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CHARTING THE INDUSTRY
Top 5: Monthlies Go Back to SchoolMonday, August 24, 2009 Everyone in the advertising and publishing industries anxiously await September. Fashion and back-to-school issues typically prove to be the largest of the year. But with the market falling in 2009, we found only 23 of the 154 monthly magazines min tracks with advertising percent gains in September, and only nine up year-to-date 2009 over 2008. The Top 5 September monthly chart below again shows Meredith to be the publisher to watch, with three of the five, Family Circle, Fitness and Traditional Home, with the company's imprint. Family Circle, for the fourth month in a row, is on top in advertising gains. Carey Witmer, publisher of FC, tells min that their September issue is the largest in the title's 77-year history. Much of their 48 ad-page success is due to its first-ever dedicated Back-to-School issue, which includes a Clothing Drive partnership with Goodwill (running through September). Fitness, coming in second in our top 5, boasts 34.49 more ad pages in 2009 over 2008. New business included ads from Ford Mustang, Clairol and Vitamin Water. Lee Slattery, publisher of Fitness, credits their ad-page hike to increased food/nutrition sections and “an overall product that is more relevant and accessible to women than it was a year ago.”
In the fashion category, Connie Anne Phillips, new publisher of InStyle (she began her tenure in February 2009), clocked in with a 3.72% gain for her first September issue. The 2009 Fall Fashion issue gained 12.40 additional ad pages from last year through a marketing program that promoted InStyle's "15 for Fall" anniversary (15 years) issue to advertisers. "This is the result of inspiring and accessible edit, newsstand dominance and marketing programs that deliver ROI across multiple platforms,” Phillips tells min. InStyle is the largest fashion magazine to be up in ad pages in September (see min’s Women's Fashion report). At National Geographic (No. 3 in the Top 5), Claudia Malley, VP, global media integrated sales and sponsorship, commenced a strategy based on "big idea" marketing campaigns when the financial market fell apart last year, so when the money started coming back, National Geographic was ready. “We created several integrated sales and marketing programs with advertisers like Transitions, IBM and Mass Mutual, all running in the September issue," she says. See the full September chart and timeline in min. 
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