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Dylan Stableford

OK! Magazine Breaks 'Intimate,' 'Exclusive,' 'Major' Pregnancy Story

Dylan Stableford Consumer - 12/19/2007-18:55 PM

If you haven't heard, Britney Spears' 16-year-old sister, Jamie Lynn spears, is pregnant. The story, first reported by OK! magazine, was picked up by, well, every media outlet in the entire world.

Here's the e-mail OK! publisher Tom Morrissy sent to advertisers this afternoon to remind them it was OK! who did the intrepid reporting, and that now is a good time to advertise in the magazine:

From: Tom Morrissy
Sent: Wednesday, December 19, 2007
3:21 PM
Subject: OK! Breaking News

Dear Advertiser,

OK! Magazine does it again with another major scoop that is sure to be the hot topic this holiday weekend. Our exclusive, intimate interview with Jamie Lynn Spears discussing her pregnancy was the lead story on all the news outlets this morning including:

• Lead story on The Today Show
• Cover of the New York Post
• Lead Story on TMZ
• Cover of USA Today's Life section
• Lead story on

This exclusive caps an extraordinary year of "gets" for OK! Between the first photos of Larry Birkhead and daughter Dannielynn, Eva Longoria's wedding, and Britney's photo shoot "meltdown," OK! proves once again that we are the source for breaking celebrity news around the world!

Don't Miss Our Next Hot Exclusive: Fast-Close Opportunity!

OK! has the exclusive interview and photos of Emmy-winner Katherine Heigl's wedding in our 1/14 issue (on sale 1/3). As proven with our Kate Walsh and Eva wedding exclusives, this is sure to deliver bonus circulation! Contact your OK! sales representative for a quick opportunity to kick off the New Year with buzz for your brand.

Have a great holiday!


Tom Morrissy
OK! Magazine

OK! Magazine | 475 5th Avenue | New York | NY | 10017

How the publication of a story that gets so much national attention–effectively rendering the buying of the magazine completely unnecessary–signals a good opportunity for advertisers to "kick off the New Year with buzz for your brand" is beyond me, although I suppose that's why I'm not the publisher of OK! magazine.

UPDATE: It appears the OK! servers are not handling the traffic crush too well, as the site is up and down (sort of like Britney's pop career?). It also appears that bought "OK magazine" as a Google keyword, displaying a link under search results that reads "JAMIE SPEARS PREGNANT."

Ted Bahr

Stop the Insanity!

Ted Bahr Sales and Marketing - 12/19/2007-12:22 PM

I’m given to rail against the state of the world in terms of the overreaction in favor of online marketing methods over print advertising. As with any sea change in the sales end of our industry, there are multiple players (publishers, clients, ad agencies) and plenty of blame to go around. A frequent target for publishers is ad agencies. Part of this is historical, as an agency can stand between the publisher and his/her client. And part of it is structural. Clients squeeze ad agencies, who have to run leaner and often assign inexperienced media buyers to select media.

Today, there are two beefs we have with ad agencies: one is the “RFP due by the end of the day.” The other is “we’re only buying online.” Clearly, there is pressure from clients on both fronts, but the hope is that the ad agencies—who are supposed to be guiding the client’s marketing efforts—would make a greater effort to help stop the insanity.

But I’ve discovered hope recently in the form of two of the most influential high-tech ad agencies, Just Media and Mindshare.

Just Media, in Berkeley, California, has a whole pile of accounts including EMC, the red-hot VMware, Quest, Fujitsu, McAfee, and others. Recently, CEO Dick Reed told me of the battles they are pitching to get these clients to truly embrace integrated marketing—with the print part of the equation being the biggest challenge. It was Dick that told me about ROMO—"Return on Marketing Objective"—and how his agency is using it to convince clients to use print in the mix. Dick also told me about having lunch with Pat McGovern this summer and railing on him about shutting down InfoWorld. A far cry from a 23-year-old media planner plunking numbers into a spreadsheet, this is the kind of involved, opinionated and non-isolationist ad agency we need.

