Archive | April, 2017

Pioneers of Digital Influence

13 Apr

The Smart Set

The Smart Set was a magazine that was founded in 1900 for and about New York’s social elite, The magazine evolved into an expression of popular modernism and it’s heyday went from 1913 through 1922.

It had a literary side publishing some of the best authors of the day (including Joyce and Conrad) and gave F. Scott Fitzgerald (The Great Gatsby) his start.

Subtitled “A Magazine of Cleverness” The Smart Set never gave up its aim to entertain, to win a large audience, and to make money through advertising.

Thoroughly modern

The magazine covers (see above) are images depicting modern women. The flappers and ‘it’ girls who made the news and social pages of the day through there ‘shocking’ displays that went against the moral norms of the day. They smoked and drank and used colourful language. In that way they were liberated some might argue. But that’s not the point.

Digital influencers and advertising dollars

These were the pioneers of today’s online digital influencers who garner huge crowds of followers just by posting a pic or a little message on their instagram pages. They are trend setters (sometimes) or trend followers but they have built a brand image around themselves by understanding what their ‘tribe’ want, need and often just aspire to.

And when they attract large numbers of followers, that translates into advertising dollars.

So things haven’t changed that much – just the mediums.

and the hipsters just look like Ned Kelly.