I’ve been spending some of the last few days identifying online newspapers that may be of interest to a client’s clients So I had to laugh at the Tolles@Topix blog post on the conflict of newspapers (highlighted by the Social Media Revolution is Going Nowhere piece in UK’s Daily Telegraph) that simultaneously bag twitter, while having an excess (estimated at 20%) of social media pointers, hehe;
“But the best riposte to this piece is none other than the actual page where the article appears. Between the the “How to use Twitter” block, and the GIANT CHUNK OF REAL ESTATE for the social network every newspaper likes, Digg, it is quite clear that the Telegraph’s business practices reflect that social media is a big part of the the equation for them. There are no less than FOUR separate blocks of pixels, er , references to Twitter on the page here. Subtlety is not a concern for the Telegraph and its use of Twitter.”
I’ve also been looking into the tweens, fashion, and women’s magazine space that have strong online assets, and so was interested in this corresponding VentureBeat piece (created from a behind firewall WSJ feature) that the number of ads in the glossy style mags has gone down 21% in the last year; VentureBeat blurb : “Lifestyle magazines InStyle, Vogue and Elle are expected to see revenue declines this year of 21 percent, 26 percent and 20 percent, respectively, according to the Publishers Information Bureau. September issues of these magazines are almost a third slimmer than last year’s batch, reports the WSJ in a good overview of the sector. You know print really is dying when lifestyle magazines start losing their ads. Fashion brands were slow to move online, because women were slower to get online than men. That’s all changing, and it’s all the more marked because things are going so well online for the lifestyle sector: It is one of the few places showing growth in online advertising (healthcare is another proud example). The main beneficiaries: Places where these women are going more: Twitter, Google’s YouTube video site, and fashion and lifestyle sites such as DailyCandy.com and Glam Media, notes the WSJ. (Indeed, we’re hearing from industry sources that Glam’s revenue in the second quarter was 45 percent higher than the same quarter last year, and that the company is projected to maintain that growth rate through the rest of the year. This comes even as people assumed online display advertising would die during the recession.) The iPhone is also mentioned as a protagonist: With the phone itself considered a fashion accessory, it may become easier — if not hipper — to browse fashion on an iPhone than by flipping through a print magazine.”
On the other hand, it’s good to see if u can breathe some life in a dying sector, u can get rewards other than death…. MagNation - who have the best magazine setup - online and in person - are kicking goal$ via The Australian : “That’s good news for niche magazine mecca MagNation, where the typical customer prefers cult skate and design annual Wooden Toy to mass weekly Woman’s Day and fashion glossy Collezioni outsells Vogue on a per-issue basis, despite the fact it costs up to $150. MagNation co-founders Sahil Merchant and Ravi Pathare are banking on the resilience of specialist titles, with plans to open a second Australian outlet, in Sydney’s Newtown, in October. Like the existing MagNations in Melbourne and Auckland, the Sydney store will carry about 4000 titles over the course of a year, as well as designer stationery and T-shirts. “I’m not worried about the economic climate at all and I’m definitely not worried about … magazine circulations dropping,” says Merchant, who with Pathare (his uncle) shares the title of MagNation’s managing director and “chief magazineologist”"
Maybe it’s why Gap has ditched TV in advertising it’s new “Premium” $69.50 “1969″ jeans - (id noticed some supposed independent reviews of the jeans + the campaign on tumblr this morning - so the strategy seems to be working…)
“Clothing maker Gap is rolling out a new line of jeans, Gap 1969. One thing that will be missing with this new denim line? TV advertising. Instead, the retailer will rely on Facebook to reach customers. Ads on various Web sites (including glam.com and popsugar.com) will drive traffic to Gap’s Facebook page. The “Born to Fit” campaign to promote the 1969 line, created by interactive marketing agency AKQA, also will include traditional elements such as cinema, print, and outdoor ads, too, but Facebook is the main event.”