American Society of Magazine Editors

Wednesday, October 4, 2017

MPA Launches New Ad Campaign Promoting Idea that Magazines Deliver "the Most Credible, Trusted, Engaging Content"
"...the idea behind this campaign — that magazines offer a platform that can offer readers “professional, credible, trusted and brand-safe content” — is right on the money." -writes DB Hebbard.
Amid "Fake News," Magazines Can Offer Credibility, Safer Ad Environments, Argues New MPA Campaign
"More than 120 major magazines will lend ad pages to the six-month campaign... -The fast-paced nature of the digital media cycle (and subsequent marginalization of simple fact checking and copy editing) has raised legitimate questions about outlets placing expediency and traffic surges above taking the time to get things right — yesterday’s wave of premature reports about the death of singer Tom Petty was only the latest example." Reports Greg Dool.
Who Do You Trust? Magazine Industry Calls Out "Fake News" to Promote Print"
The campaign "addresses magazine media's unmatched ability across platforms to produce professional, credible, trusted and brand-safe content," the print industry group said in its release, announcing the new ads.The association is running ads using space provided gratis by its members' properties in print and online, and the space is donated, according to a spokeswoman for the group. The association estimates that 75% of U.S. adults will see the ads by the time the campaign ends.
Magazine Ad Campaign Positions Magazines as Better Than Ever
With the tag line “Magazine Media. Better. Believe It,” the campaign, which is spearheaded by the Association of Magazine Media, gets in on the discussion around fake news by positioning magazines as “the most credible, trusted, engaging content over any other form of media.”
Stuart Elliott: Seems Like Hard Times for Magazines Are Getting Harder
Elliott writes " A promising step is being taken this week by 30 companies that belong to the industry's trade organization, MPA -- the Association of Magazine Media; they're undertaking a marketing campaign, scheduled to run from now through March, carrying this assertive theme: "Magazine Media. Better. Believe it.""
Industry-Wide Advertising Campaign “Magazine Media. Better. Believe it.”
MPA – The Association of Magazine Media today announced that 123 magazine brands from 30 of its member companies have joined forces in an industry-wide advertising campaign to share the message that magazine media delivers the most credible, trusted, engaging content over any other form of media. Starting this month and running through March 2018 in both print and digital properties, the campaign is estimated to reach 75% of U.S. adults.
Trust Is Still the Secret Word at Advertising Week
Steve Smith writes: "Besides distrust, the topic of technology persisted at this year’s event...Interestingly (here is your sub-head, print folks), the least intrusive form of advertising is print (44%), and it is also the second most entertaining (49%), exceeded only by TV (60%). Interestingly, two of the most traditional media, TV and print, still come out best with consumers in terms of ad impact and enjoyment."
Facebook, Twitter, Google Face Backlash: Fail to Address Real Concerns Regarding Their Platforms
Between promoting fake news, allowing fake accounts, and allowing bots and trolls to promulgate, the big social media companies have failed to be honest with their customers, their advertisers, and apparently themselves. The mass shooting in Las Vegas brought once again to the forefront the issue of social media companies and their responsibility in promoting hate and fake news.
The Coming Advertising Tsunami of 2018, Pt. 1
Andy Kowl: "Online advertising fraud is rampant to the tune of $6-7 billion per year. Ad blockers threaten publishers' ability to deliver ads, though ad block usage seems to have leveled off at 26% of desktop users. Some estimates put that about ten points lower for B2B, about 15%. Mobile ad blocking continues to grow apace with 94% of mobile ad blocking occurring in the Asia Pacific region. If that trend ever moves to North America it could be devastating to an ad-dependent industry. Debates and disputes about ad viewability have become a major issue. How much of each ad is seen and for how long?"
Ellies 2018 Call for Entries Posted
The Ellie Awards 2018 Call for Entries is now posted at The deadline for entry for content published before November 1, 2017, is Tuesday, November 14, 2017. The deadline for entry for content published on or after November 1, 2017, is Tuesday, December 12, 2017. More than 100 finalists and winners will be honored at the Ellie Awards Annual Gala, hosted by ASME, at noon on Tuesday, March 13, 2018, at Cipriani Wall Street in New York. For more information about the Ellie Awards, visit or email
