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When we started alive on the anniversary Ad Age Magazines of the Year amalgamation in the fall, there were six ample anniversary publishers: American Media Inc., Condé Nast, Hearst, Meredith, Rodale and Time Inc.
Soon—once Hearst finalizes its accretion of Rodale, and Meredith swallows Time Inc.—there will be four.
You’ve apparently heard publishing types say article like, “It’s been a arduous year.” That’s for attainable consumption. Private translation: “It’s been actually brutal.” Beyond the headline-making consolidation, the bigger players accept all cut (sometimes slashed) budgets, and assorted independents—e.g., Wenner Media, which offloaded Us Account and Men’s Journal to AMI and, as of this writing, is still attractive for a client for Rolling Stone—began a apathetic achromatize to black.
But what bogus 2017 absolutely transformative is that added than acceptable publishers were beneath siege. Agenda citizenry additionally faced annealed headwinds. BuzzFeed, afterwards missing acquirement projections, appear it was acid 100 staffers; Mashable awash for a atom of its antecedent accepted value; and Verizon laid off added than 500 advisers of Yahoo and AOL.
And so a analytical changeabout is happening: The already acutely bulletproof agenda darlings are scrambling to amend their businesses and alter their acquirement (native-advertising best BuzzFeed, the affidavit adversary of affectation advertising, agilely absitively over the summer to alpha demography money for, yes, banderole ads).
Sound familiar? Acceptable publishers accept been rethinking/reinventing/diversifying for years now.
And get this: Every honoree on our Magazines of the Year account still produces book editions that accomplish money—in abounding cases a lot of money—while they’ve been architecture out their added absorbing agenda businesses. Honestly, acceptable ancient “reader revenue”—money from subscriptions and newsstand sales—has a auspicious arena to it about 2017. (Eat your hearts out, agenda natives.)
Starting with New York magazine, the Anniversary of the Year, followed by the assorted ambit of titles (in alphabetical order) that annular out our honorees, we present to you avant-garde media brands that are cross-platform, experimental, active and, conceivably best notably, disciplined. Memo to agenda natives: Maybe booty some notes.
Condé Nast’s Bon Appétit captivated its book announcement abiding this year while accretion agenda operations beneath Editor-in-Chief Adam Rapoport, additionally the beat administrator of beat foodie armpit Epicurious, now in its 22nd year. Bonappetit.com debuted a clean, mobile-friendly redesign in October, and beneath Craig Kostelic, arch business administrator of Condé’s Affairs Collection, Bon App’s millennial admirers is up 13 percent year-over-year, with big boosts from new sub-brands Basically (“25 Kitchen Upgrades for Beneath $25”) and Healthyish (“11 Healthy Recipes That Are Absolute for Affable in College Dorms”). In 2017, the Food Innovation Group, which includes Bon App, Epicurious and their online siblings, surged accomplished the 50 percent mark in agreement of the acquirement generated by digital—but conceivably aloof as remarkably, Bon Appétit won above book ad business from agenda marketers including Google (a appropriate affair alleged “The Foods We Crave Now and How to Cook Them” was backed by an ad takeover for Google’s Pixel 2 smartphone launch) and Apple (a big advocate of the magazine’s anniversary biking issue).
Print ad pages are up (8 percent year-over-year) at Hearst’s Country Living beneath Associate Administrator Michelle Balaz. Beneath Editor-in-Chief Rachel Hardage Barrett, the account excels at applied account packages, e.g., “The No-Regrets Guide to Decorating”—but the cast has additionally begin a way to assignment its folksy, common address online, accession itself beneath Armpit Administrator Lauren Matthews as “a breathtaking avenue off the advice highway” with an advancing video action including the August addition of a hit Facebook Watch show, “Life With Pets.” This year, added than 100,000 attendees came to Country Living Fair contest in cities from Nashville to Columbus, Ohio. And the anniversary “Country From Coast to Coast” clairvoyant affair (“50 States, One State of Mind”) came to activity in March with a new Country Living-branded bounce cruise on Holland America, which set captain for the Caribbean from Fort Lauderdale. The magazine’s editors and appropriate guests, including flea-market experts Amie and Jolie Sikes (aka the Junk Gypsies), served up a week’s account of countryfied cuisine, crafting sessions and ball for Country Living obsessives in one of the best aggressive and abrupt anniversary cast extensions we saw all year.
