BREAKING NEWS & VIEWS
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 ClaireWomen’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) AllureOnce 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 MonthlyTexas 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.”
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%.
Email Marketing Specialist
Harvard Business Publishing
University of Maryland, Baltimore
Attorney Editor State Q&A
New York, NY
Vice President for College Relations and Marketing
University of Maryland
College Park, MD
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