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Top 6 Mags in May: Marie Claire, Allure, Texas Monthly 'Keep on Tracking' Advertisers

Friday, April 27, 2012

Just like New York's crazy spring weather--one day sunny and feeling like summer, one day raining and cold--monthly magazines are going through an ad-page turbulence of their own. Of the 150 mags we track at min, 62 showed gains in May (27 of which were up by double-digit percentages) and 88 plummeted.  Cumulative 2012-versus-2011 differentials were -5.90% (May) and -5.81% (year-to-date).
Here are six noteworthy performers:

1) Marie Claire

Women’s beauty and fashion magazine Marie Claire's third time this year in our "top 6" is the charm in its taking the top slot. Says VP/publisher/chief revenue officer (since December 2009) Nancy Berger Cardone: “Marie Claire’s momentum continues with our third consecutive record-breaking issue. [Enhancing] our 'Global Beauty' issue was  Prix d’Excellence de la Beauté--the only international beauty awards.”

MC created its first-ever global credentialing unit (partnering with Elizabeth Arden) which resulted in a 31% beauty ad-page growth. In addition, the magazine was one of the two titles to receive Guess’s 12-page “30 Sexy Years” campaign.

2) Allure

Once more making it to min’s chart of ad-page gainers, Allure "allured" advertisers with a +41.18% May (+18.54% year-to-date). On the cover is supermodel and Project Runway host Heidi Klum, who tells all about her modeling career and private life (breakup with Seal, etc.). Credit to the Allure sales staff led by VP/publisher Agnes Chapski, who succeeded Nancy Berger Cardone (see above) in June 2008.

Chapski attributes Allure's success to “the launch of new initiatives, impressive gains across key advertising categories, and the overall vitality of the Allure brand. This month, Allure launched the first ever Beauty Blogger Awards, presented by Revlon, along with multiple sponsorships of signature editorial features from L’Oreal Paris, Neutrogena and Olay. While continuing to achieve growth with our core beauty businesses, Allure is driving new business across categories such as fashion, retail, pharmaceutical, beverage and financial. Marketers recognize the power of the Allure consumer as she’s spending twice as much as the average consumer and shopping across more channels.”

3) Texas Monthly

Texas Monthly remains among the select "lone stars" in print advertising. Says publisher Amy Banner Saralegui: “Every category is up, local and national are up, all of our existing advertisers are back and increasing and many of our prospects are converting to advertisers. We are selling print, digital, event, custom publishing and creative services. We are nominated for two National Magazine Awards [to be announced on May 3]. One of our writers has a movie coming out..., another has a television series where more episodes have just been ordered. Texas is just doing well, and Texas Monthly is doing even better than that.”

4) Food Network Magazine

Food Network's three-year winning streak is enhanced in May with the month's +37.84% raising its year-to-date differential to +20.82%.

Says founding VP/publisher/chief revenue office Vicki Wellington:  “Not only did we carry the most pages in the food sector in May, but we also gained market share. We’re continuing to grow our core categories and also broke significant new business with such clients as the Hawaii Convention and Visitors Bureau, Colorado Tourism and Aston Hotels & Resorts in our special insert on summer travel. Other new advertisers in May included Mazda and State Farm.”

5) Reader’s Digest

RD president/North America (since June 2011) Dan Lagani talks about the mag's +37.38% (May) and +14.35% ad-page success. “Reader's Digest has been able to carry into 2012 the momentum we gained with the advertising community in 2011. An important advantage is having a great sales team that is effectively developing and executing fully integrated, turn-key advertising programs across all media platforms and this has helped us achieve this increase in advertising pages. This integrated approach to advertising is gaining traction in the advertising community, which is recognizing the significant value of advertising with one of the worlds most trusted brands.”

Digital editions have attracted the RD reader. Lagani tells min that sales will surpass newsstand by the end of 2012. The launch of RD editions on iPad 3, Kindle, Kindle Fire and the Nook have become quite popular.

6) Harper’s Bazaar 

Another return to the chart of mag ad-winners is Harper's Bazaar. Says VP/publisher and chief revenue officer Carol Smith: "Key marketing and sales accomplishments established the May issue--up by more than 18%--as an extraordinary success. Notably, sponsorship opportunities surrounding our new mobile platform, Bazaar Connect, enabled us to secure an impact unit from Valentina to coincide with the fragrance launch. We also welcomed several new advertisers to Bazaar, including Korres, Kenzo and Givenchy fragrances, Omega, and Hilton. And--the best news--our June/July issue looks just as good!"

See the complete chart of May boxscores in min.

Greer Jonas is managing editor of min.

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