HOME
          
LATEST STORY
The Atlantic redesigns, trading clutter and density for refinement
ABOUT                    SUBSCRIBE
Feb. 9, 2012, 3:30 p.m.
Aisha Tyler in Badgley Mischka

The Wall Street Journal covers Fashion Week fashionably, finding uses for Pinterest and Instagram

The Journal has found the perfect story for two image-heavy social networks.

Aisha Tyler in Badgley Mischka

The incredible growth of Pinterest — the (invitation-only) social bulletin board dominated by young and female users — hasn’t gone unnoticed by news organizations. Like Tumblr before it, Pinterest offers the chance to reach massive, sharing-oriented new audiences — but also requires a different, more visual kind of editorial thinking. The Wall Street Journal is giving it an early try by looping in another booming young social app.

The Journal has deployed nine journalists to cover Fashion Week in New York, all armed with iPhones and Instagram accounts. They are encouraged to file constantly. (For fashion reporters, capturing photos is a form of note-taking.) Their tweets and images are automatically pulled into the Fashion Week section of the Journal’s website. The best ones are featured on Pinterest and re-posted on the Journal’s main Instagram account. The two social networks are perfect companions.

Wall Street Journal Instagram notePinterest is a “really fast-growing social network that a lot of people are super-excited about,” said WSJ social-media editor Emily Steel, who used to cover digital advertising and marketing for the paper — “a lot of people both in the digital media/marketing/tech world, but also consumers who are really into fashion and arts and crafts and food.” In other words, people who may not be big Journal readers.

I was embarrassed to tell Steel I didn’t know the Journal even covered fashion.

“One of the fashion reporters, Elizabeth Holmes — she’s super active on Twitter and Instagram and social media — and what she said is that she’s always gotten a really big boost in followers during Fashion Week, and that people will tell her that they didn’t realize that the Journal covered fashion,” Steel told me. “That’s also kind of the idea with Pinterest…It’s a cool way to expose the Journal’s content to some people who might not know about it.”

The Journal’s Fashion Week pinboard has attracted about 900 followers so far. The Instagram account, a few weeks old, is approaching 8,000 followers.

Steel said she took notice of Pinterest users sharing WSJ content among themselves. A few weeks ago the Journal started building out its own Pinterest boards — a board for hedcuts, those famous dot drawings of newsmakers; a board for historic WSJ front pages; a board for WSJ Magazine covers.

Sometimes it feels like social media moves as fast as fashion. At this time a year ago, Instagram was almost brand new but had already signed up more than a million users. Pinterest was barely on the radar.

Today Instagram has 15 million users and signs up a new user every second, according to the company. This month Pinterest reached 11.7 million unique monthly U.S. visitors, according to data obtained by TechCrunch, “crossing the 10 million mark faster than any other standalone site in history.” Visitors spend an average of 98 minutes per month browsing that site.

Jeff Sonderman said “it’s time for journalists to pay attention to Pinterest,” with its loyal, distinct audience. Time, LIFE, Newsweek, PBS NewsHour, and Mashable are among the other news outlets dipping their toes in the water.

Photo of Aisha Tyler in Badgley Mischka by Elizabeth Holmes/The Wall Street Journal, via Instagram

POSTED     Feb. 9, 2012, 3:30 p.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
The Atlantic redesigns, trading clutter and density for refinement
It wants to be a “real-time magazine” on the web, connected to its print heritage. But stripping out the visual noise won’t please everyone.
Getting beyond “public radio voice”: Finding and decoding identity on the air
Public radio voice or public radio voices? Figuring out how different identities fit together on the airwaves is a challenge for many journalists.
Newsonomics: The Wall Street Journal is playing a game of digital catchup
Its newly launched redesign isn’t just about aesthetics — it’s a chance to look inside the business and strategic thinking at America’s business daily.
What to read next
2439
tweets
The Economist’s Tom Standage on digital strategy and the limits of a model based on advertising
“The Economist has taken the view that advertising is nice, and we’ll certainly take money where we can get it, but we’re pretty much expecting it to go away.”
579What USA Today Sports learned covering the Final Four on Periscope and Snapchat
These new platforms are optimized for realtime news on phones, but there are lots of questions for news organizations — from what content to share to how to measure their effectiveness.
366The Winnipeg Free Press is launching a paywall that lets readers pay by the article
Are you one of those who’s argued an “iTunes for news” model could rebuild newspapers’ business model? Look to Canada for a paper that’s going to give it a go.
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Charlottesville Tomorrow
Groupon
Newsday
Wisconsin Center for Investigative Journalism
Byliner
EveryBlock
Lens
NBC News
NPR
Current TV
Flipboard
Next Door Media