Executive Perspectives: Where Eight Publishers Are Focusing in Q4 and Beyond
As another year draws to a close, key figures at The Economist, Garden & Gun, Harvard Business Review,, American Media share insights on how they are defining success and refining their strategies moving forward.
Revisiting The Social Pros: Martha and Cosmo
Two magazine media brands prove that Twitter still has some engagement juice: For min's August analysis of social media activity among magazine brands their staff checked in with some of the brands that pioneered ambitious social programs. Steve Smith reports.
Exclusive: Condé Nast to Launch New LGBTQ Media Brand
BoF reports "The new multi-platform title — called Them — was conceived by Teen Vogue’s Phillip Picardi. Newly appointed chief revenue officer Pamela Drucker Mann sees it as a template for launching future brands."
Trusted Media Brands Pushes Deeper into Digital with New Series on Facebook Watch
Trusted Media Brands is throwing its hat in the ring that is Facebook Watch. The company announced today the launch of two new shows on the platform – “Chef’s Hat,” from TMB’s Taste of Home, and “Stuff We Love,” from the Family Handy Man.
Glamour Unveils Lineup for Its Girl Project Event
“Orange Is the New Black” actress Uzo Aduba will host Glamour’s philanthropic initiative for high school girls.
Magazine Media Spotlight: Wakeboarding's Redesign!
Bonnier offers us a video of the entire process, time-lapsed end to end; And here's sneak peek on Instagram...
What Makes a Great Magazine Editor?
Ex-British Vogue editor Alexandra Shulman outlines what’s changed and what must stay the same about the business of editing a magazine in today’s digital age.
Vogue Italia’s October Issue Dedicated to Women Over 60
Lauren Hutton fronts the three covers of the magazine, photographed by Steven Klein.
The New Magazine Media 360° Brand Audience Report with August 2017 Data Is Here!
MPA – The Association of Magazine Media released the latest Magazine Media 360° Brand Audience Report. Total Audience for August 2017 continues to hold steady compared to last year, with similar trends from recent months, most notably growth in Print+Digital and Video audiences. The report covers 127 magazine brands across 30 companies.
Brand Power: Unlocking New Revenue Streams
Magazine media brands have become broader and more important to the audiences they serve. Brand extensions have transformed publisher business models in ways that could not have been imagined 5 years ago. Build your direct consumer revenue with actionable ideas from magazine media innovators.
Attribution Accelerator: The Future of Marketing Measurement
Be there this October 12th for the future of marketing measurement. Attribution Accelerator is a unique forum designed and curated entirely by industry experts to quicken the pace of innovation, fortify the science, and galvanize the industry toward new solutions. (special 25% discount use code: MPA2017)
AMMC 2018 Early Registration
AMMC 2018 Early Registration Roundup Web
ASME NEXT Digital Workshop
Members-Only Event: Join ASME Next for a tour of the TIME Digital Lab, followed by a conversation with top editors.
ASME NEXT Seminar: The Art of Editing
Register now for ASME NEXT's October 12 workshop for early-career editors. Working in small groups led by veteran editors, attendees learn how to turn unedited manuscripts into feature stories.
Elephant Magazine Redesigns to Break Out of “Contemporary Art Bubble”
If It Looks Like a Duck, Swims Like a Duck, and Quacks Like a Duck, Then It’s Probably a Slack Bot for Journalists
Wenner Chooses His Own Interviewer for 92Y Gig
AMMC 2018 Early Registration Roundup Web
All the research facts, charts, and data are ready to use in your presentations.
“The MPA’s IMAG community prides itself on sharing and learning from one another,” said Andy Clurman, President and CEO of Active Interest Media and Chair of the IMAG Financial Benchmarking Study. “As a board, we thought a benchmarking study would be the ideal way to provide member companies with key metrics to better understand how their performance compares to similar companies.” The survey was conducted in the last quarter of 2016 by Mazars USA, a global accounting firm. Only open to members of the IMAG community, participants received two sets of detailed results: one for all respondents and one broken down by revenue tier.
October 26, 2017
Twitter Headquarters NYC
November 14, 2017
Hearst Tower
October 12, 2017
Register now for ASME NEXT's October 12 workshop for early-career editors. Working in small groups led by veteran editors, attendees learn how to turn unedited manuscripts into feature stories.

Bonnier offers us a video of the entire process, time-lapsed end to end; and here's a sneak peek on Instagram...