Folio: Wire | 11.15.07
Martha’s Circle: An Online Lifestyle Ad Network
Martha Stewart Living Omnimedia has officially unveiled an online ad network called Martha’s Circle, which is composed of shelter- and lifestyle-related sites and blogs. The service allows clients to purchase online ads on lifestyle site such as Apartment Therapy, 101 Cookbooks and Style Me Pretty.
Martha’s Circle has been in operation since late summer, and advertisers such as Ace Hardware, Macy’s and Bank of America have already participated. The network is powered on the back-end by Adify, a provider of vertical ad-network-technology. MSLO estimates the network will generate almost 20 million ad views per month.
CMP Acquires Product Teardowns Provider
Technology industry media and marketing company CMP announced its acquisition of Portelligent, a provider of product teardowns for the electronics industry. Portelligent will be folded into CMP’s Electronics Group and will be integrated with the Semiconductor Insights division. The combined companies will provide a searchable database of more than 40,000 components and something they call integrated circuits.
Mag Launches Abound
Three publishers have recently announced magazine launches:
▪ Waukesha, Wisconsin-based Kalmbach Publishing has launched Make It Mine, a craft magazine for creative women, providing step-by-step instructions with photos and illustrations to guide readers through personal fashion and home decoration projects. The magazine hit newsstands Tuesday Nov. 13.
▪ The Custom Publishing Council has launched-that’s right-its own custom publication. The magazine, called Content, will be distributed this week to 36,000 marketers across
▪ Fragrance industry veteran Shannon Lindsay has announced the launch of Southern Beauty a magazine that addresses the "complete beauty needs of women-both inner and outer," according to a statement. Lindsay and her colleagues published a preview edition in October. The magazine launches with a holiday edition on Nov. 27 and nationally on newsstands March 18.
U.S. News & World Report Agrees to Real-Time Sales Reporting
Starting with its January 2008 issues, U.S. News & World Report has committed to participate in the Audit Bureau of Circulations’ Rapid Report program, a voluntary reporting format that offers advertisers real-time sales data on an issue-by-issue basis. Formerly, the magazine announced sales data through the usual twice-annual publisher’s statements.
RMS Ups the Frequencies
The RMS Media Group has announced that it will increase the frequencies of Ocean Home Magazine and Northshore Magazine. Beginning with the winter 2007 issue Ocean Home Magazine-which is published for oceanfront real estate owners, agents and developers-will jump from a quarterly to six times per year. Northshore Magazine, an upscale lifestyle title covering the North Shore of Massachusetts, will be publish six times per year starting with the holiday 2007 issue.
Playboy to Expand Digital Products
Playboy Enterprises, Inc. plans to work with digital publisher Zinio to build, host and maintain the "Playboy International Newsstand," a single source that contains all of Playboy’s domestic editions and some of its international editions. The Playboy International Newsstand will offer subscribers and single-copy purchasers access to current and archived editions. Approximately 75 percent of the editions’ content-there are currently 24 editions in Europe, Latin America and
Newsweek Web Site Gets More Political with TV Show
Newsweek announced this week that it will soon launch a weekly political television on its Web site. The show will be produced by Tammy Haddad, most recently executive producer of "Hardball With Chris Matthews" and previously vice president of political coverage for MSNBC. Jon Meacham, executive editor of Newsweek, commented on the new launch, describing Web video as "one of the great new storytelling tools of the time."
Rodale Reports 3Q Results
Rodale has seen ad pages climb by 9.3 percent in the third quarter of this year compared to last. Print ad revenue rose by 15.5 percent while Web ad revenue increased by 61 percent. Year-to-date online revenues have jumped 73 percent compared to last year, and the company has acquired 4 million new customers since the start of this year. Men’s Health and Women’s Health have been key players in Rodale’s success this year, with Men’s Health seeing its most successful year ever. In the third quarter of this year compared to last, ad revenues for http://www.menshealth.com/ increased by 184 percent, print ad revenue rose by 15.9 percent, ad pages grew by 8 percent, and the magazine has recorded a 12.3 percent overall revenue increase. Women’s Health recorded a 92.7 percent overall revenue increase between the third quarter of this year and last, with 46.6 percent more ad pages and 119 percent more ad revenue in print and with 215 percent more ad revenue for http://www.womenshealthmag.com/.