Here’s an example of print (freely interpret that to mean ‘old media’ if you so wish) getting it right. Take a big name celebrity with a big film just about to be released (old trick, but sells copies all the same). Get a big name photographer and make sure that he doesn’t miss the fact that said celebrity has a dramatically new hairstyle. Then, and here’s the right bit, release a behind the scenes / making of video. Yes, it’s all been done before, but it still amazes me how many print publications still fail with that last piece of the puzzle. They see their money as a print medium and ignore the potential marketing benefits to their detriment. In this case, however, British Vogue hasn’t done that at all. They’ve put Emma Watson and Mario Testino together, filmed the encounter, and released it into the wild – i.e. it’s on the net and on Fashionising.com for you to see.
You can see a preview of the finished product, Emma Watson’s photo shoot in the December 2010 edition of British Vogue, below, while you nearest well stocked news stand will have a copy for you to enjoy in all the tactile glory that print has to offer.