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TJ Raphael

Easy Steps to Going Viral & Mastering the Social Web

TJ Raphael emedia and Technology - 04/11/2013-13:13 PM

Yesterday Bloomberg Businessweek reported on a brilliant idea by a Korean tech entrepreneur and magazine professional: Won Hee Chang has developed a strategy for possibly "coercing virality" on the social Web, a move that may help her Seoul-based literary magazine gain new revenue and audiences.

“Readers who share content via social media will be able to access additional articles for free,” writes Businessweek's Caroline Winter. “Content, available in English, will initially be free. When readers log on to the site for the first time, they’ll receive a certain number of points—Chang calls them ‘karma points’—which will slowly be depleted as they click through articles. To restock on points and maintain access, they will have to share the site’s stories through social media outlets such as Facebook and Twitter. It’s a bit like multilevel marketing—the more readers spread articles, the greater their access. Those who bristle at being asked to share content can buy points; five points will cost 99¢.”

This is an excellent concept that can extend beyond paid content models. Here are a few examples that could work:

Contests: Setting up a contest or sweepstakes can be a great way to leverage Chang’s tactic. Content providers can award readers with points for a contest or sweepstakes if they share articles. The more articles they share, the more points they earn to better their chances of winning the contest or sweepstakes prize—and publishers can get their brand in front of more readers who may not have been interacting with them on a social basis before.

Discounts: Team up with an advertiser to offer discounts or free products. Users can get access to these special offers or products by earning points for sharing out articles or sponsored content. It provides your advertising partner with instant gratification, and could be part of a larger value-add. In addition to an advertiser, a brand could use this tool to help them to boost subscriptions—the more points earned, the lower the price of a yearly print or digital subscription, incentivizing untapped leads.

Like Chang’s model, provide exclusive content for those who earn points by sharing out links. Put the threshold for points earned at a lower level: If a user shares two stories they’ll earn enough points to get access to an exclusive video, photo gallery or even the rest of a story.

Some brands are already taking steps in this direction: Entertainment Weekly rolled out 11 covers in anticipation of the new season of HBO’s True Blood last June. Before the newsstand reveal, Entertainment Weekly’s social media editor leveraged the 11 covers to gamify her Facebook posts, slowly revealing the covers and then asking users to comment to see more. It was the most viral post of the month—it drove nine times more likes, five times more comments, and 19 times more shares on Facebook than the average post. The issues also garnered the second highest number of single copy sales, likely a result of the increased consumer awareness.

This same approach could be taken, but instead of doing the reveal on Facebook for generating comments, users could get this exclusive content from the points they earn from sharing out the promotion, and brands could develop a special landing page on their own sites to reveal the, in this case, exclusive cover photos.

T.J. Raphael is the Associate Editor of FOLIO:. Follow her on Twitter: @TJRaphael


TJ Raphael

Is Mobile The Next Big Bump For City and Regional Mags?

TJ Raphael City and Regionals - 04/04/2013-13:01 PM


The mobile Web has been a challenge, to say the least, for even the largest content publishers, and when it comes to city and regional magazines, strategies range from exploratory to non-existent.

This month’s issue of FOLIO: has put a spotlight on city and regional magazine publishers and their strategies for reaching audiences, and advertisers, in the digital marketplace—our report shows that some publishers in this market are, in fact, responding aggressively to the changing marketplace despite previously held reservations. 

“Most city and regional magazines are struggling to grow digital divisions because we’ve been print publications all along,” Ralph Martinelli, publisher of New York-based 55,000-circ Westchester Magazine, told FOLIO: in our April issue. “We’re expanding our digital division into a separate entity—one of our main goals is to do a tremendous amount of daily digital-only content that does not appear in print, and we’ve brought in digital-only editors. From a sales point of view, our digital-only reps partner with the print ad reps to present complete packages that includes print, digital and events.”

The mobile, digital advertising market could be the next big thing for city and regional magazines—at least according to a new forecast from BIA/Kelsey, a local media and advertising research and consultancy firm.

