Vogue - Industry , detailed edition

Is Conde Nast, the publisher of Vogue, a large/mainstream publisher or an independent publisher?

large/mainstream publisher

Conde Nast operate under the parent company...

Advance Publications

Conde Nast is a subsidiary of Advance Publications, who as a conglomerate own the Discovery Channel, as well as popular digital news sites such as Wired and Tripod (repeat)

Conde Nast is a subsidiary of Advance Publications, who as a conglomerate own the Discovery Channel, as well as popular digital news sites such as Wired and Tripod

Conde Nast as an organisation owns magazines such as All?r? and ?Q, as well as digital magazines like Glam?, Teen Vog? and Se?f (repeat)

Conde Nast as an organisation owns magazines such as Allure and GQ, as well as digital magazines like Glamour, Teen Vogue and Self

Conde Nast's media titles attract more than 3?6 million in digital (repeat)

Conde Nast's media titles attract more than 366 million in digital

Conde Nast's media titles attract more than ?4 million consumers in print (repeat)

Conde Nast's media titles attract more than 84 million consumers in print

Conde Nast's media titles attract more than 384 million across social platforms (repeat)

Conde Nast's media titles attract more than 384 million across social platforms

With Conde Nast owning other titles and subsidiaries, it is significant for Vogue as it allows for brand visibility, as well as advertisement through other magazines/media platforms - these will help to appeal to different...

audiences

Conde Nast hired the best illustrators and photographers of the day for...

Vogue

Conde Nast hired the best illustrators and photographers of the day, who produce covers for Vogue that have been consistently sophisticated and occasionally...rev?

revolutionary

Production costs are so high that subscriptions and sales alone cannot meet these...

costs

Across the industry, advertising makes up around 1/3 of all revenue and so it is clear that without it, many...

magazines would not survive

Also, advertisements are a way of offering a solution to...

audiences

Lifestyle magazines often play on anxieties, fears and the need to improve oneself - advertisements can supposedly provide products that help readers to...

look and feel better about themselves

Therefore, advertisements serve another purpose to magazines by aiding...

representations and ideologies

Wayne Hemmingway, a former designer, said that "magazines are under pressure to feature the clothes of advertisers...They blur the line between editorial and adverts, so that the true function of the magazine has little to...

do with the reader"

Advertisements can come in many forms. For example, products referred to in editorial is another form of advertising but many readers won't realise this (repeat)

Advertisements can come in many forms. For example, products referred to in editorial is another form of advertising but many readers won't realise this

The only reason advertisers pay such huge figures for the full page ads is because they will also get the recommendations and reviews in the editorial pages (repeat)

The only reason advertisers pay such huge figures for the full page ads is because they will also get the recommendations and reviews in the editorial pages

Also, there is an argument that says advertisements should always be explicitly labelled as such as readers know when they are...

being manipulated

Though there is an argument that in more mainstream magazines like Vogue, the priorities can be reversed and the advertisers become the...

focus rather than the editorial

Often, the adverts are just as anticipated as the editorial in the fashion world as they feature A list celebrities and often cause...

debate and discussion (Blumler and Katz - personal relationships)

Benefits to advertisers - Andrew Green identifies the ways in which magazine advertising can benefit the advertisers in an article entitled 'ESSENTIALS: The...

Power of Magazine Advertising'

Benefits to advertisers (Green) - High audience...

engagement

Benefits to advertisers (Green) - Potential for placement in highly...

relevant editorial environment

Benefits to advertisers (Green) - The ability to target...

niche audiences

Vogue, GQ, Vanity Fair, Glamour and Traveller are all magazines published by?

