Fashion is not for a few persons anymore. Rather, fashion is everywhere since people can easily access a vast amount of information due to significant development of the internet. Thus, readers are moving on to online magazines but they are still not enough for those readers, especially for younger generations, who prefer visual elements than letters.
Fashion magazines, thus, have experienced downtrends for few years because of the present condition. Ads sales on printed magazine have remarkably decreased. Even after magazines turned their business to online, they earn nothing from internet subscription, and sales of ads do not make enough profit to cover cost. This is because marketers, these days, cut down ads costs since they know how to promote efficiently through social media and other platforms.
To cope with the significant downtrends, some forward thinking magazine have taken two actions. One is to deliver realtime information. ‘Dazed Digital’, a fashion and culture platform launched by the publishers of Dazed & Confused magazine, started “live blogging” which is to post realtime reports from fashion shows. Also, ‘Purple Diary’, a website launched by communications agency for global brands called Purple, posts instant information from fashion parties and runway shows.
Another action is to create a fashion film which is the most influential new format for fashion editorials for now. It was pioneered by SHOWstudio and spread by video sharing sites such as YouTube and Vimeo. They use music and movement to communicate with viewers. Through the film, they can monitor success and failure in realtime.
Despite these brilliant actions, fashion magazines still need continuous evolvement to keep their pace with the fast-changing industry and taste of their readers. I believe that magazines will come up with an idea of some ways to use sensorial elements other than visual and audio.
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