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August Advertising Pages Skyrocket for Bonnier Titles
Advertising pages have soared for the August issues of 20 Bonnier magazines. TransWorld Business, TransWorld SNOWboarding, Parenting School Years, Saveur, TransWorld Motocross and Parenting Early Years have all jumped more than 20 percent compared to their August ’09 issues. Working Mother and Salt Water Sportsman also came in on top, with ad page increases in the 19 percent range.
Increase in Bonnier’s August 2010 Ad Pages
Parenting’s VP, Group Publisher Greg Schumann credits Parenting School Years’ 34.46 percent boost and Parenting Early Years’ 24.63 percent rise in August ad pages to several new advertisers his team has brought on board, including Gap, JCPenney, Carter’s, Children’s Advil, Amazon.com and more. “I think the ad-page gains speak to Parenting’s momentum specifically, but are also indicative of an overall modest, but not consistent, recovery for our industry,” says Schumann.
Moving forward, Schumann says, “we’re really focused on making sure our fourth quarter and holiday efforts are strong. I think most importantly, we’re also heavily entrenched right now in 2011 strategic planning, so we can ensure that our success this year paves the way for an even stronger year in 2011.”
In addition, he says he will concentrate on maintaining the upward momentum of Parenting.com, as it is on pace to more than double its revenue from 2009. Schumann notes that Parenting has also experienced a solid September, thanks to an impressive overall back-to-school selling season.
Another title experiencing major gains in August is Saveur — up 27.97 percent from last year’s numbers — which continues to grow at a pace above its main competitors’. Saveur’s VP, Group Publisher Merri Lee Kingsly says two specific strategies accounted for the magazine’s growth: Saveur’s June barbecue with top chefs, in which her team gave away gift bags containing participating advertisers’ materials and invited press; and the magazine’s Virtuoso breakfast at Travel Mart in Las Vegas, where Saveur’s travel advertisers were able to reach the influencers who help consumers make travel purchases.
Merri Lee Kingsly
In regard to her future plans for Saveur, Kingsly says, “My goal for the rest of the year is to continue to come up with creative ideas that help us stay ahead of the curve.” The Saveur team is already working on a new special section for the December issue.
With a 19.4 percent jump in August ad pages, Working Mother Publisher Joan Sheridan LaBarge says, “We are thrilled with the results of our August/September issue, since this is the first issue that the Parenting Group and Working Mother have worked on as partners.”
Joan Sheridan LaBarge
As part of Working Mother’s recent restructuring, the Parenting Group is now responsible for selling consumer advertising in the magazine, while the Working Mother team is focused on corporate advertising, in addition to conferences, events, research and more. “Our team approach is making a big difference and we are off to a great start,” says LaBarge.
The magazine’s first close under the new structure came with its August/September issue and was a great success. On the corporate side, the issue includes advertising from Chrysler and American Express, and on the consumer side, it includes ads from Avery Labels, Prevnar, Merck and Arnold.