Industry Flashcards
How does the international success of Vogue and Conde Nast’s approach to innovation reflect Hesmondhalgh’s ideas about media companies and risk-taking?
The numerous international versions of Vogue reflect its success and support Hesmondhalgh’s idea that powerful companies often replicate successful formats to maximize profits.
While many companies avoid risks to protect revenue, Conde Nast takes innovative risks that make Vogue stand out, such as being one of the first magazines to use color photography in the 1930s, targeting an affluent audience that could afford the expensive production costs.
How did Advance Publications’ acquisition of Conde Nast in the 60s influence Vogue’s approach to modernity and risk-taking, and what strategies does Vogue use to boost sales?
After Advance Publications purchased Conde Nast in the 60s, they encouraged more modernity and risk-taking, leading Vogue to be one of the first fashion magazines to feature a black woman on the cover. This established Vogue as cutting-edge and boundary-pushing.
To boost sales, Vogue collaborates with celebrities and famous artists, such as Andy Warhol and Salvador Dali, who have created front covers and guest-edited issues, adding an element of exclusivity.
How has Vogue’s featuring of lesser-known individuals contributed to its image, and who are some notable talents that the magazine has helped to nurture?
Vogue has enhanced its image as a magazine that discovers and nurtures new talent by featuring individuals who were not widely famous beforehand, such as photographer Cecil Beaton and writers like JD Salinger, Virginia Woolf, and Zadie Smith. This practice has cemented Vogue’s reputation for recognizing and fostering amazing new talent.
Even those like Nelson Mandela have guest edited Vogue magazines.
Exclusive photos/articles about people apart of the Royal Family like Princess Diana
What additional ventures does Conde Nast engage in to extend the Vogue brand, and how do these ventures reflect its high-end brand vision?
Conde Nast extends the Vogue brand through its own fashion and design college, where students learn from top designers, and a “luxury conference” featuring workshops and interactions with high-end luxury designers.
They also operate restaurants and bars, including the Vogue Café, to translate their exclusive high-end brand vision into other media and revenue streams.
How have individual staff at Vogue, particularly Anna Wintour, contributed to its success, and what strategies did Wintour introduce to expand the brand?
Individual staff at Vogue, especially Anna Wintour, have greatly contributed to its success, often being recognized as the pinnacle of fashion knowledge.
As editor-in-chief since 1988, Wintour’s essential role allowed Conde Nast to justify her substantial compensation, including a salary over £2 million, a chauffeur-driven car, a £200,000 shopping allowance, and a hotel suite, along with a £1.6 million loan for a house.
Wintour started the trend of featuring more celebrities on covers instead of just models and introduced “Teen Vogue” and “Men’s Vogue” to expand the brand and attract a larger audience.
What is the Vogue “Fashion Fund,” and how does it contribute to Vogue’s reputation?
The Vogue “Fashion Fund,” started in the mid-2000s, helps new fashion designers financially. While this support may seem selfless, it ultimately enhances Vogue’s reputation as being at the forefront of fashion and discovering new talent.
Why is advertising crucial for Vogue, and how do its readers perceive the advertisements in the magazine?
Advertising is crucial for Vogue because it generates significant revenue, with one full-page advert costing £36,000.
Despite some readers being put off by ads in other magazines, Vogue readers often embrace them, viewing Vogue as an opinion leader that provides ideas for achieving a desirable lifestyle.
How has Vogue adapted to the rise of digital media, and what future plans has Conde Nast indicated for Vogue’s use of technology?
Vogue has adapted to digital media by offering a digital version of the magazine and maintaining a strong social media presence, recognizing the shift of audiences online.
Conde Nast has indicated plans to increasingly use modern technology in Vogue to target audiences more effectively.
