One of the Year’s Biggest Fashion Media Storie: Condé Nast’s Digital Focus
Continuing with our look at year-end countdowns, it’s time to take a look at 2016’s biggest stories on fashion media. With its embrace of shopping platforms, Anna Wintour’s promotion to Condé Nast Artist Director, and the streamlining of brands, the changes at the publishing powerhouse also proved to be one of the bigger media stories.
Refining Condé Nast’s Approach
Adapting to digital media, at least somewhat, is unquestioningly a necessity. To that point, not all fashion brands were early adopters. However, as BOF pointed out last December,
And while not every advertiser has thrown themselves into large digital media buys, most have prioritised it. “It all depends on the client, on the category and their strategy, objectives and goals,” explains Robin Steinberg, director of publishing investment and activation at Mediavest USA, a part of Starcom Mediavest Group. “Some marketers, depending on the category, have been more progressive and adaptive. Consumer-packaged goods have moved much more rapidly into digital than those in the fashion and luxury space. But now, we’re seeing that adaption.”
SpearheadingCondé Nast’s digital focus appears to be Wintour.
Regardless, Wintour’s greatest impact might be her push to expand the company’s digital offerings. In October 2015, the Condé Nast network of sites drew 98.5 million unique visitors, a 36 percent increase from 72.2 million in October 2014, according to Comscore. While the size of Vogue.com’s editorial staff has grown to over 50 — and it’s clear that’s where much of the company’s digital resources are going — Wintour has also built direct relationships with several of the digital leads on other titles.
The Value of Legacy
The question is not so much whether the need to balance print with digital will jeopardize the publisher’s heritage, but rather how Condé Nast will continue to exist into the future.
But will the power of Condé Nast’s five strongest brands be enough to carry it through the seismic disruptions facing the publishing industry? “The legacy brand, as purely a brand name, is still important,” Egan says. “Vogue, Elle, Harper’s Bazaar are very important. What you’re seeing is a shift in the eyeballs.”
Read more at BoF.
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