Top 6 Bimonthly Mags 2011: Weddings and Travel Make Sweet Ad-Page Music
Wednesday, January 18, 2012
Greer Jonas
.jpg) Well here is proof. No matter what is going on with the economy, people are still getting married and traveling. This week in min, we track the exclusive year-end (2011 vs. 2010) and five-year (2007-2011) boxscore report for bimonthly magazines. We took a glimpse at the top six magazines by highest ad-page gainers and found the following winners of the 22 titles that we track.
1) Departures
American Express Publishing’s Departures far and away takes the top spot for the year of all the bimonthlies we track, with a 230.18 additional ad page gain in 2011. Departures publisher Steve DeLuca tells min: "Our 211 success reflects what I’d call the Departures trifecta: the outstanding award-winning editorial product led by our editor in chief Richard David Story and his talented team, the strength of the luxury economic resurgence, and the unmatched access we provide our partners to our audience of authentic luxury consumers who are primed to spend on quality products and one-of-a-kind experiences.
"While there is optimistic caution about the state of the economy, Departures success reinforces the continued strength of the market for luxury products, goods and services and this powerful audience." New fashion/luxury advertisers in 2011 included Audemars Piguet, Barneys, Bergdorf-Goodman, Carolina Herrera, Christian Dior, Neiman Marcus, Saks Fifth Avenue and Versace. “Digital platforms such as the Departures Dispatch and the launch of Departures mobile city guide are also prime motivators for new eyeballs and advertisers."
 2) Afar
Afar has been continually showing advertising growth since its launch in late 2009, to a tune of an additional 146.48 pages in 2011 compared to 2010. EVP/publisher Ellen Asmodeo Giglio tells min that much has to do with the unique Afar readers. They are well-off and well-traveled (92% have a passport); many have lived abroad and all are looking for something different and intriguing when they travel. Not as interested in the standard hotel or bus tour, Afar’s audience wants an adventure and cost is not high in their consideration. An example of Afar’s unique coverage was an article posted back in October 2011 which involved a group of 35 travelers including Afar readers and staff members who experienced a very intimate journey in Cairo.
Advertisers such as Hugo Boss, Mercedes and Louis Vuitton are enthusiastically signing up for a chance to attract this affluent consumer.
 3) Martha Stewart Weddings
Taking third place with 90 additional ad pages in 2011 is MSLO's Martha Stewart Weddings. Publisher Amy Wilkins tells min about the magazine’s success. “Our magazine, the # 1 bridal title on newsstands, continues to grow at a rapid pace every year and the credit goes to our incredible editorial team led by editor-in-chief Elizabeth Graves and editorial director Darcy Miller, who put out a best-in-class product, as well as our cross-platform sales and marketing team who focus on how to deliver solutions and results for clients. Our growth this past year came from nearly every core category: fashion and accessories, fine jewelry, beauty and more.” Advertisers included Harry Winston, Maybelline, Tiffany and World Gold Council.
What is up ahead in 2012? “Our first-ever special issue devoted entirely to real weddings,” said Wilkins.
 4) Handguns
Sandwiched between weddings and travel is a highly atypical pairing with enthusiast magazine winner, IM Outdoors' Handguns. Hmmm?
Publisher Chris Agnes talks about the gun-enthusiast magazine's successful 25.62% ad-page gain. “Handguns' [success] can be attributed to a strong market environment spurred by steady growth in self-defense handgun sales. As we were already well-positioned to take advantage of this trend, we’ve benefited nicely.”
.jpg) 5) Weight Watchers
Whether you are planning a marriage or a trip to the Caribbean, there is always the popular Weight Watchers magazine to help you fit into that dress or bathing suit.
WW publisher Andy Amill tells min that the magazine’s advertising success has much to do with using spokesperson-celebrities such as the now svelte actress and singer Jennifer Hudson. “Jennifer [WW representative since April 2010] connects beautifully with our readers and advertisers,” says Amill. “Our [1,338,692] circulation in first-half-2011 easily exceeded our 1.25 million rate base, and our 20,000 verified subscriptions [to libraries, waiting rooms, etc.] was a mere 2.2% of the [888,887] total. In 2011, Walmart increased significantly the number of pockets at Checkout that sell WW."
Weight Watchers' advertisers (Pfizer, Astra Zeneca, Novo Nordisk, Skechers, SCJ Ziploc, Smuckers, Con Agra, Kellogg’s, General Mills) know that they will be getting prime advertising dollar results by connecting to the weight-conscious reader who wants to look like the gorgeous Jennifer.
 6) Bridal Guide
The gown in the March/April 2012 issue of Bridal Guide pictured to the left is no other than a replica from the Twilight saga's Breaking Dawn. This illustrates the partnership and business development strategy of BG for 2012. VP/publisher Jeff Hendlin tells min about the promotion to win the gown and island honeymoon includes a poly-bagged Honeymoon & Destination Wedding Guide supplement and 24-page Visit Florida special advertising section.
“Bridal Guide's success [34.01 additional ad pages] in 2011 was a team effort,” said Hendlin. “Editorially, Bridal Guide has never been better. Our editors produce a diverse and inspiring editorial lineup that address all the needs of today’s engaged couples. Their work is a testament to why Bridal Guide ranks as the most shared magazine in the U.S. boasting the highest pass-along 28 readers-per-copy! (measured by MRI GfK).”
In addition, Hendlin talks about the Web site. “We've overhauled BridalGuide.com significantly improving the user experience and developed a strong Social Media strategy which we've bundled into advertising print programs. BridalGuide.com has major increases in unique visitors, page views and ad revenue. The latest digital news is the launch of Bridal Guide's mobile site.”
If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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