Fashion Magazines and Not So Fashionable Video

Very slick, very high end, very well done

Welcome to the world of Marie Claire, a very high-end women’s fashion magazine.

It is slick

Its photograhic images are stunning.

Like every other newspaper and magazine in the world, Marie Claire is now migraing to the web and to iPads, and soon, no doubt, to mobile.

Marie Claire pays a lot of attention to its graphics, its writing and its photography.

Particularly to its photography.

Fashion and magazines devoted to fashion are incredibly fastidious about their photography.

And some of the world’s greatest photographers and photojournalists from Scavulo to Avdeon have made their mark on the nexus of fashion and photography

So one must wonder why, when these magazines (and I am not picking on Marie Claire alone, it seems to be almost a universal), begin to transit to the web, and hence to video, they seem content to produce video that I can only describe (kindly) as amateurish at best.

http://www.marieclaire.com/video/#v942879602001

A mess…

This disaster is actuallly right from this months’ Marie Claire online webpage.

I was not there when this disaster happened, but look at how terrible this is. Who in their right mind shoots an interview with the subject propped up in front of a window?  And let’s not even get into the framing, the editing or the content.

Again, I was not there, but my guess is that they have some newby or intern who went to NYU film school and that person is now doing their ‘in house’ videos.

This kind of stuff damages the brand and it damages the magazine.

But in every cloud there is a silver lining, and I see one here for the future of the independent VJ.

But, as we always say here: We demand only one thing and that is perfection.