publication: innovations in magazine media Elle on Google Glasses


Elle has become the first magazine to appear on the much-talked about Google Glasses. Readers will be able to view videos, photos, news and more without blinking an eye. You certainly can’t fault Hearst, the publisher, for keeping its eye on a breaking trend. Whether the glasses will go the way of the Dick Tracey watch and 3D specs of the 1950s remains to be seen.


purchase intent life than banner ads Consumers were more than 68 per cent more likely to share a native ad than a banner ad And, most impressively, consumers actually looked at native ads more than the actual original content they sought — 26 versus 24 per cent — and spent almost the same amount of time on each The reason for the success of native


advertisements, enthusiasts say, is the difference between choice and interruption, context versus irrelevancy, and valuable information versus a sales pitch.


Video


Less than a decade ago — eight and a half years ago in October 2005 to be exact — the world was only just being introduced to video playback on Apple’s fifth generation iPod. Today, billions of people are viewing live-streamed events. In 2012, internet video accounted for 57 per cent of global consumer web traffic. By 2017, internet video is projected to be 69 per cent of global consumer web traffic, according to Cisco Visual Networking Index (VIN). Video is no longer becoming the dominant digital content consumption platform; it’s there. This shift to video has not gone unnoticed in magazine editorial and advertising departments. Most of the major magazine groups and many of the smaller companies are creating all sorts of videos, from scripted, high-production-value, continuing series to low-budget, one-time, stand-alone videos. Some are built around staff personalities, some are produced internally, some are farmed out, some are made with iPhones, and some with expensive, studio-quality cameras. Legacy publishers are not repeating their


mistakes of the early internet era. The initial resistance to and glacial adoption of the web is not happening. Publishers are embracing video with the enthusiasm of investors who missed the last big thing and will be damned if they are going to let it happen again. From Condé Nast and Hearst to Meredith, Scripps, Time Inc., The Atlantic Group, Future and newcomer Vice Media, the industry leaders are producing countless amounts of video every day. Last May, Condé Nast Entertainment (CNE) unveiled plans to do a staged launch of 30 new web digital video series over a period of months in 2013. First, CNE focused on Glamour and GQ,


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including launching Glamour’s first scripted series, The Single Life, and continuing GQ’s powerful documentary about former US football players coping with chronic pain and injury, Casualties of the Gridiron. Then Vogue got its own digital video channel that featured shows such as Vintage Bowles, featuring international editor at large Hamish Bowles, and The Fund, documenting the Council of Fashion Designers of America/ Vogue Fashion Fund competition.


Big data


In magazine publishing, perhaps no one delivers on the power of data like The Atlantic Group. Consider their new product, Quartz: Launched in September 2012, the digital news site provides intelligent content customised via a given consumer’s interaction with the site. Similarly, companies such as Gravity, Contextly, and Sailthru help publishers craft a personalised experience using data gleaned from a consumer’s profile and reading habits. Observers draw a highly probable parallel


But having the data and knowing which are the wheat and which the chaff is no easy feat. Thanks to tools like Google Analytics and other data gathering and analytics programmes, publishers have access to data on just about every conceivable user interaction.


Quirky In 2013’s report, we highlighted perfume- scented paper. This year, we’re able to report that a magazine put perfume bottles in the magazine itself. To attract beauty buffs and advertising


For more information on the FIPP INNOVATION FORUM, or to book your


place at the event, visit www. fippinnovationforum.com or contact Claire@fipp.com.


revenue, Hearst Magazines last November partnered with Marc Jacobs and actually affixed two-and-a-half milliliter bottles of Daisy and Daisy Eau So Fresh perfume to the covers of four titles: Elle, Cosmopolitan, Marie Claire and Seventeen - 400,000 copies in total. Attaching the bottles to the covers was a publishing first, according to Hearst. “The technology just didn’t exist,” Hearst Magazines president-marketing and publishing director Michael Clinton told Ad Age. “Until you get a scratch and sniff on your smartphone, magazine media has a unique selling proposition to allow samples,” Clinton said. “This gives our medium an even bigger play into beauty advertising — a big growth category and probably one of the biggest categories in the magazine marketplace.”


For advertising and sponsorship enquiries, contact Stuart@fipp. com or Andre@fipp.com.


Matchbox magazine Self-proclaimed “avant-garde performance-poet-musician


between the music industry at the turn of this century and what they call the Intelligent Content movement of today. “[MP3s] meant the end of curated CDs,” wrote Roger Wood and Evelyn Robbrecht in a guest piece for PaidContent. “Now, playlists are compiled and shared with the help of Pandora, Spotify or Songza. Thus magazines and books could soon become the Pandora of dynamic content, with artificial intelligence applets that choose and adapt content, then tailor it to the reader’s context and taste. We see the beginnings of this with Flipboard, but it will only get more advanced.” What does this mean for magazine publishing? Data-driven content — and the context in which it’s consumed — are incredibly important to creating work that is engaging and has a high ROI.


lady,” Pascalle Burton is founder and creator of a charming nugget of magazine magic: the magazine in a matchbox. According to Burton, customers who purchase her novelty magazine receive the following matchbook of contents:


✱✱Ye Olde Picture Books – favourite vintage books


✱✱ Thank You for Being a Friend – my Golden Girls pick of talented friends/artists


✱✱For Want of a Word – a word to come in handy


✱✱Tools in Vogue – a tool I regularly use ✱✱The ebay That Got Away – it’s tough being outbid


✱✱ A ‘Pome’ from Pas – for some literary sensation


✱✱ “Each ‘zine also comes with a complimentary and solitary match for you to burn the ‘zine after you have read it – if you have the nerve,” challenges Burton.


The fifth INNOVATIONS IN MAGAZINE MEDIA WORLD REPORT presents the roadmap for successful magazine media strategy. It identifies the five major changes exploding on the magazine media front: mobile as the dominant platform, big data, video, native and programmatic advertising.


It also looks at global case studies providing insight on programmatic advertising, ecommerce and mcommerce, print innovations, events and conferences, innovation labs, plus magazines you can plant or use as a mobile wifi spot.


Visit www.fipp.com/innovations to order your copy. issue 82_2014 | Magazine World |25


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