Contributed by Emma Thomas, Senior Account Executive:
As London’s biannual Fashion Week draws to a close, Bauer Media’s Grazia magazine, is celebrating the success of its big fashion collector’s issue. So, what was the difference between this issue to any other… this time it was Live!
Grazia’s editorial team decided to open its doors to the Grazia HQ in an innovative and somewhat bold decision to co-publish the issue with the help of its readers to produce a whopping 264 pages of content in a mere week timeframe.
Supported by a daily online documentary series, ‘Grazia’s Fashion Issue…Live!, every second of the drama and deliberation was captured as the editorial team went about creating the spring London Fashion Week issue.
Recognised for being the first truly interactive social experiment ever undertaken by a print product, readers were provided with exclusive behind-the-scenes access as the magazine handed over the editing reins to fans and followers. They were given the chance to comment, influence and vote on the editorial selection process in a live, social publishing event, across all Grazia’s platforms, including graziadaily.co.uk, YouTube, it’s 24,479 Facebook fans and 97, 870 @Grazia_Live Twitter followers.
As publishers continue to face the challenge of maintaining full engagement between their brands and audiences through one print platform, they are starting to seek new ways of interaction through multi-platforms. Social publishing can provide a solution to this with the added benefit of instant reader feedback and the consequent ability to use this information as first hand research to improve content and increase engagement levels, whilst building a loyal community on and offline.
Social publishing can be seen as making publishing a two-way street, providing the reader with a direct channel to the writer to offer feedback, voice opinions and influence in a way we would not be capable of without social media.
Although we’re already witnessing this two way communication model in practice on the internet, via comment sections, survey’s and ‘email the editor’ links, the trend is set to see more magazine publishers like Bauer Media experiment with the many benefits it presents to print titles. Grazia’s YouTube channel has already reached an impressive 4,662,991 video views.
Abby Carvosso, managing director of Bauer Magazines lifestyle, shares her thoughts on the benefits: “London Fashion Week is a big event in the calendar of fashion-conscious upscale women and Grazia is celebrating it with a collector’s issue with a twist. The LG Mobile sponsored ‘Grazia’s Fashion Issue…Live!’ series gives our readers an additional level of exclusive content and demonstrates the depth of interaction advertisers can have with their audiences through Bauer’s influential brands.”
As individuals, we have become familiar in sharing our opinions and feelings with the world. Whether this is through our Facebook status updates, Tweets or blogs, we constantly have the opportunity to communicate directly on many more levels and platforms than was once possible. As our social media network generation continues to grow, social publishing can be seen as a logical progression from traditional publishing, providing a solution to the industry’s need to operate across multi-platforms to fully engage with audiences and attract advertisers to their brands.
We are both excited and eager to see how the level of interaction between brands and their audiences change as magazine publishers continue to look for more ways to fully engage and capitalise on the many advertising opportunities presented by the adoption of social publishing.
More information on Grazia can be found here: Braben PR Press Office