Lorraine’s Blog: Kristen Stewart and David Beckham?

A Twitter Love Story!

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(Blouse by Jaeger, jacket by Vanessa Bruno, trousers by Marks & Spencer and shoes by Prada - last season’s, but the most comfortable ones I own!)

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'Kristen Stewart and David Beckham: A Twitter Love Story' was the title of my presentation today to the PPA (Professional Publishers Association) conference. I spoke in front of 500 delegates from across the publishing world about the value of social media and ELLE’s decision to live tweet for the first time ever from the Kristen Stewart and David Beckham cover shoots. You all remember #KristenELLE and #BeckhamELLE, don’t you?

We set the agenda with this activity, which broke the traditional rules of keeping magazine covers secret until they hit the newsstand. I wanted to reverse that old-school thinking and build excitement around stars with big social media followings before we hit the newsstand. I also wanted to begin the conversation that involves you – the reader – in your magazine long before you can buy it. I hope you liked what we did last month and I know you’ll like what we’ve done with David next month. Our Kristen issue is on the newsstand now, just fyi.

In front of me are the proofs of our David Beckham cover back from the printer yesterday. We have three covers – one of them is exclusive for subscribers. If you want this one, subscribe before 16 May and you’ll get it a few days before the rather exciting topless one hits the newsstand.

I am always a little nervous before I go on stage to talk to a room full of my peers. There’s no avoiding the butterflies, but now as editor in chief of ELLE I always remind myself that I once presented the ELLE Style Awards and nothing will ever be as nerve-wracking as that!

Have a look at the PPA conference Twitter feed today (#ppa_live and #ppaconf) and have read of MediaWeek, too. We’re also proud to note that ELLE, the brand, has been nominated for eight PPA awards this year – our highest number yet. We’ll know what we have won in June.

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Thank you to all our Twitter and Facebook followers for supporting our exciting work around these two covers – we couldn’t have done it without you.

(Toy by David Longshaw)

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David Longshaw is a former winner of ELLE and the British Fashion Council’s Talent Launch Pad. He sends these unique little missives every now and again!

And other exciting finds from ELLE HQ today? Two pairs of Tabitha Simmons shoes...

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(Printed court shoes by Tabitha Simmons)

And a plush make-up bag...

(Make-up pouch by Tom Ford)

And here's a quick detail shot for how I wore my hair today for the conference, should you care...

TODAY THE EDITOR:

Is downloading: The Week app after hearing about it at the PPA conference

Is listening to: Jack White's new album Blunderbuss

And composing a Spotify Friday playlist.

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