Hearst Harnesses Web Video

Two Hearst fashion magazines will run Web video series on their sites in a behind-the-scenes approach to Fashion Week coverage.

Marie Claire armed editorial staffers with flip-cameras to create video Fashion Diaries, while trolling the runway and party circuit. Like Marie Claire’s “The Masthead With Marie Claire” online series, which pulls back the curtain on the inner workings of the magazine, the Web diaries aim to raise the profile of the magazine’s staffers.

Harper’s Bazaar, meanwhile, sent videographers out to cover the fashion shows. In the resulting series, “On the Front Row,” editors talk about how designers’ collections will play in the pages of the magazine. The videos are part of a companywide push to double online video this year (content increasingly in demand by advertisers), now at 4 million monthly streams.

“We’re trying to get every brand to think of video content as another content type,” said Ashley Parrish, content director for Hearst’s network of women and teen sites.