Analysing Existing Products
It is essential for publication companies to know their audience as they can closely tailor the content they publish to their target audience's tastes, aiming it at a very specific demographic and psychographic. This encourages a rapid growth in sales and also helps build the company's reputation within the industry. Some giant companies such as Vogue even run marketing campaigns to prompt a increase in their sales and the size of their huge target audience.
![Picture](/uploads/1/2/1/9/121988335/published/drake-billboard-cover_1.jpg?1551779791)
Billboard Magazine
Age Range: Billboard targets an audience aged 16-30 as teenagers and young adults are most likely to be interested in the latest music and artists.
Gender: The gender of the target audience for this magazine is alternative as it depends on who is on the cover of the magazine. The main image of a male musician is most likely to attract a male audience; a female musician on the cover is likely to attract a female audience. This cover is likely to attract a primary male audience who can identify with Drake, and his fans - who are dominantly female.
Nationality: Billboard is an American magazine that primarily features American musicians and artists. However, this issue features Drake, who is Canadian, therefore this magazine cover will target Americans and Canadians living in America - as the sidelines talk about "American Idol" and American artist "Pitbull". A secondary target audience of non-American immigrants living in Arizona, USA may also pick this magazine up due to the sideline "Protest Arizona Immigration Law".
Ethnicity: Statistics show Drake has a dominantly Caucasian fan base, followed by African-Americans. Therefore, this cover will target an audience of these two ethnicities. A secondary target audience would be multi-cultural, including fans of Drake, his music and Billboard magazine.
Interests: The target audiences are most likely to be aspirers, succeeders and explorers. They will also be interested in music (mainly hip-hop and rap), Drake and other musicians such as Pitbull, and sports - as the sidelines talk about the "World Cup".
Job/Student: Billboard targets an audience with a high, steady income as this magazine is expensive ($8.99) and may be only in budget for social classes ABC1. The target audience is likely to work in the music industry, or any other part of the media industry, as they will be interested in the artists and their work featured in this magazine.
Age Range: Billboard targets an audience aged 16-30 as teenagers and young adults are most likely to be interested in the latest music and artists.
Gender: The gender of the target audience for this magazine is alternative as it depends on who is on the cover of the magazine. The main image of a male musician is most likely to attract a male audience; a female musician on the cover is likely to attract a female audience. This cover is likely to attract a primary male audience who can identify with Drake, and his fans - who are dominantly female.
Nationality: Billboard is an American magazine that primarily features American musicians and artists. However, this issue features Drake, who is Canadian, therefore this magazine cover will target Americans and Canadians living in America - as the sidelines talk about "American Idol" and American artist "Pitbull". A secondary target audience of non-American immigrants living in Arizona, USA may also pick this magazine up due to the sideline "Protest Arizona Immigration Law".
Ethnicity: Statistics show Drake has a dominantly Caucasian fan base, followed by African-Americans. Therefore, this cover will target an audience of these two ethnicities. A secondary target audience would be multi-cultural, including fans of Drake, his music and Billboard magazine.
Interests: The target audiences are most likely to be aspirers, succeeders and explorers. They will also be interested in music (mainly hip-hop and rap), Drake and other musicians such as Pitbull, and sports - as the sidelines talk about the "World Cup".
Job/Student: Billboard targets an audience with a high, steady income as this magazine is expensive ($8.99) and may be only in budget for social classes ABC1. The target audience is likely to work in the music industry, or any other part of the media industry, as they will be interested in the artists and their work featured in this magazine.
![Picture](/uploads/1/2/1/9/121988335/editor/056-vogue-magazine-cover-by-sylvador123-da330zu_1.png?250)
Vogue Magazine
Age Range: This magazine mainly targets an audience aged 16-40, as the sidelines talk about "senior vacations" and "college preparations" - targeting a large demographic.
