Here’s another example of well-established print catching up to the magazine upstarts, and again it’s from British Vogue whose promotion of Emma Watson’s pictorial exhibited the same elements. And those elements are an understanding that the life of their product, their magazine, has actually been extended courtesy of the Internet. Instead of merely sitting on a shelf for the better part of a month, the Internet adds longevity to a magazine’s features and pictorials. Which for the established players means more sales (and more advertising revenue) if they can step up to the plate and let their craft propagate online before we the consumer opt to invest in a copy.
We, fashion’s most passionate consumers, want more than a time limited product. We want something with longevity. Something we can engage in different ways. Hence behind the scenes videos. Hence making of videos. The quality is not yet where it needs to be (smaller publications are often better at the art infusion) but the tie-in video for Lara Stone‘s pictorial in the November 2010 issue of British Vogue is amongst many of the signs that print is here to stay.
You can see the photo shoot that the making of video ties-in with by clicking on the thumbnails below.