Tag Archives: Stars

Hello! Goodbye: royals gift to magazines as reality stars lose shine, says editor | Media


Love Island may have been the surprise television hit of the summer, but interest in reality TV stars in Britain is showing signs of waning while intrigue surrounding the royal family reaches record levels.

The latest circulation figures show sales of celebrity magazines are slumping, and the editor of one of the market leaders has questioned the longevity of reality TV personalities.

While the stars of this year’s Love Island may soon disappear from viewers’ minds, Rosie Nixon, the editor-in-chief of Hello!, said interest in the royals had reached an unprecedented level thanks to the Duke and Duchess of Cambridge and Prince Harry.

Nixon said the new generation of royals had “changed the image of our monarchy” among the British public and around the world.

ABC magazine circulation figures show dramatic declines for both celebrity and women’s weekly titles. The circulation of Heat fell 17% in the first six months of 2017 compared with the same period last year, while rivals Look, Closer and Grazia were down 35%, 20% and 13% respectively.

The celebrity titles are battling against social media and online rivals such as MailOnline, but the slump in sales also suggests the appeal of reading about celebrities has declined since an explosion in interest around the turn of the century that sparked huge audiences for shows such as Big Brother and I’m A Celebrity … Get Me Out of Here!

The circulation of Hello! was down 9% year on year between January and June, but up more than 2% compared to the previous six months.

Nixon said the magazine industry was “really tough” but the royal family was the “gift that keeps on giving”, while Pippa Middleton’s wedding in May had bolstered her title’s sales by 100,000 in one week.

“They appeal across age groups,” Nixon said. “I think the average reader age for Hello! is late 30s, but then we say we are read from everyone from 18 to 80. There is a big age span there and the royals transcend that age group, I think.

“I think the Duchess of Cambridge really has had a phenomenal effect. She was the normal middle-class girl who bagged a prince and it was such a fascinating story. She has made the royal family feel more accessible.

“Prince Harry made a very interesting comment recently when he said he couldn’t imagine now that a young boy at the age he was when he lost his mother would walk behind her coffin at her funeral in the glare of the world media. That wouldn’t happen any more and the fact he has even spoken about that shows a very different image of the monarchy than we had. That buttoned-up and not talking about your emotions that we previously had has been completely blown apart.”

Nixon, who has been at the helm of Hello! for almost a decade, said interest in the royals was the highest it had ever been, helped also by Prince George and Princess Charlotte.

“I think they could be our Brexit secret weapon,” she added. “Their [the Duke and Duchess of Cambridge’s] trip to Poland and Germany probably did more for us than Theresa May will ever be able to do. They really have changed that image of our monarchy.”

Asked why Hello! had outperformed other celebrity titles and enjoyed a prolonged period of success in Britain over 30 years, Nixon said: “I think we have always stuck to giving a platform to true stars, people that really are celebrated because they excel in an area of their life – whether that is acting or singing or sport, genuine talent.

“I think those kind of stars have longevity and those stars are always going to burn brightest for the longest time. I think other titles have played more to trends or people who are popular at the moment. The reality show stars that were very popular 10 years ago – the public doesn’t really want to read about those in their magazine any more because I think we can keep up with them online or on social media. It’s a different calibre of celebrity.”

Nixon said social media had changed how the public interacted with celebrities, but some stars now wanted to pull back from using Twitter.

“I think they give so much away themselves, although we are now seeing a change in the popularity of Twitter,” she said. “People are realising that you can actually say too much, and do you want to comment on everything?”

Hello! launched in the UK with an interview with Princess Anne conducted in Buckingham Palace. Nixon would like to be able to mark its 30th anniversary next year with an announcement that Prince Harry and the actor Meghan Markle are engaged.

“That would be nice if you could arrange that,” she said. “I think we are hoping that a wedding may be on the cards there. That would be great news for Hello! Obviously I can’t actually dictate when Harry might pop the question, but we are hoping that he might. They have been together for a year now just about, so that seems like a good enough time for me.”

