BREAKING NEWS & VIEWS
Top 5 in August: Monthlies Take to the Sea for Refuge
Tuesday, July 19, 2011
It is a dank and dreary August for magazine advertising (the monthlies were cumulatively -7.42% versus August 2010). More than half (100 out of 152 to be exact) of the monthly magazines we track at min were down.
But not so for the top 5 mags highlighted based on ad-page gains. All five--Power & Motoryacht, Ladies Home Journal, Travel + Leisure, Reader’s Digest and Condé Nast Traveler--showed innovative features that drove their magazine to new advertisers and readers.
1) Power & Motoryacht
PMY's annual World's 100 Largest Yachts issue is always a favorite feature for both readers and advertisers and this August showed 22.18 additional ad pages (+26.10%) over the 2010 issue. Associate publisher Cindy Sailor tells min that much of the success is due to parent company Source Interlink's concerted investment in the brand to improve editorial content. "Those upgrades include a dynamic magazine redesign, upgraded paper quality and increased editorial coverage of all segments of the large powerboat market," says Sailor.
2) Ladies' Home Journal
Meredith's LHJ took second place in our summer's top 5 with 18.98 additional ad pages (+26.10%) compared with August 2010. Publisher Julie Pinkwater tells min: "The theme of this issue is 'Real Beauty,' with a focus on feeling confident at any age. This message truly resonated with beauty advertisers and we're thrilled that Cover Girl, Olay, L'Oréal, Clairol, DERMAdoctor, Aveeno, OPI, Bodycology, and Neutragena are all part of August."
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