Seven days of style – the growing importance of 24/7 content

To meet changing reader demands, News UK has made a significant commitment to quicker and more instantly available content for its weekend readers.

This weekend (17 Sept), News UK relaunched two of its flagship weekend supplements, Style (Sunday Times) and Fabulous (Sun on Sunday). Both publications will now be releasing content 24/7 via print, online and social media channels.

Fabulous Magazine now has a ‘brand-safe’ fashion, beauty and lifestyle page on the Sun’s website, where digital content will be posted regularly throughout the week. In addition to this, the magazine will have a dedicated section in the daily newspaper (Monday-Saturday) with an additional push on social media promoting the new brand-positioning – ‘Fabulous every day’. The redesigned print magazine is also now bigger and bursting with pages of targeted content.

Style & Fabulous Magazine 2017

For the first time, Sunday Times’ fashion supplement Style is to have a digital-first approach with content going live online throughout the week on the Sunday Times’ website, as well as the main fashion-focused social media platforms of Instagram, Twitter and Pinterest.  

Style also boasts a new luxury content director and editor-in-chief, former editor of Elle magazine Lorraine Candy. Candy has described the ‘elegant, modern refresh’ as one which will ‘showcase the magazine’s new ideas’ and ‘increased commitment to fashion and beauty’. Pledging to be the primary source of ‘what is new and now’ for fashion lovers, News UK has launched Seven Days of Style across all of Style’s social media platforms. Despite the new digital-first approach, Style’s print edition is also bigger than ever with a whopping 184 pages of interviews, fashion shoots and shopping.

The news organisation’s recent changes to two of its most popular supplements have been made to satisfy a demand from advertisers, who desire multi-platform communication and more frequent interaction with consumers.

It also highlights how consumers themselves, particularly fashion-lovers, are increasingly turning to digital platforms to get the absolute latest on the hottest trends. Editors want to continue to be an integral part of their readers’ daily lives and one magazine on a Sunday is no longer enough.

 

Megan Hocking - Senior Campaign Executive at Wild West Comms

Words: Megan Hocking

Account Manager at Wild West Comms