tip. Why twice a day and at those times? “We looked at behaviors people have in their day,” Chris Papaleo, Hearst's executive director of emerging technology tells min. Women are in the bathroom in the morning getting ready for the day and at night washing up and winding down. “The beauty regimen occurs in people’s lives at those times,” he says. Continued on page 5 iPhone X: Yes, You Should Care Apple's latest tech offers media companies direction about the future of mobility. Once you get beyond the fanboy gushing around the iPhone X, early adapters need to consider what actual trends Apple is accelerating with this 10th anniversary device. A decade after kickstarting the smartphone revolution, Apple continues to be the company that doesn’t invent new tech so much as coronate the ones that will matter. Whatever else can be said about the iPhone X, it's the first smartphone in many years that offers media companies some clear direction about where mobility is headed. Animojis Matter. Don’t diminish the importance of those cute animated emojis that synch with the user’s facial movements. They aren't a feature so much as a demo of something much, much bigger. Continued on page 4 ‘Everyone’s Favorite Woke Kids Mag’ Isn’t Going Anywhere Teen Vogue’s departure from print shines more light on the hostility towards media. Beginning with “Papa” John Schattner’s assertion that NFL players kneeling during the National Anthem was somehow dam- aging his pizza business, call it a banner month for bad takes from folks wielding their considerable platforms irresponsibly. Continued on page 2 In This Issue Critics Blast Teen Vogue The Second Screen Matters & Newsweek to Dabble in Travel 2 With Myopic Hot Takes 3 Especially Instagram 6 © 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 COMMENTARY Editorial Content Director: Caysey Welton Teen Vogue Isn’t Going Anywhere ([email protected]) 203/899-8431 (Continued from page 1) Senior Editor, Folio: Greg Dool To the world of red ballcaps and conservative pundits, the news of Teen Vogue‘s print ([email protected]) closure was further confirmation that the world is rejecting the mainstream media’s identity 212/621-4979 Digital Media Editor: Steve Smith politics and Hollywood liberalism. ([email protected]) Elsewhere on the political spectrum, others lamented the loss of Teen Vogue and criticized 302/691-5331 parent Condé Nast for seemingly sweeping the legs out from under one of its brands as it Editorial Assistant: Emma Silva, ([email protected]) experienced unprecedented growth. Contributing Editor, Analytics: In a live Facebook stream Monday, a gleaming “Activist Mommy” Elizabeth Johnston — Stacy Hill ([email protected]) who famously burned a print edition of Teen Vogue in July over an online-only article inform- Business Publisher: Roberta Caploe ing readers about anal sex—claimed a “tremendous victory” over the death of the “vulgar, ([email protected]) filthy, perverted rag of a publication” (moments after repeating to her 306,000 followers the Director of Event Operations & Logistics: Kate Schaeffer false claim that the Sutherland Springs, Texas shooter was a member of Antifa, but I digress). ([email protected]) Mrs. Jonston would likely be displeased to learn that Teen Vogue will not only live on to Senior Marketing Manager: do Satan’s bidding another day, the site that has played host to such articles as Lauren Duca’s Danielle Sikes ([email protected]) Senior Account Executive: viral “Donald Trump is Gaslighting America” op-ed and the aforementioned anal sex guide will Tania Babiuk ([email protected]) likely see even further investment from Condé Nast going forward absent the considerable Production cost of producing a regular print edition. Production Manager: Sophie Chan-Wood “Teen Vogue has experienced tremendous audience growth across its digital, social and ([email protected]) video platforms this past year. We are aggressively investing in the brand and all of its con- Graphic Designer: Yelena Shamis ([email protected]) sumer touchpoints,” read a Condé Nast statement addressing the magazine’s print closure. Teen Vogue's pivot likely gave little shock to anyone within Condé Nast, where the an- Access Intelligence, LLC President & Chief Executive Officer: Don Pazour nouncement, almost exactly one year ago, that the magazine was reducing its print frequency