There was an article in today’s Observer about how the British born Marie Claire editor, Joanna Coles is to star in an American reality TV series about working at the magazine. Following in the wake of The Devil Wears Prada, a movie about working at a US fashion magazine, and Ugly Betty, a TV series on the same topic, there is no doubt that there is an appeal for this type of content and is likely to be a success.
In my mind this is a perfect example of a media company extending beyond its traditional channel to build an audience and advertising stream in another medium. As the credit crunch bites and advertising dollars become more scarce, will this out of the box thinking give Marie Claire on its competitors? Time will tell.