Top 5 Mags in June: Give ‘Em Elle, Allure and Guns

By Greer Jonas

A rather eclectic group of advertising gainers sport min’s top 5 monthly mags in our June collection. Taking the top spot is enthusiast title Guns & Ammo with 47.84 more ad pages in June 2012 compared with 2011. There are two women’s fashion magazines in Allure (40.04 more pages) and Elle (21.51),  technology’s IEEE Spectrum (30.09), and  the African-American standard-bearer Ebony (19.58).

Here are our top 5:

Our lower- than-par monthly report of 154 titles for first half is not a surprising one. The year has been like that. June demonstrated -6.45% and the overall differential for year-to-date 2012-versus-2011 was -6.10%. As you can see from the timeline below, the second quarter was -6.13% in 2012. At the same time last year, the second-quarter differential was +1.69% and in 2010 it was +4.67%. Sad but true.
Only 48 of the monthlies were up in June and 45 were up year-to-date.

Here is the three-year quarterly timeline:

2009 2010 2011 2012
2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr. 3rd qtr. 4th qtr. 1st qtr. 2nd qtr.
-23.81% -21.17% -17.09% -5.70% +4.86% +8.65% +7.77% +1.15% +1.69% -4.97% -6.76% -6.06% -6.13%

1) Guns & Ammo

With an 89.42% ad-page gain, Intermedia Outdoors’ Guns & Ammo takes first place in June’s lineup. Publisher Chris Agnes tells min that success this year can be attributable to a number of events and actions, including a great editorial team that delivers what the readers want, like shooting sports, as a result of such shows as Sons of Guns on the Discovery Channel. "Guns & Ammo is always first-to-market with exclusive stories on new firearms and gear, due to great relationships amongst the edit team and manufacturers. This, naturally, helps the ad-sales side in getting more pages from existing customers, and new business (which, for 2012, includes Colt, Repel, LWRC, Daniel Defense, Rhino Linings, Armscor and," says Agnes. The G&A brand is strong with enthusiast firearms fans.
   Another attribute is, says Agnes, "the election year – for whatever reason, the Second Amendment [the right to bear arms] is always a part of the conversation, and that drives both readership and advertising."

2) Allure

In its third time on min‘s 2012’s top 5 chart (Allure took top slot in February), the Condé Nast women’s beauty magazine ranked second in June with a 41.15% ad-page gain.  "June 2012  was the biggest issue EVER for Allure," says VP/publisher Agnes Chapski, “with significant gains coming from beauty and retail. The success stems from our annual signature editorial: the Readers’ Choice awards. Considering the growing power of peer-to-peer credentialing, and Allure’s seals in particular, advertisers see the benefit of aligning with this content. Nearly 90% of our readers say they trust the issue to help them select what to buy."

3) IEEE Spectrum

The technology-savvy publication IEEE Spectrum (flagship association has 400,000 members in 150 countries) has made its premiere entry in min‘s top 5 chart with a +118.79% ad-page differential in its June 2012 Technology Beyond Money issue. Credit to the 32-page sponsored insert by Comsol (simulation software for engineers). Associate publisher/sales Director Marion Delaney tells min that IEEE Spectrum was the winner of the "general excellence among thought-leader magazines" category at the 2012 National Magazine Awards. The June issue is the one that is usually sent to exemplify its excellent coverage each year, so it is a no-brainer to pitch an advertiser who is looking for technology innovator readers.
  Also, Delaney suspects that Technology Beyond Money will have a long shelf life.

4) Elle

Taking fourth place, and the largest amount of ad pages (164.85) in the group of five, Elle had a 15.09% ad-page gain in June. Senior VP/publisher and chief revenue officer Kevin O’Malley tells min that the fashion magazine (which will mark its first anniversary of Hearst Magazines ownership on May 31) "closed the first half up 2% (against a +12% first-half  2011).  May, June and July 2012 are all record-breaking for the months in ad pages and ad revenues.
  "This growth is coming from our core categories of fashion and beauty, especially with the luxury and prestige brands. Contributing to our momentum is our recognized leadership as an omni-channel brand; our recent launch of social commerce was another first-mover opportunity that Elle brought to the marketplace.”

5) Ebony

The June Ebony is its Music issue and Father’s Day special, says senior VP/group publisher Stephen Gregory Barr. "We celebrate the best and brightest talent in hip-hop, alternative, punk, jazz, gospel and R&B. Additionally, we celebrate and pay tribute to some of our favorite celebrity dads, as well as men who are making a difference." Advertising-wise, June 2012 attributed new business to "BMW (6 series), TV Land, Wrigley‘s, Verizon, Philadelphia Tourism, Lions Gate FilmsAT&T, VLISCO, UnileverLowes, USVI, Amtrak, Wendy’s and State Farm Insurance."
  The relaunch in January had new advertisers as well: Harley Davidson, Smirnoff, BMW 3 and 6 series, Cover Girl, AT&T and FOX Theatrical.

min‘s exclusive chart of monthly magazines for June ran in the May 21, 2012, issue.

Greer Jonas is managing editor of min.