Cosmopolitan South Africa’s August cover star will be part of an exciting line-up of media and brand experts who will discuss the secrets of successful collaboration in spotlighting brands in magazine media at this month’s FIPP Insider events in South Africa.
The panel discussion, moderated by the CEO of Associated Media Publishing (AMP) in South Africa, Julia Raphaely, will be part of a half-day line-up of presentations at two FIPP Insider events in Cape Town on 21 August and Johannesburg on 22 August. Both events will also include an update on global news media trends by FIPP president and CEO, James Hewes, as well as a presentation about paid content models by Nikolay Malyarov, chief content officer and general counsel at PressReader in Canada.
One of the panellists of the ‘Spotlighting your brand’ group discussion will be Cosmopolitan South Africa’s editor-in-chief Holly Meadows. Meadows says they decided to include their August cover star in the panel discussion because she has a huge contribution to make in answering questions such as why a specific outfit was chosen as part of the cover styling. “She will explain certain styling decisions against the background of owning sexuality in a post #metoo era… And why we decided to run with a coverline that speaks to giving patriarchy the middle finger, especially as a woman navigating a very male dominated music scene in South Africa” explains Meadows.
Holly Meadows, editor-in-chief, Cosmopolitan South Africa
She says the name of the cover star is being kept under wraps as the magazine edition is not on the newsstand yet. “But it will be a hot topic at the time. The cover star will be joined on stage by Lulama Mnisi, the brand manager of Sportscene, a South African retailer of footwear and clothing from iconic street-inspired brands. Sportscene and the cover star have recently collaborated on a 'capsule collection', a wardrobe of a few essential items of clothing.
Lessons from the panel discussions will include tips on how magazines can remain relevant by collaborating with cover stars that are particularly topical. “In this case we chose a local rapper who released a new album. Questions that editors need to answer when picking cover stars is why her now? Why that specific outfit for the cover? Why that coverline? What message are you trying to convey to the reader?”
Mnisi, along with Meadows, will also answer questions about strategies to monetise from cover content. “We are always looking at ways to bridge the gap between content and commerce wherever possible”
To illustrate one solution, the audience will receive Cosmopolitan magazines and they will be shown how to shop from the cover by utilising their mobile phones and the QR code on the cover. “In this interactive segment with the audience, they will see how we create a direct link between our magazine and shopping off the Sportscene ecommerce website.”
This FIPP Insider panel discussion comes at a time when more and more publishers worldwide are trying to find new ways to connect readers with brands, creating diversified revenue streams. A very recent example is the announcement by Hearst Magazines that fans of its foody website Delish.com can now visit the brand’s dedicated online store to find exclusive products curated and designed by its editors.
Meadows says one of the questions that arises from magazines collaborating with brands is editorial independence. This will be part of the panel discussion. “We will talk about how a collaboration remains authentic. If a brand comes to you and says ‘we want to dress your cover star’, unless it makes sense editorially you cannot do it. In this instance it worked because we selected the cover star, and then spotted a synergy with the brand that made commercial sense, the brand did not approach us.”
Another important topic that will be discussed is collaboration between an editorial team, a cover star and commercial brand partners. “Ultimately it is the magazine that decides on the final cover image. It’s not the star or the commercial partner, and when you have multiple parties interested it can become a very confusing and contested space. It’s crucial however that editorial integrity is upheld at all times, but also that all voices are heard and creative direction is as fair and as collaborative as possible.”
More like this
The exclusive FIPP World Media Congress is the largest global gathering of its kind for magazine media publishers from around the world. It is the place where influential international publishers gather to share knowledge, build business contacts and friendships and do business.7th Oct 2019 FIPP News
Our exclusive launch offer for Digital Innovators’ Summit (DIS) 2020 ends today, Wednesday 2 October. Save €800 on final rates on each, and every DIS ticket – offer still available for only today!2nd Oct 2019 FIPP News
They came from Argentina, Canada and China. From Denmark, Finland and France. They joined from Germany, Hong Kong and India. And from Ireland, Kenya and Luxembourg. Some travelled from the Netherlands, Norway, Russia and Serbia. Others from Singapore, Spain, Sweden and Switzerland. And many from the UK and USA.30th Sep 2019 FIPP News
With the city’s roots in the movies, it is not surprising Los Angeles’ tech scene include several companies at the crossroads of storytelling and tech. FIPP is offering you a chance to visit some of these companies post the FIPP World Media Congress in Las Vegas (12-14 November) with a tour of LA’s Silicon Beach.30th Sep 2019 FIPP News
A new FIPP Insight Report looking at events in magazine media and how to convert them into a revenue source. The report, authored by Sadie Hale, examines contemporary event formats, monetisation, wider branding benefits, and provides a series of accounts and case studies from leading industry professionals including Hearst UK, NatGeo, Bonnier and more.7th Oct 2019 Insight News
Print continues to play a pivotal role in multi-platform, multi-channel strategies for publishers. This was one of the key takeaways from a presentation at FIPP Insider in Paris based on a UPM white paper on the future of media.10th Oct 2019 Features
Instagram scored the highest among marketers, who believe that the social media channel is the most effective for influencer campaigns. YouTube videos made a dent in Instagram’s stronghold of the top four best formats.7th Oct 2019 Insight News
John Cabell, Founder and CEO of media consultancy and brokerage Cue Ball, shares his view of the media landscape in advance of the FIPP World Media Congress (12-14 November in Las Vegas – sign up here) panel discussion on media ownership.7th Oct 2019 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next