The firm predicts that mobile local advertising revenues will grow from $1.2 billion in 2012 to $9.1 billion in 2017, representing a compound annual growth rate of 43.9 percent. For the total U.S. mobile ad spending market, the firm estimates this sector to grow from $3.2 billion in 2012 to $16.8 billion in 2017.

“This puts locally targeted mobile ads at 38 percent of overall U.S. mobile ad spending in 2012, growing to 54 percent in 2017,” a statement from the company says.

While search and display is top of mind, the firm notes that other areas of mobile are also growing:

  • Display advertising applied to apps and mobile Web inventory is estimated to grow from $379 million in 2012 to $2.7 billion in 2017.
  • Search will grow from $704 million in 2012 to $5.7 billion in 2017.
  • SMS messaging will grow from $101 million to $162 million in 2017.
  • Video distributed within apps and mobile Web inventory will grow from $38 million in 2012 to $515 million 2017.

Since local mobile ad revenue is estimated to account for a whopping 54 percent of overall U.S. mobile ad spending, city and regional magazines are well positioned to tap the national advertising market in ways they never dreamed of. Local communities not only trust city and regional mags, but these brands have the audience infrastructure and local knowledge to offer national ad partners exciting new options in their quest for local ad messaging.




T.J. Raphael is the Associate Editor of FOLIO:. Follow her on Twitter: @TJRaphael

TJ Raphael

A Call for Nominations: The 2013 Audience Development All-Stars

TJ Raphael Sales and Marketing - 03/28/2013-10:13 AM


Our list of the most creative individuals in circulation, consumer marketing and online audience development is back: We’re proud to announce that nominations are open for the 2013 Audience Development All-Stars.

The Audience Development All-Stars is our supplement's annual list honoring the industry’s top thinkers that have continued to innovate on the audience front—building new opportunities in both traditional and cutting-edge customer marketing initiatives.

It might be a new approach to fulfillment, direct mail or database analytics, but the list is designed to highlight the pros who over the last year have helped keep, manage, and attract new audiences for their companies.

As we've done the previous six years, our team of editors has been scouring the industry for the brightest minds in circulation, consumer marketing and audience development—but we also need to hear from you.

We encourage you to make a submission for our annual All-Stars list by nominating yourself or a colleague. We're looking for circ and audience development pros with demonstrable success in the ever-expanding category of audience marketing and management.

These are just some of the areas of excellence we're looking for:

• Database development and marketing
• Social media audience growth and engagement
• Tablet and digital edition audience marketing
• Newsstand sales, distribution and promotion
• Fulfillment
• Online audience development
• Integrated marketing

All nominations must show demonstrable success with a new or existing project or initiative.

Join us in recognizing the best talent in our industry by submitting a nomination. Click here to make a submission.

Good luck and thanks for participating!

T. J. Raphael is Associate Editor of FOLIO:. Follow her on Twitter: @TJRaphael.

TJ Raphael

The Rise of First Person Storytelling

TJ Raphael Editorial - 03/07/2013-13:21 PM


When I was in journalism school (which, frankly, wasn’t that long ago), my professors decried what was thought to be a golden rule, one that I have broken several times already: Do not write in the first person. I, me and my are words that should not be used—if “dire” circumstances do present themselves, it is suggested that writers like this reporter find ways to get around it (hint).

With the rise of millennial audiences, the proliferation of social media and the advent of “selfies,” a general me-centric culture has come to the fore, and women’s lifestyle media outlets are certainly taking notice.

