Extra Credit Blog
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.