I came across this example of how brands can use (and, apparently, are using) digital publishing to create buzz around upcoming events. The day before Gilt Groupe launched a Diane von Furstenberg flash sale, the company uploaded this short flipbook documenting the DvF/Gilt photo shoot, with gorgeous photos and commentary from Gilt’s creative team.

Open publication - Free publishing - More accessories

For fashion companies, one concern about partnering with Gilt on flash sales is the danger of brand dilution. Meanwhile, consumers may worry about the quality of the merchandise not matching their expectations, given that some companies create special merchandise for flash sites. This beautiful preview alleviates both concerns, as far as I’m concerned.

On a somewhat related note, I’ve spent a lot of time lately thinking about social media integration. Platforms such as Issuu eliminate many of the capital barriers to entry associated with traditional magazine publishing, but there are additional obstacles to developing readership — namely, that people have to read your magazine in order to enjoy it, and it’s kind of a far step from knowing about something to actually experiencing it. I think that brands who are using online publishing as a marketing tool — as a means to an end — have the advantage here over magazines for whom the online publication is the end, in and of itself. It’s easier to entice a consumer who’s already salivating over tomorrow’s DvF deals to click a link to see exactly what she’s getting. It’s more difficult, for sure, to convince someone that the destination on the other end of the click-through is worth the perceived effort of engaging with an unfamiliar platform.