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BRAND FOCUS: CAPRICHO


The monthly magazine has recently had a makeover


Capricho Weekly for smartphones


the focus at this point is to fill the grid daily.


Website Tests, horoscopes and celebrities are the most viewed content on our website. www. capricho.com.br publishes news about the teenage world in a girlie, funny way, and in the readers’ language - without treating them as children (that REALLY matters). Idols such as Justin Bieber, One Direction and Miley Cyrus are responsible for impressive audience peaks, achieving as many as 10,000 visits. It is curious to note, however, that among the most searched terms of origin on Google are ‘15’, ‘it Rooms’, ‘playlist’, ‘sex’ and ‘testing’, which are all marked sections of the Capricho site. Our numbers have hit 5.4 million unique visitors per month. In 2013, some important changes helped ensure the increasing growth of the online audience of Capricho. A completely revamped website:


the news is now posted in a timeline, where readers define its importance – not the homepage editors The site became responsive,


automatically adapting to any screen. Access by phones today already accounts for 40 per cent of website traffic. Team change: now the editors of the most important pillars of content (fashion and beauty, entertainment and everyday life) work for online


Community At Capricho, the concept of community came prior to social networks. Our community was born in 2001 when we created the Galera Capricho (like Capricho Girlhood): a small forum that helped us build the magazine and introduced us to the universe of our readers. An important tone and language was created at that time, and increased a sense of complicity between the brand and its audience. The forum still exists today. Today, this community has its power amplified through social networks, with Capricho boasting more than 5.2m


Facebook fans. By knowing the right tone of the conversation, it is very easy to evolve with the audience and capture the pulse of the teen universe. As far as Twitter is


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issue 84_2014 | Magazine World |27


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