Mag Bag: 'Glamour' Scores Social Engagement With SnapTags
Glamour Scores Social Engagement With SnapTags
Glamour’s September “Friends and Fans’ issue drove substantial social media activity for the magazine and its advertisers through the inclusion of SpyderLynk’s “Social SnapTags."
The September issue of the magazine featured Social SnapTags throughout its editorial and advertising pages, encouraging consumers to join brands’ social networks. Reader engagement for this successful campaign totaled 512,339, and readers “liked” Glamour’s advertisers 50,814 times.
Conversion rates for several key metrics were also higher than traditional advertising alone. For example, among readers who snapped or scanned the Social SnapTag, 67% liked the magazine or brand in order to access deals, and 18% shared those deals with friends.
Advertisers in Glamour’s September issue also ran SnapTag campaigns integrated with sweepstakes, as well as promotional discounts, coupons and free samples. Here, sweepstakes and sample offers provided the highest conversion rates, at 85%, while discounts and other promotional offers followed with a 71% conversion rate.
Looking to the future, Jenny Bowman, Glamour’s executive creative services director, stated: “We’ll use Social SnapTags again in our March issue, but this time, [we added] a whole new mobile shopping feature so readers can instantly shop the pages of Glamour.”
Chelstowski Leaves Newsweek/Daily Beast
Ray Chelstowski -- the first publisher of Newsweek/Daily Beast following the merger of the two media companies last year -- has resigned, according to The New York Times and The Wall Street Journal. Chelstowski will be replaced by Eric Danetz, who previously served as vice president of sales for CBS Interactive. Also leaving the company are Executive Editor Edward Felsenthal and Managing Editor Tom Weber.
MacKenzie To Chief Content Officer, Source Interlink
Angus MacKenzie has been named chief content officer for Source Interlink Media, where he will be responsible for developing editorial, entertainment and advertising content strategies across all SIM brands. He will also lead SIM’s new automotive video group in developing programs for YouTube. MacKenzie, who was editor in chief of Motor Trend magazine, is already overseeing development of a new Google TV app that will provide automotive content for Google’s new Web-based TV service.
This video-on-demand platform, developed with SIM’s in-house emerging media agency Mediaworks, in collaboration with Google, focuses on automotive news, new car reviews and road tests. MacKenzie stated: “SIM is evolving from a traditional magazine publishing company to one which creates content that connects with audiences across a variety of platforms." SIM’s Mediaworks division is also working on developing content-rich apps for Hot Rod, Truck Trend Magazine, JP, SAIL and Surfer, as well as mobile utility apps for both its brands and SIM ad clients.
Also at SIM, Edward Loh was promoted to editor-in-chief of Motor Trend, which counts a print circ of more that 1 million a month and a site that attracts more than 4 million unique visitors monthly.
USPS Posts $5.1 Billion Loss in 2011
The U.S. Postal Service announced year-end results for fiscal 2011, which wrapped up at the end of September, revealing a $5.1 billion loss for the year. This loss comes as no surprise, following months of high-profile hearings and congressional debates about how to save the nation’s struggling mail service. The USPS loss would have been even higher -- $10.6 billion -- if it hadn’t received a one-time waiver allowing it to put off a $5.5 billion payment into its retiree health benefits that was due earlier this year.
The $5.1 billion loss follows consecutive, mounting losses of $2.8 billion in 2008, $3.8 billion in 2009, and $8.5 billion in 2010. Potential fiscal fixes being debated include cutting health and pension benefits for USPS workers, layoffs, closing mail distribution centers and local post offices, and ending Saturday mail delivery.