Media: Elle uses Twitter to ramp up print sales

Elle, the fashion and beauty brand published by Hearst Magazines UK, has doubled its magazine subscriptions after it posted tweets and pictures live from its cover shoot for the first time.

The publisher said the shoot, which featured actress Kristen Stewart, was the world's number one trending topic on Twitter on 13 March while it was taking place in Los Angeles.

Elle magazine subscriptions are reported to have doubled as readers signed up for the Kristen Stewart special subscriber's issue, while momentum continues to build among followers for the big reveal of the eventual issue, which will go on sale in May.

The publisher also claims the initiative generated so much excitement that its site, elleuk.com, attracted its highest traffic figures for more than two years, surpassing even visits for elleuk.com's royal wedding coverage. There was a 231 per cent increase in global unique users, and a 218 per cent page views increase from Twitter and Facebook.

Although never releasing final cover images of the shoot, tweets showing the location, the clothes rail and accessories were said to have been enough to stir excitement.

As highlighted in a recent Fipp report, this is another example of the innovative ways magazine publishers are using digital to boost the sales of print magazines.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.