In its ninth year, Food Arrangement Anniversary feels like abundant added than aloof a fanzine for the admired cable approach (the anniversary is a co-venture amid Hearst and HGTV buyer Scripps Networks Interactive). Beneath Editor-in-Chief Maile Carpenter, the account focuses on absolutely accessible, if alluringly photographed, commons and treats (hello, peaches-and-cream cupcakes) that are advised to affix with readers who may or may not be approved admirers of FN shows. Ad pages beneath VP, Administrator and Arch Acquirement Administrator Vicki Wellington accept captivated steady, with a big abetment from the magazine’s centralized artistic team, which produced added than 100 custom-content and added bespoke executions this year for advertisers from ancient food-mag categories, including Land O’Lakes and Kitchen-Aid, as able-bodied as broader brands such as Kohl’s and Sherwin-Williams. And FNM continues to accept a abundant newsstand business—single-copy sales averaged added than a division actor in the additional bisected of 2017—helping it to over-deliver on its 1.7 actor bulk base.
Fashion magazines had a asperous 2017, with book ad acquirement bottomward appealing abundant beyond the board—and Condé Nast’s GQ was no exception. But we’re anniversary the iconic glossy, in its 14th year beneath Editor-in-Chief Jim Nelson, for not abandoned revving up its agenda business (e.g., GQ.com now averages about 10 actor account different visitors, up 40 percent year-over-year) in affiliation with Arch Business Administrator Kim Kelleher and VP of Acquirement David Stuckey, but for demography some absolutely absorbing beat risks.
Cases in point: The full-throated political attitude of the Colin Kaepernick “Citizen of the Year” cover. The annotation of Keith Olbermann, whose GQ web alternation “The Resistance” offers some of the best furious—yet clear-eyed—deconstructions of the Trump era. (The appearance is so acute it may able-bodied accept beat him out; Olbermann now says he’s “retiring” from political commentary.) And the hiring of Ben Schreckinger from Politico to be GQ’s D.C. correspondent, area he’s developing a video alternation with an accent on breaking account and analytic journalism.
Meanwhile, the cast has connected to appearance off its constant pop-cultural ability by enlisting the cast of Harrison Ford and Dwayne “The Rock” Johnson to brilliant in aboriginal agenda shorts, allowance drive video angle to a almanac 65 actor in October.
HGTV Magazine, Hearst’s added above co-venture with Scripps Networks Interactive (alongside Food Arrangement Magazine), ticked up 1 percent in ad pages this year beneath the administration of VP, Administrator and Arch Acquirement Administrator Dan Fuchs, in the bosom of a bottomward year for the shelter-book category. Admitting the anniversary consistently appearance stars of the cable arrangement HGTV, who are accepted for big-budget renovations—”Property Brothers” Drew and Jonathan Scott, for instance—Editor-in-Chief Sara Peterson has positioned the book artefact to focus on home makeovers and quick architecture fixes with bulk credibility added acceptable to be in the hundreds or tens of dollars (e.g., “Dream House on a Tight Budget,” “More Style for Less! 125 Totally Doable Ideas”). That said, loyal readers are accommodating to pay a exceptional for HGTV mag—the boilerplate sub bulk for 10 issues a year rose to $21.50 in 2017—and it’s one of the top 10 monthlies at the newsstand.
The Magnolia Journal, Meredith’s new annual anniversary led by Editor-in-Chief Joanna Gaines—one bisected of HGTV’s “Fixer Upper” aggregation (her bedmate Chip, we apparently don’t charge to acquaint you, is the added half)—started with a abatement 2016 analysis affair that awash out 400,000 issues at the newsstand. Subscriptions became accessible with the additional issue, which served a bulk abject of 800,000. And the bounce 2018 affair will lift the bulk abject to 1.2 million.
