3foldComm

The real opportunity for a successful micro-zine is in the ever-increasing trend toward hyper-local demand. People want to connect with smaller communities, explore the details of their neighborhoods or interests, and experience all a specific place or topic has to offer. A half-page article on the top five Mexican restaurants in San Francisco offers little value to most readers. However, a micro-zine that explores the best margaritas and what to pair them with while dining in Midtown Sacramento creates real worth to interested readers…and real opportunity for Midtown Sacramento food advertisers trying to reach the exact audiences they want to serve.

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The fashion industry is making one of it’s first forays into “reality” programming…what’s the excitement about?

True, the marketing power of “keeping it real” has become more than obvious. Television airwaves are packed with reality programming–bringing disgusting dares, cheerful charity, frustrated families and dramatic divas to the living rooms of millions. To the chagrin of some people and the delight of networks and advertisers worldwide, the success (and relatively inexpensive production) of reality TV has paved the way to spin-offs and sequels galore. One may argue the actual level of reality in some of these shows, but it still holds that the concept is a success – audiences enjoy tuning in because they can relate to shows’ “stars.”

Add to this the explosion of social media and Web 2.0 on the Internet, and you can see the next generation of the “reality” phenomenon in full force, where many of the biggest stars are also the most unlikely stars – average people that thousands of other average people enjoy. Anyone, anywhere, could find themselves an unexpected Internet celebrity for a simple series of YouTube videos created at home or a quirky blog about life, the universe or Ping Pong. The ease of search and sharing functions facilitates the connection of the end user with others sharing their interests, and the cycle repeats.

Between reality TV and Web 2.0, the benefits of connecting with the average person has never been clearer, and it seems this trend may even influence the most idealized market of them all: fashion. The fashion industry has a reputation for an aesthetic well above the head of the average person, loving all things elite and ideal. However, this  may be changing.  Glamour magazine has announced its November issue will feature a relatively daring photo shoot with seven “plus-size” models in the buff. Now, let’s be clear, in this industry any model over size 6 is considered “plus-size” because typical designer samples only run sizes 0-4. (You’re probably thinking the same thing as we are – how is larger than size 6 “plus-size?!”). Overlooking the relative baby-step this seems to be, what this essentially means is the models featured in the photo shoot are in a range closer to what most people would relate to as average.

The staff at Glamour says they are committed to pushing a new ideal. As Glamour editor-in-chief, Cindi Leive, writes on her blog, the staff is completely behind the push for a “body image revolution,” which will include a commitment “to featuring a greater range of body types in our pages,” she writes, “including in fashion and beauty stories (traditionally the toughest areas for even the top ‘plus-size’ models to crack).” (Read the Stylist.com article.)

A poll of readers at Stylist.com asks, “What do you think of plus-size models appearing in glossy fashion magazines?” Of the 75,279 responses, 75% replied: “Love! It’s about time!” and 21% said: “A mix of body shapes is ideal.”

Another convert, the top-selling German fashion magazine, Brigitte, has also announced it will stop using professional models in favour of so-called real women. Beginning in 2010, the publication invites real women to submit themselves to be considered for photo shoots. The editor says the move is in response to readers who have said they are tired of seeing protruding bones on models.

Clearly, as in television and online, people are enthusiastic about seeing a more realistic representation rather than an established ideal. This is truly a time that embraces “power to the people”, and, once we stop giggling over the idea of  a size 6 being considered “plus-size,” we can see the potential for a complete revision in the fashion industry’s marketing efforts. On the other hand, if the issue tanks, it could be years before the masses are allowed to grace the shiny pages of the fashion world once again.

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