This week I wrote about the new online-only property from Say Media and Jane Pratt— When I interviewed Kate Lewis, Say Media’s senior vice president and editorial director, she outlined Say Media’s strategy for reaching their target millennial audience:

“It’s the story of real women, living their lives and sharing their experimentation and rituals...Our whole reason for being is to create what we call point-of-view publishing, which is a unique, special and personal voice in the digital space. That is what appealed to us on this unique take on beauty—it’s a number of women of all different ages and walks of life talking about what role beauty plays in their life everyday. It’s that personal, intimate, experiential thing.” is really taking this “point-of-view publishing” model to extremes. On the site’s homepage, a rotator prominently displays images of not models, but the editors (a lot of whom resemble models, which could be another post all together). The bylines are first names only, and many of the stories center on the journalists themselves.

One prime example is this post. xoVain’s 20-something beauty editor, known only as Annie, writes that the staff suggested she go partying, which she did until almost dawn (see her actual text to her friend that was embedded into the article, time-stamped 4:44 AM), and then document her experience using a new beauty cream from the site’s launch sponsor that is designed to refresh the face even after the longest night of partying, supposedly.

Annie took and embedded a few before photos at home, some during pics while she used the cream en-route to the office on the subway, and the final product as she strolled up to work. Annie is the subject of this story and the product review is just folded in.

The post has 157 comments, with one commenter saying: “I've been on the fence about buying this, and I now think I just might ... It's hard to do things when you're hungover. It's hard to put makeup on in the subway. Mixing the two is a nearly impossible task...that I'm faced with...a lot. Thank you, Annie. Thank you.”

xoVain isn’t the only one, though. In August, Glamour magazine’s editor-in-chief Cindi Leive chatted with me about the brand’s redesign. Leive said the idea behind it came from a need to update the magazine to reflect the desires and personalities of contemporary women.

“We’re living in a culture that gives way to the rise of the personal,” she told me. “Our readers care about celebrities, but we also showcase clothes in the fashion pages featuring our own editors. I see our fashion assistants walking around the office looking amazing in an outfit they put together themselves at home. We started taking pictures and posting them to our website and we saw readers really responding to them, so we’ve done that in the magazine as well. What’s aspirational to women now is much more individual, personal and idiosyncratic than it may have been ten years ago.”

She added that a studio photo is “the way a still-life picture might have run in a magazine five years ago. It’s all of the context and story surrounding [a] bag and the personal elements of it [that make it more successful]. It gets five times as many comments or re-pins or notes than the more antiseptic shot from a studio. We’re living in a culture of personal storytelling.”

Another Condé title, Self magazine, recently underwent its own redesign and adopted many of the same principals. Editor-in-chief Lucy Danziger told me the title “(R)eally needed to refocus the way we were talking to women.” She added: “Now we have this new voice—it’s much more conversational in tone.”, and are incredibly similar. To be honest, the sites look almost identical. Which, I guess, is not really a surprise considering that Lewis came to Say Media from Condé Nast in December 2012, where she was managing editor of (you guessed it) Self, and previously held an editorial management position at (surprise!) Glamour.

It seems that women’s lifestyle journalism is being transformed by a single generation—after all, it does take three to make a trend. Maybe this is the new, new, new journalism Tom Wolfe could have never imagined?

T.J. Raphael is the associate editor of
FOLIO:. Follow her on Twitter: @TJRaphael.

TJ Raphael

T Magazine Gets Heat From Readers On Lack of Diversity

TJ Raphael Editorial - 02/21/2013-16:14 PM


The New York Times’ style magazine, T, was reintroduced to readers this Sunday with a new look and feel. It has been redesigned, and its newly tapped editor from The Wall Street Journal, Deborah Needleman, has already gotten some feedback from readers, though not in a good way.

Several readers contacted the Times saying they were disappointed at the lack of diversity among the pages of the new magazine. The publication itself conceded this fact:

“(M)any readers found one aspect of the magazine disturbing – its lack of people of color. Indeed, there could be no argument; it was overwhelmingly white,” wrote the Times’ public editor, Margaret Sullivan, in a post online. One reader commented that she in fact saw “only one African-American and one Asian-American among the thousands of models in the ads.” She added, “T doesn’t look like my neighborhood or America.”

