The two generations of more aware consumers consist of people born between the ’80s and 2000. They believe in participatory culture, as defined by Henry Jenkins. It is a culture of independent individuals attached not to brands, but to their own ideals. They are political and looking for freedom of ideas and well-told stories. That’s why publishers should welcome contributors, independent creators, and bloggers, who, besides good content, will bring them new followers. Their pay should depend on the number of followers, not on the number of characters. Contributors should be treated just like regular website creators – only then will cooperating with them have long-term effects. The future of employment and the press lies in project activity, with a large amount of trust put into one’s partners, and the work of contributors is a sign of that.

Considering that 90% of the information received by our brain is visual information, editors should focus even more on communicating through images or videos. In the fashion industry, images have always been the main way of communication. However, today an image isn’t just a photo in a magazine – it can also be a photo tailored for a website or Instagram. In addition to photos, the press also uses videos in various forms: videos for the website and YouTube, short videos for Instagram, short documentaries for Snapchat or Beme, Virtual Reality and Augmented Reality. An editor’s job isn’t just managing the website or the printed magazine – it’s largely social journalism oriented toward mobile customers. See how successful Vogue is: 

While managing a fashion website and social media, editors need to remember that a user is no longer a reader – they are a customer who should be attended to as well as possible. Those customers should make up a community that should maintain good relations and keep in touch with the journalists not just through mobile applications and the website, but also through offline events held for them.