Time Inc.’s StyleWatch unveils redesign with September issue, enhanced content using Blippar
Recently named editor Lisa Arbetter leads the repositioning of the magazine title to one more focused on street style than celebrity news and fashion
The Time Inc. magazine title StyleWatch (or more accurately People StyleWatch) has received a redesign, unveiled with its September issue. The magazine has a rate base of 825,000 and is published 11 times a year (up from ten issues a few years ago).
The redesign and comes with a retargeting of the magazine towards millennials – obviously a very desirable demographic for advertisers. The editorial effort is led by Lisa Arbetter, who was named editor for the title in March. Arbetter had previously been serving as a deputy editor at InStyle, but was with StyleWatch as deputy editor when the magazine was launched in 2007.
“Lisa is a brilliant editor, a business-minded strategist and open-minded collaborator,” said Ariel Foxman at the time of the appointment. “That–coupled with her sophisticated understanding of the needs and wants of the fashion and beauty–obsessed consumer–makes her the perfect partner to lead StyleWatch into its next exciting and innovative phase.”
Forman is now editorial director for both InStyle and StyleWatch.
The editorial refocus will take the magazine from a celebrity focus, to one tied more to bloggers and so-called street style.
“The new StyleWatch has been re-imagined to speak to that with photos of stylish people from all over the world, fashion and beauty tips from bloggers and vloggers, and a styling how-tos straight from the street style stars,” the magazine said in its redesign announcement. “The energetic new look features big photos, bold graphics and pops of pastel for a look that’s meant to be as fun as the affordable fashions that fill the pages.”
Arbetter and Foxman had previously discussed the positioning of both StyleWatch and InStyle and saw them as somewhat overlapping.
“StyleWatch at the time was celebrity-focused and I think maybe there was some confusion in the marketplace about what the difference was between InStyle and StyleWatch,” Arbetter told Fashionista. “All that talk about street style sort of planted the seed of, ‘Wouldn’t it be fun to do a magazine that focused on that?'”
With StyleWatch now focusing on more affordable fashion, the magazine is now probably better positioned for the ad team as a companion to InStyle, rather than a possible competitor. (InStyle’s rate base is a much larger 1.7 million.)
In addition to the redesign and editorial refocus, StyleWatch is now partnering with Blippar, the augmented reality app company. The Blippar app can be downloaded for Android, iOS and Windows mobile platforms, and allows the reader to view more information on the fashions and other merchandise featured in the issue.
The app is really designed to enhance print, but it will work with digital editions, as well (as demonstrated in the composite photo seen at left that I created to show the effect). Of course, you would then need both a smartphone and a tablet to make it work.
Speaking of digital… StyleWatch’s digital edition inside the Apple Newsstand (and presumably inside the Next Issue newsstand, as well) is a hybrid edition – advertising as seen in print, with the editorial pages redesigned for enjoyable reading on devices. Many of the editorial pages are enhanced with “Tap Here To Shop!” buttons, allowing the reader to go to a web page where the products featured can be purchased. This feature is powered by ShopAdvisor.