The recent announcement that Glamour has launched its own beauty-focused digital site, Lipstick, might not be earth-shaking news but it’s yet another sign that venerable, legacy print outlets are coming to grips with the hard facts that most of their readers continue to live online.
Founded in 1939 and published by Condé Nast, Glamour boasts having more than 17 million readers across both print and digital platforms. On its website, the magazine touts the fact that it offers a “360-degree perspective” on the reader’s life from clothes and pop culture to politics and relationships.
Lipstick differentiates itself in that it focuses squarely on what a Glamour spokesperson noted was the magazine’s most popular web component: beauty.
“With the launch of Lipstick, Glamour has created a news vertical focused solely on beauty, allowing them to cover that market in a fast, timely manner,” said Carol Han, a digital editorial expert and partner at social media and branding agency CA Creative.
“News happens every day in the beauty industry, and this will enable them to break news and deliver information to their readers in an as-it-happens way that would be impossible via their monthly print edition.”
Han, who also worked in editorial positions at Lucky, Elle and Elle.com, said that as the consumption of content digitally has become the new norm, people are less reliant on print as a whole. “Publications are putting a larger emphasis on their digital platforms, and making a concerted effort to drive traffic to those properties like never before.”
Han added that the way in which magazines such as Glamour, W, ELLE and their peers translate strong visuals and other content to digital is vitally important to reining-in online audiences.
Asked about the future of print overall, Han said that despite recent announcements of other legacy outlets, such as the NY Post potentially moving to all-digital, she believes that print will not fade entirely.
“I think key outlets will remain for the near future,” Han said.
What do you think about legacy outlets migrating to digital and even all-digital? Do you think print will always be around to some degree? Tell us in the comments or tweet us @10000Words.
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