Walk the talk with Runway Manhattan
Is it possible to make fashion publishing that is distinctively different?
By Sarah Emler | Audience Development | Jul 17, 2018
We consider ourselves to be a company that not only wants to create great fashion content, but also wants to follow the fashion zeitgeist in our coverage”
— Markus Mueller, editorial director, Runway Manhattan
Feeding the rising demand for fashion coverage
Brands nowadays focus on smaller, targeted audiences to improve their visibility. With Runway Manhattan, Reuters Connect’s new fashion partner, you are at the forefront of the latest happenings. Runway Manhattan is a fashion specialist, delivering high-quality video and pictures from the red carpet, the runway, backstage, and the streets.
Runway Manhattan know what is trending and offer engaging, Insta-friendly content. Their process involves identifying designer clothing that celebrities wear, determining fashion trends and creating content. Runway Manhattan visuals routinely appear in Glamour, Life & Style, Self, Vogue and Cosmopolitan magazines.
“We consider ourselves to be a company that not only wants to create great fashion content but also wants to follow the fashion zeitgeist in our coverage” says Markus Mueller, co-founder alongside his wife, Lara Signorelli.
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…the craft of creating compelling content becomes more important again and that craft is the only real means you have to reach the audience for whom you are publishing.”
Targeting niche audiences with the right content is key
“Today you no longer have one group that is an audience of one million, but you have the possibility to target one thousand audiences of one thousand people each.” A broad audience does not exist anymore, explained Mueller. “With advertising revenue disappearing, the craft of creating compelling content becomes more important again and that craft is the only real means you have to reach the audience for whom you are publishing.”
For Mueller, a partnership with Reuters Connect opens up new ways for their high-quality content to be accessed via a “stellar distribution platform.”
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Knowing your audience goes a long way
Variety and targeting go a long way towards engaging fastidious audiences. “What we offer is content that is heavily keyworded or tagged. In the programmatic age, we should no longer talk only about programmatic advertising — but programmable editorial content, that is made for success with specific audiences. Runway Manhattan’s keywords and tags create this built-in reach.”
According to Markus, there might be a trend in street style, for example Bohemian style could be popular in a couple of Scandinavian countries, but “we would not want to bore audiences in India with that kind of street style if they are more inspired by Bollywood stars or how people dress in India.”
So far this year, they’ve captured style on the streets in ten different cities, for example Madrid, Stockholm, and Tbilisi. “Next we will cover Helsinki Fashion Week, the first-ever 100% sustainable, zero-waste fashion week.”