Another agency that gets it is Mindshare, working with IBM. Experienced associate media director Larry Meisel is out on the front lines with publishers, pushing, cajoling and preaching about what IBM needs in print. And he is almost single-handedly keeping the IT newsweeklies alive. (A quick hand-count of 12/17 issues reveals: Computerworld, 21.5 ad pages, 4 from IBM; Network World, 19.5 pages, 6 from IBM; eWeek, 37.5 ad pages, 9 from IBM.)

They are out there. Find those ad agencies that get it. And let’s get them more business.

Daniel Brogan

Another Voice for Long-Form Journalism

Daniel Brogan Editorial - 12/18/2007-18:56 PM

Following up my previous rant on the business of investigative journalism at magazines, I was happy to see this from Texas Monthly's Evan Smith:

Long-form is not the disease, it's the cure. What distinguishes us from other magazines is that we believe enough in the intellectual and cultural passions of our readers to give them 6,000; 7,000; or 10,000 words, when appropriate, on big subjects. Our circulation numbers are strong, which tells me that rather than going against the wishes of the people out there, we're actually speaking exactly to them.


Joanna Pettas

Is This Cover Too Pretty?

Joanna Pettas Design and Production - 12/18/2007-18:41 PM

Art director Adana Jimenez says the cover of Scholastic Administr@tor’s October/November 2007 issue is “still too pretty” for her—it doesn’t reflect grossly enough the fact that most children seem to be eating junk in their schools. Our panelist Jim Nissen, publication art director at Switch Studio, agrees. “If it was sloppy and unhealthy-looking, they might have better set up an argument for change.”

Click here to read more. Then scroll to the bottom and take the survey to win an iPod Shuffle.

Dylan Stableford

Readers Argue Where to Place Ascend Blame

Dylan Stableford B2B - 12/18/2007-16:33 PM

"Downfall." "Volatile." "Implosion." It's a story that has, as one industry insider observed, the appeal of "trainwreck." Tony Silber's account of Ascend Media's fall from grace, despite being published last week, is continuing to draw heated comments from a largely anonymous gallery.

Like these:

Submitted by Anonymous:

The founders of Ascend have the worst track record and as we know, history always repeats itself. There was no other possible ending to this story with these guys at the helm.

Submitted by Anonymous:

The demise of Intertec ... did NOT happen under Bishop's watch as commented by someone here. Cam fought hard at Intertec against a naive and greedy attempt by a board with no publishing experience to transform Intertec into a "dot-com" company, was ousted because of his resistance to what everyone at the company knew was a crazy and stupid plan, and was ultimately proven correct when the dot-com crash killed Intertec.

Daniel Brogan

Philly Mag Editor Vetoes Congressional Bid

Daniel Brogan City and Regionals - 12/18/2007-15:20 PM

Given that I live in a city that elected a bar owner as its mayor, you'd think that nothing about politics would surprise me anymore. Still, I couldn't decide whether to be tickled or befuddled at the ongoing rumblings that Philadelphia magazine editor Larry Platt was contemplating a run for Congress. [FULL DISCOSURE: I've been drunk with the guy. Several times.]

As recently as last week, Roll Call was making it seem like a done deal:

Philadelphia magazine editor Larry Platt is planning a bid against Rep. Jim Gerlach (R) and an announcement is forthcoming next month, according to a Pennsylvania Democratic operative with knowledge of the race.

"He's certainly moving ahead and finishing his due diligence, but we certainly expect that he will be running," the Democrat said. [...]

Local Democrats are hopeful that Platt's connections in the wealthy Philadelphia suburbs will be the ticket to defeating Gerlach in a district that voted for Al Gore in 2000 and John Kerry in 2004.

Well, Philly Dems are going to have to make other plans. Platt has told his staff that he's out:

After being a prospective candidate for two days at the Pennsylvania Society last weekend, I was so sick of my own voice, so tired of hearing me talk about me, that I realized this life change wasn’t for me. When you’re a journalist, I realized, you’re interested in hearing and conveying other peoples’ stories. When you’re obsessed with your own story, you create your own little echo chamber inside your head. It’s not fun.

