Digital and print balancing act for Glamour boss Barry in NYC
TWO days after the final regular print edition of ‘Glamour’ magazine hit New York streets, editorin-chief Samantha Barry showed up in Dublin to speak at An Post’s Early Bird Club breakfast in The Ivy restaurant. The 37-year-old Cork journalistcome-marketer explained why her publisher, Conde Nast, is embracing digital big-time.
While emphatic that print still has a role, Barry sees ‘Glamour’ as a brand and not just a magazine for “the woman with a job”. On her first day in the offices at One World Trade Centre in Lower Manhattan, she got the runthrough. It was a far cry from her days reporting for CNN Worldwide from Atlanta, or filing stories for Australia’s ABC in
Papua New Guinea.
After dispensing with the ‘Glamour’ mood boards, the former Newstalk researcher and 2FMm news reporter grew digital views by 12pc to 6.3m and YouTube channel visits by 110pc to 1.6 million. ‘Vogue’ editor-in-chief Anna Wintour described Barry as “a change-maker, who arrives from the future rather than the past”.
Little surprise then she doesn’t lack self-belief.
While ‘Glamour’s main focus is online, Conde Nast isn’t turning its back on the magazine’s 2.2 million paid subscribers. Barry’s May issue led on money. Through the salary whisperer network, men were coaxed to declare how much they earned. A digital calculator on fashion wear was created to see how far a rag trade dollar might stretch.
While Barry admits getting consumers to pay for online content isn’t exactly a doddle, she says paywalls can work, provided the content is popular.
As for #MeToo, she subscribes
Naval Service member Katie O’Leary, from Bere Island in Co Cork, features in An Post’s ‘Send Love This Christmas’ campaign to the view that the campaign is a movement – not just a moment.
“It isn’t normal for a man to put his hand on a young woman’s lower back at an interview,” Barry says.
The magazine was first launched by Conde Montrose Nast as ‘Glamour of Hollywood’ in 1939, but today’s readers are more attuned to TV than cinema.
The appeal of ‘Glamour’ isn’t limited to the highly-populated coastal cities – sales stretch right across the US. It may come as a surprise to Irish people, but American women don’t vote as a block – they aren’t monolithic.
From a young age, Barry sought a career in media. She saw herself as RTÉ newsreader Anne Doyle interviewing goalkeeper Packie Bonner.
She wondered could she ever be RTÉ’s south-western correspondent and joked “when is Paschal Sheehy going to die?!” But – for now, at least – the Ballincollig native is content to settle for a life of Glamour.
⬤ An Post takes a different tack with this year’s Christmas ads. Irish people who won’t be spending the festive season at home is the theme. Ads created by JWT Folk show people sending surprise personal messages to loved ones and assuring them that a special Christmas card or parcel is in the post to them. Among those featured in the ‘Send Love This Christmas’ series is Naval Service member Katie O’Leary from Bere Island in Co Cork. On Christmas Day, O’Leary will be on duty aboard the LÉ Samuel Beckett somewhere out in the Atlantic.
⬤ Pitch doctor Creativebrief has launched an online platform for advertisers involved in agency reviews. The service follows extensive research, events and one-to-one interviews to identify flaws and industry demands in the current pitch process.
A recent study found that 93pc of agencies and 61pc of marketers believe the pitch process is no longer fit for purpose. Creativebrief clients include Kerry Group, Tourism Ireland and Ulster Bank.
⬤ Behaviour & Attitudes (B&A) won the grand prix at the Marketing Society Research Excellence Awards for its MSD campaign entitled ‘Rebuilding Trust: Reviving Ireland’s HPV Vaccinations’. B&A also won the public policy and social category for MSD and the product innovation and NPD category for AIB’s ‘Snakes & Ladders: The Home Buying Journey’.
⬤ And finally... Radio ads have been airing in recent days urging consumers to recycle. The ads end with a credit for the Government of Ireland. Should such ad signoffs take hold, can a general
Michael Cullen is editor of Marketing.ie; [email protected]keting.ie