Back in 2012, magazine companies in the United States were working on ways to enter the digital age because the smartphone generation was emerging. However, in China, magazine companies were blossoming. Consumers were busy snagging the latest Chinese versions of Elle, Vogue, and Harper’s Bazaar. The newsworthy items are published in China and are equipped with their own personal publishing houses.
Fast forward five years and you will still be able to see China evolving with fashion publications such as i-D, owned by Vice Media. The publication is slowly getting digitized on sites similar to Twitter called Weibo.
Consumers are walking away from Elle and Vogue and are focusing their attention on i-D and Elsewhere, a new online fashion publication that is also bilingual. Better material is what the local Chinese and tourists crave because of the rise in prices for magazines and books. Being able to look up latest fashion pieces and stay in tune with what’s happening with celebrities and various high-end brands is easier when it is done online.
Soon, Elsewhere will be shown in convenience stand stores and in bookstores because they are about to launch their first print publication. this will drive the consumers who still love the paper style works of Vogue, Elsewhere, and Elle.
Enrique Menendez, Elsewhere’s managing editor has said, “Elsewhere serves as a window into this growing creative scene, and the debut of our print issue is a testament to China’s emerging creative class.”. People are now viewing China as having quite heaps of new perspectives for everyone to check out.
Well-known brands are finding it increasingly difficult to compete with online users because they are marketed toward a young, middle-class environment that loves technology. The magazine Elle has taken to e-commerce by producing a website called ElleShop to blend both content and shopping experiences. It is better marrying the digital era because there is rarely anyone buying or reading a newspaper or book anymore. It is all electronic, even the Kindle emerged for book reading without the hassle of paper. Content is free online as well, giving enjoyers a bigger advantage.
Because of the free cost, Elsewhere is hosting a fundraiser with the goal of $10,000 to make the first 1,000 issues of the magazine free. Elsewhere is not the only print magazine that has published independently, though. There are small art spaces around specific areas in China that only publish for those little communities.
China is a country strict with what you publish. Nudity and obscene images are not allowed and will capture the government’s attention if used improperly. Elsewhere is sure to print carefully with limited nudity and imagery. Censored content will not stop the company from providing a good read.
Magazines are always a fast and efficient way to stay in the know of high-end designers, up-and-coming fashion heads and an array of new models. They provide insight into the latest collections and also use culture for their benefit too.
The digital age may be overpowering right now, but I feel like magazines have that authentic feel and people still buy subscriptions to Vogue to add to their collection of fashion glossies.