Digital and print balanc­ing act for Glam­our boss Barry in NYC

Irish Independent - Business Week - - APPOINTMENTS -

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

Sea­son’s greet­ings:

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

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