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Glamour targets new subscribers with “Generation Glamour” campaign October 14, 2012

Posted by rmshepard in Uncategorized.
Tags: , , , ,

Glamour magazine faces a terrible reality: its ad pages have dipped from 1,831 in 2008, to 1,624 in 2010, to 1,502 in 2011. In order to turn its performance around, Glamour has launched “Generation Glamour” to target a new group of consumers, those born after 1980. The magazine and its website are undergoing a makeover in content to emphasize images and videos from real women. In its quest to reach a primary audience of women ages 18-34, the publication has featured several young actresses, including Emma Watson and many others.

For a behind the scenes look at Emma Watson’s shoot for Glamour, watch the following video:

Discussion Questions:

1.  What might explain why certain fashion mags like Glamour have experienced a slide in profits?

2.  What strategies is Glamour using to appeal to its base of consumers again?



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