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Allure’s Teaming Up with YouTube Vloggers

Allure’s new editor, Michelle Lee, discusses her new plans for expanding and revamping the magazines digital content to be more diversified. What is her plan? Moving the Allure brand into 2016 and getting back on trend with their competitors. Her first mission, diversify the content! Allure can no longer write to one reader, but to a readership that has different, expansive beauty tip needs.

How does Lee plan on doing this? Well, YouTube’s not the answer. Similar to the discuss of Content Shock discussed by Mark Schaeffer in the Content Code, Michelle Lee discusses how YouTube is a place you can’t compete in. So, her plan is to team up with vloggers that share a similar brand as Allure. She hopes that the size and resources that Allure has will help in this process.

I think Lee’s visions for Allure magazine are in line with the information Schaeffer provides in the Content Code; the importance of not getting lost in a sea of content. Lee’s idea of teaming up with vloggers that already have a following and that could act as brand ambassadors is the way to not get lost. Rather than competing with vloggers that already have a strong connection with their audience, Allure’s partnership is a great way to get their content out there.

Article: http://www.adweek.com/news/press/allure-s-new-editor-talks-diversity-youtube-and-branded-content-169697

Image: https://scstylecaster.files.wordpress.com/2015/04/6801b1eafdb9e78e9b5ed867a4e14976.png


2 comments on “Allure’s Teaming Up with YouTube Vloggers

  1. michellepaltan
    March 15, 2016

    I believe that her plan will be exciting and something new to magazine’s because people are just used to hearing from the editors and some big name celebrities. When people have something they can relate to, in this case, Vloggers do have a following but are still average people that know how to address the public. This type of down-to-earth content I think will always work best and catch people’s attention.


  2. kaylafavaloro
    March 16, 2016

    I think this is really interesting. As an audience we can relate more to Vloggers than we can do big celebrities. Personally hearing from vloggers about makeup will make me believe what they’re saying more. It also is giving these vloggers who are passionate about what they do a chance to get their name out to the world, which is great.


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This entry was posted on March 1, 2016 by in Uncategorized.

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