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Dylan Stableford

Do Publishers and Advertisers Really Want New Metrics?

Dylan Stableford Consumer - 11/01/2007-02:00 AM

When he took over as MPA chairman in 2005, Hachette Filipacchi CEO Jack Kliger's first movewas to call for the magazine industry and its advertisers to pursue a new way of measuring and evaluating magazines. "Circulation-based metrics are irrelevant to proving advertising effectiveness," Kliger said at the time. "There is too much focus on ratebase rather than distribution. Every other medium deals with audience, we deal with circulation. Why should a magazine advertiser care if a magazine is paid or non-paid?"

This week, at the end of his two-year tenure as MPA chairman, Kliger reiterated the call for new metrics. Not doing so, he said, "shortchanges the value proposition to the advertiser."

But while both publishers and advertisers nod their heads in adamant agreement that new metrics are needed, the lack of support for new metrics begs the question of whether they really want them. Advertisers and agencies for the most part seem more concerned with pushing publishers on price. Why support data that justifies a rate increase? In the recent Folio: Consumer CEO Survey , several respondents said advertisers focusing on low CPMs rather than the quality of integrated packages frustrated them. "There is a failure on the part of advertisers to accept solutions versus driving for low CPMs," said one consumer-publishing executive.

On the publisher side, many remain leery about methodologies that could show specific issues as poor performers. Some early efforts in new metrics have foundered. Last year, McPheters & Co. dropped Readership.com, it's attempt at collecting issue-specific data, after it only took in about half of the $5 million it needed to support fielding the service. In June 2007, MRI released its first Issue Specific Readership Study, which offers syndicated research showing total audience estimates and demographics for individual issues of magazines. However, the study seems to have been greeted with little industry-wide fanfare.

Other efforts are underway. MRI and Nielsen Online have teamed on a service to track unduplicated audiences of publications and their Web sites. McPheters & Co. is conducting a study to gauge the effectiveness of public-place copies. But new metrics won't gain any support unless advertisers are able to accept that they may need to start giving magazines more credit than mass media whipping boy, and publishers will need to admit that not every issue is a slam dunk, and will have to start planning and pricing accordingly.

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Bill Mickey

The Industry Standard to Rise Again (Online)

Bill Mickey emedia and Technology - 10/31/2007-02:00 AM
 

Moderating a panel of tech media publishers and bloggers yesterday at the Future of Business Media conference in New York, Hammock Publishing CEO and blogger Rex Hammock asked panelist Bob Carrigan (IDG CEO) outright if IDG was indeed quietly planning to relaunch The Industry Standard, the once high-flying magazine that covered, and famously mirrored, the stratospheric highs and crushing lows of the Internet economy circa 1998-2001. After some demurring, Carrigan said that yes, the brand would relaunch in a "blog format" online in December, confirming what some observant individuals have been wondering for the last couple months.

Introduced in 1998, The Industry Standard rocketed to an amazing 7,558 advertising pages in 2000 only to fall victim less than a year later to the equally dramatic dot-com crash. The magazine folded in late summer 2001 after negotiations between publisher Standard Media and majority owner IDG fell through-and, some industry observers felt, one too many rooftop parties. Final issues of the magazine barely scraped 90 pages and had the dubious distinction of being number-one in decline in ad pages and revenues.

But the brand lived on. Carrigan noted at the FOBM conference that the archives have remained popular and a staff has been quietly working on a social media-based platform for the relaunch. There will be bloggers and "substantial input from the community," says Carrigan. For now, there's a sign-up box inviting users to a relaunch notification.

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Jason Fell

Rodale's Branding By Biking

Jason Fell Sales and Marketing - 10/30/2007-02:00 AM
 

When Steve Madden, of Rodale's Cycling Group, asked the question, "Why don't more people think bicycling is great," he and his team did a little brainstorming and came up with the BikeTown project. Rodale handed out 50 bicycles free to residents of Portland, Maine for three months and told them to, well, ride them.


What were the results? Not surprisingly the participants lost weight-a combined 750 pounds to be exact. The BikeTown project has expanded over 48 states, handing out 3,000 bikes to about 15,000 riders. So far, the project has generated 154 million media impressions, Madden said, and $6.3 million.


"The results were nothing less than spectacular," Madden said. "People lost weight, families reconnected. And six million in revenue? That's not so bad either, right?"

