BREAKING NEWS & VIEWS
Hearst Magazines is 2010 Group Publishers' Ad-Page Champ
Tuesday, March 15, 2011
With the explosion of magazine apps, social media and the resurgence of print advertising, magazine brands are showing a prominent face to their loyal and new readers and advertisers. This week’s top 5 chart looks at the group publisher vanguards that had highest ad page gains in 2010 versus 2009. Of the 23 magazine companies that we track in min, (13 of which were ad-page plus) Hearst Magazines led with +1,554.03 ad pages with Condé Nast and Time Inc. close behind.
Hearst MagazinesThirteen out of the 15 Hearst titles tracked by min finished up in ad pages in 2010, which put the company on top. Key catalysts were Food Network magazine (+78.90%), Popular Mechanics (+20.31%) and Harper's Bazaar (+17.65%).
Hearst Magazines president/chief marketing officer/publishing director Michael Clinton gives min an early preview for 2011. “Advertisers are telling us that they are seeing a sustained recovery in their business, and we expect to see that lead to bigger advertising commitments this year. We have an integrated selling model with print, digital and tablet packages, however we are seeing growth in our core print magazines.”
Condé NastBrides (+26.57%), Wired (+24.04%) and Vogue (+16.04%) led Condé Nast's 18 measured titles to a cumulative +1,450.33 ad pages in 2010 versus 2009.
“Condé Nast’s ability to provide holistic solutions at a level that is unsurpassed in the industry was key to our success in 2010 and it will be integral to our growth in 2011,” said chief marketing officer,Lou Cona. “We’re a one-stop shop that provides a vast array of assets and services across all platforms, a highly creative branding consultancy and award winning content--a mixture that has resulted in deeper client relationships and larger investments in our company.”
Time Inc.Of Time Inc’s 20 titles, People StyleWatch (+311.19 ad pages) , InStyle (+199.86) and Real Simple (+199.19) were the biggest winners for 2010. Time Inc. clocked in with a 1,318.24 ad-page gain.
Executive VP/chief marketing officer Stephanie George tells min: "Our advertising and marketing partners continue to believe in the extraordinary vitality of our brands. Our growth reflects our commitment to provide the products, ideas and solutions that span multiple platforms and are instrumental in building our clients’ businesses."
Bonnier Corp.Of Bonnier’s 21 titles, the Parenting group—Parenting School Years (+23.37%) and Parenting Early Years (+21.50%)--were the company's advertising champions in 2010. Saveur (+18.98%) was a close third.
Says senior VP/corporate sales Mark Wildman: “Bonnier is experiencing real momentum right now. During the past two years, we have definitely seen a shift in the marketplace with clients understanding the power of community. In 2011, we are continuing to push even further into custom-curated content, social commerce, branded entertainment and mobile solutions to drive the brand-building and transaction volume that clients demand.”
Hachette Filipacchi Media U.S.There is much to speculate as to how Hachette’s six remaining titles will fare with their planned acquisition by Hearst Corp. But titles such as Elle Décor (+34.65%) and Elle (+9.81%) showed no doubts in their advertising success for 2010. Hachette took fifth place with +466.49 ad pages
See the complete group publisher chart for January - December in min.
Greer Jonas is managing editor of min.
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