As of lately Vogue, has been channeling all its energy and focusing on new ways to reach their large reader base; this includes video content and their editors involvement in social media (#voguestagram). Now, the fashion editorial moves into the digital age through their new partnership with Flipboard.
The Flipboard app is allowing Vogue‘s readers to create their own personalized magazine, however this does not mean that the entire magazine will be available to its readers, but Vogue will decide what content will be sent through daily which will then be submitted onto the app; explains Flipboard editorial director Josh Quittner.
“They decide internally what they give us, and they put that in a feed just for us. It’s some combination of their website content and some magazine stuff,” Quittner says.
So what does this partnership mean exactly? Vogue has access to Flipboard‘s huge user base, a quicker and easier access to the magazine for their readers, but most importantly it’s another way to generate ad revenue. The major fashion house players pay big bucks for the full glossy ad spaces in the fashion bible – especially the renowned September issue. Just because you’ve customised your magazine, doesn’t mean there’s no ads, you are most likely to see ads from Gucci, Prada, Bottega Veneta and Louis Vuitton to name just a few.
Basically to generate ad revenue, comes from the number of readers – so the more followers, the greater the ad revenue.
To date this is Flipboard‘s biggest partnership, currently other Conde’ Nast titles can be found on the app including Bon Appetit, Details, Glamour, Golf Digest, Vanity Fair and W.