NYLON Blog: Tag! encourages audience engagement

NYLON Magazine’s Blog appears to understand the importance of audience engagement, as they dedicated an entire section for user-generated content. The section “Tag!” is a place where users submit photos of graffiti they’ve spotted or created around the world. Users can write a small blurb explaining where the graffiti was found and their thoughts on it. So cool!

Because it’s such a specific niche, Tag! has been extremely successful. The Blog uploads one submission per day. It’s easy, doesn’t require a ton of work on either side of the production and provides fresh, visually-appealing content for the blog site.

The only suggestion I’d make was to have a very short header at the top of the Tag! category page, so that readers quickly know what it’s about.

What a great way to get your audience involved and make them feel like a part of the team, NYLON. I think the blog for the publication I work for, Vox Magazine, should implement something like this.



NYLONewsletter: Does it reel readers to the site?

Every Saturday, I can expect a Newsletter from NYLON in my e-mail inbox. I have mixed feelings about newsletters in general. A part of me finds them annoying and clutter, while another part enjoys them.

Newsletters are effective because they serve as a reminder for people to visit your site. Even if the person deletes the e-mail, the sender of the newsletter is still on their mind. They give readers snippets/previews of what you can find on the site.

When newsletters are most effective:
If you want people to read the newsletter- not just delete it- you have to promote your content in the right way. In my experience, I’ll read a newsletter/promo e-mail if it’s:

a. short text, large headlines
b. links directly to site
c. visually appealing
d. specific, niche content

One company who does a great job at this is JCrew. I almost always open their e-mails, even when I’m flat broke. This isn’t me just be a shopaholic, because I never open Express newsletters or other clothing stores. I can always count on a beautiful presentation, a simple headline and a link to the product.

When newsletters aren’t effective:
If a company sends multiple newsletters a week, people become agitated very quickly. Even more, Gmail and other services, will mark them as spam.  It’s also a bad idea to have 8 pt type and a huge chunk of text in a newsletter. No one is going to read it.

How does NYLONewsletter rank?
NYLON is doing a great job with their newsletter. It’s weekly- so it doesn’t overwhelm me- and it’s never too text heavy. Large headlines, quick blurbs and an appropriate amount of images make it appealing to read. I’ll usually click a story if it interests me. Only thing I’d recommend was that they should highlight 3 stories, because it is a tid bit too long.

– Emily

How effective is NYLON’s blog?

Lately I’ve noticed many magazines struggling with differentiating between the role of their main sites and their blogs. It’s a blurry line between the two and I’m not sure any platform has the answer. Before critiquing NYLON‘s blog it’s important to breakdown my perspective of the relationship of the two in general.

Why have a blog if you already have a website?

Since redesigning a website is a long, expensive and tedious process, many magazines choose to implement a blog. This allows the platform a more visually appealing site without the costs of a redesign. Also, according to SEO research, blogging original content pushes you higher in Google search results. Woo hoo!

More importantly, the major CMS for blogging has a very user friendly interface.  Staff that might have trouble working in Joomla!, Drupal or Django can easily post content in WordPress. Admins can set a certain level of control for each user, thus limiting the likelihood of a backend “oopsie” from staff.

The blog serves as a way to connect each day with readers and start conversation.

The blog serves as a way to connect each day with readers and start conversation with them. It feeds the reader little tidbits and is just enough to wet their appetites. Say that a platform was working on an in-depth feature and wanted to let their reader know that they planned on covering it. They could write a short preview so readers could anticipate the story.

Content also works well as a follow-up for previously published stories or live coverage of events. For instance, if you wanted to give an account of a film festival that was occurring, the blog is the perfect platform (in addition to Twitter) for quick reporting. Since blogging CMS, such as WordPress and Tumblr, have a mobile apps, you can even whip up an article on-the-go. These tools provide journalists a way to connect unlike ever before with their audiences.

Problems with blogging:

The instantaneous nature of this medium makes it a lot easier to make mistakes and produce sloppy journalism. In print, an article might have four drafts before an editor decides it’s ready to publish. The editing process with blogs tends to be reverse: publish first, make revisions/corrections later. Journalists need to remember that accuracy and fairness trumps immediacy. Just because you can revise articles later, doesn’t mean you should make sloppy mistakes.

Abiding by these ground rules is obviously easier said than done. I’ll admit, I’m guilty of it. I’m sure if you search this blog, you’ll find comma splices and disagreements with AP Style rules.

However, it’s important to maintain a balance between “writing for the web” and journalistic writing style. Blog content should be easier to read than a print article.

So, how effective is NYLON’s blog?

Kudos, NYLON. You’re doing a great job of engaging with readers and consistently producing content. For the past week, there’s been a minimum of 7 posts/day. It’s easy to subscribe to the blog and connect via social media. The content length is just enough to keep readers informed and coming back for more.

One thing that I don’t agree with is the use of “NYLON” on the top navigation of the blog. At first, I thought it was a CSS style telling me that that was the current page. Then I realized I was in a subsite. I can see how this could easily confuse the user and make them feel lost in the site.

A simple solution would be to include breadcrumbs indicating where the user was in relation to the main site. It would also be helpful if the “NYLON BLOG” link was styled larger/had a hover state different from the main “NYLON” link. I understand they want to direct traffic to the main site, but it confuses the user.

It’d be interesting to compare the blog’s analytics to the main site’s analytics. I’m willing to bet that returning traffic on the blog is increasing while Nylonmag.com is declining.

– Emily