SVP, Media Group: Diane Schwartz from nine issues per year down to four while placing more resources behind its web team left Chief Operating Officer: Heather Farley clearly legible writing on the proverbial wall. Surely it comes as no great revelation that Teen Subscriptions/Client Services: Vogue‘s young female audience prefers to consume articles on mobile devices and via social 888-707-5814 media rather than in print magazines. List Sales: MeritDirect, 914-368-1090 ([email protected]) The fact that both The New Yorker and Vanity Fair, the other two prongs of Condé’s three- Advertising: 203-899-8498 headed anti-Trump vanguard, were among the only titles whose print editions were spared Reprints: Wright’s Media, any cutbacks in the company’s restructuring certainly seems to undermine the argument that 877-652-5295 ([email protected]) Editorial Offices: 1761 Main politics are hurting Teen Vogue. Avenue, Norwalk CT, 06851; Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth 40 Wall Street, 50th floor, New York, NY 10005; Faxes: 203-854-6735, as the brand’s editor the following May, traffic to TeenVogue.com has surged from around 2 212-621-4879; www.minonline.com million monthly visitors to nearly 9 million. In other words, Teen Vogue’s ascent from lip gloss Access Intelligence LLC, 9211 Corporate Blvd, 4th Floor, Rockville, MD authority to bastion of progressive social criticism was almost entirely unrelated to its print 20850; Ph: 301-354-2000 Published 2017 © by Access Intelligence LLC. magazine. “In one of my interviews, one of the questions was, how do you grow Teen Vogue from two Distributed via email and online. For email and postal address changes, million to 10 million a month? And [adding politics] was largely the answer,” Picardi told NPR’s allow 2 weeks notice. Send to: Client Services or call 888-707-5814. For David Folkenflik last December. advertising info contact 301/ 354- 1629. Contents may not be reproduced Given the extent to which Condé Nast can’t seem to help itself from promoting Picardi in- in any form without written permission. ternally and Welteroth externally, Thursday’s announcement can likely be seen as an endorse- Subscription Rate: $1,199.97 ment of the pair’s editorial strategy. Duca’s latest column for Teen Vogue, skewering Fox News for “brainwashing” its viewers with “propaganda masquerading as a serious source of news,” went live the same day the company announced the end of its print magzine. And as for the Activist Mommy, she says she’s now turning her attention to Cosmopolitan over a two-year-old article guilty of “normal- izing” incestuous relationships. Phew! -Greg Dool 2 Magazine Media’s Most Trusted Source Since 1947 11/13/2017 minonline.com STEAL THIS IDEA Two Studies Reveal Data You Should Know #1 A staggering 46.2 million of TV and desktop and mobile screen viewers access content that's related to what they watch on TV, according to research from eMarketer. It’s important to note here that 177.7 million adults use two screens simultaneously in their living rooms. Magazine media has only just begun to exploit this white space. Hosted live TV group chats, red carpet coverage and recaps are the low- hanging fruit. Keep in mind that these second screens are also real-time notification channels that people are monitoring as they watch the primary screen. Online media can leverage mobile and web alerts, especially email, to pull people into paral- lel programming. Publishers should consider the changing contexts of media consumption and how both live and evergreen content relates to content their core audience is likely watching during prime time. -Bottom Line: Real-time, multi-screen media consumption invites a range of media sources to become active participants in audiences’ complex new patterns of absorbing content. #2 The best native ad experience might not come from where you'd expect. According to researcher Survata, 22% of users, ages 18-24, cited Instagram for having the most engaging ad content. Interestingly, Google (21%) was right behind in preferences, while Facebook (17%) was less popular. Snapchat (14%) may be struggling because of its increased reliance on programmatic ad insertions. Meanwhile, YouTube (11%) gets less love, despite its ad skipping feature. Pinterest (8%) and Twitter (7%) may be off the radar relative to the larger platforms.