BRAND FOCUS: CAPRICHO
teen T
eenage magazine Capricho turned fortnightly in 1996, meeting a growing demand for constant coverage of teen idols in a time when the internet was nowhere
near as prevalent as it is today. But now, with the addition of digital platforms, Capricho is able to give a sense of immediacy to its content with speed and relevance. The brand saw an explosion of print circulation between 2008-2010, driven by crazes such as Jonas Brothers, Hannah Montana, Twilight and Justin Bieber. But this was no passing phase – the title registered the same number of subscribers in January 2014 as it did in January 2010 (63,000), illustrating a strong and lasting relationship between the brand and its readers.
Moving to monthly With digital platforms covering instantaneous, 24/7 content, it made perfect sense to relaunch the fortnightly magazine as a monthly. We have created a more full-bodied magazine (at least 24 additional pages), made it more beautiful (with a higher grade of paper) and filled the
Mobile
Also launched this year is Capricho Week – another platform for Capricho’s content. It’s aimed at girls who love to read Capricho, but can’t tear their eyes off their phones. It’s not a site, or a magazine. Every Tuesday, a new edition is released, with exclusive content produced especially for smartphones (iOS and Android).
Capricho Week interacts with the reader in various ways: » Celebrities’ pictures turn into wallpapers to ‘pimp’ phones
» Stories are illustrated with gifs and videos and have short text or lists
» In fashion and beauty, all products and clothing items have direct links to ecommerce, where the reader can shop without leaving the app
26 | Magazine World | issue 84_2014
machine
Capricho, the Brazilian teenage girl’s magazine, has a spring in its step. Its mobile app is a hit, while a new TV programme and a makeover for the print edition are keeping circulation high and social sites buzzing. Director Tatiana Schibuola reveals how to keep a fickle audience hooked.
pages with fashion and beauty and increased in-depth reports, giving readers time to pause and reflect. In addition, we’ve revitalised the poster centre pages – a ‘freebie’ that the reader appreciates immensely. All told, we’re delivering a more attractive printed product.
» Build your own outfits in the fashion section
» Audio comments from editors » Readers can suggest blog and playlists ideas
Launched on 1 April, it costs US$0.99 in the App Store and Google Play. Now, the task is to encourage subscriptions.
TV
Another digital initiative for 2014 is Capricho TV. Monday-Friday, from 5-7pm, we broadcast live from our office TV Studio, which consists of a grid of programming produced by the editors. We broadcast programmes on idols, fashion, beauty, books and interview special guests. It works well as an efficient platform
for the dissemination of the brand, and the results have been fantastic. We have an average of 2,000 girls watching the two-hour live broadcast. After broadcast, each video exceeds 50,000 views on our YouTube channel. Daily video content with this performance for such a specific audience is rare and precious. The transmission time is set well:
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