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TV Guide Tops 'Brand Power' List



By
12/20/2005

By Dylan Stableford

Likeability surveys are often, for lack of a better term, "sketchy." Likeability surveys focused on brands, including those overarching their magazines, can be even sketchier. Still, like most simplistic surveys, they can be fun to look at. And given the industry's somewhat recent craze of referring to their respective magazines as brands encompassing not just the printed product, such surveys are theoretically useful.

Case in point: A recently-released "Brand Power Report," by New York-based research firm Genius Insight
, surveyed 3,119 respondents, aged 13 to 49, and ranked over 1,000 in terms of likeability and awareness;and among them, many magazine brands floated to the surface.

Martha Stewart The Brand
, for instance, was the top-ranked magazine brand in terms of awareness (97th overall), ahead of TV Guide (112). King, the hip-hop and urban lifestyle magazine, ranked last (1,038). The Stewart brand, however, ranked near the bottom among magazine brands in terms of likeability, just above the National Enquirer and just below O: The Oprah Magazine. Time (469) led all magazine brands in likeability, with Men's Health (503) and Maxim (522) rounding out the top three, with Time as the only magazine brand to crack the top 500 liked brands in America. (Interestingly at no. 955, Playboy
, the mega men's brand, was considerably less-liked.)

Magazine Brandpower Rankings

Source: Genius InsightCHAR(13) + CHAR(10)

BrandOverallLikeabilityRankAwarenessRankTV Guide 268

62

553

96%

112

Rolling Stone 309

62

543

93%

211

People316

62

554

93%

209

ESPN

319

60

638

94%

139

Sports Illustrated374

58

804

94%

147CHAR(13) + CHAR(10)

Time3826346985%421Newsweek4015973490%286EW4196067688%345Playboy4285595594%145Maxim4396252282%476Cosmo4415879189%311Vogue5115878084%452Us Weekly 5545690483%456Glamour5595784481%499Seventeen571531,00986%393Vanity Fair 5765785280%523Redbook6035592779%534Men's Health6086350370%646GQ6355785875%585Vibe6485971471%636Allure6506064670%653Teen People 6555593875%583Cosmo Girl 6685498576%581Martha Stewart671421,07396%97Elle6915879769%668O: The Oprah Magazine 708491,05679%543Marie Claire 7176157263%743National Enquirer 721421,07492%246Esquire7365596468%672In Style 7716161759%787Teen Vogue 787501,05269%658Spin7985973257%806Cargo8036157854%833Ebony807541,00162%752Elle Girl 8095592960%777Jane8395969153%851Star8765499955%832Premiere8935874749%884Details9065973347%906XXL9145877246%910W937521,02748%897In Touch 9466066040%960King1,0355690732%1,038

By
12/20/2005







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