Squidoo Magazines: Engaging communities around niche content

On September 12, 2011, Squidoo rolled out a brand new feature: Squidoo Magazines.

A Squidoo magazine is a lifestyle vertical within Squidoo that features excellent lens content on a particular topic, along with news and stories and editorial, all integrated with Facebook and Twitter and optimized for real reader enjoyment.

We've launched many magazines since then, including GoodVeg, Happy Halloween, Happy Thanksgiving, The Happy Snowman, Upmarket and So Crafty. In the coming season, we'll be launching a dozen more magazines on different topics -- and we're excited to explore this vertical space!

Squidoo Magazines: The big picture

For people who don't know much about Squidoo (yet): Squidoo is a lifestyle media company that is now larger than Time, Newsweek or NBC online. We make it easy for passionate, everyday writers to create original pages about the things they know and love. Our new Magazines initiative is a way to combine our powerful writing platform with more engaged readers on the social web, in a very topically focused way. Magazines are... Hand curated. Passion focused. Updated daily. The top 2% of content from around the web. Facebook obsessed, Twitter integrated.

For you experts who already know everything there is to know about Squidoo lenses: Squidoo Magazines are a new way for us to organize high-quality pages on a niche topic. Each magazine has a broad base of strong lenses from lensmasters passionate about that topic. Those lenses get a new look and feel in order to integrate them with the magazine and increase the relevant browsing experience ( = more pages/visit to your work!) as a reader flows from one related lens to the next.

As a kind of cover story on top of this base of lenses, there's a homepage to the magazine. This homepage features news items, traditional articles and other topical posts (not just lenses) created and featured by the magazine's editor.

The editor of a magazine actively seeks out awesome contributors and columnists, in many cases known names and bloggers in addition to exceptional lensmasters who want to go the extra mile. Finally, the magazine homepage works in tandem with tight Facebook integration, meaning that there's a real community on the other end -- readers who want to read the latest news and lenses from each magazine.

Each magazine is conceived by us and run by our Squidoo Magazines team, primarily our managing editors. Anyone is welcome to submit a topically relevant lens to each magazine as they roll out.

GoodVeg Magazine

Mainstreaming Vegetarian & Vegan Lifestyles Since 2011

GoodVeg MagazineGoodVeg Magazine was our very first, and it's still rolling strong!

The people who support, staff, and contribute to GoodVeg are interested in mainstreaming vegetarian and vegan diets. We want to affect American food habits on a big scale, so that eating responsibly becomes the new normal and even meat-eaters come to our site and leave with a craving for more plants.

GoodVeg is a beautiful digital collection of great writing, recipes, news and personal stories of vegetarian living. You can see it here.

Happy Halloween Magazine

Ooky and kooky!

Happy Halloween Magazine on SquidooThe magazine itself is actually just called HAPPY, and it's an ever-evolving magazine (because you can do that on the web) going from one major commercial holiday to the next. It's a fun way to organize and follow and gobble up content for your favorite holidays, one right after the other. Always something to celebrate, always something to look forward to! Happy Magazine and its various incarnations are a collection of holiday favorite events, DIY crafts, recipes, decorations, stories and more.

The first installment of Happy was launched in September 2011, Happy Halloween Magazine -- take a look!

Happy Thanksgiving Magazine

Cornucopia of Seasonal Delights

Happy ThanksgivingThis is our second installment of Happy, launched on November 1, 2011: Happy Thanksgiving Magazine!

Looking for the best turkey recipes? Stories and essays about gratitude, and how to have a wonderful holiday? Delightful crafts to occupy the kids, and wonderful ways to decorate your home before the in-laws show up? Look no further! Take a look at Happy Thanksgiving here.

The Happy Snowman Magazine

Seasons Greetings from the Wonderland

The Happy Snowman MagazineThe Happy Snowman is our third installment of Happy Magazine!

The Happy Snowman is full of great content about the winter holiday season -- Christmas, New Year's, Kwanzaa, Hanukkah, Festivus, you name it.

We launched November 15th, 2011 with oodles of craft how-tos, recipes, great gifts and thoughts on giving, family & community content. Join the celebration at The Happy Snowman!

Upmarket Magazine

Deluxe. Remarkable. Creative. Unusual. Successful. Upmarket businesses push the envelope -- does yours?

Upmarket MagazineUpmarket Magazine focuses on business: The Deluxe, the Remarkable, the Unusual -- and the Successful. It's all about businesses that push the edges, the clever people running them, and how to build them.

If you want to know what makes a boutique business tick, discover essential keys to smart marketing, productivity, and finding your way in the business world, this should be your first stop. We've got some of the best and brightest biz minds on the internet lining up to share their knowledge with our growing new audience.