Gender: Vogue has a female primary target audience as statists show nearly 80% of Vogue's readership is female, with a male secondary target audience of over 20%. The primary female target audience for this magazine will be able to identify (according to Blumler and Katz theory) with the main image of a woman on the cover, while forming relationships with avid readers and fans of Vogue and Selena Gomez fans; and get information from articles about "fashion", "looks" and "gossip", enabling them to escape into another world of fame and lustre.
Nationality: This Vogue issue mainly targets an American target audience, as Vogue is an American company (International issues typically have the country's name on the cover). Selena Gomez - the main image is an American singer, actress and producer, therefore this magazine cover will attract an American target audience and fans of Selena Gomez.
Ethnicity: Vogue is multicultural company that attracts a diverse target audience from several different ethnicities, primarily in America. Since this brand has been established since 1892, it has over the past 125 years gathered a rather large following of readers who are fans of the brand, from all parts of the world. However, this magazine cover is most likely to target a Caucasian audience, who will be able to identify with Selena Gomez, along with a secondary target audience of Hispanic ethnicity as Selena Gomez is by birth mixed-race.
Interests: Vogue is a massively established brand that will appeal to a large target audience of mainstreamers, aspirers and succeeders. This magazine targets people who are interested in fashion, beauty, and celebrity gossip, including people who work in the fashion, beauty and media industries. This issue may also attract fans of Selena Gomez - who is the main image.
Job/Student: This magazine targets an audience with a high steady income (AB social class) as Vogue is an iconic, established and expensive brand, therefore it will appeal to a target audience that has a high income, as they must be able to the buy the magazine.
Age Range: This magazine mainly targets an audience aged 16-40, as the sidelines talk about "senior vacations" and "college preparations" - targeting a large demographic.
Gender: Vogue has a female primary target audience as statists show nearly 80% of Vogue's readership is female, with a male secondary target audience of over 20%. The primary female target audience for this magazine will be able to identify (according to Blumler and Katz theory) with the main image of a woman on the cover, while forming relationships with avid readers and fans of Vogue and Selena Gomez fans; and get information from articles about "fashion", "looks" and "gossip", enabling them to escape into another world of fame and lustre.
Nationality: This Vogue issue mainly targets an American target audience, as Vogue is an American company (International issues typically have the country's name on the cover). Selena Gomez - the main image is an American singer, actress and producer, therefore this magazine cover will attract an American target audience and fans of Selena Gomez.
Ethnicity: Vogue is multicultural company that attracts a diverse target audience from several different ethnicities, primarily in America. Since this brand has been established since 1892, it has over the past 125 years gathered a rather large following of readers who are fans of the brand, from all parts of the world. However, this magazine cover is most likely to target a Caucasian audience, who will be able to identify with Selena Gomez, along with a secondary target audience of Hispanic ethnicity as Selena Gomez is by birth mixed-race.
Interests: Vogue is a massively established brand that will appeal to a large target audience of mainstreamers, aspirers and succeeders. This magazine targets people who are interested in fashion, beauty, and celebrity gossip, including people who work in the fashion, beauty and media industries. This issue may also attract fans of Selena Gomez - who is the main image.
Job/Student: This magazine targets an audience with a high steady income (AB social class) as Vogue is an iconic, established and expensive brand, therefore it will appeal to a target audience that has a high income, as they must be able to the buy the magazine.
![Picture](/uploads/1/2/1/9/121988335/published/2017-houston-jjwatt-cover_1.jpg?1551779730)
Pro Football Magazine
Age Range: Pro Football targets a target audience aged 16-40 as the sidelines talk about "things to watch in 2017"
Gender: This magazine mainly targets men who are interested in sports, as surveys show that a larger percentage of American-Football fans tend to be male. They can identify (according to Blumler and Katz theory) with the main image of a white male in a full Football kit; as they and their passion for American Football can freely engage with the magazine' main image, sidelines and content. Moreover, magazines aimed towards a male audience statistically display a larger amount of numeral figures - "5 lessons", "256 pages", and “15 things".
