The long-time established fashion magazine Vogue, known for its dense paper edition, has partnered with the app company Flipboard to begin an expansion in mobile devices. With its issues containing up to 700 pages, most of which are glossy, glamorous advertisements, Vogue has kept up its iconic reputation in the world of fashion. Vogue will allow Flipboard to post some of its content and advertisements onto a mobile app where users can create a smaller, personalized, online edition of the magazine.
Fashion is visual. Advertisements in the magazine contribute that element, as well as produce revenue. In the paper issue more than three fourths of the issue can be advertisements. The app version of the magazine is going to have full screen ads to keep advertisers interested.
Adding online media to their platform is an intelligent decision by Vogue and its advertisers because it is going to keep the brand more popular and lively to the younger generation. Although it feels mature to spend six dollars on a thick Vogue magazine that I can flip through over and over again for a few days, I cannot deny that having it on my iPad would feel cool too. By expanding the company Vogue is giving its readers more choices.
These articles relate to class discussion because they represent the point that the public loves gadgets. Gadgets give us everything instantly. Instead of carrying a newspaper, teen fiction novel, Vogue, Time Magazine, and whatever else, I can slip a thin iPad Air into my purse. Technology can even allow us to annotate our readings and take screen shots of outfits we want to keep. Vogue focusing on digital media shows that every media/publishing company, no matter the subject, needs to take advantage of mobile technology to keep up their readership.
These articles allowed me to write on this topic. Give them a look!
http://fashionista.com/2014/02/vogue-goes-digital-with-a-new-flipboard-partnership/
https://www.fasthorseinc.com/blog/2011/09/06/the-vogue-september-issue-by-the-numbers/
I completely agree with the way you describe the shift traditional print media is pursuing. Bringing in successful and well-established web-based media companies such as Flipboard, allows Vogue to not only expand and outreach to other generations of media consumers, but give those consumers the ability to digest their own media in different ways. Encouraging web and mobile device friendly publishing of Vogue’s product allows consumers to interact with their media more intimately and share those interactions with the rest of their social sphere. Well written article!
Agreed! The word intimate is perfect to describe the setting that our smartphones and tablets create for us. The ability to share to social media sites is kind of like free advertising. It’s e-word of mouth! It’s wild how mobile devices are SO important to our culture right now.
In class we talk about how print media is declining and web media is rising. Companies must accept this shift if they are going to be successful in the long term. Thanks for commenting!