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Magazines

How Prevention Increased Newsstand Sales

While most magazines were experiencing a rough first half of the year, Prevention somehow kept its head way above water. As we reported yesterday, the glossy posted the biggest single copy sales increase of any magazine reporting to AAM.

To what did Prevention attribute its 13 percent jump? Well, its focus helps: People feel fat in the beginning of the year, so they reach for magazines that are dedicated to helping them lose some of that tub. Prevention also benefited from a proactive mission to be seen.

Ad Age reports that Prevention recently passed one million fans on Facebook, and the brand has been popping up on TV:

A TV special, Love Your Whole Life, based on Prevention’s January 2014 ‘Best Year Ever’ editorial franchise, ran in more than 130 markets, including New York, L.A. and Chicago. And Anne Alexander, [VP and editorial director of the magazine] who is the co-author of New York Times bestseller The Sugar Smart Diet, has appeared on TV multiple times to discuss the topic and her book.

Time Inc. Testing Higher Prices for People

Time Inc. has come up with a brilliant idea to increase revenue: Make rich people pay more for the pleasure of reading about other rich people.

According to The New York Post, the publisher is currently charging different prices for People — single copies of the glossy are more expensive in affluent cities and less expensive in other areas. The move comes on the heels of People raising its cover price to $4.99 — its first price hike in five years.

“Magazines are one of the few products that have one price nationally,” Time Inc.’s CEO, Joe Ripp, told the Post. “That makes no sense to me.”

We agree. Hopefully the wealthy readers of People somehow manage to cope with this dramatic change in their lives.

Kristen Stewart Covers September Elle

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Elle has given Kristen Stewart the honor of gracing the cover of its all-important September issue.

Here she is doing her best LL Cool J (circa 1987) impression. Not bad.

Viva Italia! WSJ Talks with Italian Vogue EIC

Fun lede from Tim Blanks for his feature interview profile of Franca Sozzani, editor-in-chief of Italian Vogue.

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The publication is celebrating its 50th-year anniversary:

Franca Sozzani’s [Milan home] office is a complete mess. “It’s a disaster,” she agrees. “I don’t know how long I can survive in it.” Boxes wait to be packed or unpacked (it’s impossible to tell which), pictures are propped against walls and there are piles of books, piles of stuff. On top of one lies a VHS copy of Al Pacino’s Scent of a Woman. Sozzani has no clue why or how.

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Magazine Circulation and Newsstand Sales Decline

magazine stack GMagazines, as much as we love them, continue to struggle. According to the Alliance for Audited Media’s latest report — which covered the first half of this year — total circulation was down two percent and single copy sales declined by 12 percent.

A big reason for newsstand sales dropping so severely was Source Interlink shutting down. The wholesaler was responsible for distributing about 30 percent of magazines sold in stores across the country.

Finding success among the glossies reporting to AAM was difficult, but here are the winners for the first six months: American Rifleman and Prevention (talk about polar opposite audiences). Rifleman had the biggest circulation increase — up 12 percent compared to last year; while Prevention had the biggest single copy increase — up 13 percent.

As for the losers, well, sorry Reader’s Digest (circulation down 35 percent) and Good Housekeeping (single copy sales down 33 percent).

Better luck — to all the magazines — during the second half of the year.

Pitch Practical Advice to Scribes for The Writer

The-Writer-Article3The Writer has been instructing and inspiring readers since 1887. The mag covers the nuts-and-bolts of writing, with everything from how-to stories and reported articles to narrative essays.

The pub is 60 to 70 percent freelance written and editors want queries on concrete topics, by novice and experienced writers alike. Article length varies from 300 to 3,000 words, and there are plenty of regular features to choose from. These include:

• Breakthrough – First-person articles about a writer’s experience in “breaking through” to a market, which includes advice and lessons learned. This section runs about 700 words.
Freelance Success – Tips on the business of freelancing in about 1,000 words.
Writing Essentials – These articles cover the craft of writing. The section runs 800 words and should include a sidebar with resources.
How I Write – An interview with an author that contains a short bio and runs about 600 words.

To learn more about the mag, including editors’ contact details, read: How To Pitch: The Writer.

The full version of this article is exclusively available to Mediabistro AvantGuild subscribers. If you’re not a member yet, register now for as little as $55 a year for access to hundreds of articles like this one, discounts on Mediabistro seminars and workshops, and all sorts of other bonuses.

Glamour Follows Katie Holmes with Olivia Wilde

One sure sign of an effectively presented women’s magazine cover story is to find people still talking and-or writing about it four weeks later. Score one in that department for Glamour‘s August 2014 issue.

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The magazine went with three different covers of Katie Holmes, including the strategically topless shot above. The actress told E!’s Marc Malkin this weekend that the photo “wasn’t about being sexy. It was about being a woman.”

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Oprah Poses in Cashmere Catsuit Because She’s Oprah

The latest cover of O, The Oprah Magazine features Oprah in a cashmere catsuit.

Why? Because she’s Oprah, and Oprah does whatever the hell Oprah wants to do. So if she says “Not only am I going to appear on the cover of my own magazine for the one billionth time in a row, I’m going to rock a cashmere catsuit,” you don’t question her. You just nod and reply, “You’re damn right you are.”

Men’s Fitness Sets Web Traffic Record

Whatever AMI is paying David Zinczenko to be editorial director of Men’s Fitness, it’s well worth it. According to the company, Mensfitness.com broke its all-time web traffic record in July, with more than 8.4 million unique visitors. That’s a whopping 106 percent increase compared to last July.

When Zinczenko took over Men’s Fitness, his mission was to transform the glossy from one only body builders read, to a title that appealed to a broader audience. In other words, Zinczenko made Men’s Fitness the new Men’s Health. As odd as that strategy seemed at the time, it worked.

Not only is Mensfitness.com enjoying Zinczenko’s Midas touch, newsstand sales jumped 20 percent in the second half of last year.

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AARP Celebrates Adam Duritz and His Unfortunate Hair

Today is Counting Crows lead singer Adam Duritz’s 50th birthday, and to help him celebrate, AARP created a special cover.

Sadly, the AARP cover is ruined by Duritz’s unusual (and slightly worrisome) dedication to his misguided attempt at dreads. If ever there was a case for Photoshopping, this is it.

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