valleylist

“valleylist” v151 r.1 – - magazines [jann wenner founder rolling stone]


 

valleylist(sm) v151 r.1 thursday 03.24.2011

high tech products companies consumers

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 + yahoo stays in search game with real time results

 + at&t buys t mobile winners and losers

 + linkedin hits 100 million members

 + usa today rewrites strategy to cope with internet

 + 18 million wordpress websites available in ipad format

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MAGAZINES already got “valleylist” analyzed with the story of time-life publisher henry luce – - i read the news today oh boy. it’s a billion dollar business based on entrepreneurial successes and writers going for the top.

top 10 magazines 2011 include time. #1 goes to better homes. #7 slot goes to game informer. triple a [american automobile association] drops entirely off top 10.

everything else. build circulation and compelling content. glamour rated top magazine of the year.

people don’t admit to reading glamour or game informer or better homes or even time magazine. yet the magazine top 10 is big business.

jann wenner founder of rolling stone magazine is the “valleylist” avatar this week. credited with inventing alternative media as well as bringing the music industry to the masses rolling stone remains an unbelievable success. wenner borrowed $7,500 and launched rolling stone in the 70′s right here in san francisco.

politics and music.

interesting articles by top ranking writers. some legendary reporters – - tom wolfe ben fong torres hunter s thompson wikipedia adds “cameron crowe lester bangs joe klein joe eszterhas patti smith and p j orourke“. rolling stone is the surprise winner in alternative media and continues to rank #1 for millions of loyal readers.

wenner himself stars as the wild eyed publishing magnate at the helm of his empire. rolling stone could be the hippie generation response to henry luce.

should wenner run for public office?

instead magazine conglomerates integrate vertically and cater to a specific audience.

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top 10 favorite u.s.a. magazine publishing companies 2011
ranked based on pure favoritism

#. company [magazines]  – - – - – - – - readers[m] – - paid circulation[m]

 - – - – - – - – - – - – - – - – - – - – - – - – - – - – world wide – - – - – - – - – - – - – -

1. reader’s digest assoc [90] – - – - – - 130m readers – - 35m circ

2. national geographic society [5] – - – - 40m readers – -   9m circ

3. hearst corporation [14] – - – - – - – -  73m readers – - n/a


4. wennermedia [4] – - – - – - – - – - – -  27m readers – -  7m circ

5. time warner [22] – - – - – - – - – - – - 100m readers – -  n/a


6. conde nast [27] – - – - – - – - – - – - – 82m readers – - 20m circ

7. hatchette fillipachi [11] – - – - – - – - – 40m readers – -  n/a

8. game informer [2] – - – - – - – - – - – -17m readers – -   5m circ

9. bonnier [50] – - – - – - – - – - – - – -  293m readers – -100 circ

10. meredeth publishing [20]  – - – - – - 75m readers – -  30m circ

source: yahoo finance magazine publisher’s association nyt world almanac factbook 2011 audit bureau of circulation reader’s digest 4q 2010 min media post publishing executive media mark research incorporated american association of magazine editors glamour big winner 

magazine publishers are notoriously secretive. actual readership and paid circulation numbers might not be the same as “valleylist” estimates. it would appear that the big players are leveraging the news reporting and production infrastructure to publish for newspaper magazine television and other formats. magazines need effective product differentiation and branding.

the enormous risk is all the news will look the same.

the magazine business is thriving. some impressive big numbers worth mentioning. membership magazines like the aarp magazine [23,721,626] aarp bulletin [23,574,328] actually come in at the top of the list based on paid circulation. however their content is not general interest enough to be taken seriously. the same could be said for triple a publications almost always in the top 20. reader’s digest and national geographic are phenomenally successful magazines based on the membership model. they represent special interest groups and provide membership benefits. reader’s digest has leveraged their basic membership by offering readers lots of additional publications. result. 

130 million readers world wide.

most magazines only offer subscription opportunities.

hearst is a typical magazine conglomerate. assets include 15 daily and 38 weekly newspapers like the houston chronicle as well as 200 magazines around the world like cosmopolitan and o the oprah magazine 29 television stations reaching 18% of u.s. viewers cable ownership a&e and espn.

hfm us is a subsidiary of hachette filipacchi médias the world’s largest magazine publisher.

“valleylist” plans to follow rolling stone‘s concept. emphasis on popular culture and politics. wenner added us weekly and men’s journal to create a diversified empire. result. 

27 million readers.

next week ibooks and ereaders.

planned new titles – - people who lined it up

planned new titles and sponsorship online

actual publishing schedule online at http://calendar.yahoo.com/g_mcpaul

pub date #_title – - – - – - – - – - - [avatar] – - – - – - version

thursdays

3/10/2011 – - 1_electronic publishing [martin nisenholtz] v149 [done]

3/17/2011 – - 2_newspapers [william randolph hearst] v150 [done]

3/24/2011 – - 3_magazines [jann wenner founder rolling stone] v151 <- – current edition

3/31/2011 – - 4_ibooks and ereaders [johannes gutenberg] v152

04/7/2011 – - 5_internet / browsers [search?] v153

4/14/2011 – - 6_electronic banking [h ross perot] v154

4/21/2011 – - 7_electronic commerce [barry diller] v155

4/28/2011 – - 8_internet social groups [marc zuckerberg] v156

05/5/2011 – - 9_other electronic publishing [richard adler] v157

5/12/2011 – - 10_email [arpanet] v158

planned titles and sponsorship is online for those who’d like to just buy some influence for a few thousand dollars a week. the “valleylist” publishing schedule is an open invitation to “valleylist” people everywhere.

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conclusion. everybody is reading magazines. yet people don’t admit to reading these magazines. who is really reading all those glossy top 10 mass market magazines? everybody. from america’s bread basket and texas oil fields to southern comfort plantation owners and los angeles aspiring superstars magazines are very popular.

intellectuals like myself read the newspaper and every once in a while try a new yorker or rolling stone subscription. guilty of endless magazine browsing and reading articles at every newsstand. even then it’s just too much to read.

i liked magazines at first. it was just time magazine. nothing too fancy.

the 21st century magazine business is based on effective targeting. sell those advertiser products. magazine advertising needs to cause product purchase.

my favorite pop culture celebrity is on the cover of rolling stone this week.

now that’s success.

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greg mckenna

publisher

valleylist

valleyist_news@yahoo.com

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all rights reserved

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- – - -

valleylist” is a free weekly internet newsletter focused on technology and politics emailed to 5 million readers every week. copyright greg mckenna

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