InStyle’s Newest Publisher Looking to Digital ‘Potential’

As InStyle’s third publisher in as many years, Agnes Chapski thinks there’s still some room to grow the magazine’s business. “What Laura Brown and her team have been doing is refreshing and unique,” Chapski said on her first official day on the job. “I was excited about partnering with her. I think [InStyle] has so much potential.” Specifically, Chapski is looking at business around digital-only channels like social and video as areas where she will be taking a “deep dive” right away. “There’s a phenomenal amount of potential with our digital assets,” Chapski added. It seems to be true, to an extent. Rival titles over at Hearst Elle and Harper’s Bazaar have over 4 million followers on Instagram, while InStyle has 2.6 million. Vogue roundly beats all three titles on Instagram with nearly 23 million followers. And advertisers are projected to spend $18 million on digital video this year, a small amount of ad spend overall, but a 25 percent increase over last year, according to a new report from Interactive Advertising Bureau.  Beyond Instagram, InStyle’s print and digital readership has continued to shrink. According to December data from MPA The Association of Magazine Media, the magazine’s combined print and digital audience was down

Follow WWD on Twitter or become a fan on Facebook.

Read More...

from WWDWWD http://bit.ly/2UMfmIU