Vogue.com
Vogue seems to have taken on an increased fashion emphasis since 1998. Artistic fashion spreads are the norm with every issue, and feature article subjects grace the cover in the latest high-end fashion. Vogue.com expands on the topic and offers several interactive features highlighting the fashion and enhancing the content available in the magazine.
A majority of the online content is available to the general public. However, there is content available only to those who register to the website. Registration seems to be free to anyone who wants to register, with an option of also subscribing to the magazine. The trend of allowing those who have registered to view more content is similar across the Internet, so in this way Vogue is not different. Registration is an asset because it can provide information for those who use the website.
Vogue.com serves to enhance the magazine instead of replacing it: only three of the articles in the magazine are available online each month. Each cover story is available online before the print issue comes out each month. However, the feature pictures are only available on print. This allows viewers to sample content early without getting everything for free.
The rest of the information is only in the magazine. One example of material serving to enhance the magazine is the video content. In October, the videos were from the multiple designer fashion shows. The videos give the viewer a glimpse of the upcoming spring fashions in a way the magazine could not. Multimedia elements are unique to the Internet and Vogue.com is utilizing these features.
Two tabs on the website are designated for fashion featured in the magazine or being shown around the world. With an emphasis on fashion, these visual extras appeal to the target audience interested in knowing what fashion is projected for the upcoming season.
Vogue.com skillfully links the fashion seen in the magazine to the viewer. The website features a page titled, “Shop the Issue.” On this page, 10 different items from the print magazine are featured for the viewer to click and buy. Then, if the viewer clicks on the item, there are other suggested pieces to help complete the look. This feature links the print magazine to the advertiser and ultimately to the viewer. It brings alive the fashion, and makes it easily acquired by the audience. This is beneficial for the high-end designers; they get traffic from the viewers of Vogue. By placing an emphasis on the fashions viewed in the print magazine, Vogue keeps the emphasis on print; those interested in all the fashion of the month will purchase the magazine to view it and stay current.
Vogue.com has video of all the designers spring collections from fashion week. Without subscribing to the website or magazine, viewers can go online and preview the spring fashion with a short (two-and-a-half to four minute long) video. Some videos have better quality because of the backstage access and seating placement, but all of the videos give the viewer a sense of the designer’s vision and what fashion to expect for the upcoming season. This content is an example of how websites can offer different features than a magazine.
For the audience not interested in fashion, the “Culture” section includes various articles highlighting the latest music, movies and books. This helps appeal to different audience interests, or segment of the audience more interested in cultural content than fashion.
Vogue.com effectively mixes online content with advertisements on each page. The top of the home page has eight different images, six of which advertise what can be found on the website, while the other two are advertisements.
Online advertisements are delivered in four different ways. The first is on the homepage mixed in with content options at the top of the page. The second option is at the top of a secondary page, but is only displayed when the mouse rolls over the area. The third option is a side banner on a page. This advertisement commonly matches the mouse roll over option, in case the viewer does not pay attention to that advertisement. Finally, a thirty second advertisement plays before any video.
Overall, Vogue keeps its readers satisfied on their website by appealing to the fashion edge, and hitting other topics relevant at the moment. The website is not a replacement for the magazine, since a lot of the content featured in the magazine can only be found in the magazine; instead it expands on the content in an interactive way. This makes the website an additional source instead of simply a replacement to the magazine.
A majority of the online content is available to the general public. However, there is content available only to those who register to the website. Registration seems to be free to anyone who wants to register, with an option of also subscribing to the magazine. The trend of allowing those who have registered to view more content is similar across the Internet, so in this way Vogue is not different. Registration is an asset because it can provide information for those who use the website.
Vogue.com serves to enhance the magazine instead of replacing it: only three of the articles in the magazine are available online each month. Each cover story is available online before the print issue comes out each month. However, the feature pictures are only available on print. This allows viewers to sample content early without getting everything for free.
The rest of the information is only in the magazine. One example of material serving to enhance the magazine is the video content. In October, the videos were from the multiple designer fashion shows. The videos give the viewer a glimpse of the upcoming spring fashions in a way the magazine could not. Multimedia elements are unique to the Internet and Vogue.com is utilizing these features.
Two tabs on the website are designated for fashion featured in the magazine or being shown around the world. With an emphasis on fashion, these visual extras appeal to the target audience interested in knowing what fashion is projected for the upcoming season.
Vogue.com skillfully links the fashion seen in the magazine to the viewer. The website features a page titled, “Shop the Issue.” On this page, 10 different items from the print magazine are featured for the viewer to click and buy. Then, if the viewer clicks on the item, there are other suggested pieces to help complete the look. This feature links the print magazine to the advertiser and ultimately to the viewer. It brings alive the fashion, and makes it easily acquired by the audience. This is beneficial for the high-end designers; they get traffic from the viewers of Vogue. By placing an emphasis on the fashions viewed in the print magazine, Vogue keeps the emphasis on print; those interested in all the fashion of the month will purchase the magazine to view it and stay current.
Vogue.com has video of all the designers spring collections from fashion week. Without subscribing to the website or magazine, viewers can go online and preview the spring fashion with a short (two-and-a-half to four minute long) video. Some videos have better quality because of the backstage access and seating placement, but all of the videos give the viewer a sense of the designer’s vision and what fashion to expect for the upcoming season. This content is an example of how websites can offer different features than a magazine.
For the audience not interested in fashion, the “Culture” section includes various articles highlighting the latest music, movies and books. This helps appeal to different audience interests, or segment of the audience more interested in cultural content than fashion.
Vogue.com effectively mixes online content with advertisements on each page. The top of the home page has eight different images, six of which advertise what can be found on the website, while the other two are advertisements.
Online advertisements are delivered in four different ways. The first is on the homepage mixed in with content options at the top of the page. The second option is at the top of a secondary page, but is only displayed when the mouse rolls over the area. The third option is a side banner on a page. This advertisement commonly matches the mouse roll over option, in case the viewer does not pay attention to that advertisement. Finally, a thirty second advertisement plays before any video.
Overall, Vogue keeps its readers satisfied on their website by appealing to the fashion edge, and hitting other topics relevant at the moment. The website is not a replacement for the magazine, since a lot of the content featured in the magazine can only be found in the magazine; instead it expands on the content in an interactive way. This makes the website an additional source instead of simply a replacement to the magazine.