Is this really a surprise? No. Especially considering what the fashion landscape looks like: According to Jezebel, the models included at shows during the Fall 13’ fashion week events are getting whiter, making up about 82.7 percent of all models. Asian models were the second most represented group with 9.1 percent, black models at 6 percent and Latina models with a mere 2 percent.

Fashion and magazines clearly intersect in a variety of ways—fashion pubs not only cover all the happenings at fashion week, but also include the designer’s clothes, and models, in their advertisements. A lack of diversity in represented ethnic and racial backgrounds could eventually hurt publishers in a serious way.

Publishers are struggling at the newsstand, as the latest numbers from the Alliance of Audited Media shows. By having the majority of photo subjects in the pages of a magazine be Caucasian, the magazine industry, and specifically women’s magazines, are already hurting their soon to be newly defined base.

According to the U.S. Census Bureau, the non-Hispanic white population is projected to peak in 2024, at 199.6 million, up from 197.8 million in 2012. Unlike other race or ethnic groups, however, its population is projected to slowly decrease, falling by nearly 20.6 million from 2024 to 2060.

The Census Bureau says the Hispanic population will more than double, from 53.3 million in 2012 to 128.8 million in 2060. Consequently, by the end of the period, nearly one in three U.S. residents will be Hispanic, up from about one in six today.

The black population is expected to increase from 41.2 million to 61.8 million over the same period. Its share of the total population will rise slightly, from 13.1 percent in 2012 to 14.7 percent in 2060.

The Asian population is projected to more than double, from 15.9 million in 2012 to 34.4 million in 2060, with its share of the nation's total population climbing from 5.1 percent to 8.2 percent in the same period.

It’s not 2060 yet, but demographics online have already changed. Last week, the Pew Internet & American Life Project released a report that shows non-whites are more active in social media—68 percent of blacks use social media, 72 percent of Hispanics and 65 percent of whites. When getting more specific, 26 percent of blacks use Twitter, 19 percent of Hispanics and 14 percent of whites. Minorities also use Instagram more, with 23 percent of blacks using the platform, 18 percent of Hispanics and just 11 percent of whites.

While many Hispanic publications saw drops at the newsstands (like their non-Hispanic counterparts), just as many saw double-digit subscription growth: Meredith’s Siempre Mujer magazine increased its paid subscriptions by 11.9 percent, Cosmopolitan En Español increased its paid subscriptions by 99.9 percent, Poder Hispanic posted a 36.5 percent gain in paid subscriptions and Vanidades saw a 28.4 percent jump in the number of paid subscriptions, and newsstand sales increased by 18.6 percent.

If magazine-media is supposed to be one of the most cutting edge and dynamic industries, why is there a serious lag in even playing to a changing audience? My advice to T and to you would be to learn your new audience, and learn it quick.

T. J. Raphael is the Associate Editor of FOLIO: Magazine. Follow her on Twitter: @TJRaphael.

TJ Raphael

More Tablet Owners Prefer Yearly Magazine Subscriptions

TJ Raphael Consumer - 12/13/2012-15:23 PM


NEW YORK—At MPA Digital’s Social Media Summit Thursday, Ethan Grey, vice president of digital with the association, revealed results from its latest study slated to be released in January.

The data, which was conducted with Gfk MRI and surveyed 796 adults aged 18-plus who owned a tablet, shows that in general, tablet owners prefer to buy yearly subscriptions to digital magazines. About 56 percent of respondents prefer to purchase a one-year subscription, 31 percent prefer to buy monthly subscriptions, 11 percent normally buy half-year subscriptions and just 2 percent prefer multi-year subscriptions.

When asked about the type of digital magazine content they prefer, more than half—55 percent—say they read current and back issues. The remaining 45 percent prefer to only read the most current issues.

“This is an avenue for increased dollars in revenue for magazines,” Grey said.

Additionally, respondents find the price of digital magazines to be fairly reasonable—about 49 percent said they “agree somewhat” that pricing of digital magazines is fair.

