Just recently I came across 2 videos from DETAILS Magazine on you-tube that made me do a bit of a double take: Gabe and Max’s Guide to Man Style and Video #2 Beauty Tips. The First video ( posted below) starts in a style similar to what you would expect from a magazine like DETAILS ( except the photo-shopped photos) but as the video goes on it becomes obvious that its an over the top comedy video that’s not great but is OK for a bit of a laugh. Included in the 1st video are the “4 pillars of Man Style” which include:
1. Only owning silk underwear.
2. Confidence : “Never don’t be confident”
3.Wear a little bit of Makeup ( all men want to look,manly?)
4. Be Yourself: Everybody has their own ‘personality’ (I’m obviously Mr Pure Granola!)
Posted last month these videos are among DETAIL’s more successful videos with the more recent video “Beauty Tips” gaining over 180,000 views. This would be great if it were a clear part of the brand or if this channel were specifically dedicated as a magazine “funny page” but video’s like this are mixed in with more serious video’s like interviews with Anna Faris and Ben Aflec and style tutorials like How to tie a Scarf and How to fold a pocket square, part of the magazines core business which in comparision peform poorly in view count.
Adding further confusion to DETAIL’s branding is its own website which is very clean cut and serious. Some may argue otherwise, but with competing magazines such as Mens Health, Esquire and Mens Journal and an increasing on-line audience ( Ask Men) I feel DETAILS could instead use You-tube as a strong medium to instead communicate with its core customer base ( as there are many guys like me who will look at a funny video , have their laughs and leave adding no value ). I also think as a company DETAILS needs to focus their efforts on presenting them-self as a serious contender rather than investing time in non core projects like posting “funny you-tube videos” .
Sales in print media are dropping ( The New York Times having to mortgage its headquarters,that’s scary) and DETAIL’s along with other magazines in this segment will have a challenge ahead to keep the mind share of their target audience. Of course funny video’s will bring in the hits (Crazy Frog anyone?), but in the end DETAILS should be focusing on building value for its customers to continue its profitability.
I’ve included the described videos. Admittedly they were a decent laugh and I plan to check out the original comedians: