{"id":20886,"date":"2019-08-13T07:52:31","date_gmt":"2019-08-13T06:52:31","guid":{"rendered":"https:\/\/mediamakersmeet.com\/?p=20886"},"modified":"2019-08-14T13:23:23","modified_gmt":"2019-08-14T12:23:23","slug":"inside-glamours-print-first-to-digital-first-transformation","status":"publish","type":"post","link":"https:\/\/mediamakersmeet.com\/inside-glamours-print-first-to-digital-first-transformation\/","title":{"rendered":"Inside Glamour\u2019s print-first to digital-first transformation"},"content":{"rendered":"\n\n\n

It was late 2017 when Glamour UK announced that they were cutting back on print editions<\/a>. The regular monthly edition stopped, and has been replaced by a \u2018collectible, glossy issue\u2019 appearing twice a year in spring and autumn. <\/p>\n\n\n\n

At the PPA Festival, Camilla Newman, Glamour\u2019s Publishing Director, explored the brand\u2019s journey over the past 12 months from being primarily focused on the print magazine, to going digital-first.<\/p>\n\n\n\n

Before the pivot<\/h3>\n\n\n\n

Newman began by emphasising that the decision to go digital-first was not driven by the print magazine failing in any way. \u201cIt\u2019s really important to point out that the print circulation of Glamour was really healthy when we were looking at changing the format to a digital-first brand,\u201d she said. <\/p>\n\n\n\n

The circulation had certainly had a boost from a few changes earlier in the year, with the cover price famously dropping to \u00a31 to compete with Cosmopolitan<\/a>. The start of 2017 even saw a change-up in the format of the print magazine, as it went from \u2018handbag\u2019 sized, which it had been since launch, to a larger glossy format<\/a>. <\/p>\n\n\n\n

\u201cWe were really understanding that people were indulging in print, that the print was important,\u201d said Newman. \u201cIf [the audience] wanted to enjoy Glamour, they were going to enjoy a full size copy of it.\u201d<\/p>\n\n\n\n

The format and price changes helped boost the title\u2019s circulation 7% between January and July of 2017*.<\/p>\n\n\n\n

Despite the apparent resilience of Glamour\u2019s print magazine, Newman says that the change to digital-first was driven by a need to future-proof the brand. \u201cWe couldn’t ignore the fact that the advertisers were really attracted to the digital media, to Facebook to Google,\u201d she explained. \u201c And there were lots of digital-only publishers launching into our space as well.\u201d<\/p>\n\n\n\n

\u201cWe also knew that our largely millennial audience played out their lives on their phones…Our audience spend an average of two and a half hours a day on social media. And that’s just what they’re admitting to. <\/p>\n\n\n\n

\u201cSo rather than shackle them to a 12 monthly print conversation, we wanted to play where they already were, on their phones, in their pockets.\u201d<\/p>\n\n\n\n

Inevitably, this change in focus meant big changes from a print-focused team to a digital one, with the focus switching to \u201can ability to rapidly grow digital traffic,\u201d according to Newman. <\/p>\n\n\n\n

\u201cThis was a really hard decision, and not one that I would like to repeat again,\u201d she emphasised, referring to redundancies that many publishers have had to make at some point in the last few years.<\/p>\n\n\n\n

Despite the many tough decisions that had to be made, there were indisputably a huge number of opportunities for a magazine brand like Glamour to gear up and go digital-first.<\/p>\n\n\n\n

Opportunities in the market…and how to get there<\/strong><\/h3>\n\n\n\n

It\u2019s never been a better time for a beauty brand to be online. With the rise of influencers dominating social media, how-to tutorials exploding on YouTube, and Instagram establishing itself as an ecommerce player, the beauty market in the UK is in good shape, allegedly worth \u00a315.5 million with a forecasted 21% growth over the next five years.<\/p>\n\n\n\n

It\u2019s a space Glamour already arguably has a good grounding in, with an established beauty festival and \u201cDNA that was really wedded in female empowerment.\u201d But Newman believed that there was no one really owning the digital beauty space in the UK in the same way that US brand Allure does, and saw an opportunity for Glamour.<\/p>\n\n\n\n

The first task was to make sure that \u201cevery single platform across the Glamour portfolio was instantly recognisable,\u201d and so Newman, alongside new Editor-in-Chief Deborah Joseph, redesigned the website and social presence so that \u201cevery single touchpoint screamed Glamour\u201d. <\/p>\n\n\n\n

They also redefined the brand, so although it was beauty-first, it wouldn\u2019t ignore fashion, entertainment or other core pillars. \u201cWe wanted to be more than just lipstick and powder,\u201d Newman explained. \u201cWe wanted to be inclusive, non-judgmental, inspiring and empowering.\u201d<\/p>\n\n\n\n

From some of the team\u2019s social media challenges, they launched a campaign called \u2018Blend out bullying\u2019, where celebrities and influencers painted insults that they had been targeted with on their faces, and then blended it out with makeup brushes. This gave Glamour the chance to experiment with multiple platforms around the campaign and the influencers involved.<\/p>\n\n\n\n

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So proud to be part of @GlamourMagUK<\/a> #blendoutbullying<\/a> campaign. It\u2019s so important to raise awareness for trolling – the effects are HUGE. When the new islanders come out be mindful. Not just to then but everyone. Let\u2019s live a life of happiness and spread love not fear. ?? pic.twitter.com\/x8nuDTmeo4<\/a><\/p>— Malin Andersson (@MissMalinSara) July 26, 2019<\/a><\/blockquote>