• by Erik Sass  @eriksass1, October 13, 2011

The Week Bows Social Sub Strategy

Last week, attendees at the American Magazine Conference received a scolding from L2 founder Scott Galloway, who warned that magazines are behind the curve when it comes to social media.

Some publications are bucking the trend, however, including The Week, which just unveiled a new social media strategy to build its subscription base via Facebook. The Week’s new “reader-get-a-reader” subscription strategy allows the magazine’s Facebook fans to give four free copies of the weekly news roundup to any of their friends on the social network.

The friend receives a gift notification on their wall, and when they become a Week Facebook fan by “liking” The Week, they’ll be able to enter their address to receive their four free issues. The basic approach is actually nothing new for The Week, according to President Steven Kotok, who said the magazine gets about 60% of its new subscriptions by current subscribers recommending it to their friends.

“The Week in print has always been viral,” explained Kotok, “but this is easier to share.” For one thing, “we couldn’t put 20 subscription cards in a magazine and say ‘give these to your friends.’” Looking ahead, Kotok said the magazine may set up a contest with prizes, based on a “running tally of who shared the most. It would be fun to have a ‘top sharer’ prize.” Kotok added that one participant has already written to the magazine boasting: “‘I must have gotten you at least 20 new subscriptions!’”

Everyone’s Magazines Debut on iOS 5 Newsstand

Seemingly every major publisher announced that at least some of their leading titles are now available for the iPad via Apple’s iOS 5 Newsstand, one of the central features of the new operating system. The list of publishers hawking titles on Newsstand includes Conde Nast, with Allure, Brides, Glamour, Gold Digest, GQ, Self, The New Yorker, Vanity Fair, and Wired; Meredith Corp., with Better Homes and Gardens, Parents, and Fitness; Martha Stewart Living Omnimedia, with Martha Stewart Living and Everyday Food; and Bonnier, with Popular Science, Popular Photography and Sound + Vision. Conde Nast also revealed plans to make digital editions for Bon Appetit, Conde Nast Traveler and Vogue available in early 2012.

Bloomberg Markets Spins Off Luxury Title

Bloomberg Markets is targeting well-heeled readers with a luxury spin-off, titled Bloomberg Pursuits. Banking on the fact that Bloomberg Markets magazine has the highest household income of all business and financial magazines, Bloomberg Pursuits will write about and profile the expensive lifestyles of its own readers -- that includes clothes, boats, cars, homes, wine, and all the goodies and appurtenances of the highly affluent life.

Editorial will be overseen by Bloomberg Markets Senior Editor Vince Bielski. Distribution will be 375,000, with issues going to every Bloomberg Markets subscriber (97% of whom are Bloomberg Professional Service users, according to the company). beginning with a test issue in March.

Parenting Joins Forces with VH1

Bonnier’s Parenting has been actively seeking alliances with major TV partners for brand awareness, editorial collaboration, and to provide advertisers with cross-promotional opportunities reaching families through broadcast, digital media and events. The latest such partnership is with VH1, focusing on the music channel’s Save the Music campaign, which complements the magazine’s focus on education through Parenting School Years, targeting families with school-age kids.

Parenting is working with VH1 on their first annual Family Day in New York City, scheduled for October 22, with sponsorship by old Old Navy and supporting promotional media running on VH1 networks, in Parenting and on VH1’s Save the Music Web site.

Departures Revenue, Ad Pages Boom in 2011

American Express Publishing Corp.’s Departures, published exclusively for American Express Platinum Card and Centurion members, saw ad pages and revenue surge in 2011 -- with revenue up 46% and ad pages up 43% compared to last year, according to vice president and publisher Steven DeLuca. The November/December issue boasts a 32% increase in ad revenue and a 19% climb in paging, making it the biggest issue in three years. DeLuca explained: “While there is a protracted caution about the state of the economy, Departures’ success reinforces the continued strength of the market for luxury products, goods and services and this powerful audience.”