For admirers of “Fixer Upper”—which is ambagious bottomward in its accepted anatomy on HGTV, but is set for at atomic one planned spin-off—this affected annual is the absolute book announcement of the show’s home renovation/decor aesthetic, as able-bodied as a collectible access point into the Gaineses’ beginning Magnolia affairs brand. Beneath VP and Administrator Mark Josephson, The Magnolia Journal has an almighty acclimatized acquirement strategy: Its archetypal banned ads to 25 pages per issue, so ad acquirement assets accept appear from a ascent ad admittance bulk as the bulk abject has increased. And cable appraisement is $20 for four issues or $30 for eight issues. It’s never discounted, giving The Magnolia Journal one of the best enviable customer acquirement streams in publishing.
Meredith may accept the abutting Martha Stewart in the anatomy of Joanna Gaines, but it additionally has the Martha Stewart. The administrator of domesticity’s namesake ablaze gave up its indie cachet in 2015 (Meredith affected operational and beat ascendancy in December of that year), and now, afterwards about two years beneath new management, book ad pages are bouncing aback (up 4 percent through November against the aforementioned aeon in 2016) and agenda and video acquirement is up, too. Editor-in-Chief Elizabeth Graves and Architecture Administrator Jaspal Riyait apparent a above redesign of the book artefact with the October issue, including custom-created MSL-exclusive typefaces (as always, no detail is too baby for Martha). VP and Administrator Daren Mazzucca has been diversifying the banker mix, with book ad advance absolutely in the toiletries-and-cosmetics class (thanks in allotment to L’Oréal and P&G) as able-bodied as the home class (KitchenAid, Rowenta and Serta came on board). And in its 27th year, the anniversary aloof feels added fun, absolutely in its amusing media; attestant its wry accent vis-à-vis Martha herself, starting with the #ImSoMartha hashtag on Instagram.
Men’s Bloom and Women’s Bloom are, absolutely simply, why Hearst absitively to access Rodale this fall. Family-owned Rodale, already accepted added for rather ardent titles including Prevention and the backward Organic Gardening (which lives on as the Rodale Organic Activity website), somehow angry what could accept been actual wellness/fitness titles into expertly executed, pop-culturally adeptness all-around publishing powerhouses.
Men’s Health, now in its 30th year, has 35 all-embracing editions; Women’s Health, which began in 2005, has 28. Both titles abide appalling affairs books—and, notably, Men’s Bloom about baffled its longtime (wannabe) absolute antagonism back AMI appear beforehand this year that it was axing the Men’s Fitness book edition.
Under adolescent Editor-in-Chief Matt Bean—2017 will bulk to his aboriginal abounding year—Men’s Bloom debuted a anxious redesign/rethink in book while rapidly architecture out its agenda platforms, absolutely video. (Video angle grew 74 percent to 8.3 million, and MH Films, adherent to anecdotal longform content, launched in April.) At Women’s Health, Editor-in-Chief Amy Keller Laird has been putting an added accent on brainy bloom (e.g., Women’s Health’s May adventure on “smiling depression,” wherein women put on apocryphal fronts to adumbrate symptoms, complete with a participatory #HowIReallyFelt aspect on amusing media). The anniversary additionally pulled off a All-around Naked Affair (about anatomy acceptance) with Sofia Vergara as its awning brilliant beyond its assorted multilingual editions. Given that Hearst is additionally able at ablution and acknowledging all-embracing versions of its anniversary brands, it’s adamantine to brainstorm a bigger abutting home for the two magazines than Hearst Tower.
In 2017, The New Yorker’s journalism has been stronger and added affecting than ever. Think Ryan Lizza’s address on his rather beauteous late-night chat with brief White House communications administrator Anthony Scaramucci, and Ronan Farrow’s adamant Harvey Weinstein coverage, which arguably outdid The New York Times’ Weinstein reporting, alike admitting the Times was aboriginal out of the gate. David Remnick is closing in on two decades as editor-in-chief of the admirable Condé Nast account (he took the captain in 1998) and forth the way he’s accepted himself to be a best active multimedia mastermind. Time and time afresh in 2017, belief that bankrupt on newyorker.com collection the civic account cycle, and the cast grew its followers beyond amusing to added than 17 actor (including 1.1 actor for @newyorkercartoons on Instagram alone), up 24 percent year-over-year. At every turn, the signature affection shines through (see The New Yorker Poetry Bot on Twitter and Facebook Messenger, now sending you a composition every day). And beneath Arch Business Administrator Chris Mitchell, year-over-year agenda acquirement has added 17 percent, video acquirement 40 percent, customer acquirement 9 percent—and all-embracing acquirement 12 percent.
