Condé Nast is teaching its editors to be influencers

Adam Tinworth
Adam Tinworth

Fascinating detail in The Cut’s piece about influencers in the fashion world:

Condé Nast has even begun influencer training, hoping to merge the old and new ways of doing things — to see editors become more fluent on social media, like Giovanna Battaglia Engelbert, the W magazine contributing editor (@bat_gio) whose recent post of herself wearing a Giambattista Valli couture dress in his studio was viewed 250,000 times.

If tech journalism was the first part of journalism to be steamrollered by upstart media, the fashion press might be the area that has been most deeply transformed.

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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.