LOOK Magazine - Marketing

Look magazine and its online presence have a symbiotic relationship.
Without the physical magazine the online website and their social media would
not be so active, but also the social media aspect of the magazine allow the
audience to have a different experience of the magazine.
Looks website reflects the style and ideological messages of Look, however it is
much more put together than the magazine. The webpage is much more
structured, classy and refined which may attract more of an aspirer audience type
than the mainstream. The navigation of the webpage is simple and just like the
magazine you can dip in and out whenever you wish to. The content is typical of
a fashion/celebrity gossip magazine and is a true reflection of the magazine itself.
Something unique about the webpage is that it sends you directly to online
fashion stores such as ASOS, New Look etc. which allows the audience to
directly purchase items seen in the magazine and or online. In addition the use of
AV material gives the website a much more human and personal feel to it through
its how to guides.
The social media for Look magazine allows the audience to fulfil their need for
affiliation as they are able to talk and converse with other fans of the magazine as
well as have discussions on what is good and bad about a specific article or piece
from the magazine. It also fulfils the need for attention and prominence as when
you take part in a discussion under an article the main goal of the person is to be
the one to be right and have the last say on the matter meaning you gain the
attention you were looking for. Another positive of sights such as Twitter and
Facebook is that the audience are part of the marketing of the magazine, the
audience put content onto other peoples news feeds making them a contributor to
the magazine giving them a sense of ownership and that they are now and
encoder of the magazine allowing them to personally identify.
Look magazine provides much more content online as they are constantly
updating their page as well as their social media pages allowing the audience to
get first hand information of the day that the magazine cannot provide as it is only
a weekly magazine that can only provide so much content meaning that online
the content is endless. However this does not mean that people do not enjoy
having the physical copy of the magazine as well.
It is traditional for a magazine to have a physical form and without this magazine
there would be no online presence at all. Many people do still like to have a
physical copy of something as there is always chance to dip in and out whenever
you can, however you can't always have access to the online version where as
carrying round the physical copy allows the audience to always read up on the
latest gossip and trends. In addition by having a physical copy readership is
increased as the copy can always be left in a waiting room or no the bus etc.
Overall the marketing through social media and online presence shows that Look
magazine has a relationship online and there work together as without the
physical magazine there would be no online sight where as the online sight as
enhances the popularity and familiarity of the magazine for the audience.,
meaning they have a symbiotic relationship and work together.