Vera Wang’s Love Story... Honoring Hamish Bowles...

Leighton Meester appears in print advertising and a TV commercial for Vera Wang's latest fragrance, Lovestruck.

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EARLY SEPTEMBER: Now is the time to start fattening up for September. Cue lobster lunch for Glamour magazine advertisers at The Modern, Danny Meyer’s on 53rd Street, on Thursday afternoon. Editor in chief Cindi Leive and group publishing director Bill Wackermann’s big pitch this year to buyers revolved around Glamour’s use of social media in their September “Friends” issue.

“We’re uniting what we think are the biggest G-rated passion points of young women: fashion, friends and Facebook,” said Leive, who crowed about her Tumblr and Twitter-savvy staff. Their tweets and blog posts are voicier than the competition, she said, reading aloud a tweet from InStyle’s feed “The latest star to get a major hair makeover is.…”

“Who do you want to read when you’re waiting on line at Starbucks?” asked Leive. “What’s Tumblr?” whispered one media buyer to her assistant.

Glamour collaborated with SpyderLynk, a mobile marketing firm, to develop an iPhone that will allow readers to scan a Facebook icon that appears in editorial and advertising content in the September issue. Scanning the tag will take readers to a screen on their iPhones that will allow them to Like different brands and editorial features.

It may be a stretch to ask readers to go through the trouble to learn and install new technology on their phones so they can update their tastes on Facebook and read the issue simultaneously. But it’s worth a shot. The New Yorker’s recent experiment with incentivized Facebook-Liking was a success. The magazine added more than 17,000 Facebook fans by asking readers to Like David Franzen’s story about David Foster Wallace before they could read it online.

Turning those fans into consumers is another hurdle. “It’s not just the Friends issue — it’s the friends with benefits issue,” said Wackermann, when it was his turn to speak. “And anyone knows a friend with benefits is good…so I hear.”

“We’re all sitting in this room saying I want to build my Likes and how do I actually make that make money for me? We need to close the loop and finally figure out how this can actually drive sales,” Wackermann continued. “This is the opportunity to do that.”

Glamour tried a similar digital tie-in last September, offering advertisers the chance to buy ads in the iPad edition and in print as a package. The issue was up 57 percent in ad pages over September 2009. This September, scannable Facebook tags will be limited to 20 advertisers in the issue and also appear on the magazine’s cover.



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