Stylist launches brands-focused content studio
today Dec 5, 2019
Stylist Group, the British media company, has promoted publishing director Georgina Holt to executive director of a new data-driven content service for its brand partners.
Stylists Studios will use insights and a data-driven approach to help brands better understand the Stylist woman and the things that resonate with this audience.
The project will match sponsors with Stylist content and create bespoke content that “embodies the behaviours and aspirations of the Stylist woman," the publisher told Campaign Live.
"Stylist has always reflected the needs and passions of its readers, not just through its content but also through recent editorial initiatives,” said CEO Ella Dolphin. "Stylist Studios will enable brands to work with us even more closely to build insight-driven campaigns that create meaningful connections with the Stylist woman.”
Susan Riley, currently editor of the Stylist magazine, will join the the Studio team as commercial editorial director. A search has begun for her replacement at the magazine.
Giving an example of what kind of insights the Studio will provide, the media firm said it has found that nearly 50% of readers feel under pressure to present an ideal lifestyle on social media, and 75% would boycott a brand that doesn’t have a representation of ‘real women’. Taking this into account, it will work with brands to develop ways to better represent a diverse range of women within the magazine.
The Stylist Studios will go live early next year.
In addition to the Stylist magazine, the group operates Stylist Loves, a daily newsletter focused on style, culture and wellbeing.
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