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Dylan Stableford

Ratherisms at AMC

Dylan Stableford Consumer - 10/29/2007-02:00 AM
 

While Dan Rather didn't address his $70 million lawsuit against CBS while moderating a discussion at the 2007 American Magazine Conference, the former newsman didn't disappoint those who wanted to hear his so-called Ratherisms (if anyone is truly a brand at AMC, it would be Rather) live and in-person. Some of his best:

"If you had to bet your trailer money, who wins the nominations?"
"I'd bet the ranch on the New Yorkers."
"Not a single vote has been cast anywhere-right now it is guesswork."
"If I was te-totally me-morally forced to choose ..."
"[Mitt Romney] is an undervalued stock."
"Tall, good-looking men sometimes do well in elections."
"My crystal ball is permanently in the shop."
"What you least expect often occurs."
"Overnight is a long time; a week is forever."
"February 5, unless there's a cataclysmic event-that's the ballgame."
"For all the double-doming, the coverage may not amount to much."

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Dylan Stableford

Time Out New York Editor's Sex Issue Goal: Cancelled Subscriptions

Dylan Stableford City and Regionals - 10/29/2007-02:00 AM

 

Brian Farnham, speaking at the American Magazine Conference Monday, said he had one goal in mind when putting together the 2007 sex issue, his second as editor: Cancelled subscriptions.

"If you do a sex issue and no one cancels, you're probably not doing your job," Farnham said.

Farnham said after no one cancelled their subscriptions after publishing the first sex issue of 18-month tenure at TONY, he wanted five this time around.

"I'm happy to report we vastly exceeded my goal."

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Dylan Stableford

Cookie Editor: 'We Totally Underestimated the Reader'

Dylan Stableford Consumer - 10/29/2007-02:00 AM
 

When Pilar Guzman, editor of year-old Cookie, first tested the magazine's cover prototypes-high-end photo shoots with model moms and model kids in model situations-she realized the magazine had "totally underestimated the reader."

"The focus groups could tell who the fake-y models and kids," Guzman says. "A mom knows, a mom knows that moment-a 22-year-old model who doesn't have a kid doesn't really know how to hold a child."

Despite burning a bridge with the shoot's equally high-end photographer (Guzman never used the cover) Guzman says the test forever changed the magazine launch's cover strategy. "We now use real moms and their kids."

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Dylan Stableford

Ad Age Editor: 'We Like It When You Pick a Place to Moor Our Yachts'

Dylan Stableford Consumer - 10/29/2007-02:00 AM

 

Best line from day one of the 2007 American Magazine Conference, taking place at the ridiculously posh Boca Raton Resort & Club, courtesy of Adverting Age editor Jonah Bloom:

"For the journalists in us, we like when you pick a place to moor our yachts ... I have the slip next to Keith Kelly this year."

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Dylan Stableford

AMC Kicks Off in Boca

Dylan Stableford Consumer - 10/28/2007-02:00 AM

The big question for the 500 or so magazine executives gathering at Boca Raton's cavernously posh resort and club this week for the 2007 American Magazine Conference is simply this: What the hell is a "magabrand"? And is it really a revolution? The conference's thematic title-"Magabrand Revolution"-seems to be both a nod to magazine publishers leveraging their brands across multiple platforms (Web, TV, radio, rock club et al) and the personal journey of the Men's Health editor and AMC chairman Dave Zinczenko from self-described fat kid to editor to Today show TV personality to tabloid-fodder to a multi-platform brand himself. (Zinczenko could be overheard saying as much at the resort's hotel bar late Saturday, going as far as calling ex-White House press secretary Tony Snow, the conference's odd choice of opening keynote speaker, as a "megabrand"-albeit a retired one.)

As Zinczenko explains in his chairman's letter, the so-called revolution is the "art and science of combining a strong magazine voice with the power of digital media to reach downloaders, listeners and viewers in ways that were unavailable, or even unimaginable, five years ago."

But is the magazine as brand a "revolutionary" idea, or even new? No, but believe it or not, there are magazine publishers out there that have yet to grasp the concept of "beyond print"-last year's AMC theme-and plenty more who've done little else than talk about it. Besides, magazine conference's need themes, and at this point, anything without the word "digital" in it is probably a good idea.

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Jason Fell

Shape Running Out of Cover Design Ideas?

Jason Fell Design and Production - 10/24/2007-02:00 AM

As we were sifting through the stacks of magazines we have collected here at Folio:, we came across the October and November issues of Shape. Placing them side-by-side we couldn't help but notice how strangely similar the covers are.

Both bathing suit-clad subjects (singer Sheryl Crow, October; actor Heather Graham, November) appear standing in water with the sun setting behind them. The color schemes are nearly the same. The cover lines look similar. The list goes on.

