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Top 5 Mags in June: Give 'Em Elle, Allure and Guns
Tuesday, May 29, 2012
A rather eclectic group of advertising gainers sport min’s top 5 monthly mags in our June collection. Taking the top spot is enthusiast title Guns & Ammo with 47.84 more ad pages in June 2012 compared with 2011. There are two women’s fashion magazines in Allure (40.04 more pages) and Elle (21.51), technology's IEEE Spectrum (30.09), and the African-American standard-bearer Ebony (19.58).
Here are our top 5:
Our lower- than-par monthly report of 154 titles for first half is not a surprising one. The year has been like that. June demonstrated -6.45% and the overall differential for year-to-date 2012-versus-2011 was -6.10%. As you can see from the timeline below, the second quarter was -6.13% in 2012. At the same time last year, the second-quarter differential was +1.69% and in 2010 it was +4.67%. Sad but true.
Only 48 of the monthlies were up in June and 45 were up year-to-date.
Here is the three-year quarterly timeline:
1) Guns & AmmoWith an 89.42% ad-page gain, Intermedia Outdoors' Guns & Ammo takes first place in June's lineup. Publisher Chris Agnes tells min that success this year can be attributable to a number of events and actions, including a great editorial team that delivers what the readers want, like shooting sports, as a result of such shows as Sons of Guns on the Discovery Channel. "Guns & Ammo is always first-to-market with exclusive stories on new firearms and gear, due to great relationships amongst the edit team and manufacturers. This, naturally, helps the ad-sales side in getting more pages from existing customers, and new business (which, for 2012, includes Colt, Repel, LWRC, Daniel Defense, Rhino Linings, Armscor and FFL123.com)," says Agnes. The G&A brand is strong with enthusiast firearms fans.
Another attribute is, says Agnes, "the election year – for whatever reason, the Second Amendment [the right to bear arms] is always a part of the conversation, and that drives both readership and advertising."
2) AllureIn its third time on min's 2012's top 5 chart (Allure took top slot in February), the Condé Nast women's beauty magazine ranked second in June with a 41.15% ad-page gain. "June 2012 was the biggest issue EVER for Allure," says VP/publisher Agnes Chapski, “with significant gains coming from beauty and retail. The success stems from our annual signature editorial: the Readers' Choice awards. Considering the growing power of peer-to-peer credentialing, and Allure’s seals in particular, advertisers see the benefit of aligning with this content. Nearly 90% of our readers say they trust the issue to help them select what to buy."
The technology-savvy publication IEEE Spectrum (flagship association has 400,000 members in 150 countries) has made its premiere entry in min's top 5 chart with a +118.79% ad-page differential in its June 2012 Technology Beyond Money issue. Credit to the 32-page sponsored insert by Comsol (simulation software for engineers). Associate publisher/sales Director Marion Delaney tells min that IEEE Spectrum was the winner of the "general excellence among thought-leader magazines" category at the 2012 National Magazine Awards. The June issue is the one that is usually sent to exemplify its excellent coverage each year, so it is a no-brainer to pitch an advertiser who is looking for technology innovator readers.
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