Styles may change, but online content is what’s really on the runway at ELLE.com, one of the most visited online versions of a major fashion publication. “Magazines aren’t what they were 10 years ago–it’s now an experience,” Keith Pollock, Editorial Director of ELLE.com told students of Faces & Places class last week. It’s virtual engagement that Pollock and his team aim for. The “5 Es” of online publishing that rule he says are “engagement, extraction, entertainment, experience, exclusive.”
“What I’ve learned,” said Pollock is to utilize “instinct over intellect. Don’t over analyze; go with gut reaction. There’s no bad experiences, just learning experiences…Surround yourself with like-minded friends. Set high goals and aim to achieve them.”
Staying ahead of the fashion trends may just be the easiest part of it.