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Lifestyle and health title Self is embarking on a digital blitz today, from launching its first iPad app to introducing a new social media campaign that could result in the magazine making a lot more friends on Facebook. Editor in chief Lucy Danziger cleverly chose Kim Kardashian (who has over 6.7 million followers on Twitter) as the April cover subject. Kardashian will tweet about the issue to her fans today, while over on Facebook, the title will try to raise its profile with new technology developed by the social networking giant, called “Like-Gating.”
Here’s how it works: When visitors go to Self’s Facebook page today, they will be able to access some content from the April issue. If they click on the “Like” button on the Facebook page, readers will gain free access to exclusive behind-the-scenes video and photos of the reality star. “We’re taking advantage of opportunities that the platform now provides,” said Danziger from her office at 4 Times Square. “I think we’re the first to do this.” In addition, Kardashian has agreed to host Self’s Facebook page on March 28.
This story first appeared in the March 16, 2011 issue of WWD. Subscribe Today.
As for the iPad app, just about every page in the issue has some kind of interactive component and there is a live news feed at the bottom of one page. A food slot machine gives users the ability to dial up the meal of their choice and exercise moves can be sped up or slowed down to make them more user-friendly. Fashion is shown on models in motion and everything can be purchased. “This has been the most innovative three months of my career at Condé Nast,” said Danziger, who will celebrate 10 years at Self in September. “This is enhanced content that’s purposeful.”
Tom Wallace, Condé Nast editorial director, said all of the company’s editors should take note of the advancements made by Self for the iPad. He added that all magazines will be trained in using Adobe software by yearend. “For Vogue, they started with a cover story,” said Wallace. “W might do something similar.” Wallace did not give a time frame for W’s app, but said Allure will be the next to launch and GQ and Vanity Fair are also on deck.