The Active Reader

When it comes to reading newspapers or print magazines I have to confess that it’s not something I do on a daily, weekly or even monthly basis. The internet particularly social media sites, Twitter and Facebook are my means of keeping up with what’s going on in the world, more so, sadly in the fashion and entertainment world.

The world wide web provides us with a constant stream of updated information, stories, photos, videos, you name it, on more topics than I could ever imagine. When it comes to fashion, beauty and celeb entertainment there’s always something new, a fresh piece of gossip every time I refresh each of my social timelines.

Digital journalism not only provides the most up to date, relevant stories but also allows for a special kind of relationship to form between the reader and the journalist. Something that before with only newspapers wasn’t possible.

The whole social, online world allows us as readers to feel a part of what’s going on, have our opinion, discuss and critique, even converse with the journalist or publication themselves.

Journalists now, must take a more personal approach to reporting and really understand their audience and the most appropriate ways to tell their stories. But, with pressure from the 24/7 news cycle and competition from other publications how do they maintain a continuous, high level of interaction with readers?

Fashion publications use social media as a way to connect with readers and show a more transparent side to what was once just a print magazine. Platforms like Twitter, Facebook and Instagram have enabled fashion publications to see what stories their followers like to read or are most popular from the interaction on a tweet, a Facebook status or an Instagram post.

Social media sites are unique platforms where journalists can share their stories in a different tone of voice than that of a magazine or newspaper — which again must suit their audience. For fashion and entertainment a more relaxed, informal tone is beneficial to engage their readers as their updates are normally more light-hearted than hard news.

It invites us in as readers to want to find out more about the story and click on the link that’s accompanied by an exciting photo. As readers, we want to know the gossip, the exciting news that we can discuss and chat with people about on a dull Monday morning.

It’s vital for fashion journalists to understand who their audience is including age, gender, occupation etc. and importantly what they want to read. That way, as their stories are online they will be shared, seen and read by a much wider audience who are also likely to comment on the story.

With so many other fashion and lifestyle publications online fighting for views it makes the online world of journalism so much more competitive. Hence why building a strong relationship with readers and having a consistent voice is so important.

More importantly readers want to trust publications and journalists. With so much information being flung around the web and ‘fake news’ putting doubts in readers mind it has never been more important for journalists to provide the most accurate information and gain reader’s trust.

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