It’s no secret that traditional forms of media, (particularly those with those old school printing presses), really felt the pinch as consumers favour getting their daily dose of news and gossip, online and largely for free.
Pacific Magazines who’ve over 20 of Australia’s large selling publications in their portfolio unveiled its time to get with the changes and embrace technology. Recently unveiling two major digital destinations for fashion and beauty. They’re bringing together its women’s brands under one banner, creating a digital women’s network that integrates with their e-commerce; these being BeautyCrew and StyledBy Marie Claire.
This site will be the first time Pacific’s brands will come together in one destination. The BeautyCrew launches supported by commercial partners including L’Oréal, Coty, Estée Lauder, Unilever and Parfums Christian Dior. While StyledBy Marie Claire combines curated fashion content and a unique personal styling experience with an e-commerce platform.
With advertising revenue in magazines declining significantly in recent years, this move stands to change to conversation with advertisers, says Jackie Frank of Pacific Magazine.
Pacific’s followed Bauer’s lead, with the publisher launching an integrated content hub around its lifestyle themes in 2014. Pacific Magazines still though has a commitment to print with the two digital networks being as to not disengage with traditional readers who favour shiny flashy pages they can pour over while getting a pedicure. For advertisers having access to cross platform advertising is largely important though, as is the ability to enrich and gauge their engagement.
How women and consumers are accessing information is now multi-dimensional, as is their approach and adaptability moving forward.