10 Under 50
Feb 10, 2010
| THE 2008 HOT LIST: 10 Under 50 | ||
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Rodale’s powerful Men’s Health spinoff shoots to the top of the list as it picks up steam in the hot women’s health/fitness set. Auto, beauty bolster diverse ad base. Buyers like “strong consumer pull,” “winning formula” of service-packed player. |
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MH lifestyle spinoff aimed at 40-plus guys nets gains in fashion (Gucci, Prada), auto (Mercedes). Aspirational edit sports scribes from Mamet to McInerney. “Steady, solid” book achieved success “the Rodale way—not flashy, they just plug away.” |
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The laddies grew up, and Condé Nast’s “smart” Vogue men’s lifestyle spinoff is a page-turner. Buyers like snappy service, “interesting covers” (Tony Blair to Barack Obama). Bringing new brands into category (Audi, Vertu) as well as 4 Times Square. |
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In no time, Condé Nast’s family upstart baked up big success on fashion (Burberry), auto (Porsche). Service-packed book boasts “distinctive voice,” snagged Gen Ex Ellie nom in ’07. Carved “great little niche” for “hard-to-get, higher-end moms.” |
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Martha’s digest-sized guide to quick, simple suppers whips up tasty gains (auto, pharma). This year saw sixth rate base hike for five-year-old title that’s still cooking. “One of the best magazines for reaching ‘real people’ who aren't gourmands.” |
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Time Inc.’s discount-priced women’s service hit keeps outdoing itself. The Wal-Mart player may not be “sexy,” say buyers, but is “chock-full of useful stuff.” A powerful vehicle for reaching women "who run America’s middle-income households." |
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Since Mansueto Ventures bought it in '05, the hip business book all about "what's next" is "becoming relevant again," with brands like Jaguar paying serious attention as bigger business players lose steam. Newsstand sales up a bullish 38 percent. |
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Hearst's lush shelter title, celebrating 20 years, continues to attract a palette of top luxury brands (Chanel, Range Rover). Will boost frequency to 8 issues in '08. Upscale positioning makes it a "standout" in a category under building pressure. |
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Nat Geo's globe-trotting spinoff "injects energy" into a competitive category dominated by bigger names, hits marketers' radar by "proving value." Travel, auto up double digits. New accounts from Hilton to Best Buy. Four new int'l editions in '07. |
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No spinning its wheels at Rodale's enthusiast powerhouse, which keeps pace in this year's 10 Under 50 race. Racked up the greatest ad revenue in its 46-year run in '07, waving in 78 new accounts (Citibank, Jeep). Will up rate base in '08. |
Click to view The Hot List