The first September issue to land on my doorstep was Glamour Magazine, and as I ripped it open to consume the latest trends, the number of features on bloggers struck me as odd. By the end of the issue, I counted 13 references including a two page spread on Bryanboy’s dating advice and a page on Man Repeller’s wedding. The reason why more bloggers are showing up in glossies might shock you.
When I started blogging in 2010, the fashion industry was beginning to ask if bloggers were poised to replace glossies as the new tastemakers. In 2011 as more publications became aware of bloggers, a handful of bloggers became the darlings of print. This year has taken a different and more desperate tone for the magazine industry. They seem to be coming around to admitting they are losing ground to bloggers.
My older sister, who is one of the best dressed people I know, recently asked me, “Do you think people even read magazines anymore?” This is a question that must strike terror in the hearts of magazine editors everywhere. And it’s not because bloggers are better writers or have better photographs, but because blogs and social media has changed the way we shop, what we buy and how we see the world. And that may be one reason why magazines are grasping onto bloggers while pleading, “We get it, really!”
The question asked in 2010 has long since been answered: Bloggers and social media is changing the way we consume in ways the magazine and advertising industry could never have imagined two years ago. The Harvard Business School just a few days ago proclaimed, “Marketing is Dead.” No one is paying attention to traditional marketing. They’re not reading the adds. They’re not looking at the tiny fine print credits of a photo shoot and tracking down that exact jacket.
Magazines are aware that bloggers creating their own content, swatching their own products and making their own videos are the next wave of marketing. And they want you to know that they know, while at the same time not telling you too much. Ever notice how the full website address is almost never included in features on bloggers? Magazine editors want you to know bloggers are out there, but not tell you exactly where to find them because they know all too well how much bloggers have really stolen their audience.