June 20, 2011
A ‘More’ engaging magazine
The editors of the British magazine More are serious when they say they want to know what readers think. The lifestyle title, geared to women in their 20s, has more than 100,000 Facebook followers (“Moreos”), who post opinions and advice to one another on jobs, fashion and dating, and give the editors an occasional nudge to feature their favorite star or fashion designer. The weekly itself includes a page spotlighting recent social media posts, prompting one Moreo to post: “Is it really sad that the first thing I do when I get my mag is flip through to see if I’m in it?” (Other fans respond that they do the same.)
Going a step further, the magazine’s June 14 issue was crowd-sourced, with More editors asking readers for their opinions on cover choices and fashion shoots, questions for interview subjects, and so on, according to the U.K.’s Mediaweek. Plus, five Moreos were invited into the office to help edit the issue. “The likes of Facebook, Twitter and other social media networks have completely transformed how we produce More magazine over the last couple of years, with the entire team in two-way, real-time, 24/7 conversations with our readers,” editor Chantelle Horton told Mediaweek.
Consumers have expected two-way dialogue with brands and media for a while now, but it’s becoming more and more important to allow fans a central role and to factor real-time responses into operations.
Photo credit: http://www.facebook.com/home.php#!/moremag?sk=info