Vogue’s Digital Director Takes Us Inside the Brand’s Cross-Platform Strategy

Vogue may still be best known for its print edition, whose September fashion issue, though thinner each year, remains a relative bible against its competitors. But some may be surprised to learn that 13.3 million U.S. adults visited Vogue.com in February, according to comScore data, an increase of 54 percent over February 2018, and Vogue's second-best monthly total ever after last May, the month of the Met Gala. The brand scored wins not just with content drawn from the magazine's Hailey Baldwin/Justin Bieber cover story, which received a major push online in the first week of the month, but also by further capitalizing on annual tentpole events highly popular with its audience base. Traffic to articles, videos and slideshows around the Grammy Awards, Feb. 10, was up 39-percent year-over-year, Vogue says, while traffic around the Oscars later in the month jumped 31 percent. The recent digital growth at the 126-year-old title isn't the result of chasing scale, says digital director Anna-Lisa Yabsley, but more a symptom of a shift in strategy in recent years emphasizing deeper engagement with loyal audiences, wherever and whenever they want to consume Vogue content. [caption id="attachment_154935" align="alignright" width="150"] Anna-Lisa Yabsley[/caption] "We’ve spent a lot of time over the last 12 months really refining how we interpret all of the audience data and the insights that we have access to," says Yabsley. Editors and social media teams are working with audience... Continue reading at 'Folio Magazine'

[ Folio Magazine | 2019-04-05 00:00:00 UTC ]
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Inside the Washington Post newsroom: History-making moments and good gossip

Former editor Leonard Downie Jr. offers a behind-the-scenes account of his 44 years at the newspaper. Continue reading at The Washington Post

[ The Washington Post | 2020-09-18 12:00:00 UTC ]
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Frankfurter Buchmesse Announces Details of Its Digital Professional Program

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[ Publishing Perspectives | 2020-09-16 11:30:01 UTC ]
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Wildfires Taking Toll on Booksellers, Publishers

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[ Publishers Weekly | 2020-09-14 04:00:00 UTC ]
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What Brands Can Learn From NASA’s Marketing of the Apollo Missions

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[ AdWeek | 2020-09-14 00:00:00 UTC ]
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Daunt outlines his strategy for Barnes & Noble

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[ The Bookseller | 2020-09-13 18:36:08 UTC ]
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Why this author is taking a stand against Amazon’s audiobook monopoly

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[ Fast Company | 2020-09-12 09:00:52 UTC ]
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Parneshia Jones Named Director of Northwestern University Press

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[ Publishers Weekly | 2020-09-11 04:00:00 UTC ]
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[ The Washington Post | 2020-09-10 05:43:11 UTC ]
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Frankfurter Buchmesse Pivots From the Exhibition Hall to Its Digital Evocation

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[ Publishing Perspectives | 2020-09-08 13:19:02 UTC ]
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Jenna Bush Hager, a Book Industry Insider With a New Title of Her Own

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[ Publishers Weekly | 2020-09-04 04:00:00 UTC ]
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[ The Bookseller | 2020-09-02 10:49:51 UTC ]
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[ Literrary Hub | 2020-09-02 08:49:59 UTC ]
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