Conclusion
The first question asked was whether Vogue and Jewelry Artist are successful in how they use their website. Both magazines have utilized their websites effectively and feature content online that is different from what the reader can find in their print issues.
Vogue is a more general magazine targeting a larger audience. Coupled with the name recognition because of its longevity and ability to stay relevant despite challenges, Vogue is still a popular magazine to advertise in. Print also offers an artistic edge to advertisers.
Vogue.com adds multimedia aspects to the magazine. It offers the viewer glimpses into fashion designers shows for the next season, and even a clip of a reporter summing up the different fashion shows of the moment. The website ties in the print magazine by allowing readers to link to the trends seen in the magazine and purchase these products. These features not only keep online viewers coming back to the magazine, but also can spark interest in the print magazine where the bulk of the content is still located.
Jewelry Artist is a niche magazine appealing to jewelry artists. Having additional projects online daily is useful for their audience. Along with past issues, and a subscription tab, the reader is able to see what content is found in the magazine. But, the bulk of the information in the magazine is found only in print, so readers who want to experience the full content must buy the print version.
With the niche market the magazine has, advertisers are willing to pay to advertise in the magazine because they know they will reach the target audience. Jewelry Artist is one of very few magazines specializing in the metal artist field.
Online publication may provide magazines a cheaper way to publish, but both Vogue and Jewelry Artist do not need to be online-only magazines because the online and print versions complement each other without having one overpower the other.
The second question was how do Vogue and Jewelry Artist fit into the larger trends going on in the industry? With the increase in digital readers, content is more easily accessible online. Magazines must change how their content is delivered to fit how their readers receive the information.
Vogue is following the trends seen today. Its publisher Conde Nast is at the forefront of developing applications for the iPhone and iPad. The publisher is also bundling different options for advertisers beyond simply advertising in the magazine. Vogue fits into the general trends happening in magazines today. The magazine is focused on creating a print and online product that complement one another, while appealing to advertisers and trying to increase subscription numbers to the print magazine.
Vogue has a larger more general audience than Jewelry Artist. For Vogue, simply delivering small amounts of information every day would not be enough to keep readers coming back, especially with the other magazine competitors. For this reason Vogue needs to use every element possible to keep readers interested and support their print and online product. Multimedia features are necessary to retaining the audience.
In contrast Jewelry Artist does not fit the general trend of moving to digital readers or using multimedia features online. Because the magazine is so specialized, the content available in the magazine and on the website fits the audience. Many readers will be following the stories at home or in their workspaces so accessing the information anywhere is not a concern. The jewelry industry also does not change on a daily basis, so updating content daily is not necessary. Jewelry Artist provides a daily e-mail, which may be the only content necessary to update daily. E-mail may be as close as Jewelry Artist comes to delivering content through alternate channels from their website and print magazine.
Different magazines can choose to utilize the multiple online aspects in many ways. Both Vogue and Jewelry Artist seem to be utilizing the Internet and their websites effectively without indication of struggle. If used correctly, online publication can be a tremendous asset to magazines.
Vogue is a more general magazine targeting a larger audience. Coupled with the name recognition because of its longevity and ability to stay relevant despite challenges, Vogue is still a popular magazine to advertise in. Print also offers an artistic edge to advertisers.
Vogue.com adds multimedia aspects to the magazine. It offers the viewer glimpses into fashion designers shows for the next season, and even a clip of a reporter summing up the different fashion shows of the moment. The website ties in the print magazine by allowing readers to link to the trends seen in the magazine and purchase these products. These features not only keep online viewers coming back to the magazine, but also can spark interest in the print magazine where the bulk of the content is still located.
Jewelry Artist is a niche magazine appealing to jewelry artists. Having additional projects online daily is useful for their audience. Along with past issues, and a subscription tab, the reader is able to see what content is found in the magazine. But, the bulk of the information in the magazine is found only in print, so readers who want to experience the full content must buy the print version.
With the niche market the magazine has, advertisers are willing to pay to advertise in the magazine because they know they will reach the target audience. Jewelry Artist is one of very few magazines specializing in the metal artist field.
Online publication may provide magazines a cheaper way to publish, but both Vogue and Jewelry Artist do not need to be online-only magazines because the online and print versions complement each other without having one overpower the other.
The second question was how do Vogue and Jewelry Artist fit into the larger trends going on in the industry? With the increase in digital readers, content is more easily accessible online. Magazines must change how their content is delivered to fit how their readers receive the information.
Vogue is following the trends seen today. Its publisher Conde Nast is at the forefront of developing applications for the iPhone and iPad. The publisher is also bundling different options for advertisers beyond simply advertising in the magazine. Vogue fits into the general trends happening in magazines today. The magazine is focused on creating a print and online product that complement one another, while appealing to advertisers and trying to increase subscription numbers to the print magazine.
Vogue has a larger more general audience than Jewelry Artist. For Vogue, simply delivering small amounts of information every day would not be enough to keep readers coming back, especially with the other magazine competitors. For this reason Vogue needs to use every element possible to keep readers interested and support their print and online product. Multimedia features are necessary to retaining the audience.
In contrast Jewelry Artist does not fit the general trend of moving to digital readers or using multimedia features online. Because the magazine is so specialized, the content available in the magazine and on the website fits the audience. Many readers will be following the stories at home or in their workspaces so accessing the information anywhere is not a concern. The jewelry industry also does not change on a daily basis, so updating content daily is not necessary. Jewelry Artist provides a daily e-mail, which may be the only content necessary to update daily. E-mail may be as close as Jewelry Artist comes to delivering content through alternate channels from their website and print magazine.
Different magazines can choose to utilize the multiple online aspects in many ways. Both Vogue and Jewelry Artist seem to be utilizing the Internet and their websites effectively without indication of struggle. If used correctly, online publication can be a tremendous asset to magazines.
