What drove big gains during a traditionally slow month – min online

Traditionally, November is a struggle for digital content of all kinds as mindshare shifts to e-commerce for the month. Beach landscape drawing This year, however, many of the titles tracked by the Magazine Media 360º Brand Audience Report benefitted from citizens shopping for any and all news around the historic election surprise. Facebook desktop icon A range of publishers outside the usual political fold enjoyed some of the most extreme traffic spikes from their takes on pre- and post-Election Day news. Yankee stadium seating But I was also struck by how many magazine digital success stories in November underscored the enduring power of magazine brands themselves.


What is irrigation system Magazines continue to command exclusivity and access that digital natives do not.

New York magazine (+9.3% desktop, +114.8% mobile, +58.5% video) broke its personal best unique visitor record, led by its Daily Intelligence brand. Fantasy baseball sleepers 2016 Post-mortem pieces drew the most views. Backyard baseball 2001 It was a similar story at Bloomberg Businessweek (-13.9% desktop, +88.9% mobile, +20.3% video) where its political content led on mobile and especially video. Francesca battistelli tour Businessweek is distributing digital and TV clips across both traditional digital and OTT apps, but the brand also launched a new Technology vertical in November.

Likewise for Esquire (-5.4% desktop, +80.4% mobile, +177.4% video), which flexed its star columnist muscle with commentary from Charles Pierce, enjoyed a record-breaking month. High pitch mike But on the video front Esquire also upped its social game with more Facebook Live events and new video series launches. Cultural landscape foundation The brand wins here with its signature eclectic content mix, everything from greasy breakfast recipes to hard-rock driven Women We Love clips to “How to Tie a Windsor Knot.”

And, no joke, Condé Nast’s Architectural Digest (+38.7% desktop, +193.8% mobile) got a political bump as well in November. High pitched voice man But, again, the secret sauce here was a marquee media brand’s exclusive access to high profile figures. Elevator pitch AD set social traffic records, especially from its coverage of President Obama’s private quarters in the White House. Baseball drills at home And another piece, contemplating how a Trump vs. Football scores Clinton White House might be decorated, was also good social fodder.

Country Living (+36.5% desktop, +97.2% mobile, +3,833.0% video) demonstrated that the special access magazine brands is at the heart of their media power in November, the title leveraged exclusive Country Music Award and Grand Ole Opry content. Facebook login CL tells min that its Facebook page reach spiked 1.6 million in the 24-hours around the CMAs. Vtd softball One video clip of country super-star women alone had 1.1 million views and a 4.2 million reach, which helps explain the monster video spike.

Allure’s 44.5% mobile and 22.6% video bumps in November were of special interest to me because the brand launched an augmented reality project “Allure Unbound” with a dedicated app and mobile AR activations off of the cover and select pages. Espn fantasy football app not working Allure reports that its app has been downloaded more than 20,000 times. Pixel pitch calculator Users have been spending over three minutes each. Francesca eastwood instagram Interestingly, the connection between print and digital was strong in this experience, as the most scanned object in the AR enhanced issue was the Michelle Lee’s editor’s letter to readers.

Popular Science’s online media director Amy Schellenbaum gave us an interesting (-17.6% desktop, +73.9% mobile) take on mobile growth—that it is in part holiday-driven. Ancestry coupon “Mobile becomes a bigger piece of the traffic pie once the holidays ramp up—more days off mean more time spent scrolling through social media feeds at family gatherings,” she says.

But the fastest growing site in mobile users for November was Bonnier’s Dirt Rider (-31.6% desktop, +220.6%). Softball rules 2016 The brand says that growth is a result of improvements in user experience, including reverting traditional slideshows into a vertical format for easier mobile viewing. Fantasy football team names antonio brown A focus on social, where 80% of exposures visits are from, is also driving mobile numbers.

Video has become a real growth engine for Hearst titles generally, with Harper’s Bazaar (+26,601% video), Elle (+2,170.9%), Popular Mechanics (+769.3%) and Redbook (+686.0%) all among the top ten leaders in video audience growth for the month.

Most magazine brands tried to draft off of the e-commerce headwinds in November. Florida softball roster But at Meredith’s Parents brand (-12.4% desktop, -4.6% mobile, +19.4% video) digital director Julia Dennison tells min “We have seen the biggest increase in Facebook Live videos.” They now host at least one live stream a week, with its Best Toys event winning big in November. Garden of the gods resort “We have honed what works and doesn’t work for Facebook Live such as demos for views and Q&As for engagement,” she adds. Usssa softball tournament schedule Hatching a Hatchimal live doesn’t hurt either. Plants and flowers That alone drove over 900,000 views in a December stream.

Hearst and Parents were not alone in blowing the lid off of video in November. Football field length Trusted Media Brands’ Taste of Home (-26% desktop, -9.4% mobile, +3,261.5% video) is reading the metrics around “video length, content, timing,” Chief digital officer Vince Errico suggests. Mls softball chino And sometimes it just takes a tasty Amish cookie—like the Amish Sugar Cookie recipe—to pull in 4.4 million views. Sprinkler world Must be some cookie!

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