When it comes to bundling, 34 percent of respondents “somewhat agree” that they are only interested in a digital subscription if it comes with a free print subscription. The second highest group of respondents—30 percent—“somewhat disagree” when asked if they are only interested in a digital subscription if it comes with a free print subscription.

Many respondents (44 percent) say they “somewhat agree” that the automatic downloading of their magazine subscriptions is convenient. About 36 percent “strongly agree.”

When it comes to loading times, 59 percent say they “somewhat agree” that the time it takes to download a magazine app is reasonable, with 27 percent saying they “strongly agree.”

The all-you-can-eat magazine model of Next Issue Media, said Grey, could become more popular, at least based on this data: 27 percent of respondents “strongly agree” when asked if they like having the ability to pay a flat subscription fee for a large library of magazines. About 46 percent “somewhat agree.”

When rating five digital newsstands, respondents thought most highly of Apple, with 90.8 percent saying the Apple Newsstand is excellent or good. When it comes to a browsing experience for new titles, Apple tied with Barnes & Noble’s Nook at 81 percent.

More information on digital magazine reader preferences will be released this January by the MPA.


TJ Raphael

Study: B-to-B Marketers Lagging With Social Media

TJ Raphael B2B - 11/27/2012-15:36 PM


Business-to-business marketers are underutilizing social media and its potential, according to new data from Eloqua, a marketing automation company. Of 548 b-to-b marketers surveyed by Eloqua, about 40 percent say they are not yet using social media marketing. Additionally, about 25 percent of respondents say they don’t know how their company plans to use social media marketing in the future.

Although many departments may contribute to social media, respondents say that social networking platforms are most often managed by a public relations department (26 percent), followed by a variety of departments (23 percent) or a website team (11 percent). Still, about 23 percent of respondents say that social media is not under the control of any one department.












About 43 percent of respondents say that their company has no strategy in place for incorporating social media into demand generation. About 20 percent said a lack of tools prevent them from using social media for lead generation and another 33 percent say a lack of strategy is attributed to an unclear understanding of the value of social media.

Business-to-business companies that are using social media platforms for a variety of reasons:

  • 83 percent use social media to create awareness for their company or brand.
  • 56 percent use social media to get visitors to share messages socially, broadening reach.
  • 55 percent use social media to increase trust by accumulating social followers.
  • 32 percent use social media as an outbound marketing channel for demand generation.
  • 22 percent use social media for a better understanding of market perceptions of their own brands and or products.

In the future, b-to-b companies expect a variety of benefits from social media, with most respondents (50 percent) saying it will help to increase reach and brand awareness. About 35 percent say driving inbound leads to increase revenue will be a benefit of social media, with 28 percent saying social networking will benefit their company when it comes to measurable impact on demand or revenue.

This data reinforces the notion that b-to-b marketers still need help when it comes to the social networking space—something that content producers can assist them with. Publishers should look to expand marketing services groups to have a strong focus on social media, which will help publishers position themselves as a unique solution to a need in the marketplace.

T. J. Raphael is Associate Editor of FOLIO: Magazine. Follow her on Twitter.


TJ Raphael

Television: The Next Screen for Publishers?

TJ Raphael emedia and Technology - 11/13/2012-11:40 AM


By 2017, about 600 million televisions worldwide will be connected to the Internet, at least according to the Connected TV Forecasts report from Digital TV Research.

At the start of the decade there were an estimated 48 million Internet connected televisions in the United States or 45 percent of the global total. By 2017, it is expected that there will be 147 million Internet connected televisions in the U.S., which will account for 25 percent of the global total. China will have 93 million connected TVs by 2017, up from a mere 2 million at the end of 2010.

As tablets and smartphones continue to grow along with the need to diversify revenues, publishers have seen the value of extending their reach to every device available. While it is unlikely that readers will ever use their televisions to actually read content, they will likely use these newly connected devices to visit Web pages and to watch video.

