She then joined Hearst China to explore how traditional media like magazines can leverage its strength and adapt to the changes in a digital era by providing digital data analysis and product strategy. With a better understanding of the production of high quality content and application of various media, she began working on a new project ELLEfit initiated by ELLE, which targets to build a sporty lifestyle community by creating premium content, providing selected events and connecting people who share same interests and value online and offline. It is this project that made her one of FIPP’s Rising Stars in Media Finalists and moved her into the role of Senior Project Manager, ELLEFIT, Hearst Magazines, China.
FIPP asked Yan about her views of the industry and what making it on to FIPP’s 2016 Rising Star in Media list means to her:
The most exciting part of working in the magazine media industry is always about working with a group of professional content creators and providing content of high quality. And as the development of internet and technology has changed the ways readers consume information. It is even more exciting to see how ELLE as a magazine media adapts to the changes in terms of content distribution channels and readers’ media touch points from online to offline. ELLE continuously leads the trend of fashion by creating professional contents and developing products from magazine to website, APP, video, community, SNS and so on. And the process of embracing and trying out all kinds of possibilities itself is fascinating.
I believe the development of internet and technology will continuously change the ways people consume information. Every individual can be a key opinion leader and content creator on social platform nowadays. The authority of magazine media has been challenged. Every device will be a media channel by connecting to the internet, which can provide selected content based on the needs of individuals. Consumers’ expectations toward media are in higher demand accordingly. They want to access to contents from as many channels as possible. Meanwhile their needs of high quality content and better content management are increasing due to information overload. This requires magazine media to better leverage its content and adapt to the changes of media channels. The development of the media industry can be seen as a process of creating a better balance of channel, content and consumer.
Speaking of exciting changes in the near future, I think there are three things to be highlighted. Firstly, given better development of mobile device and wi-fi connection, live mobile video will become an increasingly popular way of creating and experiencing content. Take, ELLE’s live mobile video of fashion week for example, it has aroused tremendous attention from users in the mobile world. It presents the exclusive fashion week shows to the mass audience by using live video on mobile phone. More importantly, audiences can have real time interaction via live mobile video and feel better connected with others. Secondly, virtual reality is also creating more scenarios for consuming different content. It not only helps audiences experience content like fashion shows despite time and space limitations – but also people can also collaborate with others through virtual reality and create content in a transformative way. Thirdly, people will be gathered by interest and feel connected as a community. More dedicated and vertical content serving specific interest groups will be created and valued.
The Rising Stars in Media initiative is of high importance and will bring profound influence in media industry. Changes in both technology and media are taking place at a high speed. The recognition of young talent, who can bring new ideas and innovations in their organisations, is crucial to help the media industry and they can better adapt to the changes and transformations. Moreover, a lot of young talent is already making changes in media industries and the recognition of their contributions will inspire and encourage more young talent to join them. Last but not least, the list of Rising Star in Media brings young talent from all around the world to share their ideas and projects. This platform can help young talent to learn and grow faster and make better contributions to the industry together.
FIPP’s Rising Stars in Media 2016 list means a lot to me. I always wanted to be a change-maker and I was very lucky to have the opportunity to bring my idea into action at ELLE China. The FIPP initiative not only brings external awareness of our new project but also fills me with more confidence in making changes proactively. It will continuously empower me to exceed my limits and fix problems with courage. Age and position should not limit one’s development and contribution. Moreover, I am inspired to see the projects and changes made by other candidates from all over the world. The FIPP Rising Star in Media List better connects me to fellows working in media industry and inspires me to continuously learn from others.
FIPP created the Rising Stars in Media Awards in partnership with UPM and will be running it again in autumn 2017 alongside the FIPP World Congress. If you would like to be kept informed about next year’s process, email Christine Huntingford.
More like this
Following what judges described as the most competitive year since FIPP and UPM’s Rising Star Awards started in 2015, we are delighted to announce our four overall Rising Star winners for 2017 today.25th Sep 2017 Rising Stars
Laura Wilson is account manager, jewellery, bridal and travel at Hearst’s Town & Country Magazine and one of the FIPP and UPM Rising Stars in Global Media Award winners in 2015 (entries for 2017 are open until 16 June). Laura tells us how things are going, what she loves about media today and why she loved being a Rising Star winner.11th Jun 2017 Rising Stars
The Future Today Institute recently published its 2018 report into the emerging tech trends that are likely to shape the publishing industry in 2018. Here, we speak to Amy Webb, the founder of the organisation, about the development of study, and explains how better scientific modelling undertaken today can help us to predict future technologies.20th Nov 2017 Features
The Facebook and Google duopoly are creating huge shifts in the allocation of advertising budgets. What does this mean for publishers, brands, and agencies? A panel of industry experts gave some answers during a recent panel discussion at the FIPP World Congress.20th Nov 2017 Features
Bloomberg Businessweek re-launched earlier this year with an ambitious objective to become the number one truly global title for business leaders in a connected world. Editor Megan Murphy was at the recent FIPP Congress in London to explain how they have gone about this.16th Nov 2017 Features
Deborah Joseph is appointed chief content officer of Glamour, a new position created to lead the vision for the beauty-first, digital-first media brand, it was announced today.16th Nov 2017 Industry News
The customer is king and as such can be hard on any brand that doesn't fulfill his or her expectations to the fullest. According to a new report by SAP Hybris, customers worldwide have several reasons to turn their backs on brands.20th Nov 2017 Insight News
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
Get global coverage of your launches, company news and innovationsFIND OUT MORE
What’s happening now, what’s coming next