With a young, tech-savvy audience, Seventeen is the perfect outlet to try new digital content. In fact, publisher Jayne Jamison told FishbowlNY, the magazine already employs lots of cross-platform packages, including “Beauty Smarties”, who create make-up tutorial videos for seventeen.com and also contribute to the magazine.
“Video is huge on our Web site,” Jamison said.
“Most months we have about one million video plays. We’re both creating video content off of the pages of the magazine, like beauty smarties, and creating new video content for the Web. We’re also encouraging advertisers to make videos.”
The magazine’s print content also drives readers to the Web site, with at least 40 “editorial Web prompts” in every issue. “For us, it works both ways,” Jamison explained. “We have sold more than half a million subscriptions on the Web this year. In our company [Hearst], we’re number one in that regard, and that is important in reaffirming the power of print. The Web offers us great opportunities for sweepstakes and polls and quizzes.”
2010 will see Seventeen launching more integrated multi-platform programs as well as a redesigned Web site, which will “increase functionality,” come summer. “What we’re so proud of is the average time spent on the site is 15 minutes, but the average girl is viewing 19 pages when she comes to the site,” she said.
New developments in iPhone app technology may help Seventeen create new coupon-focused apps in the future. The magazine’s current free app already has 325,000 downloads, Jamison said, and they’re working on new paid apps for the coming year, including one focused on one of Seventeen‘s favorite topics, prom.
And what of e-readers? Jamison said it will be a while before there is something on the market that will work for Seventeen‘s content and entice readers. “I think there is a percentage of the market that will be interested in that, but actually e-readers are not sophisticated enough yet,” she told us.
“They need more features, like color. I know that Hearst is working with some other publishers and I’m sure we’ll be heading in that direction soon. But there is nothing on the market now that is going to replicate the pleasure that you get when you look through a glossy fashion magazine.”