John Brady

Scent Strips Stink

John Brady Consumer - 12/18/2007-12:33 PM

The latest entry from John Brady's Last Legacy Editor Standing ...

Is it just me, or do scent strips stink? You know, those perfume or cologne ads that run in Esquire, Vanity Fair, the fashion mags, with a sniffer sample of the scent being sold.

First of all, they all smell alike.

Secondly, when you put four or five of them in the same magazine, the scents merge and the whole publication smells like the men's bathroom between innings at Fenway Park.

Thirdly, I have never known anyone who made a purchasing decision on the basis of these strips. I think they are a bogus tool for selling ads and stinking up a magazine.

Whenever I sit down to go through a magazine with strips, the first thing I do is tear them out and toss them in the trash. Then I seal the trash bag tightly so that the scents don't contaminate the room. Whatever you do, don't run these strips through your shredder—you will have that Fenway smell in the confetti and the blades of your shredder for at least three years. (I think the half-life is a decade.)

Finally, never ever ever rub one of these stinkos on a wrist or behind the ears before heading out on a date. You may think initially that you have saved some big money for the latest trendy scent, but, if the evening heats up, a rash is sure to follow.

Dylan Stableford

Facebook vs. MySpace

Dylan Stableford emedia and Technology - 12/18/2007-09:51 AM

With all the talk of social networking in 2007-including the Beacon debacle-I've been following with interest the monthly traffic growth of Facebook and LinkedIn as they continue to chip away at MySpace's lead and market share.

It's a Web 2.0 pennant race!

Alongside the usual suspects, note that Flixster, the site that allows you to share movie ratings with friends, is having an enormous year.

AOL Hometown, down 22 percent versus November 2006, is not.

The latest unique visitors (in thousands), as provided by Nielsen Online.

Nielsen also provides the top 10 blogs in terms of traffic. The top five on this list-like Blogger and Wordpress-are not blogs, per se, but free blog hosting companies. The exception is, whose traffic was flat when compared to November 2006—the month, you'll recall, that Michael Richards' racist tirade at a Los Angeles comedy club was caught on tape and posted to TMZ.


6-Nov 7-Nov %CHNG
Myspace 53,596 57,390 7%
Facebook 11,634 21,975 89%
Classmates Online 12,236 11,466 -6%
Windows Live Spaces 8,824 9,504 8%
AOL Hometown 9,810 7,644 -22%
LinkedIn 1,576 5,443 245%
Club Penguin 2,224 4,398 98% 4,743 4,085 -14%
AOL Community 6,035 3,455 -43%
Flixster 807 3,357 316%

Blogger 22,562 33,638 49% 2,937 12,043 310%
Six Apart TypePad 9,065 11,027 22% 8,981 8,865 -1%
LiveJournal 3,662 3,422 -7%
Thatsfit 1,324 2,640 99%
Gadling 683 2,425 255%
Engadget 1,121 2,387 113% 4,221 2,283 -46%
Gizmodo 1,078 2,101 95%


Bill Mickey

Time Warner’s Break-Up Man?

Bill Mickey M and A and Finance - 12/17/2007-17:20 PM

The New York Times reports that Jeffrey Bewkes [right], who takes over as Time Warner CEO in January, has "quietly" hired Douglas Shapiro to head up investor relations. Shapiro was formerly an MD and research analyst for Banc of America Securities and joined Time Warner a month ago.

Coincidentally or not, a February report by Shapiro on Time Warner had a buy recommendation on the stock at $25 a share because "we think there is a chance it pursues a restructuring eventually, including possibly divesting publishing or AOL, or even a full breakup of the company into its four logical components." That would include Time Inc., presumably.

If Bewkes eventually does take Shapiro's advice, here's what a spun-off Time Inc. might look like.

