Marie Claire is set to launch a bi-annual,
fashion-focused magazine called Runway in print, digital and on iPad as
part of a strategic shift to attract premium advertisers.
Marie Claire Runway is due to launch across all formats on 2 February 2012. The digital element, which will be continually updated throughout the year, will sit on the marieclaire.co.uk navigation bar, but will link through to a separate channel, while the iPad app will be free to download from iTunes.
Experts such as editor-in-chief Trish Halpin, online editor Helen Russell and fashion director Jayne Pickering will offer their “fashion flash” for the season, plus there will be video footage, designer interviews and catwalk shows.
The print edition will be published twice a year, just ahead of the coming fashion seasons. The first issue will be spring/summer 2012, priced at £6.
Justine Southall, Marie Claire’s publishing director, told new media age, “It’s real clothes in real time. It’s all about a multi-platform experience. We’re taking strands that we have always looked at and we’re shouting about them more.”
In terms of advertising, Marie Claire is talking to “very premium” brands for the launch and has “interest coming from the top-end designer market.”
Southall said that advertising in the print edition will be totally fashion focused, but there may be more opportunities on the digital channels for brands who want to attract a fashion-focused audience, but may not necessarily be a fashion brand.
Marie Claire spoke to 1,100 women as part of the research and has identified a group which it calls “The New Type A”, which are “driven, ambitious, confident and successful women, aged 28-38 who are interested in the world around them, live a busy, varied life and are passionate about fashion.”
http://www.nma.co.uk/news/marie-claire-to-launch-fashion-title-runway-across-all-channels/3032396.article
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