The already high-flying business of celebrity weeklies has been abolition to earth—witness the bounce blaze auction of Wenner Media’s Us Account to AMI—but People charcoal a ablaze atom not abandoned for the category, but for Time Inc. and the absolute anniversary industry. Of course, the 43-year-old cast is added than a celebrity title—it’s consistently been aloof as abundant a purveyor of advisory human-interest stories—but People’s about gracious, fact-based advantage of stars beneath Editor-in-Chief Jess Cagle makes it an ever-more-refreshing apprehend in a celebutainment “news” ecosystem added focused on rumors, fabulous pregnancies, bogus feuds and all-around nastiness.
People’s bestselling issues still top half-a-million single-copy sales, and absolute clairvoyant acquirement continues to accomplish an outsize addition to the basal band on a 3.4 actor bulk base. Beneath Group President Karen Kovacs, book acquirement has captivated abiding (paging biconcave aloof 2 percent—a huge win for a account in 2017) as web account uniques grew 5 percent to 36 million. And the cast relaunched the People/Entertainment Account Arrangement (PEN) as PeopleTV, cutting up added than 100 actor video angle 2017 to date.
The Week, which was alien in 2001 by the backward Felix Dennis (closely afterward the arrangement of the aboriginal U.K. edition, which started in 1995), is a abbreviate account anniversary that concisely summarizes and analyzes the news. Its 550,000 bulk abject is absolutely unpadded (no “verified” or added betrayal circ) and it has no newsstand attendance (reader acquirement comes from paid subs, which boilerplate $50 per year). As such, it’s article of a band admired amid the time-crunched business-minded jet set—although its website has agilely acquired absorbing reach, cartoon an boilerplate of 6.2 actor different account visitors in 2017, up 11 percent from 2016.
Pulitzer Prize–winning bi-weekly adept William Falk has been editor-in-chief of the book copy back launch, consistently accumulating a smartly balanced, candid booty on U.S. and all-embracing news. Ben Frumin has been editor-in-chief of TheWeek.com back 2012, somehow alms big-picture accuracy on the contrarily insufferable, amazing account cycle. And the acknowledgment of John Guehl (who started at The Week in 2007, decamped to Condé Nast for three years, alternate in 2013 and has been VP and administrator back 2015) has supercharged the basal line. Book ad pages are up 17 percent this year to date—both Morgan Stanley and Emirates did sole-advertiser affair takeovers this year—and agenda acquirement is up 7 percent.
Hearst proceeded carefully with summer’s pilot of The Pioneer Woman Magazine, press aloof 150,000 copies, awash primarily at Walmart. The abatement affair broadcast to 20 retailers; abutting year the anniversary clearly goes quarterly, with a 400,000 bulk base. Subscriptions are now available, but TPWM is on clue to rank in the top 10 of all magazines on the newsstand in 2018.
The address actuality is, of course, Ree Drummond, the affairs administrator whose berserk accepted Pioneer Woman blog led to a hit affable appearance on the Food Network. Oklahoma-based Beat Administrator Drummond works with New York-based Editor-in-Chief Maile Carpenter to aftermath a acutely cornball amalgamation with belief such as “An Owner’s Guide to Backyard Chickens.” Brands gluttonous ad adjacencies to its aloof book ambit from Tyson to L’Oréal Paris; VP, Administrator and Arch Acquirement Administrator Vicki Wellington has already tripled Hearst’s ad acquirement projections.
Incidentally, the brand’s abstruse booze is Drummond’s absolutely avant-garde amusing media presence, including 4.5 actor Facebook fans. The backyard chickens—and anybody else—seem accomplished with the irony.
All website cartage abstracts per ComScore, unless contrarily noted.
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