A Digital Makeover, The WWD Case Study

Edited by Jon Harari.

Cassie Leventhal, Digital Media Strategist at Women’s Wear Daily (“WWD”) gave a great presentation about WWD’s digital transition while sharing her experiences as a guest speaker on Monday, October 19th, 2015 at Baruch College.

cassie-leventhal-wwd-jon-harari-3WWD is a weekly fashion publication with history of over 100 years – it is the must-read publication for the fashion world.  WWD is printed on thick over-sized paper, which stands out as a luxury publication. “Fashion is all about visuals and consumer’s perception is everything,” says Ms. Leventhal.

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Ms. Leventhal is responsible for media strategy and business development and shared with us how WWD recently went through massive digital transition, as breaking news is not communicated through print publications anymore, but through digital and social media.

For over 100 years, WWD published a daily, printed newspaper, but over the past year, the company has embraced the current digital landscape by changing their printed daily newspaper to a weekly print, while still delivering breaking news online.  The company further uses all social media channels like Facebook, Tumbler, Instagram to engage with audience from all over the world.

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Ms. Leventhal is in exciting and important position, as everything is moving towards digital media.  She talked about her personal perceptions in digital media marketing and told us how substantial is to understand one’s brand.  Since WWD operated a printed publication, it was important for the brand to still have the publication printed weekly, as WWD has clients who were used to having WWD printed for decades and want to still subscribe to the printed publication.  It’s also important to note that WWD has about 60,000 subscribers, even though the WWD.com website has over 1 million unique monthly visitors (20x the size).  This drastic difference between subscribers and monthly unique visitors is also important in understanding WWD’s clientele via their off-line and on-line brand.

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In conclusion, Ms. Leventhal provided interesting perspectives as far as how important it is to maintain the image of your brand, especially when it’s at a publication like WWD which operates in world of luxury clientele for over 100 years, where the clients are extremely sophisticated and well-groomed.

Written by Kinga KańskaAzusa Miyake, and Eva Lopez Salinero, students in Jon Harari’s class

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