SEOY 2011 — Sales Team Leaders of the Year: Single Magazine Brand
Thursday, June 2, 2011
Karen Kovacs, Publisher, People (Co-Winner)
  Kovacs may only have been in the publisher’s chair for six months (her promotion accompanied that of predecessor Paul Caine to Time Inc. chief revenue officer), but she has been an important presence at Time Inc. since 1992. Last year at People, she excelled at creating multimedia custom marketing programs. Ad pages jumped 6% to 3,556 and digital ad revenues contributed an all-time high of 10% to People’s lucrative business.
“The People brand is expanding with opportunities and multiplatform offerings across print, digital, mobile, social media and retail. The sales team’s greatest hurdle is determining which assets make the most strategic sense to package together to deliver maximum ROI for our clients,” she says.
Many of 2010’s most significant sales were multiplatform programs that capitalized on key franchises such as Sexiest Man Alive, World’s Most Beautiful and Best & Worst Dressed. The “Sprint Red Carpet Revealed” campaign, for example, “leveraged original content while showcasing Sprint’s brand through People and People Digital’s premium coverage of key Red Carpet events,” Kovacs says. “I worked closely to set the right strategy to ensure we had access to new technology and to meet with key decision-makers to ensure we met and exceeded their objectives.”
Karin Tracy, Publisher, People StyleWatch (Co-Winner)
  Tracy took the reigns as publisher of People StyleWatch in February 2010 and the successes have been racking up ever since. Advertising revenues grew 50% in 2010-versus-2009, and the March 2011 issue was the largest–thus far—in People StyleWatch‘s five-year history, with 143 ad pages (up 75% from March 2010 ) and 57 new advertisers that include Marc Jacobs, Michael Kors and DKNY. For the first half of this year, ads are up 44%.
Among the most significant sales was a yearlong collaboration with the Vince Camuto brand that included print, digital, mobile and sponsorship of the People StyleWatch “Celebrity Stylist” pop-up shops in malls across the country. Tracy met with Camuto personally, guided her sales team through development and negotiation of the program, and coordinated print, digital and event teams to provide “the most effective and efficient integration possible,” she says.
Tracy does her homework. She recently commissioned research to understand why People StyleWatch resonates so well with millennials. “My goal was to illustrate the magazine’s effectiveness in moving product, while positioning it in the marketplace as different, but more relevant than the traditional fashion magazines,” she says. “I armed the sales team with the language, research and programs needed to articulate what we could bring to the table.“
Amy Wilkins, SVP/Publisher, Martha Stewart Weddings
 C.jpg) onsummate Weddings planner Wilkins oversees all integrated sales and marketing for the brand, a job that’s doubled, so to speak, since 2009 when she transitioned the sales team from the single platform of publishing to a dual print-digital platform including stewardship of the marthastewartweddings.com business.
Embracing the online arena, Wilkins oversaw the launch of a host of new branded sites, including the Wedding Registry Adviser Center, Honeymoon Center, Destination Weddings Center and Jewelry Channel. She steered the improvement of lead generation by 10% and created a Martha Stewart Weddings advisory board aimed at generating a group of print and digital readers from which the magazine can gather insights. The panel now has 4,000 members.
Sales numbers also speak for themselves. Digital revenue skyrocketed 240% in 2010, while the print business was up 26% in paging.
And the honeymoon continues. For the first half of 2011, digital revenue is up 200% and paging has risen 22% .
Honorable Mentions
James Carr, SVP/Group Publisher, Better Homes and Gardens
Under Jim Carr’s guidance, Better Homes increased its share of market in the women’s lifestyle category from No. 3 in 2008 to its current No. 1 slot, steadily increasing ad pages to place it among the top four monthly magazines with the highest ad page gains in the past three years.
Steve DeLuca, VP/Publisher, Departures
DeLuca arrived at Departures last June, and made significant staff and operating changes that wiped out the magazine’s steep decline and ended 2010 in the black. Momentum continues, with a 60% revenue rise in the first half of 2011.
Mary Gilbert, Associate Publisher, Taste of Home
In three years, Gilbert has risen from a regional account director to associate publisher, and with a track record that includes leading her sales team to 40% growth in print and sponsorship in 2010, it’s easy to see why.
Brendan Ripp, Publisher, Money
Ripp’s stellar 2010 as Time publisher was all in the numbers. Time grew its market share from 56% to 61% over nearest competitor Newsweek, and Time.com saw a 33% rise in revenue. (He moved to Money in December 2010.)
Lee Slattery, VP/Publisher, Fitness
Ad pages are getting fatter at Fitness–up 17% in 2010 versus 2019--thanks to Slattery’s dedication and creativity, with the key category of Apparel/Accessories soaring 416%.
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