The secrets to online conversion with More! Magazine

More_magazineThe first magazine to adapt successfully to the online revolution was More! a social media expert in the journalism industry.

Inspired by the power of social media, More! decided the only way they could embrace it was to find out what readers now wanted from their publications.

Online conversion is adapting to changing trends in reader interests.

After researching reader interests for a year, the magazine discovered that audiences were encouraging an obsession with self image as a result of their online habits.

To combat this unhealthy fixation, More! decided to use ‘real’ models and adapt their content to the ever changing trends on twitter and instagram.

The magazine has now re-launched to cater for their new-age 18-24-year-old audience, who have become more and more reliant on social media.

Sally-Anne Argyle was fashion editor at More! Magazine for seven years before becoming a freelance stylist at The Sun and Zest magazine. She said: “More! Magazine had more fans on facebook than any other publication for many years because we discovered very early on that was a brilliant media to talk to our readers, and they really enjoyed being talked to.”

Though most magazines have embraced social media, many are yet to keep up and accept that the secret to success lies in equality between the reader and the journalist.

Online conversion is a conversation between readers and journalists. 

Sally said: “A lot of magazines aren’t quite getting the importance and have, not snobbery but a hierarchy, they feel above it.

“Unfortunately it just comes down to people being too busy and magazines not employing enough people to do this, because it’s a whole other role I think.

“It’s so important but people are still unbelievably slow on the uptake which is a really poor move, we need to be keeping up.”

Online conversion is creating a brand that readers are interested in.

An interesting point brought up by Jennifer Faull is that young women create online profiles in an attempt to brand themselves. When setting up an online profile, whether it is on instagram, twitter or even a blog, initially no one knows who you are.

Anyone can post outfits they were always to shy to wear in public, say things they might have talked themselves out of saying in the past, and ultimately build up a community of people with shared interests.

Online conversion is approachable friendship.

Sally said: “Bloggers create that sort of approachable friendship, people don’t think it is above them. People don’t like being talked down to and they never have, I think a lot of fashion people are a bit like that. They can talk down to readers but that’s not right, it’s not the way I do my business.”

Reader interests and online trends are as vulnerable to change as fashion is from season to season. This is where bloggers have an advantage. Bloggers do not have a specific reader to cater for, unlike magazines. In order to converge successfully it seems that magazines now must be open to changing their content to suit the changing reader interests. But should the voices behind social media be entitled to the power to change the news agenda, especially when bloggers are not faced with this same issue.

Are magazine journalists are losing power where bloggers who control their own content are gaining it?

Beauty blogger: “Honesty is the key to trust”

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Ayshe Ismail believes her honesty about products gains readership

I met beauty blogger Ayshe Ismail, 28, at an event recently to discuss the authority of rising power bloggers in the fashion industry. Ayshe is a magazine journalist who uses any spare time she has, whether it is the morning commute or during a busy lunch break, to update her beauty blog Discovering Beauty.

Having studied science at university, Ayshe tests and explains the effectiveness of the ingredients in the products, rather than being drawn in to clever marketing.

Bloggers have so many followers, how did you gain your trust with you readers?

“I think because I’ve always been honest with my reviews and I’ll always try and be balanced. I’m never harsh but I do weigh up the good and the bad about the product. (My blog is more beauty based). I guess that because I go out and spend my own money on things it shows that I believe in what I do. And you’re then more likely to be a bit more critical of something rather than when you’ve just been sent it for free. In terms of trust, I’m more likely to believe something that I read on a blog because I feel like in a magazine the aim is to sell more products, you never see anything negative and you never see anything saying, this might not be good for this kind of person.  With a blog they’ll say ‘I’ve got this skin type and this doesn’t work for me but it might work for this instead’. I think you can tell when people do a sponsored post, by the tone of voice. Sometimes you’ll be reading it and think, this sounds different to how they normally talk.”

So would you say the main difference is that magazines have a motive whereas bloggers don’t?

“I think some people can be honest even when they’ve been given something but I guess that’s when your influence really comes into play. When you’re a smaller blogger it is harder for you to become critical because you might not have the fans interacting with you if you’re being negative. But when you’re a big blogger you can afford to be more honest because you’ve already got that following and have earned that trust. I have no idea how you get there, I just know it can take a while.”

Do did you read blogs before you started?

“Yes, I watched a lot of YouTube and read a lot of blogs. I have my own beauty blog because I’m more interested in skincare over anything else. I used to have quite bad acne so when I started trying to fix that, I wanted to share how I did it. What I liked, and didn’t like. I got more into make-up and carried on that way.”

There’s a shared belief that magazine and print journalism is dying out, what are your views on that?

“I hope that it doesn’t  I hope that there is always print journalism. I am also a magazine journalist so I hope there is a place for it. Print is slowly going to die down but I think it will always exist. Blogs are good for getting someone’s opinion but when it comes to skincare, especially when they talk about how stuff works, I’m probably more likely to believe something in a magazine than in a blog because I don’t necessarily know where that person has got their information from – have they just taken it from the back of a bottle? Maybe I make that assumption that the journalist actually does the background research so they might have a bit more authority when it comes to speaking about that sort of thing.”

How important are your readers to you?

“They’re really important, I’m always trying to think about what they want to know and how to get them engaged. It does mean a lot to me when they comment. Whether they’re commenting on the post that I have written, or just as a whole they do mean a lot.”

Do you think that because you can adapt to your readers as you get to know them, you’re almost catering better than magazines?