Despite the pressure on the industry, Nixon backed Hello! to survive. “That make-up of big royal exclusives combined with these amazing wedding photo albums that Hello! is known for has kind of not changed really. I think even though obviously the personalities that we feature – the movers and shakers of the day – are now different, the way that we compile the magazine is actually comfortingly the same to our readers.

“I think in a time when the headlines are dominated by bad news, the escapism that Hello! provides is still one of its key strengths.”



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Why YouTube Stars Influence Millennials More Than Traditional Celebrities


For many decades, television was the primary medium where people consumed news and entertainment. It was also how they were marketed to. Almost every commercial featured some celebrity vouching for the greatness of some product or service. And to a degree, this continues today. Neil Patrick Harris is still doing Heineken Beer commercials, and super Bowl ads are replete with celebrities.

But the rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting a redefinition of the word, “celebrity.” Now it is the common folk who are setting the trends and driving opinions, and they are doing it on YouTube.

YouTuber Tyler Oakley (Photo by Ben Gabbe/Getty Images for GLAAD)

Millennials are currently the largest consumer demographic with about $1.3 trillion in buying power as at the end of 2015. This powerful demographic is a choice target for brands, but millennials in large part don’t watch TV and don’t care much what mainstream celebrities have to say about products or services. They trust their social media tribes and peer-to-peer advice the most.

In a study commissioned by Defy Media, 63% of respondents aged between 13-24 said that they would try a brand or a product recommended by a YouTube content creator, whereas only 48% mentioned the same about a movie or TV star. Businesses are taking notice and turning more to common folk than mainstream celebrities to reach millennials. Interestingly, the influence of YouTube stars on younger folks goes well beyond shopping.

In 2014, Variety commissioned a survey asking U.S. teenagers aged 13-18 to determine the biggest influencers. Specifically, they were asked to rank 20 popular personalities based on approachability, authenticity and other criteria, which the respondents deemed as aspects of their overall influence. In the final ranking, popular YouTubers occupied the top five spots with traditional celebrities like Jennifer Lawrence and Katy Perry settling for lower positions. In 2015, the magazine commissioned this study all over again. Yet, the results have proven to be the same with the top six spots going to popular YouTube stars.

So why are these YouTube personalities influencing millennials and teens more than mainstream celebrities?

1. YouTube stars are better at developing relationships

Traditional celebrities always seem to act according to their PR strategies rather than free will, and people don’t relate to them. It can feel hard to understand where a carefully staged image ends and the real person starts. And millennials deeply despise inauthenticity.

YouTube personalities, on the contrary, connect better with people by being approachable and building intimate experiences with their viewers. They are not afraid to be goofy, funny, weird or speak up on very touchy and personal matters such as sex, divorce, domestic violence and racism. According to a study commissioned by Google, 40% of millennial YouTube subscribers say that their favorite content creators understand them better than their friends and 70% of teens admit that they can relate to those folks more than to traditional celebrities.

2. YouTube stars drive more engagement

Reaching out to traditional celebrities and receiving a personal reply (not one issued by a hired rep) isn’t something you’ll imagine. On the other hand, YouTube personalities regularly reply to comments, act accessible on social media and schedule frequent Q&A sessions with their community, where no questions are off limit.

The relationship YouTube content creators develop with their fan base leads to higher engagement according to the same data shared by Google. Compared to videos created by mainstream celebrities, videos created by top 25 YouTube stars yield three times more views, 12 times more comments and two times more actions (thumbs ups, shares, clicks, etc.).

3. YouTube personalities set trends and shape pop culture

Most millennials agree that YouTubers set more trends than traditional celebrities these days. In fact, 70% of subscribers say that YouTube personalities change and shape the pop culture and 60% of them say they would make buying decisions based on the recommendation of their favorite YouTube star over the recommendation of a TV or movie star.

Also, in a study conducted by University of Twente among teenagers who regularly watch YouTube, a number of respondents admitted that they feel interested “in what older YouTubers have to say about things” as it helps them to shape their own opinions and worldview on certain things such as design, beauty, games, relationships and conflict management.

