It’s looking like happy holidays for Meredith Corp, as they report higher ad revenue, larger audiences and rising website traffic for their Southern Living title.
According to this article in FIPP, the company reported: “Southern Living’s December issue ad revenue is up 51 percent from last year, its monthly year-to-date audience across digital, print and online has averaged 25.5 million, up two percent from 2019 (AAM, Sept. 2020) and its website experienced its highest trafficked November in its history with nearly 19 million visits, up 23 percent year over year.”
The brand plans to follow this bright year-end performance with a show-stopping new look and enhanced quality in the print magazine starting with the January/February 2021 issue.
According to Meredith’s Doug Olson, “Southern Living’s success underscores the brand’s resonance with people across the South and beyond. The brand’s rich heritage coupled with its modern take on the Southern lifestyle continues to appeal to marketers seeking the right environment to reach engaged consumers across the country. With our investment in improved paper, we’re excited to provide an even better reader experience.”
No doubt 2020 helped brands gain new insights and perspectives, helping them rethink their content to resonate more deeply with the needs of their readers. And it’s leading many in publishing to truly embrace its responsibility toward its audience.
“We’re always looking for new ways to inspire our readers, and we wanted to start 2021 with something vibrant, energetic, and fresh,” said Southern Living’s EIC Sid Evans. Our goal is to celebrate the best of the modern South, and this redesign delivers on that promise.”
Overall, Southern Living had a good year, with audiences across platforms up 14% YOY. Now gaining an audience on TikTok, Instagram and their Biscuits & Jam podcast, the brand is poised for continued success in 2021.
As to their rising ad revenue, it proves that savvy advertisers will continue to partner with brands that bring them an engaged audience. And that’s exactly what’s happening at Southern Living. Looking forward to the new look and feel come January!