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BREAKING NEWS & VIEWS
Top 5 Monthly Mags: Runner's World in September Winners' Circle As we continue to follow the upward trend in advertising dollars for 2010, we see that this September is not a disappointment. In fact, min reports in its September ad-page monthlies review that 94 of 145 magazine titles were up in advertising ad pages. (Last year's September chart only had 23 titles with a positive gain.)  We tracked down the publishers of the top 5 monthlies (see chart above)—Runner’s World, Elle Decor, Texas Monthly, Glamour and People Stylewatch—to discuss their September successes.
1) Runner’s World publisher Chris Lambiase tells min that the title’s 68% hike in ad pages for September 2010 was due in part to an increase in advertisers for footwear, nutrition and auto categories. PowerBar, New Balance, Foot Locker and Moving Comfort were the big advertisers in RW's September issue. “The sport of running is strong and growing,” says Lambiase. “Throughout these tough economic times, our circulation—even at the newsstand—and audience numbers have hit record highs. Now the advertising is matching that growth.” 2) Affluent homeowners and the design community make up the Elle Decor audience, VP/publisher Barbara Friedmann tells min. Fashion, jewelry, watch and automotive advertiser are onboard September’s ED. “Our investment in the brand-increased rate base (up 10% as of March), tactical newsstand strategy (up 8.3% for the first half of 2010) and rapid expansion of digital content (unique visitors topped 630K for July) has allowed us to achieve results like September's 65% increase," says Friedmann. 3) Texas Monthly showed a 60.8% hike in advertising this September and 57 more ad pages than in 2009. Retail, fashion, watch/jewelry, automotive and travel were the major advertiser categories, according to TM publisher Amy Saralegui. “Texas was much less affected than the rest of the country by the economic downturn,” Saralegui tells min. “Texas Monthly is in a unique position of being able to capitalize not only on the strong advertising dollars still being spent by Texas-based businesses but also on the advertising dollars being spent by national companies trying to tap into the affluent audience in Texas that they cannot reach effectively using national print." 4) New advertisers in the fashion and beauty categories, along with the Glamour iPad launch, contributed to Glamour’s 87.99 additional ad pages in September 2010 versus last year, according to Glamour associate publisher Pam Drucker, who tells min, “The launch of the Glamour app allowed us to sell nine advertisers onto the iPad, while leveraging incremental business into the issue. We were also able to encourage advertisers that ran pages in September 2009 to upgrade to spreads and larger units." 5) With a 54% ad-page gain in September, People StyleWatch continues to show growth each month, with a 57% cumulative increase year to date. "September is our biggest issue ever," said StyleWatch publisher Karin Tracy. "With 56% of the paging from new business, StyleWatch landed new advertisers including Marc Jacobs, Michael Kors, A/X Armani Exchange and DKNY." If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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