In 2014, if you were planning to build a socially integrated, mobile ready, content driven site targeting influential ABC1 20-something female audience, it’s likely you’d end up with something like ‘The Debrief’.
Initially dubbed ‘BuzzFeed for girls’, Bauer’s latest site has been engineered as a one-stop content shop. Its themes of People, Life, Getting Ready, Sex and In/Out are familiar, its visual content appealing, its editorial risqué. But a one-stop shop, it is not designed to be. Pervasive, is a better description. Rather than hoping people will drop by the site, its content flows out into all major social networks, rushing to meet readers wherever they are, on whatever device, in whatever medium.
The Debrief is just the latest website created by large media companies tuning into the trend of ‘content created for sharing’ via social media on mobile devices. Last summer Stylist publisher Shortlist Media launched Never Underdressed – an app which competes with glossy magazines including Elle and Vogue.
Media Companies are acknowledging that top-down publishing has limitations – they must look at how & what consumers want, and build from the bottom up. And it’s a healthy exercise for any brand in 2014: if you deconstructed the existing business model, and reimagined it being built anew today, would it look the same?
Posted February 17th, 2014 by talkpr