Content 2012 Session 5 - Create: The vital role of the content creative

The final session of the day was introduced by Marie O'Riordan, editorial director, John Brown, who was editor on chief for eight years for Marie Claire.

Marie explained to those present hat Britain is world leading in ‘soft power', which she explained as the ability to attract and co-opt, using Danny Boyle's London 2012 Olympics Opening Ceremony as a fantastic example of this.

She went on to talk about the role of editor and the power that comes with it, and how this power must be used in the right way. She also explained how doing things differently - using Marie Claire's eco edition and putting the first male on its front cover, David Beckham.

Marie then handed over to Steve Watson, publishing director at creative agency Church of London.

Steve's talk focused on where The Church of London has come from and what they have learned from creating magazines Little White Lies - a film magazine - and Huck, which has led to them doing content marketing for bigger brands.

Steve explained how they have moved away from being just a magazine, having transformed using technology available to be a platform based around the reader. He went on to show how the Church of London's vision of using new technology to create personalised content, using the film magazine as an example. One way they do this is to use a geo-location app to tell the user what films are near them and how good they are.

Next on stage was editor of Stylist magazine Lisa Smosarki, who showed some key editions of the magazine and explained why they worked well.

One such issue was the 100th one which Lisa explained they wanted to be designed by their readers. They received over 3,000 responses and 1,000 features, which brought some excellent cover ideas - making it an iconic issue.

Lisa then shared experiences around the issue where Nigella Lawson was the guest editor. Having spent 9 months setting up the issue, it was a difficult and long process, but in the end it worked really well and the reach of the issue was phenomenal.

Lisa also touched upon using Augmented Reality (AR) in conjunction with Blippar for Stylist's Olympics issue, and moving the entire office into the Saatchi Gallery to become art for one week. All great examples of how the editorial and design team are constantly pushing the boundaries to ensure they stand out.

She concluded her talk by sharing five golden rules of publishing: Interaction with their readers at all times; pushing the boundaries in every issue; using event issues; working with other creative experts; and never resting on their laurels.

The final speaker of this session was Marcus Webb, Co-director of the Slow Journalism Company and Editor, Delayed Gratification.

In an increasingly fast-moving world Marcus noted that being niche is a great way to create engaging content and how Delayed Gratification's niche was slow journalism. They never cover a story until three months after they have broken, this way they can see how the story has developed.

Marcus went on to talk about how infographics help them process data and create content in a digestible way and how the company is working with big brands such as Spotify and Opta to help them discover their niche.

Posted in CMA news
30thNov 2012

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