Case Study on magazine Industry

Condé Nast -VOGUE Case Study

Condé Nast Publications is a worldwide magazine publishing company. Its main offices are located in London, Madrid, Miami, Milan, New York, Paris and Tokyo and its run by S.I. Newhouse Jr. Condé Nast publishes a number of magazines; one which my case study will be on is Vogue.

Vogue is a fashion and lifestyle publication which is distributed monthly in 16 countries. Vogues first issue was in 1892, found by Arthur Baldwin Turnure who later died in 1909. Condé Nast went overseas in the early 1910, after success of this movement, Vogue started in Britain. The movement to Spain was not so successful, however publishing in France was. In 1973 Vogue became a monthly publication. The current editor-in-chief of American Vogue is Anna Wintour, and since taking over in 1988 she has worked to protect the magazine's high status and reputation among fashion publications. To achieve this she has made the magazine focus on the latest and more accessible ideas of "fashion" for a wider audience. In 2003, Anna Wintour joined the Council of Fashion Designers of America in creating a fund that provides money and guidance to at least two up-and-coming designers each year. This has built loyalty among the emerging new star designers, and helped preserve the magazine's dominant position of influence through considerable influence over American fashion. Vogues target audience is mainly females 16 to early 30’s.

Vogue is very easy to access online, you can simply just go on http://www.vogue.co.uk. They get:

- Banners - £35 cpm

- Skyscrapers - £40 cpm

- Rich Media - £45 cpm

- Email sponsorship from - £65 cpm

- Email List Purchase - 250 cpm

- Promotion - From £5k

- Sponsorship - POA

Vogue can be accessed online through www.vogue.co.uk

The pictures above show what the Vogue website looks like and some of the features included. As well as buying vogue in shops, you can subscribe to vogue online. The website includes many features for their consumers. They can search for all the latest fashion news, gossip, videos, beauty, blogs, the latest trends and also enter in competitions. This online distribution can be very handy for many consumers, and if it’s not, for example, not having access to the web, buyers can purchase the magazine copy in shops.

The website itself is busy and complete with features which would appear in the magazine itself, the background is which, however, images and black text contrasts against it in order for it to stand out. The magazine itself is quite different to Vogues online presence. There are more options online such as visual videos instead of just still images, also you can choose what you want to view, when and how, and this is referred to pull media. The magazine itself would be push media, because everything the producer wants you to see is page by page given to you, and in the order they want you to view it. With vogues online presence, it allows audiences to choose what the want to view. The website is updated daily and one way in which we can see this, is a feature on the website that reads, Breaking news. This is news that is quick and easy to consume and new.

Advertising is included on the sides of the website, the advertising is mostly videos which audiences can click it, in order to be taken to a separate site, this benefits the advertisers a great deal, because unlike a print magazine, the consumer may look at the magazine, but may not act upon it there and then. By seeing the advertisement online, they can click it and be pulled towards the product and may want to research more into it. Quoted from the Condé Nast website ‘CondéNetUK's stable of websites now attracts over 2.6 million unique users with 46 million pages viewed each month; 250,000 people have requested to receive emails from us on a daily and weekly basis’ this strongly highlights the effect of vogues and other Condé Nast publications online presence.

Viewing Vogue online is completely free to anyone however subscribing costs £19.99 for the first 10 issues. An issue in stores is around £3-4.

Conclusion

I have looked into Condé Nast and its publication Vogue. I have discussed its online presence in detail and overall I think it’s very important for magazines to consider their online presence. Not only does this cater to a wider audience and become in reach with technology, it advertises better, which is benefited to those companies. By doing so I believe Vogue is targeting the younger generation which is very important as they are the next generation to reach the target audience. The internet is very popular in this century and is in some cases the only way people will consider viewing the magazine, as the printed magazine may not be so popular with them. Although internet is mainly being used a lot by the younger generation, it can limit audiences if it’s published more towards the online presence.