the longtail research - Fashion Magazine and youtube

Meghan rossete

lookbook on her own channlte and on a collaborative channel

also appeared in seventeen magazine, the magazine will benefit from this as her followers and subscribers will buy it

meghan will benefit as more people will find out about her channel via the magazine

magazine satistics

cosmopolitan and company fashion magazine is the most popular magazine in the women's sector 

Cosmopolitan posted a circulation of 401,750, down 9% year on year and a 6.6% decline compared with the second half of 2009. Company reported a circulation of 217,324, a 5.6% year-on-year fall and 9.5% period-on-period drop.

Social media in the fashion industry refers to how brands in the named sector connect with their target market through social media outlets such as Facebook, Twitter, and YouTube. According to Macala Wright Lee, CEO of FashionablyMarketing.Me, “Until recently, the fashion industry has been fashionably late to the social media party, refusing to adopt it at all, or merely adopting one-way communication via social networks and RSS feeds for sales and promotions.”^[1] Many brands initially believed social networking would weaken the relationship with consumers, but for most it has turned into a “genuine interaction between brand and client.”.

The Longtail

google paid $1.6 billion for Youtube in 2006 because they were interesting in it as there are lots of ads and the amount of traffic (popularity) using Youtube then loads of people would see the ads and make money from it.
top 30 most viewed videos - 29 of them are music videos with gingham style being number one and the other one is a user created video called 'charlie bit my finger' that is number 5. this shows that a lot of Youtube is dominated by msuci videos. although this could be argued because a lot of people don't watch the music videos they just listen to it as background music when doing something else.

the long tail shows that Youtube is mostly dominated by music videos

film in an online age

David Gauntlett

Web 1.0 vs Web 2.0

Web 1.0 - wasn't interactive, push media, information provided for the user
Web .20 more collaborative, participatory and creative, upload, share, download and create

David Gauntlett

• "the phrase 'web 2.0' was coined by Tim O'Reilly. 'web 2.0 is as mentioned above, not a replacement for the web that we know and love but rather a way of using existing systems in a 'new' way: to bring people together creatively.
• the spirit of 'web 2.0' is that individuals should open themselves to collaborative projects instead of seeking, to make and protect their 'own' material. the 'ultimate' example at the moment is perhaps Wikiepia, the massive online encyclopaedia created collectively by its millions of visitors. 

What is web 2.0?

user-generated material via software and hosted sites - youtube, myspace, facebook - what have been labelled 'web 2.0'
a way of using existing systems in a 'new' way: to bring people together creatively
the 'ultimate' example at the moment is perhaps wikipedia, the massive online encyclopaedia created collectively by its millions of visitors.

creativity and people attempting to change culture - The Vamps, Justin Bieber, Conor Maynard, The Midnight Beast all have been signed by record labels by posting covers on Youtube and have gained a massive fan base before being signed by people viewing their videos online worldwide.

participatory culture - people can now use their knowledge to help information sites grow and develop, they public work together by combining everything they know together. for example: wikipedia, flickr, writing comments on youtube, online forums, ect.