Conde Nast

Conde Montrose Nast bought Vogue in 1909, in what way did he transform the magazine? From a 24-page weekly into a monthly...

magazine (formed the nucleus of the American company)

British Vogue was launched in 1916, during WW1 which stopped shipping non-essential items from America, so sales were dramatically...

reduced for the American publishers (also availability and cost of resources such as paper)

Vogue has specialised publications in France, Australia, Italy, Brazil, Germany, Spain, Russia, Japan, and China. Condé Nast India was established in 2007 (repeat)

Vogue has specialised publications in France, Australia, Italy, Brazil, Germany, Spain, Russia, Japan, and China. Condé Nast India was established in 2007

Why does Vogue have specialised publications around the world? Because it helps to maintain...

global success and autonomy

Vogue is the world's number one fashion magazine and a flagship product of the Condé Nast empire (repeat)

Vogue is the world's number one fashion magazine and a flagship product of the Condé Nast empire

Vogue is often called "the...

fashion Bible"

Traditionally distribution includes persuading retailers to stock the...

magazine that the distributor handles

Traditionally distribution includes ensuring that the magazines are delivered in the right quantity and at the right time to the most...

appropriate retail outlets

Traditionally distribution includes marketing the magazines that the...

distributor is responsible for (by placing promotional displays at the point-of-sale for instance)

Traditionally distribution includes importing and exporting....

physical copies of magazines

However, the growth of digital distribution has led to some significant cultural changes in the magazine industry. In particular, this has made it much easier for magazine publishers to reach....

specialised audiences on both a national and global scale

The use of digital technology has allowed for products to become more easily accessible/ consumable by...

global audiences

Vogue also has differentiated editions for different markets (French, British, American, Italian, etc) which maintains its global success by specifically targeting its...

audiences

Whereas readership is expected to be much higher, based on the assumption that more than one person may read a...

certain copy

Circulation is the number of copies of a particular magazine that are...

distributed

In 2006, the monthly circulation of Vogue reached 170,000 copies. In 2013, this figure dropped to 151,000 copies each month - One explanation is through the idea that readers now have more...

choice

In 2006, the monthly circulation of Vogue reached 170,000 copies. In 2013, this figure dropped to 151,000 copies each month - This means that for funding - less reader = less advertising revenue as advertisers will pay less as they are reaching fewer...

potential customers

Digital circulation of magazines is growing, however currently accounts for a very small percentage of overall magazine circulation (repeat)

Digital circulation of magazines is growing, however currently accounts for a very small percentage of overall magazine circulation

According to the Press Gazette (pressgazette.co.uk) "Digital magazines accounted for what per cent of the total circulation audited by ABC in the second half of 2016?

2.5 (per cent/%)

Digital Benefit - The potential for interactivity and personalised targeting (repeat)

Digital Benefit - The potential for interactivity and personalised targeting

Digital Benefit - The opportunity to specifically target Niche audiences through...

bespoked content

Digital Benefit - New high engagement formats such as...

video

In the 1960s there were a series of mergers and acquisitions where smaller companies were combined to create much larger publishing institutions. The larger the conglomerates, the...

greater the power (as they had more magazines to fall back on and rely on if others did not do so well)

The several large European publishers, in the 1980s, entered the UK market, challenging the dominance of companies like...

Conde Naste

Desktop publishing (from 1985) has had a huge impact, making the market far more competitive as more people had the facilities to...

compete for readers

There may be more publishers operating today, but it can still be argued that there is a small...

oligopoly of major companies who account for the majority of the market

In an oligopoly, there must be some barriers to entry to enable firms to gain a...

significant market share (Stable prices - e.g. through kinked demand curve - firms concentrate on non-price competition)

Oligopoly is an industry dominated by a...

few large firms

Adverts in Vogue - R and IL?

Revlon and Imperial Leather

Cross-platform content reinforces the brand of Vogue, for example the links to Vogue's...

youtube channel

Exclusive previews of magazine content online to encourage potential readers to buy the product, for example Vogue's...

twitter feed

Online versions of magazines offer numerous opportunities for audiences to interact and become more loyal to the brand, including encouragement to follow on social media (repeat)

Online versions of magazines offer numerous opportunities for audiences to interact and become more loyal to the brand, including encouragement to follow on social media

Curran and Seaton discuss the idea that the media is controlled by a small number of companies primarily driven by the...

logic of profit and power