Glamour Using Celebs to Draw a Bigger Audience

Digital publishing news for January 14, 2014

Glamour is pulling out the celebrities to boost its audience. Ad Week has a new report about Glamour’s new celebrity editors, Emma Bazilian writes, “Glamour is reaching outside the traditional editorial box for its two newest columnists: Parks and Recreation star Rashida Jones and Girls’ Zosia Mamet. In her bimonthly column, “My Zo-Called Life,” launching in Glamour’s February issue, Mamet will tackle issues facing young single women, from insecurity to dating to fashion. Jones’ illustrated monthly column, “Love, Rashida,” will kick off in the March issue and focus on relationships.”

These celebrities aren’t hired for their good looks and acting abilities alone, they can write. Brazilian adds, “Jones is already an accomplished screenwriter and comic book author, while a monologue Mamet wrote for Glamour’s “These Girls” series last year impressed Leive so much that she asked Mamet to expand it into an article for the May 2013 issue.”

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AARP Consolidates its Publications

Associations Now is reporting that the AARP has consolidated its publications into one digital app. Katie Bascuas writes, “The new app features content from AARP The Magazine and AARP Bulletin, a monthly news publication, as well as new exclusive content such as behind-the-scenes celebrity videos, recipes, and photo slideshows. Users can also browse other AARP publications, such as e-books.” AARP members have free access to the magazines.

Are Pubs Being Cheap When it Comes to Native Ads?

Ad Week is reporting that some publishers are being cheap with their compensation for native ad content. Lucia Moses writes, “While some are paying standard freelance rates or more to those who create native ads, some bad apples are skimping on fees or avoiding hiring journalists altogether. One brand marketer told of an established news organization promising native content produced by its top journalists but that ultimately used marketing freelancers.”

Being cheap isn’t a good thing and as Moses points out the, “downside of doing native on the cheap is that it could lead to low-quality content and undermine a format that many publishers are staking their financial futures on.”

Vine Gets a Web Portal

Twitter’s social video site Vine finally has a home on the web. min Online’s Steve Smith writes, “Previously, the six-second video social network had been accessible only through smartphone apps. But users now can log on to Vine.co to get their feed on a desktop browser. What is even more interesting about the move to the Web is its special “TV mode.” At the press of a button, the experience of Vine transforms into a half-screen that self-advances through your feed. This lean-back approach reimagines the browser scroll for larger screens and for a different online experience.”

Twitter.com Gets a Facelift

USA Today is reporting that Twitter.com is getting a facelift. Scott Martin writes, “Twitter wants a uniform look across its Web and app versions, updating the former. The company, based here, on Monday announced that it is releasing a refreshed look for its Web-based version of Twitter.” The new look for the web platform will mimic its Android and iOS apps.

New VP & Associate Publisher at Travel & Leisure

Fishbowl NY is reporting that Matthew Carroll has been named the new vice-president & Associate Publisher at Travel & Leisure. Chris O’Shea writes, “Carroll comes to the magazine from Modern Luxury, where he served as senior VP and group publisher. He had been with the company since 2011. Prior to his time with Modern Luxury, Carroll served as Gilt City’s senior director, head of West Coast sales.”

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