Digital publishing news for February 3, 2014
Ad Week is reporting that Teen Vogue has launched a new campaign using Instagram sponsored ads. Emma Bazilian writes, “A new Instagram influencer network, called the Teen Vogue Instalist, is made up of 10 Instagrammers selected by Teen Vogue’s editorial team. They range from up-and-comers to well-established bloggers like 14-year-old Amanda Steele (a.k.a. @makeupbymandy24), with nearly 500,000 followers. Combined, the Instalist reaches 1.6 million Instagram users.” These instragrammers will be promoting Teen Vogue advertisers. Bazilian adds, “The Instagrammers won’t be paid for their involvement, but they’ll get “lots of promotion” on Instagram and in the magazine’s March issue, said Wagenheim said. Throughout the summer, he added, the bloggers will also be able to host events and produce custom campaigns for advertisers.”
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Outside Wants to Customize Excursions For You
FOLIO is reporting that Outside has launched Outside Go, a travel booking service where you can book adventures and excursions. Bill Mickey writes, “Mariah Media’s Outside magazine has launched a new division that will begin booking the kind of adventure travel it’s long been writing about. Called Outside GO, the group is planning about 25 trips per year with varying degrees of luxury, fitness and experiential elements. The group was formed through a partnership with adventure travel company Uncharted Outposts. The agency will continue through November this year due to committed travel bookings before fully merging under the Outside umbrella.” The trips will be designed by Outside’s editorial staff. Mickey adds, “Trips are designed to be highly experiential, but with a fair amount of fitness and adventure built in. Ten trips have been created—a surfing excursion to Nicaragua, for example—that are more immersive, involving a training element.”
How Market On Reddit
Have you heard of the social network Reddit? It could be sending you an enormous amount of traffic. It’s a social network broken up into small forums called subreddits. They have a subreddit for everything. Reddit is extremely difficult to market to. The community is highly opinionated and very smart. DigiDay has a profile on agency TBWA\Chiat\Day campaign for Nissan. The campaign featured Nissan Leafs being delivered via oversized Amazon boxes. Haniya Rae writes, “Nissan hosted a thread in which it asked redditors, ‘If you could have one thing from Amazon, what would it be?‘ and rewarded users with the most creative responses. A couple of weeks later, the promotion continued when a large Amazon box showed up in a Wisconsin town, creating a buzzworthy mystery until a redditor figured it out: Amazon had just delivered an actual Nissan. Nissan, along with a camera crew, had driven the box around until some redditor spotted it. The resulting post went on to be No. 1 on reddit’s hallowed front page.” The key take away is that brands need to learn about the reddit audience before jumping into a campaign
New Publisher at the Boston Globe
Boston Globe owner John Henry has named himself publisher of the newspaper. Fish Bowl NY’s Chris O’Shea writes, “In an announcement, Henry said ‘My main role as publisher is to ensure that the Globe has the right management and that management has the resources to accomplish its mission.'”