The Internet can be publishers’ “side door” into television, so to speak, and many are already working hard to produce videos that are tied to print magazine brands.

At the 2012 American Magazine Conference in San Francisco this fall, for example, enthusiast publisher Source Interlink Media said it was turning its eye to video—it now has a 45-person production crew and is focusing on entertainment-based streaming content.

“YouTube has allowed us to dive into episodic content and it’s evolving to be able to provide a lot of advertising content,” said Chris Argentieri, president of Source Interlink Media. Source in the digital age will be “truly a diversified media company from a revenue standpoint,” he added.

Hearst already has its YouTube Premium Channel initiative, which includes the Hello Style and the Car and Driver Channels. Time Inc.’s This Old House is using video to power its website relaunch and has the potential to roll out about 34 years of video programming from its companion television program. launched a video channel in August 2011 and regional title New York magazine turned a content staple, Eat Cheap, into a five-part YouTube series.

YouTube is the second largest and most used search engine on the planet, rivaling only its parent company, Google. With so many Internet connected televisions anticipated to come in the next few years, expect to see the number of users not only increase but the number of publisher-branded YouTube channels as well.

T. J. Raphael is Associate Editor of FOLIO: Magazine. Follow her on Twitter.

TJ Raphael

Editor-in-Chief Chris Anderson Leaves Wired

TJ Raphael emedia and Technology - 11/02/2012-15:48 PM


After an 11-year stint as Wired's top editor, Chris Anderson is stepping down. According to a memo released late Friday by Condé Nast CEO Charles Townsend, Anderson will leave the magazine, pursuing his "entrepreneurial dream." The announcement comes about 10 days after the publication announced it was increasing its rate base for the 11th consecutive year to 825,000--a bump of 3 percent or 25,000. Below is the full note from Townsend on Anderson's departure:

Today Chris Anderson, editor in chief of Wired, announced that he will be leaving Condé Nast at the end of the year to become CEO of 3D Robotics, a company he cofounded several years ago.

“This is an opportunity for me to pursue an entrepreneurial dream,” Chris said. “I’m confident that Wired’s mission to influence and chronicle the digital revolution is stronger than ever and will continue to expand and evolve.”

Chris joined Wired as editor in chief in 2001. During his tenure, the magazine received eight National Magazine Awards, including the prestigious top prize for General Excellence in 2005, 2007 and 2009. In 2010, Adweek honored  Wired as its Magazine of the Decade.  

As with every brand that challenges the current times and predicts the future, Wired will now embark on the next phase of its quest to determine “what will matter.”  Please join me in thanking Chris for his extraordinary contributions to the Wired franchise. We wish him the best of luck in his new venture and look forward to naming his successor shortly.


T.J. Raphael is a FOLIO: Magazine Associate Editor. Follow her on Twitter.

TJ Raphael

Report: Readers Prefer Social Logins to Registration Forms

TJ Raphael Lead-Generation Insights - 10/11/2012-15:51 PM


Getting a name, email address or other contact information can be a very valuable lead for publishers. Yet, in the instant culture of 2012, many users are becoming ever more impatient when presented with a registration form.

According to a new report from Janrain, a company that provides social login technology, among other things, online registration forms are quickly becoming a thing of the past.

Its data, collected from the Pew Internet and American Life Project, Harris Interactive Polls and Blue Research, and other sources, shows that 86 percent of people may leave a website when asked to create an account because the form is too long or asks too many questions.

Many consumers have password fatigue, with 50 percent disliking the idea of creating a new password. About 60 percent have more than five unique passwords to remember and 40 percent use the “forgot password” feature at least once a month.

When it comes to sharing information, about 86 percent admit they have lied on a registration form, yet 60 percent say they would give more information if they knew what it was used for.

The endless forms seem to becoming so exhausting that 2 in 5 feel would rather scrub a toilet than come up with another new password.

As magazines continue to struggle, using a social login could be a viable and relatively easy way to capture potential new customers on a quicker and more frequent basis. 