This magazine launched on January 10, 2012 with tons of savvy business content, and it only gets better from here. We'd love to have you along for the ride! Check out Upmarket Magazine by clicking here.

So Crafty Magazine

Create something new! Show off your work! It's time to get So Crafty.

So Crafty MagazineSo Crafty Magazine is for everyone who loves to make beautiful things -- for their homes, friends, families, and favorite gift-giving opportunities.

Featured in So Crafty is a great lineup of how-tos and patterns -- for beginners and established crafters alike -- on sewing, crocheting, knitting, cross-stitch, fiber arts, scrapbooking and much, much more. If you're looking for crafts for weddings, kids, or special occasions, we have something for you.

This magazine launched on February 21, 2012 and has been rolling strong every since! Check out So Crafty Magazine by clicking here.

What's included in a magazine?

Here's an example, using GoodVeg as our case study...

A gorgeous homepage with focus content and daily updates.

Thousands of pages of hand-built content: People online want good, human, opinion-based information.

High-profile contributors: Popular bloggers and writers on the topic, helping bring attention to the magazine.

Facebook integration: Every post and update appears on the wall of every Facebook fan.

Twitter updates for all new content.

Community: Each magazine is connecting people who want to be connected around a topic.

What do you get?

When a lens in included in a magazine, you get...

Here's another GoodVeg example: For this launch, we picked a bunch of existing vegetarian topic lenses to be included in the hot new magazine straight out of the gates.

Anyone is welcome to submit a lens to any of our magazines! Just create a new lens within that magazine's topic, or edit an existing lens to join that magazine's topic. For example, if you have a lens about vegetarian living that you'd like to create for GoodVeg, simply make a lens as usual and choose any of the Vegetarian subtopics within Food&Cooking. Your lens will instantly be eligible to participate in the mag.

What you get when a lens is included in GoodVeg...
  • 1An exclusive new lens theme for all GoodVeg lenses. It's fresh and green and designed to link all these GoodVeg lenses together for more browsing, better pageviews, and visual awesomeness.
  • 2Someone looking out for you! We've hired a team exclusively assigned to the magazines project. For instance, GoodVeg's managing editor is Stephanie Mangino. She'll be looking at all participating lenses and actively working to feature them on the magazine's homepage, on Facebook, on Twitter, and more. Think of her as your own publicist.
  • 3More traffic that is less dependent on the whims of search engines and Google. A big part of our magazine strategy is tight integration with Facebook (more than 10,000 GoodVeg fans and growing!), which brings very relevant traffic from people who follow vegetarian topics there. You don't need to be active on Facebook yourself in order for your lens to benefit from being part of GoodVeg.
  • 4Higher quality ads on your lenses. We'll be working with sponsors like BocaBurger and other veg specific brands to match the ad experience with the content.
  • 5Basically, you get everything you've always gotten from Squidoo -- but with the chance to get more people reading your good work on important (and tasty) vegetarian topics. Other than the look and feel of the lens, and the publicity perks and probably more traffic, nothing else changes.

    But if you'd rather fly solo and don't want to be featured in GoodVeg, we've made it really easy to opt your lens out. Just edit any one of your lenses in the Vegetarian topic, look for the 'Magazines & Topics' sidebar in your workshop, and from there you can remove that one lens or all of your lenses from this magazine. Of course, we're hoping most of you would rather come along for the ride!
  • 6The same applies for any of our magazines. If you had a lens in a Halloween topic previously, your lens will be automatically included in our Happy Halloween Magazine, so you can take part in the extra promotion and new social traffic. If you'd rather not be included, you can easily opt out lens by lens, or remove all lenses from the whole magazine in just one click.

A few examples from GoodVeg

Just a few lenses participating in our GoodVeg magazine

This should give you an idea what a lens looks like when it participates in a magazine. Each magazine will have its own look and feel, of course, but you get the idea.
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A few examples from Upmarket

Just a few examples of lenses participating in Upmarket Magazine

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Meet the Magazines Team

Stephanie Mangino is Managing Editor for Squidoo Magazines. A former print editor/reporter and radio anchor, reporter and news director, she loves research, writing, reading, great food and inspiring ideas.

Megan Elizabeth Morris -- otherwise known as MEM -- is Chief of Talent. She connects remarkable contributors with our great magazine audiences (and she loves win-win scenarios). If you're interested in participating, get in touch!

And of course... Corey Brown, Seth Godin, Megan Casey and the rest of the SquidTeam you know and love are behind the magazines project overseeing things, keeping it true to Squidoo and our platform.

This SquidooHQ page written by

worldmegan

Megan Elizabeth Morris is Squidoo Magazines' Chief of Talent. She connects remarkable contributors with great new audiences, and occasionally contributes... more »

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