Tag Archives: hearst

‘Esquire’ Launches Weekly iPad Publication

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A little something extra is now arriving on the iPads of Esquire subscribers every week.

The monthly men’s lifestyle magazine launched a weekly, ad-supported edition dubbed Esquire Weekly, which will be automatically delivered to tablet subscribers at no additional charge. The issue will arrive every Thursday, except the Thursdays when the monthly magazine is released. Non-subscribers can pick up a copy for $0.99 per issue.

Each installment promises to contain seven pieces of original writing spanning culture, politics, humor and food, alongside some repurposed content from Esquire.com. Most of that repurposed content will be fresh for tablet subscribers, since the overlap between tablet subscribers and Esquire.com readers is “nominal,” Joe Keohane, senior editor of Esquire Digital, told Mashable. (David Granger, editor-in-chief of Esquire, has previously said the overlap is less than 10%.)

The aim of the weekly edition, says Keohane, is to attract new subscribers and “help keep existing ones.”

The issue is surprisingly meaty and beautifully produced. The first installment contains a crowdsourced advice column, a review of Star Trek: Into Darkness, instructions on grilling a steak, speculation on how the latest White House scandals will play out this summer, a first-person account by a freelance war reporter who was hit by a grenade launcher and an article on the life of Brad Pitt and Angelina Jolie. There are also a mattering of smaller news items, slideshows, etc.

Images courtesy of Esquire Weekly

Read more: http://mashable.com/2013/05/20/esquire-weekly-ipad/

‘Elle’ Invites Facebook Fans to Collaborate on Photo Shoot

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In a creative crowdsourcing endeavor, Elle magazine is using Facebook to conduct a “readers’ choice” fashion shoot with creative director Joe Zee.

Between now and Sept. 20, the Hearst-owned fashion title is asking readers to choose between themes (“The New Great Gatsby,” “Big Top” or “Femme Fatale”), models, clothing, accessories and one surprise category. Voting will be held in five consecutive rounds in a Milyoni-powered Facebook app. Clothes and accessories are being provided by Amazon-owned retailer Shopbop.

On the 21st, Elle will livestream the shoot on Facebook. The final images will appear in a spread in the magazine’s December issue, which hits newsstands Nov. 13. Augmented reality technology will be incorporated into the issue to enable readers to pull up additional content from the shoot, Elle said in a statement.

To maintain reader enthusiasm between the end of September and mid-November, Elle will host a range of social media contests related to the shoot. Fans will be encouraged to create Pinterest boards and stage their own photo shoots to post to Instagram. Contest winners may be eligible to appear in an upcoming issue of Elle.

This isn’t the first time a brand has handed over the styling reins to online audiences. In late 2010, London-based fashion label Ted Baker invited fashion bloggers to partake in an online styling session. Participants used a live video stream and Twitter to direct hair stylists, makeup artists, runners and models as they created a number of different looks from pieces of Ted Baker’s Autumn/Winter 2010 collection. Spectators could watch and tweet in their own suggestions, but couldn’t take part in the process as directly as they will be able to with Elle.

Read more: http://mashable.com/2012/09/11/elle-facebook-photo-shoot/