Quantcast
return Home

Grazia UK editor on Facebook Live experiment

How much of an opportunity is Facebook Live for publishers? The live video platform, which was announced by Facebook last year and fully rolled out this spring, is now starting to interest publishers, who are using the service in highly innovative ways.

One intriguing experiment was announced last week by Bauer Media Group in the UK. It is creating what it calls a ‘community issue,’ some elements of which will be created in conjunction with its Facebook followers. And central to its concept are some very clever ways of using Facebook Live.

Bauer's Grazia team are decamping to Facebook’s headquarters from 13-17 June and inviting readers to help shape and edit the magazine which will be on sale on 21 June.

In keeping with the way that some publishers have used the platform to go behind the scenes, Grazia will give its followers an exclusive view of the magazine's weekly Monday editorial session where the ideas and concepts for the issue are shaped. Readers will also be able to contribute to regular features such as: 10 Hot Stories, Chart of Lust and You the Fashion Jury.

Natasha Pearlman, Grazia ()

Pictured: Grazia UK's editor, Natasha Pearlman

“We will also be offering them the chance to help edit/curate the clothes for our cover star,” said Natasha Pearlman, editor of Grazia, “then when it comes to the cover itself – helping us decide the image we will use.” 

Grazia will also be screening events on Facebook Live including Nicola Mendelsohn, VP EMEA, Facebook, speaking at an event focused on empowering female entrepreneurs and small businesses.

“Facebook connects people with the things they love and Grazia is giving its fans an exciting opportunity to shape their favourite magazine with what they care about most,” said Mendelsohn. “Building its community issue is an incredibly innovative decision by Grazia and will in turn give readers visiting its Facebook page a whole new perspective of what it takes to create an issue. I can’t wait to see how the magazine unfolds.”

Grazia’s editor Pearlman adds that harnessing the magazine's Facebook community to create an issue has been on its agenda for a while.

 “It was an idea that came about because we really wanted to bring the Grazia community to life. It felt really exciting to tap into our online community and find a way to deliver a live experience for them – that they could feel part of and actually be part of/take part in. We approached Facebook directly and they were really excited by the idea. Community is so key to Grazia – and this issue will enable our audience to interact not just with us, but with each other (online and in real life, at the series of events we’ll be hosting that week). We have always valued our readers’ input – now is a chance to really deepen that relationship with them and become even more vital to their lives.”

Grazia UK cover ()

The concept gives the brand a chance to not just create a unique experience for its readers and deliver an innovative magazine, but it also enables them to discover more about the potential of Facebook Live. As Pearlman acknowledges, it is learning curve for both publishers and the platform.

“We will be launching our use of Facebook Live video with this special issue/week. We have been working closely with Facebook on best practices and key times of day to connect with our audience. We want to create a mix of content for our readers that reflects what Grazia is best known for, alongside content they love to consume online.”

Pearlman also thinks that the company might experiment with other platforms in the future.  “We’re always looking to be wherever our reader is. At Grazia we aim to create new ways of communicating with our audience so of course would look to work within whichever relevant platforms enable us to do this. The most important thing for us is to create the right experience for the right environment” she explained.

“Facebook is a natural fit for our audience and  this project means we can interact with them in a place where they spend a lot of dedicated time. What’s so brilliant about the Facebook Live project is that while a lot of the content will be ‘of the moment’, we still have the opportunity to save and edit what we create, so that our audience can continue to enjoy it across various platforms.”

And Pearlman expects that the community issue won't be the last for Grazia’s owners Bauer. “This is first ever real time community issue for Bauer. This is an exciting chance for Bauer to push and drive innovation within the industry.”

Bauer Media Group is a member of FIPP.

More like this

Axel Springer’s Bild is testing news delivery via Facebook Messenger

How Martha Stewart cooks up a storm on Facebook Live

Here's how Martha Stewart Living does Facebook Live

  • How The Economist built an award-winning engagement strategy Mobile-optimised content immersive experiences paired with direct response campaigns make for a successful marketing strategy, according to David Humber, marketing director, digital engagement at The Economist. Especially if the content is targeted at segments of its known audiences on topics that pique interest.  10th Jan 2017 MagWorld
  • 2017 could be the year of resurgence for magazines As new measurements are introduced and publishers develop innovative ways to create deeper connections with readers, magazines have a bright future. Reproduced here with thanks to Campaign, this article was authored by Sarah Hennessy, managing director at MEC. 17th Jan 2017 Industry News
  • The ad market in 2017 We wade through the predictions for the advertising market in 2017 to identify some trends that could have a major impact on publishers over the next 12 months and beyond. 10th Jan 2017 MagWorld
  • Audience engagement trends in 2017 As social channels continue their meteoric surge, publishers face the balancing act of growing their branded sites while using their content to engage audiences on platforms that aren’t theirs. 17th Jan 2017 MagWorld
  • How content plays a key role in customer acquisition journeys In the last five years content marketing has developed from being an experimental tactic used by a small number of innovative brands, to a must have tool for everyone from the biggest FMCG brands to the smallest B2B startups. 10th Jan 2017 MagWorld

In this article

SUBSCRIBE

FIPP newsletters allow you to keep up with industry trends, research, training and events across the world

FIND OUT MORE

SHARE YOUR NEWS

Get global coverage of your launches, company news and innovations

FIND OUT MORE
Go to Full Site