Glamour in game changing mode
Glamour is celebrating its 15th anniversary with a strategic shift in recognition of its readers’ evolving lives, enhancing the ways in which the brand continues to engage with its growing audience.
The magazine itself will become larger in format, recognising the print experience is now regarded as more luxurious and indulgent, most likely to be consumed at home, compared to when the magazine launched in 2001 with its industry defining handbag size, at a time when snacking on the print edition throughout the day was the norm. Not only will the size increase, but the paper stock will be enhanced both in weight and brilliance, amplifying the showcase for Glamour’s roster of leading photographers, stylists and illustrators.
This will ensure the print medium and experience is maximised. Together with the change in size of the print edition comes a step-change in editorial strategy, defined by and crafted for the platform the content appears on. So in the case of print, the fashion editorial will have greater standout, becoming ever more immersive with the stunning photography being given the space to breathe, while the features will flourish in a new layout.
Glamour.com is migrating to a new, mobile first platform, better suited to serving its smartphone dominated audience on the move, ensuring the Glamour brand is the first choice in the busy ‘always on’ lifestyle of our audience seeking up to the minute fashion and beauty inspiration and celebrity news. Data driven content analysis will ensure engagement is maximised. The addition of a prominent new Glamour Video channel will comprise an impressive archive of Glamour footage, as well as a number of new creative franchises aimed squarely at our video obsessed millennial audience.
The Glamour social media strategy has had similar rigorous focus, following the principle editorial approach that the content must be created specifically for the individual platform on which it sits. Facebook Live is just one example of Glamour’s market leading position in the social sphere, having been the first UK title to produce a regular Facebook Live franchise, Ask Alex.
“With these significant changes the Glamour brand is evolving to better serve the changing needs of its audience and its advertisers in the digital age. A bigger, brighter canvas in print; a more accessible, agile approach in digital marks the start of an exciting next chapter for the Glamour brand,” comments Jamie Jouning, Publishing Director of Glamour.