Mag Bag: Record January For Magazine Web Sites
Record January For Magazine Web Sites
Digital audiences for magazines are growing fast, with big increases in
consumption via apps and Web sites. The Web sites for two major magazines, Forbes and Cooking Light, have reported big increases in traffic in January.
Forbes.com had a record January 2013, with 16 million unique visitors during the month according to comScore -- an increase of 26% over January 2012, and a 67% increase since it was relaunched in June 2010. According to Forbes, the Web site content -- around 400-500 original pieces of content per day, produced by around 1,000 topic experts and a core group of full-time reporters -- generates over 100,000 social actions per day.
Whereas less than 1% of visits came from social sites in 2010, about 8% to 10% of visits to Forbes.com are now referred from social networks. The
mobile audience has increased 150% compared to last year, and now comprises around 30% of the total audience.
The Forbes Web site is also generating more ad revenue thanks to BrandVoice, which allows marketers to create custom content on the site as well as bigger, more interactive ad units and programmatic selling.
Cooking Light is also reporting strong growth, thanks to increased traffic from social sites and mobile. In January, the site had 2 million unique visitors -- up 47% from January 2012 -- and 20 million page views, up 57% over the same period. The volume of traffic received from social media sites increased 114%, while mobile traffic is up 106% from February-December 2012. According to Folio:, a large share of the social referrals are coming from Pinterest.
G4 Rebrands As Esquire Network
Hearst Magazines and NBCU are partnering to rebrand the G4 Network, previously devoted to tech and gaming, as the Esquire Network. As reported by MediaPost, the new network will launch in April 2013 in 62 million U.S. homes, as well as online, mobile, video-on-demand and other platforms. It will be run by ex-NBC marketing chief Adam Stotsky, who will have the title of general manager; and will be owned as a unit of NBCUniversal Cable Entertainment, a division of NBCUniversal.
Self Revamps Itself
Self has a new look, voice and attitude across its print and digital properties, beginning with its March issue. Editor in hief Lucy Danziger summed up the new editorial and design ethos: “Healthy is chic, strong is beautiful, fit is fashionable!” The magazine is now divided into four basic content sections: fitness and health, nutrition and diet, beauty and fashion, and happiness and relationships.
The new structure also includes an upfront section called
Flash, with news-related/trend-driven content, and branded content sections with advice delivered in a conversational tone, including “You Look Awesome in That" and “Awkward!”
Self.com and Self on tablet and mobile devices have all been redesigned. The magazine is also introducing a new smartphone app, “Self+,” which uses image recognition technology to
allow readers to unlock additional content by scanning the print pages.
O’Connor To Executive Editor, Prevention
Siobhan O’Connor has been promoted to executive editor of Prevention and Prevention.com. O’Connor has worked at Prevention since November 2010, most recently in the role of deputy editor of Prevention.com. Before joining Prevention, she was a featured editor at Good magazine, and also co-authored the book "No More Dirty Looks."
Morris Joins Parade as VP, Midwest Manager
Michelle Morris has joined Parade Publications as vice president, Midwest manager. She will manage all multiplatform integrated sales including print, digital, mobile, tablet and events for Parade and its Dash food brand, based in Chicago. She previously served as Midwest Director at New York Media.