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May 31, 2006

Caught in the BlogosphereNylon, MySpace join forces in cyber social networks

nylonmagazine1
Nylon magazine and MySpace have joined forces for the publication's June issue.

Nylon magazine, a youth-infused fashion publication, and MySpace recently joined forces to create a unique online partnership for its annual music issue. Already, the magazine has close to 10,000 “friends” and its profile has been viewed more than 73,000 times.

"Our collaboration has blurred the boundaries between print and new media," stated Marvin Scott Jarrett, Nylon’s editor-in-chief and co-founder, in a statement released by Business Wire. "We have created something very special and new. You can literally listen to the issue online."

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Nylon's June product is its annual music issue.

Nylon’s June print issue is labeled as “listen to this magazine on MySpace,” matching bands with their online profiles for readers to preview. Audio interviews and free MP3s are also included on MySpace, with the profile pictures representing past print covers of the magazine. Throughout the magazine, links are given to artists’ MySpace pages and web sites, reinforcing the partnership between the two different media entities.

The magazine’s blog features a behind-the-scenes look at how the magazine is put together. A recent entry featured extra photos from a spring cover shoot with Mischa Barton, star of the popular TV show, “The O.C.”

By far the most interesting aspect of the partnership is Nylon's decision to make all of the magazine articles available on its MySpace profile before the print copy is available at the newsstand. By downloading the magazine, the reader gets the exact same product she would if it had been mailed to her house. The table of contents is live, so the reader can click on an article title and be taken directly to that page. At any time a reader can skip ahead to the next page or a specific page number.

All ads are included in the digital publication, but I wonder if readers will look at the table of contents for the stories they want to read and skip right to them, missing the ads all together.

Also interesting is the push for traditional print subscriptions on the MySpace page. I was surprised to see the large banner ad for the printed magazine after going through an entire web page dedicated to this "new media" concept. Online “friends” can sign on for a reduced subscription of $9.95, while on the magazine’s web site the regular rate is $19.97.

For the double issue, the magazine will include:

  • MySpace music directories including featured artists, fan clubs and groups
  • Q&A with popular bands such as Gnarls Barkley and Panic! At the Disco
  • Lyrics and MySpace URLs to listen to songs created especially for the partnership
  • Portrait stories of bands, casting agents, models and fashion designers
  • Map of MySpace sponsored summer events
  • DIY guide to creating a vivid MySpace profile

Posted by Alicia Dorset at May 31, 2006 04:09 PM

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