Top 5 Monthly Mags in January: Lets Grab Some Designers and Get Married
Greer Jonas
Wednesday, December 21, 2011
Tracking January magazine ad pages is only the beginning. January is traditionally a slow month and, for many monthlies, the first significant results won's come until March. Of the 153 monthlies tracked in min's boxscores, 87 were down in ad pages compared with Jan. 2011 and 36 will start their 2012 issues in February.
But bringing in the new year ad-cheer are the mags that celebrated 100 top designers (Architectural Digest), Bum Steers (Texas Monthly), weddings (Brides), top docs (Chicago) and top 100 franchises (This Old House). They are the five monthlies with the highest increased ad pages in Jan. 2012 compared with 2011.
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1) Architectural Digest
 If you went to AD's soirée on November 28, 2011, at New York’s Guggenheim Museum, you witnessed the hobnobbing of the 100 top designers featured in Architectural Digest’s AD 100. The advertising success of this every-other-January feature (+114.88% versus Jan. 2011 and +36.54% versus Jan. 2010--the last time the 100 appeared) blew the other charted monthly magazines out of the water.
VP/publisher Giulio Capua talked about the “best in class” environment that AD takes to each page of editorial. “It is a spirit that perfectly compliments luxury advertising across all categories—not just home and interiors products, but also fashion, watch, jewelry, financial, technology, automotive, travel and retail.”
What’s ahead for 2012. Says Capua: “We look forward to the continued success of our signature programs [Academy Awards "Greenroom,' AD Home Design Show], the relaunch of archdigest.com, the addition of some surprising new digital initiatives and partnerships, and to the expansion of our [December] breakout event at [Miami Beach's] Art Basel.”
 2) Chicago
Chicago is not new to minonline’s "top 5." Its Oct. 2011 "Best Restaurants" issue also took second slot in our charting. Says national director of sales & development Tom Conradi: “This issue was a huge draw for advertisers by including a four-page gatefold off the cover and an interior two-page gatefold. Since 'Top Doctors' is published every other year [like the AD 100], the pent-up demand and large newsstand sales really help us drive revenue and deliver value for our clients.”
Chicago publisher and general manager Rich Gamble chimed in: "'Top Doctors' was a blockbuster with 494 physicians listed across 60 specialties, and we included a guide to medical Web sites and mobile apps.This a reader favorite and a must for advertisers who will reach the largest audience we draw for a single issue.”
What is ahead for 2012. Under new editor-in-chief Elizabeth Fenner, the change in magazine content and design will notable. “In 2012, we will add new content areas, advance our digital/mobile platforms and engage with our audience in new, experiential ways. We have an exciting year planned and an incredible team that I’m lucky to work with,” says Gamble.
 3) This Old House
Taking the third slot in our top 5 is This Old House (+35.27%). Publisher Charlie Kammerer attributes the strength of the Jan./Feb. 2012 issue to “continued momentum in all aspects of our business. The TOH 'Top 100' franchise and such new advertisers as Intuit and Geico helped drive our growth."
 4) Brides
Recently appointed VP/publisher Michelle Myers tells minonline about Brides' 249.50 ad-page success. “The January issue benefited from a continued focus on core bridal fashion accounts, a regional section geo-targeted to host local advertisers and a laser focus on non-endemic business. In fact, 34% of the January advertising came from such non-endemic accounts as Geico, Pearl Vodka, The Container Store, Macy’s, Merck/Nuvaring, L’Oréal/Lancome, JC Penney, Tacori, Merz/Radiesse, Riedel, Target and Tiffany & Co to name a few.”
Myers predicts that ”2012 will be a huge year for the brand. The reimagined editorial product [under new editor-in-chief Anne Fulenwider] will debut with the May issue, and we will be rolling out exciting new signature programs across print, online and digital.
 5) Texas Monthly
Texas Monthly took sixth place in min’s top 10 chart for year-end 2011. January's Bum Steer Awards "anointment" of Rick Perry is always a head-shaking classic. My all-time favorite is 2007 "rifleman" Dick Cheney. Says TM publisher and Emmis Publishing VP/group publisher Amy Banner Saralegui: “Texas Monthly is experiencing the same upward momentum at the start of 2012 that we enjoyed in 2011. January's Bum Steer Awards is a popular issue and consistently performs well.”
(There will be more on Bum Steer in the Jan. 2, 2012, min.)
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