Dylan Stableford

Digging Through the Now-Free New York Times Archive

Dylan Stableford Consumer - 12/17/2007-14:07 PM

Inspired by a pair of archive diggers in other industries, I recently took a spin through the New York Times now-free online archive. (NOTE: It's not entirely free; see comments below.)

Armed with search terms like "magazine" (81,099 results since 1981), "Internet" and "Graydon Carter," here are a selection of results—some dated, others oddly prescient:

January 1, 1981: Earliest result in archive for "magazine."

Mr. Shafir also came under fire when he defended assigning a plainclothesman caught taping a closed news briefing given by the ministry's Police Division. The taping was said to be for a police magazine.

July 1, 1981: The return of Vanity Fair.

ADVERTISING; Vanity Fair's Return Set

For the last 45 years, the only sign of Vanity Fair magazine, the sophisticated darling of the Roaring Twenties, was the monthly notation on the spine of Vogue that said: ''Vogue (Incorporating Vanity Fair).''

It was the Condé Nast Publications' way of protecting its copyright against the day it might resurrect Vanity Fair.

Now, following the success of its new Self magazine, the company says the day has come, and that the magazine of ''wit and critical intelligence'' that sparkled for 22 years before dying in the cold of the Depression, will return as a monthly in January 1983.

The initial circulation of the new Vanity Fair has been set at 250,000. The cover price will be $2.50. No publisher has been selected yet but there is an editor in chief, Richard Locke, currently deputy editor of The New York Times Book Review.

January 31, 1981: "Falwell Wins Court Curb On Penthouse Distribution"

Federal Judge James C. Turk today prohibited Penthouse magazine from distributing its March issue at the request of the Rev. Jerry Falwell, the founder of Moral Majority, who says a Penthouse interview with him was obtained by deceit.

September 8, 1984: "Anna Wintour Is Wed To a Child Psychiatrist"

Anna Wintour, creative director at Vogue magazine, was married yesterday to Dr. David Shaffer, chief of the child psychiatry department at the Columbia-Presbyterian Medical Center and the New York State Psychiatric Institute. Judge Elliott Wilk of New York City Civil Court performed the ceremony at the couple's Manhattan home.

The bride, who has retained her name, is a daughter of Elinor Wintour and Charles Wintour of London. She was formerly a senior editor at New York magazine and deputy fashion editor at Harper's & Queen magazine in London. She attended Queen College in London.


Anna Wintour, the editor who changed British Vogue from a quirky, insular fashion magazine to a slicker international publication, is coming back to New York to become editor in chief of House & Garden magazine. She starts Sept. 9. ''I've missed New York terribly,'' Miss Wintour said yesterday in a telephone interview from London.

Anna Wintour, the editor who changed British Vogue from a quirky, insular fashion magazine to a slicker international publication, is coming back to New York to become editor in chief of House & Garden magazine. She starts Sept. 9. ''I've missed New York terribly,'' Miss Wintour said yesterday in a telephone interview from London. ''I'm enormously looking forward to coming back.'' Her new job is not her only cause for celebration. Two weeks ago, Miss Wintour, who is married to Dr. David Shaffer of New York City, gave birth to their second child, a daughter named Kate.

November 2, 1987: First appearance of Spy magazine.

Honing the Rapier to Skewer Yuppies

First came the horror stories of young stockbrokers too poor or shaken to order radicchio and warm goat cheese salads at their favorite track-lighted restaurants. Then came the jokes: What's the difference between a 28-year-old arbitrager and a pigeon? At least the pigeon can still make a deposit on a BMW.

By now, it seems, it is open season on yuppies in New York City. (For camouflage, some are rumored to be scratching the Ferragamo signatures from their shoes.) Recently, some of the more trenchant observers of the New York scene were invited to indulge in a little yuppie-bashing. They seemed eager to oblige.

''It's fun to look into their eyes in the subways,'' said E. Graydon Carter, co-editor of Spy magazine, which has made just about every identifiable group in the city an object of its biting sarcasm. ''It's nice to see the overdogs getting their ears clipped a bit.''

