Why MSN is Glowing: Glo Editor Weighs in on New Online 'Lifestyle Destination' and the Future of Digital Content
WEINTRAUB: We recently launched our first video series entitled "Lighten up Your Summer with Gabby Reece" and have been thrilled with the response. Created in partnership with Vaseline Aloe Fresh, Lighten Up is an original video series featuring Gabby Reece, the celebrated athlete, wife and mom. In the series, Gabby provides tips and advice on how to lighten up your summer on everything from fashion, beauty and relationships to fitness, home decor and entertaining. We're looking forward to developing more original video series. It's critical to growing a broader and more engaged audience, and is integral to our continuing to create a unique lifestyle destination.
INBOX: What has been the response to Glo so far?
WEINTRAUB: In its first two months, visits to Glo have exceeded expectations, with over 5 million unique users in May, per comScore hybrid data. Over this period Glo outperformed its competition, coming in at No. 1 in engagement in the beauty/style/fashion category with over 75 million page views and 15.9 page views per visitor on average. In addition, Glo's unique features have enabled big brands like Fox's Glee, JC Penney and Vaseline to implement a new type of online ad creative typically associated with high-end glossy print magazines.
INBOX: As founding editor of Beautyjungle.com in 1999 and now executive editor of Glo, how would you say the online magazine experience has changed over the past 10 years?
WEINTRAUB: The two main changes I've seen since working on Beautyjungle.com and ELLE.com are the increase in user interactivity and online shopping. The first has grown as social media has evolved, and the second as retailers have focused on their e-commerce strategies. Both are very important for Glo, as we value user engagement and feedback to help shape our editorial offerings and spread the word; plus, our product slideshows offer an editorially curated shopping experience in which users can shop editors' picks of the latest style, beauty and living finds directly from our pages.