New Feature 'Real Talk' Amplifies Audience-Generated Content
NEW YORK,NY(November 19, 2012) - Time Inc.'s ALL YOU has been at the forefront of audience-generated content since its launch in 2004. Now, the 1.5 million-circ. brand is expanding its rich, reciprocal relationship with its consumers in three unique ways across all parts of its business, anchored in new editorial treatment in its December issue, on newsstands now.
ALL YOU has thanked readers for helping them create the issue in the beginning of the magazine, while the traditional editorial masthead has receded to the back. ALL YOU flipped the linear model of editor talking to reader on its head. Instead, it encourages a spirited dialogue where savvy consumers share their smart shopping tips and ideas—and the entire community is enriched.
Here are the three ways ALL YOU is leading the charge in social:
PRINT: REAL DIALOGUE IS CELEBRATED IN THE PAGES
- ALL YOU will debut a new edit feature called "Real Talk" in the December issue where women's tips, reviews, and questions inform coverage.Comments from Facebook, outside bloggers, and allyou.com are showcased prominently throughout the book. DIGITAL: CONSUMERS SHARE THEIR SMARTEST TIPS AND IDEAS
- The brand curates videos from bloggers and consumers from across the web where they share their smart shopping secrets and deals. Telling others how they spent wisely is a badge of honor.
- ALL YOU has a robust social presence and 300K highly engaged Facebook fans.
- Web traffic has surged in October to nearly 1.7 million unique visitors and has been allyou.com's best month this year. ADVERTISING: PEER-TO-PEER TESTIMONIALS ARE SHOWCASED ALL YOU Reality Checkers are a group of 50K highly engaged readers who have opted in to an ongoing dialogue with our editors and marketing partners. ALL YOU Reality Checkers are power users of social media. Almost half (44%) have rated a product or service in the last 30 days compared to a mere 3% of the general population. These social influencers test marketers' products and share their reviews, which are featured their in-book ads. Women trust peer-to-peer testimonials because they are from relatable women just like them. ALL YOU is introducing another layer to this powerful campaign where women recommending the products are prompted to share their reviews with their social networks. ALL YOU readers and online users can also weigh in, fueling the social conversation and amplifying the brand message. Demand for these programs is strong – the brand executed 22 this year and is on track to execute seven for first quarter 2013.
About ALL YOU
The ALL YOU brand speaks directly to the value-minded woman, helping her enjoy life for less. The brand celebrates its highly engaged social community of consumers who share shopping strategies, budget-friendly recipes, practical, money-saving tips and ideas with one another across all platforms. ALL YOU is published by the Time Inc. Lifestyle Group and has an innovative distribution strategy which combines newsstand sales exclusively through Walmart stores with nationally available subscriptions. ALL YOU was named to ADWEEK's Hotlist for magazines 10 Under $50-$60 million for four consecutive years (2007-2010), ranked #3 on Advertising Age's A-List in 2010 and won ADWEEK's Readers' Choice poll last year. ALL YOU is available on all tablets.