Media briefing with InStyle

7 September 2017

“I think we’re the only magazine brand that’s doing digital really, really well,” Charlotte Moore, InStyle’s editor-in-chief, told a packed room of comms professionals at this morning’s Cision media briefing.
Joined by Josh Newis-Smith, digital fashion and celebrity director, and Chloe Mac Donnell, digital fashion features director, she revealed how PRs can partner with the title to create great viral content. 
A lot of ground was covered during the briefing. Here are just some of the key points that PRs should know:
1. InStyle loves fashion and celebrity exclusives
Newis-Smith picked out Bella Hadid and Emily Ratajkowski as two celebrities who drive traffic to the website. But he said it will consider working with anyone who can provide great content.
“We’ve done everyone from Bella Hadid to Tamara Ecclestone,” he explained. “I don’t necessarily think that you’d think she was someone we would work with, but it just depends on how exclusive the content is.”
2. The best pieces also have a unique InStyle twist
Newis-Smith explained that the best performing content on the site generally has a unique InStyle twist. Taking a more generic approach doesn’t generate a buzz online.
“For instance, when we did Zara Larsson I got her to sing songs to me in Swedish and I had to guess what they were,” he said. “That’s got 1.2 million views on YouTube. And it’s giving it that twist.”
3. InStyle caters for a modern digital audience
Speaking about what sorts of content the title likes to publish, Moore described the typical InStyle reader as a young woman who lives in the city and generally uses her mobile phone to engage with digital content.
“Fashion really is the thing that gets her excited, but there are lots of other things she needs in her life,” she explained. “You know, like a great foundation.”
4. The team loves working with PRs
Mac Donnell said: “Building relationships is really great. You can explain to people better what the site’s about and what you need from them.”
“The pace has changed, going from a monthly to a daily/hourly title,” she added. “I used to go on more breakfast meetings and meeting people in the mornings. But now we tend to do that either in the afternoons or evenings.”

“I think we’re the only magazine brand that’s doing digital really, really well,” Charlotte Moore, InStyle’s editor-in-chief, told a packed room of comms professionals at this morning’s Cision media briefing.

Joined by Josh Newis-Smith, digital fashion and celebrity director, and Chloe Mac Donnell, digital fashion features director, she revealed how PRs can partner with the title to create great viral content.

A lot of ground was covered during the briefing. Here are just some of the key points that PRs should know:

1. InStyle loves fashion and celebrity exclusives

Newis-Smith picked out Bella Hadid and Emily Ratajkowski as two celebrities who drive traffic to the website. But he said it will consider working with anyone who can provide great content.

“We’ve done everyone from Bella Hadid to Tamara Ecclestone,” he explained. “I don’t necessarily think that you’d think she was someone we would work with, but it just depends on how exclusive the content is.”

2. The best pieces also have a unique InStyle twist

Newis-Smith explained that the best performing content on the site generally has a unique InStyle twist. Taking a more generic approach doesn’t generate a buzz online.

“For instance, when we did Zara Larsson I got her to sing songs to me in Swedish and I had to guess what they were,” he said. “That’s got 1.2 million views on YouTube. And it’s giving it that twist.”

3. InStyle caters for a modern digital audience

Speaking about what sorts of content the title likes to publish, Moore described the typical InStyle reader as a young woman who lives in the city and generally uses her mobile phone to engage with digital content.

“Fashion really is the thing that gets her excited, but there are lots of other things she needs in her life,” she explained. “You know, like a great foundation.”

4. The team loves working with PRs

Mac Donnell said: “Building relationships is really great. You can explain to people better what the site’s about and what you need from them.”

“The pace has changed, going from a monthly to a daily/hourly title,” she added. “I used to go on more breakfast meetings and meeting people in the mornings. But now we tend to do that either in the afternoons or evenings.”


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