“Yeah, I think it’s a learning process because I’ve had my blog for over two years, its given me a chance to learn what works better. I ask myself, do I need lots of pictures, or text, or do I need to explain different things? I’ve had a lot of chance to play with it. I guess this is what magazines can’t do.”

So do you find multimedia an effective tool on your blog?

“I’ve definitely got more into photography since I started. On other blogs, I value seeing really good photographs and good product shots.”

With blogs it’s more about creating short and snappy pieces and making them really visual, but because of the limited time you have to do this, do you think the quality can be compromised?

“I think so, it depends on the blog as well. I reckon there would be a lot more pressure for someone who has to try and get out there first with a new product or a new item. I’m in a place where I don’t do that. So it means I can take a bit more time and I can be a bit more detailed. I think that’s what my readers value. I wouldn’t want someone to come away from my post with questions.”

So they value the accuracy and quality of your articles?

“I hope so! You want to be that person who gets things out before everyone else and you also want to have a good detailed review with pictures, you have to have a balance.”

Keep updated with Ayshe’s honest beauty tips, news and reviews here: www.discoveringbeautytoday.blogspot.co.uk

Should professionals rely on social media?

A definitive point for modern politics was during the 2010 elections when social media dramatically changed voting trends. As discussed by Nic Newman in “Mainstream media and the role of the internet,” these were the first elections to receive unprecedented participation online.

Following the shocking stats that 90% of 18-24 year olds do not read a newspaper, political campaigns took to TV, radio and facebook in an attempt to reach younger audiences, and it worked. In particular, an increase in activity could be seen among this age group whose activity increased by 7% between 2005 and 2010.

And why wouldn’t it? At least 1 in 4 of us Brits spend more time online than we do sleeping according to a poll created by Sky Broadband. The survey revealed that 51 per cent of us are suffering from ‘e-anxiety’ if we are unable to check our emails or Facebook page for any extended period of time.

Head of Digital engagement at The Guardian, Meg Pickard, suggests that online enrichment of different views is where social media shines. She said “Where we have seen social media come alive in this campaign is where it has been able to add extra perspective and community or social discovery and fun in the case of posters and playfulness.”

Participation in influential elections and enriching an online community is enviably so important, but what are the downsides to reliance on social media?

Twitter contains information from official and unofficial sources where messages arrive in the order that they are received. Perfect for keeping up-to-date with what people are doing all around the world, but not so perfect in terms of filtering the fact from fiction.

Alfred Herminda in “Twittering the news” suggests that as a result of this, journalists should be open to gate keeping the twitter feed. He describes journalists as a “node in a complex environment between technology and society, between news and analysis between annotation and selection, between orientation and investigation.”

If social media is going to be used by influential professionals, should we expect journalists to filter and gate keep what comes up in our news feed? And if they did, would that take away from the freedom we have as individuals to express ourselves online?

I think the wealth of information available to us should remain exactly that. If we want to learn the facts it should be up to us to decipher what is worth spending our precious 9 hours of internet time giving hits to.

We wouldn’t sacrifice our precious sleep over it if this was the case..

The social media effect

The convergence from print to online, advances in technology and citizen journalists have all impacted mainstream journalism. But how much has social media in particular made a difference? Based on my own naivety and closed mind to journalism before the internet, I rarely considered the effects of twitter, facebook and other social networking sites on hard journalism.

As suggested by Nic Newman in his social media study (2009), there are three main ways that social media have changed journalism:

  1. Telling better stories: there is always someone who knows more than you do, news organisations are crowd sourcing comments, pictures, videos insights and ideas.
  2. Making better relationships: Engaged users tend to be more loyal and spend more time, making them more valuable to advertisers or for promoting and selling other company services.
  3. Getting new users in: With audiences spending more and more time with social networks, these have become the obvious place to look for the ‘hard to reach’ or reconnect with former loyalists.

All of which paint a promising future for mainstream journalism. The Evening Standard website is home to many regulars in the comment sections, ASHLEY BOGLE-FRIMPONG being one of many who frequently comments on the site. I would however argue that regulars would have an adverse effect on anyone new to commenting – as if to protect their online territory. I would also add that although broadened debates are positive on a surface level, they can cause legal problems for the paper, require strict regulation and anonymous comments can encourage readers to be abusive.

Selection of regular and anonymous comments on a story about knife crime

Newspapers have room for these diverse voices, opinions and arguments. But what about the BBC? If impartiality is their core value, can they ever be compatible with social media? Former BBC chief news correspondent, Kate Adie, famously described blogs to be ‘amateurish, filled with errors and not credible,’ ‘egotistical nonsense’ and that ‘journalists shouldn’t have time to blog, there are too many stories waiting to be told.’

In some respects I understand her anger with bloggers, stereotypically faking it until they make it. But in an industry so saturated in competition, those who want to make it don’t have a choice but to get themselves out there. The only thing worse than being talked about, is not being talked about after all.

In spite of Adie’s views, an overwhelming majority of the BBC and its audiences encouraged User Generated Content (UGC). Over 70 per cent believed it improved quality and authenticity and 61 per cent felt it was good for the public to be involved.

The media savvy Guardian newspaper agreed:

“For the last 10 years or so we lived with this notion that we knew everything and handed out the pearls of wisdom to the people lucky enough to receive them. If you can invert that and actually say that the expertise lives outside the newspaper, on some many subjects they know more than we do. The moment you can get that thought in your head, then you realise that there is great treasure in these commentaries.” Alan Rusbridger, editor of the Guardian.

Do you think social media is an important development for mainstream journalism? Newman explains that high profile changes are being made to standards, guidelines and training, so could this mean a change to the way the BBC is run? Let me know your views in the comment section below.