Vogue Is Ad Age's 2011 Magazine of the Year
Every year Advertising Age recognizes magazines that have excelled on one front or many -- meeting a challenge, turning things around, building new businesses or just setting a consistent editorial and business example one more time. The 2011 Magazine A-List, presented today at the American Magazine Conference, includes all kinds of titles: industry powers, razor-sharp niche players, magazines born just a few years ago and brands more than a hundred years old.
Look for more in-depth Magazine A-List coverage in Monday's issue.

No. 10: The Economist
A perennial contender for A-List honors, and our Magazine of the
Year in 2008, The Economist increased its paid subscriptions
another 5% in the first half and grew total paid circulation 3%, to
844,000. It introduced Economist Education, a set of electronic
learning courses focused on emerging markets, and Online Fairs, a
virtual event program. It also has 1.2 million Twitter followers
and 800,000 Facebook fans -- Scott Galloway, are you listening? -- but make no
mistake: This continues to be the magazine for the global
elite.
No. 9: This Old House
Call it a case of the right magazine at the right time. Advertisers
kept flocking to This Old House despite the economy and housing
market, because people may be buying new houses less, but they're
nesting, remodeling and aspiring more. Ad pages through the October
issue increased 16.8%, according to the Media Industry Newsletter,
helped a little by one more issue in 2011 than 2010. Those pages
didn't just come from endemic categories, with growth in auto (both
domestic and foreign), over-the-counter and DTC pharmaceuticals,
and insurance & real estate. Its TV shows are going strong. And
custom video series for Walmart Stores,
Home Depot and
Jim Beam helped increased digital revenue 25% year
over year, according to the magazine.
No. 8: The New Yorker
At a time when there are questions about how much people will pay
for content, The New Yorker, with its circulation of 1 million,
keeps proving that quality has customers. Its single-copy sales
rose 1.2%, despite a $1 price hike to $5.99 and an industrywide
downdraft at newsstands, and its subs are up, despite a $10 price
hike to $70. It has 27,000 iPad-only subscribers paying $60 a year
or $6 per month and 189,000 paying readers across iPad, Kindle,
Nook and digital editions (including print subscribers who have
activated digital access).
No. 7: National Geographic
This is one of those magazines where consistent excellence just
keeps recommending it. Editor Chris Johns was our Editor of the
Year in 2008; the magazine appeared on our A-List in 2008 and 2009.
And it's having another great year. Newsstand is up 5%; ad pages
are up 14%. And it enjoys the admiration of its peers, winning
Magazine of the Year at the 2011 National Magazine
Awards and receiving nominations for photography, news/documentary
photography, feature photography and best single-topic issue
issue.

No. 6: Monocle
As consistent as some magazines are, newcomers keep knocking on the
door. Monocle this year is making its first appearance on the
A-List. With paid circulation of just 66,000, this is no
mass-market play, but its 204 pages every issue are filled with
flawless editorial, luxury advertising, brand extensions and
confidence in print. Revenue is rising; profitability arrived last
year.
No. 5: Vanity Fair
Vanity Fair is enjoying its most profitable year yet thanks to
growing ad pages, circulation, newsstand and digital revenue. While
some magazines lean on bulk sales, sponsored sales and public-place
copies, 99% of Vanity Fair's subscriptions are paid for directly by
the subscriber. And you can see why, as Graydon Carter heads into
his 20th year as editor: It's big on Hollywood, but just as long on
essential reporting about the economy and businesses from News Corp.to Groupon.
No. 4: Garden & Gun
Another newcomer to the list, and another example of what niche
publishing can do, Charleston-based Garden & Gun practically
begged urban Northerners to joke about its unusual name when it
launched in 2007. But the magazine that styles itself the "Soul of
the South" looks like it will have the last laugh, with ad-page
growth on a tear, circulation still climbing and a National
Magazine Award for General Excellence.
No. 3: Food Network Magazine
When Hearst introduced the first test issue of HGTV Magazine this
week, everyone knew where a big piece of the inspiration lay: Food
Network Magazine, an earlier, wildly successful joint venture
between Hearst and a cable network. Food Network magazine has grown
from a test issue in October 2008 to a giant with paid circulation
nearing 1.5 million and still seeking its cruising altitude. Our
Launch of the Year in 2009 and an A-List member in 2010, Food
Network Magazine is back on the list after ad pages through October
surged 13.8%, according to the Media Industry Newsletter, newsstand
sales added 5% and total circulation grew 5.2%.
No. 2: Time
Challenges keep mounting for the news business in general, and for
news weeklies in particular. So even if Time 's 16.1% newsstand
gain reflected external events like the royal wedding, and even if
its subscription growth had something to do with absorbing
subscribers from U.S. News and World Report, we say there's
something to be said for having the strength, smarts and position
to capitalize. Still a big, iconic print brand where readers turn
when major news happens, Time was also recognized this year for digital excellence,
suggesting it's got a bright future too.

The Magazine of the Year: Vogue
It's easier to grow when you're new and relatively small, but when
you're this established and you grow anyway, you're doing more than
a few things right. Vogue increased its January-to-October ad pages
more than 9% -- to 2,125, fewer only than Brides and People -- and
boosted its big newsstand component almost 13% over the first half
of last year, partly but not entirely on the strength of a great
Lady Gaga cover in March. Its September issue killed again with 584 ad pages. And Vogue's role off the page
-- most recently with the latest installment of Fashion's Night Out -- keeps
expanding as well. Vogue is our Magazine of the Year.
The Editor of the Year: Tyler Brule, editor in chief and
chairman, Monocle magazine
Tyler Brule has made Monocle a bold outpost for print, from its
annual broadsheet issue to cover lines like this: "Newspapers
booming, book sales up, record shops opening: Monocle charts the
media trend that 's e-free, profitable and going global." But Mr.
Brule -- the founder and former editor of Wallpaper -- has also
conceived and delivered a finely honed, international magazine with
an uncommon mix of intelligence, visual flair and substance on
global affairs, business, culture and design. Tyler Brule is our
Editor of the Year.
The Publisher of the Year: Kim Kelleher, worldwide
publisher, Time
Kim Kelleher had only been publisher at Sports Illustrated, the
title she left Conde Nast to run, for five months when Time Inc.
moved her to Time last December. But she found her new groove fast,
quickly merging the print and digital operations into a unified
team. After she was promoted to worldwide publisher in April, she
started bringing the international editions together again and soon
closed significant global ad deals. She's the first to say she
benefits from a veteran team and powerful brand, but she's now the
one leading a legacy brand into the future. Kim Kelleher is our
Publisher of the Year.