AdWeek reporting:
The magazine industry emerged this year from the most perilous downturn in its history with a set of unmistakable powerhouse titles celebrated here in Adweek’s 31st annual Hot List. Those that made the cut, from Food Network Magazine at No. 1 to Vanity Fair at No. 10, were the industry’s most successful and influential over the past year.
Hearst may have long been in Condé Nast’s shadow, but who needs Condé’s prestige when you have Food Network Magazine? This is one case when Hearst’s lower-brow attitude—combined with its strategy of partnering with established personalities and
platforms—has turned into a winning recipe. While Condé was shuttering Gourmet, Food Network Magazine was drawing in readers with celebrity talent, over-the-top recipes, and a general refusal to take itself too seriously. In just two years, has circulation soared to 1.3 million.
The inner workings of the fashion industry remain a source of intrigue, and few have exploited that more aggressively than Hearst’s Marie Claire, which has thrown open its doors to TV cameras recently in the name of brand awareness. It’s worked. Ties with Project Runway and Running in Heels—and the star power of Adweek’s Editor of the Year, Joanna Coles, and fashion director Nina Garcia—have helped raise the magazine’s profile. In 2010, Marie Claire grew ad pages by 20 percent, the fastest pace of any of the established fashion mags.
Hearst may have long been in Condé Nast’s shadow, but who needs Condé’s prestige when you have Food Network Magazine? This is one case when Hearst’s lower-brow attitude—combined with its strategy of partnering with established personalities and
platforms—has turned into a winning recipe. While Condé was shuttering Gourmet, Food Network Magazine was drawing in readers with celebrity talent, over-the-top recipes, and a general refusal to take itself too seriously. In just two years, has circulation soared to 1.3 million. The inner workings of the fashion industry remain a source of intrigue, and few have exploited that more aggressively than Hearst’s Marie Claire, which has thrown open its doors to TV cameras recently in the name of brand awareness. It’s worked. Ties with Project Runway and Running in Heels—and the star power of Adweek’s Editor of the Year, Joanna Coles, and fashion director Nina Garcia—have helped raise the magazine’s profile. In 2010, Marie Claire grew ad pages by 20 percent, the fastest pace of any of the established fashion mags. The rankings are based on financial performance metrics—ad page, ad revenue, newsstand, and overall circulation, growth—along with an influence measurement derived from social media footprint, press impressions, and search engine results. Also factored in is a product quality measurement, based on the number of edit pages, Web traffic, awards, and other reader satisfaction benchmarks.
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