Magazine Media Audience: The 2014 Magazine Media Moguls’ Great Expectations As Told to Mr. Magazine™… Part 5 of 5

January 24, 2014


The Mr. Magazine™ First Ever E-Roundtable with 10 Magazine Media CEOs and Presidents

The Ever Changing Reach of Magazine Media: Embracing the “Total Audience?”

What are some of the largest magazine media companies expecting from 2014 in the world of magazine media? What are Active Media Interest, American Media, Inc., Condé Nast, Dennis Publishing, Hearst Magazines, Heinrich Bauer USA, Meredith Corp., Rodale Inc., The Taunton Press and Time Inc. up to in 2014?

Well, for this installment of “The 2014 Great Expectations” the CEOs and presidents of the aforementioned magazine media companies offer their expectations regarding the future of magazine media audiences in 2014.

The CEOs and presidents are, in alphabetical order, Hubert Boehle, CEO, President, Heinrich Bauer USA, LLC, David Carey, President, Hearst Magazines, Steven Kotok, CEO, Dennis Publishing, USA, Steve Lacy, CEO, Meredith Corp., David Pecker, CEO, American Media Inc., Tim Rahr, President, The Taunton Press, Joe Ripp, CEO, Time Inc., Scott Schulman, President, Rodale Inc., Bob Sauerberg, President, Condé Nast, and Efrem (Skip) Zimbalist III, Chairman and CEO, Active Interest Media.

Now for their magazine media audience expectations for 2014:

Concurrent with our new launches we expect our audiences to expand across the age spectrum from young girls (Girls’ World) to Gen X’ers (Closer) to Boomers (Celebrate).

david-carey-resized-o.jpg?w=359David Carey: Partnerships will also be more important than ever. I have said many times that we’d rather own half of a successful enterprise than all of an unsuccessful one, and in the last year alone, we’ve gone into business with NBCUniversal, Dr. Oz, DreamWorks and William Morris Endeavor. That’s on top of the highly profitable partnerships we enjoy with Scripps and Harpo and so many other companies around the world. We value our reputation for being a good partner, and we will continue to incubate ideas, meet with the companies and personalities that seek us out to build new brands together.

Steven Kotok-3Steven Kotok: Our digital audience is 10x our print audience on the Week and 20x on Mental Floss. Both are growing. Digital audience growing faster than print audience but revenue from print audience growing fastest.

Steve LacySteven Lacy: Our consumer connection is as strong as ever across multiple platforms – magazine readership (115 million); television viewership (strong news ratings); digital platforms (record 60 million monthly unique visitors); brand licensing (doublet-digit revenue growth). The key is continuing to maintain brand relevance to the next generation of consumers. Note that Better Homes and Gardens has a large and passionate social media following including 1.6 million Facebook followers. On Pinterest, BHG’s pins are among the most popular.

David PeckerDavid Pecker: The industry will begin to embrace a “total audience” concept that will include digital editions, websites and social media. My company has already developed a prototype for this that we feel will be the new standard of measurement.

Tim RahrTim Rahr: Our digital audience will continue to see very strong growth in 2014. The second season of Moveable Feast with Fine Cooking airs in September and will provide a nice lift as we head into the holiday season — primetime for Fine Cooking. We are also just beginning to appreciate the leverage our digital editions give us to reach enthusiasts outside of North America and we will invest some time this year in figuring out how that business can scale.

Joe Ripp4197finalJoe Ripp: Our audiences are communities of engaged consumers centered around common content experiences and interests. Given our access to data and technology, we have a unique opportunity to develop specific audience segments on our sites and across the web through our audience networks.

Scott SchulmanScott Schulman: For 2014 we’ve created a new company, Rodale Events, LLC, to design and operate live events at an even higher level. Live events fit so well with our mission to inspire people to improve their lives and the world around them. Rodale hosts over 25 integrated branded events—such as Men’s Health’s Urbanathlon (in its ninth year), Women’s Health’s RUN 10 FEED 10 race, the Runner’s World Half Marathon & Festival and the Bicycling Fall Classic—that draw over 100,000 fans and participants around the world. The level of engagement with these customers is unmatched and it’s a great way for marketers to reach passionate consumers.

robertasauerbergjr_0_0Bob Sauerberg: First, measurement is broken. Not unlike the television industry, we need to get credit for the audiences our brands are truly attracting, influencing and entertaining. Using newsstand – or any one slice of the audience – as a metric defining our reach is like judging the film industry’s success or failure by the amount of popcorn sold in theaters. We need to develop and push for a total audience metric.

ZimbalistSkip Zimbalist: In print, we tested the efficacy of significantly increasing our investment in DTP across a range of our titles. We experienced a good degree of success for many titles. In 2014, therefore, we are ramping up investment in DTP and expect audiences to grow in those titles. In print generally, exclusive of digital editions, we expect audiences to be flat to up slightly. Digital audiences will grow in the double digits again, after a very strong 2013. As is true across the industry, mobile is driving the growth while desktop audiences are generally flat. Social media is the largest source of growth, followed by digital editions.

Thank you one and all. Until next year…

The End.

©Samir “Mr. Magazine™” Husni, 2014.



  1. […] The 2014 Magazine Media Moguls’ Great Expectations As Told to Mr. Magazine™… Part 5 of 5What are some of the largest magazine media companies expecting from 2014 in the world of magazine media? Find out! […]

  2. […] The 2014 Magazine Media Moguls’ Great Expectations As Told to Mr. Magazine™… Part 5 of 5What are some of the largest magazine media companies expecting from 2014 in the world of magazine media? Find out! […]

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