NatMags has launched its teen girl e-zine, Jellyfish. So if you’re 11 to 19, like "surfing the web and having a laugh" and enjoy listening to the Pussycat Dolls – it’s time to cancel that subscription to Cosmo Girl. There’s something new to read!
The magazine builds on the apparent success of Monkey Magazine from Dennis, although the content is (obviously) very, very, different.
Jellyfish claims to offer "The Best Of The Web Every Week" – a lame slogan which suggests the magazine doesn’t really understand its purpose.
From an "integrated advertising" perspective, things are a bit more interesting. In the "JellyStyle" DPS [see image above], the reader can: "Watch Lindsay [Lohan] as she ducks into the salon then steal her style in a few quick clicks". So you play the embedded video, presumably shot by some LA stalkeratzi, and then click on the fashion products on the opposite page – these are deep links to product pages on Urbanoutfitters.co.uk and Boots.com.
Hats off to NatMags, advertising doesn’t come more integrated than this. It works really well.
Publishers should experiment with new forms of delivery, but it’s unclear whether this is a blind alley. It’s been said before and I’ll say it again, it’s all a bit too "linear" and a bit "push". (Definition: Push Technology – pushes information to the user rather than waiting until the user specifically requests it).
Back in the mid 90s, we all got slightly excited about things like
Pointcast and Backweb. But that was until we realised that we wanted more control
over our user experience.The Internet is a ‘pull’ environment and you shouldn’t force people to do what doesn’t come naturally. That said, maybe NatMags knows something that we don’t about teen girls?
I agree with analysis of Jellyfish content content blog.
NatMags selects Ceros (Print Week)