Why Should Advertiser Should Use VOGUE

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STRATEGIC MEDIA PLANNING M. Ezekiel, Jasmine HoMichelle Grace, Nico Rahardian Tangara

Friday, August 26, 2011

Why the hell should I advertise in VOGUE?


What is VOGUE?


A fashion and lifestyle magazine that is published monthly in 18 nationals and one regional edition under Condé Nast company.


Vogue is a perennially popular magazine for sophisticated female fashion mavens. Indeed, since its founding in 1892.


It has built a loyal responses because of its compelling writing about trends in fashion, beauty and style. VOGUE also includes features about the latest trends in popular culture and entertainment, as well as pointers on hair style, makeup, exercise, health and relationships.


VOGUE has its own website called VOGUE.COM based in UK. VOGUE.COM has a comprehensive coverage of its own news, fashion trends, blogs, TV, beauty, jewelry and its magazines.


VOGUE is a must have and read for those into fashion.


History of VOGUE


VOGUE was founded as weekly publication in United States by Arthur Baldwin Turnure in 1892

In the 1910s, VOGUE changed to bi-weekly magazine and started VOGUE overseas. The first of VOGUE overseas was in Britain.


When VOGUE went to France in 1920, it was a huge success.

The magazine was always popular, but saw a surge of subscriptions after the Depression and again after World War II.


VOGUE was developed in the 1960s by Diana Vreeland as the Chief-in-editor.

In 1973, VOGUE became a monthly magazine under the chief-in-editor, Grace Mirabella.


The current Chief-in-editor of America’ s VOGUE is Anna Wintour.


Wintour changed the focus of the magazine on more accessible ideas of fashion to suit a wider target audience.


VOGUE also uses its industry clout for good causes, most recently with the Fashion Night Out annual event. Also the brainchild of Wintour, FNO was launched in 2009 to kick start the economy by encouraging people to start spending money again.

VOGUE’s charitable causes


VOGUE’s charitable causesThe proceeds of sales on the night go towards various charitable causes. The event is co-hosted by VOGUE publications in 27 cities around the US and 15 countries worldwide, and from 2011 will include online retailers


How Do The Target AudienceFeel About VOGUE

(BRAND PERSONALITY)

Sexy

Prestige

Attractive

Beautifuland unique

Up to date

Expensive

FabulousHigh-endfashions


VOGUE’ s Target Audience

• Demographic◦Age : 21 - 40 years old◦Gender : Female◦Occupation : Working Adults,

Designer, Fashion Blogger, Model, Stylist◦Income : S$ 2500 and above

• Psychographic◦Fashionable◦Stylist◦Trendy◦Fashionista◦Materialist

• Niche Marketing


Productivity• Circulation : ± 332 millions per year• Price : ± S$ 38.000 per page• CPR : [ (38000 x 12) / 332.000.000 ] x 1000 = 1,37 SGD

Vogue British - $18.90Vogue India - $16.80Vogue Paris - $14.95Vogue Singapore - $11.90Teen Vogue - $ 7.50


The Brands that advertise in VOGUE• Chanel• Gucci• YSL• MAC• PRADA• Bobbi Brown• Estee Lauder• Ralph Lauren• Giorgio Armani• Dolce and Gabbana, etc


The Brands that advertise in VOGUE• Chanel• Gucci• YSL• MAC• PRADA• Bobbi Brown• Estee Lauder• Ralph Lauren• Giorgio Armani• Dolce and Gabbana, etc


The Brands’ Target Audience• Niche Marketing• Demographic

◦ Age : 25 - 40 years old◦ Gender : Mostly to Female◦ Occupation : Working Adults,

Model, Stylist, Fashionista◦ Income : S$ 4000 and above

• Psychographic◦ Trendy◦ Stylist◦ Fashionable◦ Elegant◦ Want to be beautiful


Conclusions Why advertiser of products such as

cosmetics or women's clothing would choose to advertise in a

magazine like Vogue.


VOGUE is one of the most popular

magazines.


In The New York Timesin December 2006 as

"the world's most influential fashion magazine."


Good Productivity


Same Target Audiencein Demographic and

Psychographic.


Same Brand Personality


VOGUE is one of the most popular

magazines.

In The New York Timesin December 2006 as

"the world's most influential fashion magazine."

Good Productivity

Same Target Audiencein Demographic and

Psychographic.Same Brand Personality


That’s the Heaven of Using VOGUE.


Thank You.


Lifestyle

Why Should Advertiser Should Use VOGUE