Innovation in Publishing readers really want than tracking site usage.”
Another Editor who embarked on her own online offering is Hannah Rouch, Founder of
StyleNest.co.uk, a stylish fashion and lifestyle website that caters for the growing needs of trendy new mothers. “It was during my time as Fashion and Beauty Editor at Red Online that I realised there wasn’t a website that incorporated all aspects of the modern woman’s life” she says. “We are all so busy and we need quality information fast – whether that is a little advice, great ideas on clothes for the kids or to pick up a family friendly recipe.
“Just a year ago large brands and luxury advertisers were reluctant to advertise on the web and print was seen as the better form of publishing. Now, these same brands realise the power and influence of online advertising and thanks to the success of the tablet adverts can be interactive and engage a reader far beyond print advertisements.
“Websites are no longer secondary to print magazines. They have a personality and voice of their own and whilst being part of a traditional publishing house will give you instant recognition and security there is freedom in the digital space to brave it alone if you have a unique idea.”
So overall, what was each Editor’s view on how the digital publishing world would evolve and how would they continue to improve on their offerings? Susannah Taylor of Get The Gloss raises a valid point. “On a magazine people go straight to an article they see on a masthead – they must feel that they are in control of the online experience too.
“There is more scope on the internet to involve your audience and that will grow” adds Sarah Vine. “We encourage conversation through our video tutorials and live chats with experts and we are creating an experience that is interactive and multi-dimensional.”
For Hannah, a merging between e-commerce and editorial is where the growth area is, as well as putting customers at the forefront of their offering. “Our readers are so engaged with StyleNest and trust in our brand – we have created a website that mums and busy women can dip in and out of and this makes it truly useful for them and their busy lifestyles.
“Our motto at Style-Passport is ‘Customer is Queen’” says Sarah Walter. “Mark Zuckerberg said ‘your customers are your best marketers’ and he was right.”
To conclude, the good news is that the development of content rich websites is not going unnoticed by top luxury fashion, beauty and lifestyle brands and by publishers. Brands are now targeting these audiences by investing their marketing spend in features, display adverts and contests on these sites, viewing the audiences attracted to content-oriented sites as highly valuable.
Ultimately, this leads to new customers and additional sales. Viewing a page of products with little context can become tiring for the online consumer. They are looking for more. And in today’s online world that appears to be content the consumer can relate to within a context that fits their lifestyle and how they aspire to live, whether it’s on the subject of fashion and travel (Style-Passport), home (AlisonAtHome), beauty (GetTheGloss), lifestyle (StyleNest), or other. Now more than ever, content is King again!
Images from Left to Right: Left Page: Susannah Taylor (Above), Hannah Rouch (Below) Right Page From Top: Sarah Vine, Alison Cork, Sarah Walter
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