Condé Nast made waves last week when it declared that all of its titles would erect some kind of paywall by the end of 2019. But some of those titles still need to make their own websites into destinations first.
On Tuesday, Jan. 29, Glamour will unveil a new version of its website designed to encourage visitors to stay longer, watch more video and shop more with them. The redesign, six months in the making, is also meant to distinguish more clearly between quick-hit pieces and the in-depth reporting that the publisher’s new editor in chief, Samantha Barry, sees as most important to Glamour’s brand.
“That hierarchy’s important to me,” Barry said. “On the new site you’ll be able to tell what’s a quick take, and what we’ve taken months of reporting to produce.”
Glamour’s site attracts around 7 million people per month, according to Comscore data. With 85 percent of the audience visiting on mobile devices, Glamour is looking beyond mobile display ads for opportunities to drive revenue. For example, the homepage will have more dedicated slots for branded content integrations; the site will be able to support up to four branded content integrations at once.
Increasing video views is a top priority, too. About 5 percent of Glamour’s total digital video views in 2018 — 45 million — came from the website, a spokesman said. To boost that number, Barry said, videos will be featured more prominently on the home page and infused into more of the site’s written content. (The site’s eschewing auto-play video.) While Glamour’s writers are not required to put video into every story, Barry said, they will be encouraged to think about how to integrate it more.
The redesign is also designed to increase commerce, which grew 158 percent year over year and which is already 67 percent ahead of projections in the first quarter, a spokesperson said. To that end, Glamour is deploying shoppable slideshow galleries of products, which helped increase commerce revenue over 230 percent year over year in the fourth quarter of 2018. A spokesperson declined to share hard numbers.
How the redesign fits into its parent company’s paywall strategy is unclear. The hope, Barry said, is that separating long-and short-form content will help Glamour develop clearer signals about the kinds of content users want to spend more time with. With that data in hand, Barry said, Glamour can begin to think about what kinds of content it can start charging visitors to access.
Glamour’s moves come at a time of momentous change for its parent company, Condé Nast. It vowed that all of its titles would erect some kind of paywall by the end of 2019. Though some of its titles have already turned subscription revenue into a major source of revenue – The New Yorker generated $115 million in subscription revenue last year – some are just beginning; This week, Vogue launched a business-focused newsletter, Vogue Business, which it plans to charge money for eventually.
“I’m optimistic they’ll get this right given what they did for Wired, but having to address all the brands by the end of the year — I hope they don’t cut corners,” said Rob Ristagno, the CEO of Sterling Woods Group. “I hope they don’t assume a meter is the best mechanism for all sites — sometimes a free trial or differentiated tiers based on content topic or type makes more sense.”
“It’s worth investing two to three months on analysis and research to make sure we’re clear on who we are targeting, what’s important to them, and how our content and products help,” Ristagno added.
Dentsu’s podcast celebrating Black empowerment tries to do its part to fill the advertising inequity gap
The Dentsu-backed More Than That with Gia Peppers kicked off season 3 last week, featuring several major advertisers (and Dentsu clients) including Procter & Gamble, General Motors, Kroger and Mastercard.
The Athletic’s Sebastian Tomich is looking beyond ads and subscriptions to reach profitability
The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers.
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Despite Q1’s slow start, publishers are bullish about events revenue for 2023
Publishers like BDG and Apartment Therapy are banking on events revenue to give them a leg up in 2023.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.