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CHARTING THE INDUSTRY

Top 6 Mags in November: What Do Portia, Ellen, Katie, and Nia Have in Common?

Greer Jonas and McKenzie Morrell

Tuesday, October 25, 2011 They are all celebrities that are featured on the covers of ad-page winning-November magazine covers: Portia de Rossi and Ellen DeGeneres (Architectural Digest), Katie Holmes (Marie Claire) and Nia Long (Ebony). All six of our top magazines (including Reader's Digest, Vogue and People en Español) had double-digit percentage gains in November as well as January-November year-to-date (YTD) increases .

It was not such a pretty picture overall. Among the 152 monthly magazines we track in min, the YTD ratio is 57-up and 87-down. The premium November chart, covering ad-page data for all the monthly magazines we track is in this week's min.

1) People En Español

People en Español is at the top of our list again, holding the top position as it did in our October review. The impressive numbers extend to YTD, where People en Español's 858.41 ad pages through November 2011 are +37.56% versus the 624.02 it carried through November 2010.

Says promoted in May 2011 People en Español publisher Monique Manso: "We are really excited to be celebrating People en Español's 15th anniversary in 2011 [October]. We've had tremendous momentum all year long with growth from both from existing advertisers and new ones. It is clear that marketers recognize the value of 50.5 million Hispanics in the U.S.”

2) Vogue

Vogue came in the number 2 position, seeing a 22.23% increase with 33.96 ad-page difference compared with

2010. As with September, where it took the number 1 slot, the fashion magazine is really packing in the numbers. The Girl with the Dragon Tattoo star Rooney Mara graces the cover photographed by Mert Alas and Marcus Piggott.

3) Architectural Digest

Architectural Digest closed November +28.23%, as the positive feedback from the work of editor-in-chief Margaret Russell—who debuted with the March 2011 issue—continued.

AD VP/publisher (since Feb. 2008) Giulio Capua said that the November issue was the continuation of a very strong second half. "Although the housing market continues to suffer, we are seeing increased support from our advertisers in that sector, as well as strong gains in print and digital from luxury watch and jewelry, automotive, travel, financial and telecom."

4) Marie Claire

The November Marie Claire set its fourth record breaking issue in 2011 with the +20.94% differential being the month's largest since 2002.

According to VP/publisher (since Dec. 2009) Nancy Cardone, two brand extensions in the issue contributed to the success. First was MC's second annual Women on Top Awards, which were sponsored by Maybelline New York, Tumi and Clarisonic. Second was the launch of Marie Claire @ Work, (the only 360º platform for stylish and successful career women), presented by Express.

5) Reader's Digest

A reason for Reader's Digest's +29.40% ad-page November was that RD's special partnership with the American

Diabetes Association proved to be a highly desirable integrated advertising opportunity.

RD North America president (since June 2010) Dan Lagani said: “The advertising success in 2011 is a direct result of the strategic and structural changes that were put in place at the end of 2010.”

He added that the most important structural change was hiring Mark Josephson to oversee sales for the brand, and making him responsible for advertising and sponsorships across all platforms.

6) Ebony

The November 2011 issue of Ebony was +34.39% versus its 65th anniversary in November 2010, leaving group publisher (since Feb. 2011) Stephen Barr with a satisfying feeling. New advertisers included: Wells Fargo, Farmer's Insurance, Chrysler 300, Fiat, Dodge Durango, EOS Lip Balm, Post Cereals, Courvoisier Rose, Coca-Cola, Fanta, Vlisco Apparel, Smirnoff, and Coast Guard.

An exclusive interview with actress Nia Long, who posed nude and pregnant for the cover, of EBONY added to the success of the November issue. Other features included an early preview of the 2012 presidential election and a profile on NFL Players Association president Maurice Smith

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COMMENTS

It's interesting how campaigns just strike a cord with the audience and cause a huge jump in sales. Getting the cover photo and story right really is the key to everything, and I think Anna Wintour at Vogue does it the best.

https://www.mymediainfo.com/myedcals.html

Posted by Jarrod on Tuesday, October 25, 2011 @ 02:21 PM

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