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The well-known people in the world of gloss, senior editor GQ.ru Oksana Smirnova from the first year of journalism writing about men’s fashion. We met up with her in GQ editors and talked about how it works in this publication on the impact of digital, the relationship of bloggers and journalists in gloss.
– Oksana, because you were invited to work in GQ thanks to the popularity of your blog?
– In fact, my path was much longer. I FurFur and worked in the fashion department, and “Rain”. But the beginning is put around our blog.
– And As a freshman journalism I had the idea to write about men’s fashion?
– We are with a friend (Jan Lukin, editor of Tatler, author GQ) it seemed that on the Internet in Russian about the man’s style is nothing. Although, as we later found out were, for example, quite popular men’s forums, where discussed leather shoes for unimaginable for us then money. Visitors, however, are not going to their topics in the forum, and our posts about why Russian men are bad and how to wear dress socks with Lofer. In general, we have issued the idea of the blog, and carried Vase Esmanovu (creator Look At Me), he lectures at the journalism then read. A few days later we wrote Julia Vydolob that just card fashion “Posters” passed in the fashion department of Look At Me, and said: Come to meet friends. June 2, 2010 at Look At Me was released first post LAD blog about the classification of summer shoes.
– What do you think, why your blog has grown into a site FurFur? Is there a secret to your success?
– We wrote about something that did not find themselves on the Internet, and Julia Vydolob us is allowed. When you’re just starting out, you in little doubt. You are asked to write about the top insiders or the theory of small deeds, you take and write. Once we have worked: produced by two posts a week, and they gathered a bunch of likes. We were not afraid to talk about himself, talked with the chief editors of glossy magazines, designers, we are not afraid to talk with famous people.
– And how did you get in GQ?
– It is thanks to this interview, which I took for Look At Me at Michael Idowu, he then headed by GQ. On the eve of stumbled into Facebook to post about what they look for sponsors fashion to the site. I asked if they needed a writer, wrote some test text, and a week later I was offered a job in the state in the position of a junior editor of the website. Now I tell everyone that you want to use every opportunity.
– Now you have become a senior editor of the site. What are your responsibilities are different from what makes the editor of the printed version of GQ?
– Site Editor runs constantly. If the magazine once a month “renting rooms”, the site “Deposit” every day. Plus, the site editor is not only books or wrote the actual text and publish it, but the “scatters” tweets, monitors responses and statistics to see whether he did the right thing, that this article has found its audience. In general, we always work in jobs involving all hands, and editors can afford a more tranquil life at the beginning of the month. (Laughs). We need every day to write something and post, and it’s not so simple.
– And do not you take material from the printed version of the site, the magazine was equally represented in print and in digital?
– Yes, but we do not put them in the same way they looked in a magazine. We can not afford the same headings as in the magazine, they just do not understand the Internet. We make clearer headings – see it and know what you will find, if kliknesh and find yourself on the page of this article. Sometimes we can break some stories into several small and releasing them on the site as separate items. For example, we had in the Journal guide the office dress code, the material for a few turns, with pictures, rules and tips. We released all of them one by one and joined tag “office dress code.”
Another trend – the repackaging material. For many years in the print media published a lot of large-scale stories. Find them now on the Internet – the problem. However infopovody happen when they read the old stories need. As an example: in the autumn of 2013 in the magazine was article about how to clean the shoes. We then immediately published it on the website, but a record number of visitors was observed. In the fall of 2014 in a nasty rainy day, we again take the post and publish it to social networking status in the spirit of “never wash water leather shoes” – and then collect audience.
– And how do you think the trend in multimedia media still have? Or rather, one the most demanded resource, for example, GQ website will supersede all other magazine platform?
– I’m not sure that the future is something one. Frankly, I would not be surprised if suddenly appears something even cooler than sites. If now the trends are dictated by our devices (introduced the iPad – came up with the version of the magazine for him, were more likely to consume content on mobile – did a version for mobile), that soon, I think, the device will change so fast that keep pace for them to adjust to be unbearably difficult. Then it will be a new content storage format to be packed, for example, a 20-digit code. Entering this code at any new device, the content itself adapts to it, and visually displayed to the reader the most convenient way. Really I am looking forward to this moment. I think it will come sooner than we think. All too quickly changing. A few years ago, even Instagram was not as popular as it is now known bloggers everywhere.
– When you were a blogger, it was more difficult to draw attention to themselves than the current generation in Instagram?
– I can not say that it was harder. If the idea is good, it will find its audience in Instagrame even though on the forums. Maybe bloggers are now even harder, because when we started, there were so many competitors were free niches. And now for that nowhere is already someone did. But it is still possible to find a stand-topic and draw attention to themselves, as it once did we.
– Do you share the opinion that the bloggers take away the bread of the journalists? Warring whether gloss bloggers and journalists?
– Well, what are we enemies, if bloggers are now appearing on the covers of Vogue and Tatler? This opinion was common a few years ago, when it was thought that bloggers are more independent. Like, in the Journal of brand advertising have about them in the journal and write. And bloggers write about everything. Since then, things quickly changed: the bloggers flooded with products of different brands, send things in exchange for photos in the Instagram, so that their independence is questionable. It’s just a different format. News – it is short, and a blog tip is close to the format of the column. The main thing – is the author’s position. is the “Blogs” heading for its broadcast on our website. Therefore, we rather work on one thing, but from different angles. Editors notes to broadcast the official position of GQ, and columnists and bloggers – its position.
– That is, to get to the GQ website pages do not need to study in journalism, but rather the fastest write in his blog about fashion updates?
– Not so important, do you have a diploma or a journalist you taught himself to create in demand content. You either know how to write clearly or not. Let’s just say you can succeed without this diploma. Journalism gives you the opportunity to get a tremendous amount of knowledge and skills that will be useful to you later in the profession. Depends on you, you vospolzueshsya this opportunity or not.
By author Daria Gulina