April 17, 1990: "Lack of Ads Kills 7 Days Magazine"

Just two years after it was started with great fanfare, 7 Days magazine has ceased publishing.

In a tense meeting yesterday at the weekly's newly renovated offices in lower Manhattan, the publication's owner, Leonard N. Stern, told the staff that even though 7 Days covered New York City's social and political happenings in a ''stylish and provocative'' way, it could not generate the advertising support it needed to survive.

October 22, 1990: "Media Market Languishes as Buyers Disappear"

July 13, 1992: "Vanity Fair Is Hot Property, But Profit Is Open Question"

Vanity Fair may be the hottest magazine on the market, but does it make money? For all that has been written about the monthly magazine that Tina Brown led to prominence before being named editor of The New Yorker, almost nothing has been said about its profitability.

January 25, 1993: "Vanity Fair Is Doing Nicely, But Out of the Spotlight"

February 9, 1994: "Spy Magazine Can't Find Buyer, and Closes"

Paul Conley

Will 2008 Be an Awful Year for B2B Publishers?

Paul Conley B2B - 12/14/2007-12:16 PM

I'm worried that 2008 is going to be an awful year for B2B publishing.
I don't have any data to back up this fear. What I do have is a sense that something is about to go wrong.

In the past few weeks I've spoken with a number of B2B editors, sales people and publishers. And each of them also seems to be worried. Certainly there is a widespread and justified concern that our print products will continue to face challenges. And certainly more of them will fold in 2008. But that is old news, and not particularly interesting. As my friend Rex said, "every year is a magazine shake-out year."

So what's different now?

It seems to me that the rise of online has led to unreasonable expectations. The lust of investors, the demands for growth, the need to justify ourselves to the people who control the purse strings are pushing us into a new era of preposterousness. Everywhere I go I meet people with revenue targets that seem delusional.

There's probably not another person in B2B publishing who has championed Web journalism more than I. But my love of new media is born of my love of all media. Online storytelling excites me. Just like other forms of storytelling do. The fact that new media has also made money pleases me, but it's not why I love it. Cash flow doesn't stir my soul.

But cash flow does stir many a soul in publishing. And in some cases, it warps them.

Here's what I see happening, and why I'm worried about 2008:

1. Amid a credit crunch and suggestions of recession, online advertising is likely to contract. But no one in B2B seems to be revising their online growth numbers downward. Rather, the growth numbers I'm hearing are higher than in 2007.
2. When pressure for revenue growth builds, many
folks in B2B behave badly
3. The most exciting thing about new media has been the growth of new media. Every established publisher faced more online competitors in 2007 than in 2006. I expect that will continue.
4. The business model currently in fashion in B2B publishing isn't built to withstand a slowdown in online advertising. Nearly everyone is leveraged to the hilt. Nearly everyone has already cut everything that can be cut.
5. I don't believe that B2B is prepared for whatever the next big thing may be.

I'm not suggesting that it's time to panic. I am suggesting it's time to look long and hard at what we are capable of doing. How much can we reasonably expect to grow? How realistic is it to expect the online advertising market to continue to expand? How can we survive a downturn and meet the debt payments? What can we reasonably expect from 2008?

(For more on this subject, check out what my friend Paul says about B2B in Asia. I think he's a little worried too.)

Jandos Rothstein

The Opposite of an In-Flight Magazine?

Jandos Rothstein Design and Production - 12/14/2007-11:30 AM

Every once in a while you come across a magazine so specialized that it just takes your breath away—how wonderful when it’s a consumer title to boot.

Airports of the World, which sits on the old stump at the crossroad of airplane and architecture geekdom, is one such glossy, which I couldn’t bring myself to buy but photographed with my cell phone at B. Dalton’s. To me, the British magazine promises all the excitement of a 14-hour layover, and very nearly delivers it, with sleepy-time articles and layouts as constipated as you’d be after three consecutive concourse meals, but clearly someone is reading it and more power to them. Airports of the World is this week’s proof certain that magazines are alive and well.

More here ...