 T.J. Raphael is the Associate Editor of FOLIO: Magazine. Follow her on Twitter.

TJ Raphael

FT Has More Social Media Followers Than Customers

TJ Raphael emedia and Technology - 09/25/2012-15:22 PM


More people interact with business newspaper The Financial Times through social media than directly with the brand, according to a recent infographic released by the publication.

In late July, The Financial Times’ digital subscribers grew to about 300,000 paying readers, an increase of about 31 percent when compared to the same time in 2011, with the publication’s total circulation increasing to almost 600,000.

Meanwhile, the FT social community reaches 3.9 million people—2.2 million on Twitter, 1.3 million on Google+, 430,000 on Facebook and a surprising 18,000 on LinkedIn. To put this into perspective, there are about 500 percent more people interacting with the brand on social media than there are paying for its content.

News, analysis and opinion pieces are what FT readers want from the brand on social media, although when on Facebook, these consumers also like to see offers or competitions.

According to the FT, about 20 percent of its traffic in the last six months came from social media, a medium that “is growing faster than every other traffic source at The volume of visits to driven by social media is at the highest level ever.”

What do these numbers mean? According to a recent report from the Pew Research Center’s Internet and American Life Project, 66 percent of online adults use Facebook; 20 percent uses LinkedIn and 16 percent use Twitter. About 83 percent of adults aged 18-29 use Facebook, with the second highest group being 30-49-year-olds at 72 percent.

FT readers are on average 41 years old. However, based on the data from Pew, the majority of its social audience is likely a younger demographic than its typical subscriber (digital or otherwise)—a group that is not only coveted for advertisers, but likely enticing for its future growth. Young adults are less likely to pay for content, though they’re more likely to share it.

The puzzle for The Financial Times to solve will be the conversion of their young social media followers into paying subscribers.

T.J. Raphael is a FOLIO: magazine Associate Editor. Follow her on Twitter.


TJ Raphael

Magazine Publishers & The iPad: An Unrequited Love

TJ Raphael emedia and Technology - 09/18/2012-15:39 PM


If this were a bad teen movie, the magazine publishing industry would not be (surprisingly) playing the glamorous cheerleader, but Apple would still be the big man on campus.

It seems that the industry has a case of unrequited love with Apple, at least according to recent findings from research firm MagazineRadar.

Apple hasn’t advertised the iPad in an MPA member magazine since July 2011. Last summer, Apple made a brief appearance within the industry’s pages, with the latest iPad campaign in magazines appearing from May-July 2011. During that time there were 21 ad pages placed strategically among 21 MPA monthly magazines, all with the same creative.

Apple did also place 18 back page cover ads in 9 MPA weekly and bi-weekly magazines during the same period. The seeming coolness from Apple doesn’t stop in print—the company has not advertised the iPad on MPA magazine websites at all in 2012.

Why would they? Magazine publishers have been doting over the product and Apple not only with each other at industry events, or to media journalists like this reporter, but they have, essentially, been running ads for them.

Magazines (trade or otherwise) are not just writing about the iPad, says MagazineRadar, but they are showing it off—in 2012, about 32 percent of all edit credits, which the research firm considers a “single mention or image of a brand in a magazine’s editorial,” appeared as images rather than text.

Apple’s apparent lack of enthusiasm for magazine advertising extends beyond the iPad, too. From September 2011 to August 2012 there were 216 ads for the iPhone placed in 200 MPA magazines. In comparison, the iPad received 1,847 edit credits so far in 2012. Additionally, Apple dominates other technology brands when it comes to editorial mentions (see below).

Apple is likely undertaking a strong advertising campaign for its new addition—the iPhone 5. Whether or not they pay attention to the adoring magazine industry remains to be seen. MagazineRadar, however, says one thing is certain: publications will continue writing about Apple and its products.

 T.J. Raphael is a FOLIO: magazine Associate Editor. Follow her on Twitter: @TJRaphael1.