Vanity Fair’s 2016 Hollywood issue to debut on Snapchat
Vanity Fair has inked a deal with Snapchat to reveal its annual special Hollywood issue.
The Conde Nast-owned magazine’s cover will be available to view exclusively on a dedicated channel on Snapchat’s Discover platform from noon (ET) on Monday 8 February for one hour before being released publicly.
Further exclusive content includes a behind the scenes look at how the cover was pulled together, as well as tips on how to dress for the Oscars, access to Vanity Fair’s Oscar Party photo booth and a sharable feature calling for suggestions on who Leonardo DiCaprio should take to the awards.
Speaking to Mashable, Vanity Fair's digital director said the move was intended to "bring content to people where they are."
"We are confident when people find out what Vanity Fair is and what we do, they are going to stick around and become long term fans. That’s the idea behind this partnership," he said, adding that digital was a "huge priority".
Vanity Fair landed on Snapchat last year, giving fans access all areas passes to events such as its Oscar Party and Women of the Year event.
Today's move signals the Conde Nast's renewed approach to digital. Towards the end of 2015 it hired the Guardian's director of digital strategy, Wolfgang Blau, to head up growth across the publisher's 143-strong portfolio.
Publishers including the Wall Street Journal and Buzzfeed have been flocking to the platform's Discover service over the past 12 months, and just last week Cosmopolitan's editor-in-chief Joanna Coles joined the board of the messaging app.