A Shape spokesperson says Crow and Graham were photographed in different locations, although at practically the same time of day. Shape creative director Dimity Jones declined to comment other than to call the similarities a "coincidence."

Jones and her team didn't realize the similarities before sending these issues to print? A coincidence? You be the judge.

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Dylan Stableford

Rachael Ray Goes (Dark) Green

Dylan Stableford Design and Production - 10/23/2007-02:00 AM

As I have been known to criticize magazine publishers who do little more than lip service to being "green" (see: ‘Green' Issues Fail to Convert Magazines to Recycled Paper) it's nice to see a major magazine going beyond the "green issue" rhetoric and actually committing to something that will have an immediate impact. Starting next month, Everyday with Rachael Ray, whose ad revenue skyrocketed some 500 percent this year, will print its issues on 85 percent recycled paper. Additionally, the Reader's Digest-owned magazine is switching mills to one closer to its printer. The explanation from RD:

"The new mill (outside of Chicago) is 160 miles from the printer (Quad, in Lomira, Wisconsin) compared with the old mill that was 1,060 miles away—that's a savings of 900 miles one way. So that reduces emissions. Contrast that with some magazine papers that are trucked across the country or imported from Europe. Also, the mill is working with the printer on a closed loop system, so when they deliver the "Rachael Ray" paper the same truck would then be loaded up with the printed waste and shipped back to the mill. The press waste from the printing of Rachael Ray will go back into the actual paper being produced for a future issue. Makes sense, but understand that this is not the typical process in the industry."

Make no mistake: swapping paper mills is not cheap. But I'd bet the goodwill associated with this move—if Ms. Ray follows through on her promise—will generate additional long-term revenue to offset the upfront costs.

(Or, at the very least, offset the damage done by those Dunkin Donuts commercials.)

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Dylan Stableford

High-Profile Editors: Print is Not Dead—That Includes Newspapers

Dylan Stableford Consumer - 10/23/2007-02:00 AM

High-profile editors are spouting off about the glossy relevancy of print, and that can mean only one thing: the American Magazine Conference is almost here. Like most magazine discussions these days, digital and its threat to print will undoubtedly be a major theme at next week's pow-wow of consumer magazine editors and publishers in Boca Raton (the conference has been given the unfortunate "Mag-a-brand' tagline) and, like politicians before a convention, editors seem to be sharpening their stump speeches.

Yesterday, three surfaced. Here's Glamour editor and ASME president Cindi Leive:

Readers enjoy the ads-that's a strong story for advertisers to be in magazines, and a strong reason for editors not to get pushed into product placement.

AMC chairman, Men's Health editor and Today show staple Dave Zinczenko:

One of the strange conventions of science fiction film and television shows has been the idea that in the future, we will all dress alike. From "Twilight Zone" reruns to movies like The Matrix, Aeon Flux, and I, Robot, citizens of the distant future seem, for no obvious reason, to have given up the idea of dressing themselves as individuals. In the future, fashion is apparently doomed. Whenever I hear someone say that print is doomed, I think about those old "Twilight Zone" episodes. And I think that when it comes to fashion - and media - the futurists get it all wrong.

One editor even expanded his "Print is Not Dead" defense to include the hemorrhaging newspaper industry.

From the London Independent, Wallpaper* founder and Monocle editor Tyler Brûlé:

Print media might be faced with some serious challenges but it's time to stop calling its relevance into question - that goes for newspapers too. In many markets the humble daily has never looked so good, in others there's a bit of work to be done. If it was our money and we were going to launch the Monocle Daily, we'd be taking our cues from our favourite Italian broadsheet.

Look for FOLIO:'s comprehensive coverage of the 2007 American Magazine Conference beginning Sunday, October 26-live from Boca-on Foliomag.com.

WATCH RELATED VIDEO:  Is Print Dead?

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Bill Mickey

ASME’s Cover of the Year Finalists Announced

Bill Mickey Design and Production - 10/22/2007-02:00 AM

 


The finalists for the American Society of Magazine Editors' (ASME) second annual Best Cover Contest were announced today. The judges apparently have a thing for The Colbert Report's Stephen Colbert-his image is on three of the finalists.


L-R: Best Celebrity Cover, Best Concept Cover, Best Coverline


And they like babes on buildings, too.

 

-R: Best Celebrity Cover, Best Fashion Cover

There are seven categories and 21 finalists. See the full gallery here.


 

 

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