The influence of YouTube personalities may fall flat with older generations, who remain less exposed to the YouTube culture and prefer traditional media such as TVs and newspapers, where traditional celebrities still steer the conversations. But with millennials, it’s at an all-time high.



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Why YouTube Stars Influence Millennials More Than Traditional Celebrities


For many decades, television was the primary medium where people consumed news and entertainment. It was also how they were marketed to. Almost every commercial featured some celebrity vouching for the greatness of some product or service. And to a degree, this continues today. Neil Patrick Harris is still doing Heineken Beer commercials, and super Bowl ads are replete with celebrities.

But the rise of social media, the dwindling popularity of TV and people’s distaste for advertising are prompting a redefinition of the word, “celebrity.” Now it is the common folk who are setting the trends and driving opinions, and they are doing it on YouTube.

YouTuber Tyler Oakley (Photo by Ben Gabbe/Getty Images for GLAAD)

Millennials are currently the largest consumer demographic with about $1.3 trillion in buying power as at the end of 2015. This powerful demographic is a choice target for brands, but millennials in large part don’t watch TV and don’t care much what mainstream celebrities have to say about products or services. They trust their social media tribes and peer-to-peer advice the most.

In a study commissioned by Defy Media, 63% of respondents aged between 13-24 said that they would try a brand or a product recommended by a YouTube content creator, whereas only 48% mentioned the same about a movie or TV star. Businesses are taking notice and turning more to common folk than mainstream celebrities to reach millennials. Interestingly, the influence of YouTube stars on younger folks goes well beyond shopping.

In 2014, Variety commissioned a survey asking U.S. teenagers aged 13-18 to determine the biggest influencers. Specifically, they were asked to rank 20 popular personalities based on approachability, authenticity and other criteria, which the respondents deemed as aspects of their overall influence. In the final ranking, popular YouTubers occupied the top five spots with traditional celebrities like Jennifer Lawrence and Katy Perry settling for lower positions. In 2015, the magazine commissioned this study all over again. Yet, the results have proven to be the same with the top six spots going to popular YouTube stars.

So why are these YouTube personalities influencing millennials and teens more than mainstream celebrities?

1. YouTube stars are better at developing relationships

Traditional celebrities always seem to act according to their PR strategies rather than free will, and people don’t relate to them. It can feel hard to understand where a carefully staged image ends and the real person starts. And millennials deeply despise inauthenticity.

YouTube personalities, on the contrary, connect better with people by being approachable and building intimate experiences with their viewers. They are not afraid to be goofy, funny, weird or speak up on very touchy and personal matters such as sex, divorce, domestic violence and racism. According to a study commissioned by Google, 40% of millennial YouTube subscribers say that their favorite content creators understand them better than their friends and 70% of teens admit that they can relate to those folks more than to traditional celebrities.

2. YouTube stars drive more engagement

Reaching out to traditional celebrities and receiving a personal reply (not one issued by a hired rep) isn’t something you’ll imagine. On the other hand, YouTube personalities regularly reply to comments, act accessible on social media and schedule frequent Q&A sessions with their community, where no questions are off limit.

The relationship YouTube content creators develop with their fan base leads to higher engagement according to the same data shared by Google. Compared to videos created by mainstream celebrities, videos created by top 25 YouTube stars yield three times more views, 12 times more comments and two times more actions (thumbs ups, shares, clicks, etc.).

3. YouTube personalities set trends and shape pop culture

Most millennials agree that YouTubers set more trends than traditional celebrities these days. In fact, 70% of subscribers say that YouTube personalities change and shape the pop culture and 60% of them say they would make buying decisions based on the recommendation of their favorite YouTube star over the recommendation of a TV or movie star.

Also, in a study conducted by University of Twente among teenagers who regularly watch YouTube, a number of respondents admitted that they feel interested “in what older YouTubers have to say about things” as it helps them to shape their own opinions and worldview on certain things such as design, beauty, games, relationships and conflict management.

The influence of YouTube personalities may fall flat with older generations, who remain less exposed to the YouTube culture and prefer traditional media such as TVs and newspapers, where traditional celebrities still steer the conversations. But with millennials, it’s at an all-time high.



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