Hearst Corporation today introduced the ELLE Glassware created exclusively for Google Glass at Google I/O 2013. Hearst is the first magazine media company to develop and launch Glassware, with ELLE as the first Hearst brand included in the device’s initial gallery of services. The Glassware is now available to early users as part of the device’s Explorer launch.
The teams from Hearst Corporation, ELLE and Google worked together on this launch of the world’s top fashion magazine as Glassware. The partnership is a result of Hearst’s ongoing research and development efforts, many of which are focused on building new mobile experiences. The launch of the ELLE Glassware is seen as an example of how Hearst plans to deliver content across its diverse properties whether fresh, lifestyle perspectives from magazine brands, breaking news from Hearst newspapers and TV stations or essential business information from Hearst Business Media’s financial, healthcare and automotive companies in new ways on both emerging and existing mobile devices.
“Hearst always strives to be on the leading edge of innovation it is at the core of our company,” said Phil Wiser, chief technology officer, Hearst Corporation, in announcing the ELLE Glassware. “Across our media businesses, we are working to engage consumers everywhere content is consumed, now and in the future. Google Glass encourages us to think about our content in a new way. We are very pleased at the experience of partnering with Google on this project.”
The ELLE Glassware curates the best content from ELLE’s most widely read and shared sections online, including ELLEDispatch, a fashion and culture news blog that provides read-aloud excerpts and bundled photos and video; daily fashion inspiration from Street Chic; magazine-like photo Lookbooks that Glass users can swipe through; and horoscopes, which allow the user to change astrological signs within the Glassware. While using the Glassware, users can share articles and photos with contacts and create reading lists and shopping wish lists that can be revisited later from a mobile or desktop device.
The ELLE Glassware offers a unique set of content not seen with other Google Glass content partners. It aims to attract fashion-forward “on the go” professionals looking for timely fashion features and cultural segments.
ELLE is the No. 1 fashion magazine in the world, with 44 editions, 21 million readers, and 6.4 million copies sold every month worldwide. It is also the foundation of numerous brand extensions, including ELLE Decor (25 editions), ELLE A Table (four editions), and ELLE.com (28 websites with 20 million unique visitors). The U.S. edition reaches an audience of 5.9 million readers, who find in ELLE a rich mix of fashion, beauty and culture that lets the reader discover their personal style and public self. ELLE is published by Hearst Magazines, a unit of Hearst Corporation, one of the nation’s largest diversified media and information companies. With 20 titles in the U.S., Hearst is the leading publisher of monthly magazines in terms of total paid circulation (ABC 2012) and reaches 83 million adults.
About Hearst Corporation
Hearst Corporation (hearst.com) is one of the nation’s largest diversified media and information companies. Its major interests include ownership of 15 daily and 36 weekly newspapers, including the Houston Chronicle, San Francisco Chronicle, San Antonio Express-News and Albany Times Union; hundreds of magazines around the world, including Good Housekeeping, Cosmopolitan, ELLE and O, The Oprah Magazine; 29 television stations, which reach a combined 18 percent of U.S. viewers; ownership in leading cable networks, including Lifetime, A&E, HISTORY and ESPN; significant holdings in automotive, electronic and medical/pharmaceutical business information; a 50 percent stake in the global ratings agency Fitch Group; Internet and marketing services businesses; television production; newspaper features distribution; and real estate.