Friday, January 23, 2009
Friday, January 16, 2009
// THE T.I. INTERVIEW WITH CHLOE MCCLOSKEY //
Chloe McCloskey is the Managing Editor of le cool London, an e-newsletter sent out every Thursday.
le cool provides a filtered listings guide promoting the best things happening in London from art shows to Mexican wrestling to Japanese teashops to rap concerts to folk gigs to film to theatre to S&M parties.
le cool London readers are generally art/music/film/theatre/design-
Their highly recommended range of city guidebooks can be found here.
If it's interesting, creative, beautiful, fun or free - we'd hope to include it. Our journalists write anecdotal, personal and informed previews of stuff they genuinely recommend.
Does le cool work with brands to engage your readers?
Aside from working with venues such as Fabric, Cargo and the like, we do not currently work with any brands directly; we are however looking to expand in this area in the coming months.
How do you find the traditional print publishing industry vs. online services? Some say even newspapers are becoming extinct?
I think that online and digital are simply new arms to the overall body of the media. Newspapers won't ever fully go extinct, although they may evolve to better serve their audiences. The introduction of the internet is similar to that of television and/or radio - it's just another way of transmitting information. It is not comparable to the introduction of 8-tracks, cassette tapes, or CDs - which rendered their predecessors obsolete.
Online publishing is key to engaging a new generation who have grown up with the internet. But how do you distinguish between good and bad online publishing in a saturated industry?
This is true and companies wishing to tap into this market must be aware of this. But with regard to distinguishing between good and bad online publishing, I think that it's the audience that makes this call. If something is of high quality, people will flock to it. You don't see spammy sales sites being inundated with hits. You see cleverly executed, editorially-rich, verifiable websites drawing people in. Young people and people in general can easily gauge if content is genuine or worth their while - if it's not - they can literally leave it with the click of a button.
le cool has both an online and offline products - can you talk about how both work together?
The le cool guidebooks are a physical manifestation of our online publication, designed as a quirky and friendly handbook to the cities we work in and love. From a business perspective - the books help to market our brand and therefore push our newsletters/websites and vice versa (the web products help to push out the book). Due to the fact that cities change very rapidly, the books are by nature outdated upon publication - this is where the web element is very complementary.
Do you feel that today young consumers and readers are more marketing savvy or are simply overloaded and confused with the mass of online information?
I interviewed a graffiti artist the other day who's in the process of building his crew's name as a brand by pushing a streetwear line and promoting parties in London. These kids understand all the components of branding and marketing without even being aware of it. This could have come from the graffiti writer's goal of going 'all city', or it could have come from just growing up in the logo-heavy atmosphere of the past twenty years. I don't think people are confused; I think this example shows that in spite of not being aware of it, it's been built into their psyches.
Tuned In Research
Posted by Chloe McCloskey at 2:50 PM
Tuesday, January 13, 2009
Only that twatted websitesocialnetworkingnightmare system would have you obssess for hours over some stranger's wedding photos, an acquaintance's hoilday pix and wall-to-wall posts between two idiots you only vaguely know. It's like Big Brother. If it's on - it's easy to get sucked in. TIME TO GET SERIOUS.
Posted by Chloe McCloskey at 11:10 PM