Nationality: The target audience is American because the masthead reads "Pro Football" with the main image of a rugby player. Rugby is referred to as "Football" in America; therefore this magazine is targeted towards American citizens. Moreover, the sidelines "NFL Scouts dish on all 32 teams" and "The NFL's iron man" talk about the NFL which is a professional American Football league", further proving the magazine to be targeted towards Americans, who can identify (according to Blumler and Katz theory) with the American players and form relationships with other fans of American football. Moreover, this magazine is $9.99 - which is American currency.
Ethnicity: The target audience's ethnicities for this magazine consist of African-Americans and Caucasians who live in America; but this may also engage people of different ethnicities - a multicultural secondary audience - as America is an exceptionally diverse country. However the main target audience for "Pro Football" would be patriotic Americans (since American Football symbolizes America's patriotic identity) as most sidelines talk about American "Football" teams and matches. The main target audience is likely to belong to the explorers lifestyle psychographic, with a succeeders lifestyle belonging to the secondary target audience.
Interests: The main target audience is interested in American "Football" and are most likely avid readers of Football magazines in general. They are also likely to play and/or be interested in American Football matches and teams, as the sidelines vigorously mention football matches and information and news about American Football players.
Job/Student: The main target audience for this magazine is likely to have a job with a steady income; "ProFootball" targets a demographic that has a social status of ABC1, who have a steady income, as this magazine is expensive ($9.99). The target audience may be also like to play American Football. This magazine has a secondary target audience of women (aged 22-35) and teenagers who have a passion for American football and/or sports in general.
Age Range: Pro Football targets a target audience aged 16-40 as the sidelines talk about "things to watch in 2017"
Gender: This magazine mainly targets men who are interested in sports, as surveys show that a larger percentage of American-Football fans tend to be male. They can identify (according to Blumler and Katz theory) with the main image of a white male in a full Football kit; as they and their passion for American Football can freely engage with the magazine' main image, sidelines and content. Moreover, magazines aimed towards a male audience statistically display a larger amount of numeral figures - "5 lessons", "256 pages", and “15 things".
Nationality: The target audience is American because the masthead reads "Pro Football" with the main image of a rugby player. Rugby is referred to as "Football" in America; therefore this magazine is targeted towards American citizens. Moreover, the sidelines "NFL Scouts dish on all 32 teams" and "The NFL's iron man" talk about the NFL which is a professional American Football league", further proving the magazine to be targeted towards Americans, who can identify (according to Blumler and Katz theory) with the American players and form relationships with other fans of American football. Moreover, this magazine is $9.99 - which is American currency.
Ethnicity: The target audience's ethnicities for this magazine consist of African-Americans and Caucasians who live in America; but this may also engage people of different ethnicities - a multicultural secondary audience - as America is an exceptionally diverse country. However the main target audience for "Pro Football" would be patriotic Americans (since American Football symbolizes America's patriotic identity) as most sidelines talk about American "Football" teams and matches. The main target audience is likely to belong to the explorers lifestyle psychographic, with a succeeders lifestyle belonging to the secondary target audience.
Interests: The main target audience is interested in American "Football" and are most likely avid readers of Football magazines in general. They are also likely to play and/or be interested in American Football matches and teams, as the sidelines vigorously mention football matches and information and news about American Football players.
Job/Student: The main target audience for this magazine is likely to have a job with a steady income; "ProFootball" targets a demographic that has a social status of ABC1, who have a steady income, as this magazine is expensive ($9.99). The target audience may be also like to play American Football. This magazine has a secondary target audience of women (aged 22-35) and teenagers who have a passion for American football and/or sports in general.
Vogue Magazine
Publishing House: Conde Nast
Editor: Anna Wintour Founder: Arthur Baldwin Turnure Frequency: Monthly Genre: Fashion, Beauty, Lifestyle Total Circulation (2016): 1,231,931 Readership: 72% employed; 62% business owners, managers, specialists, white collars; 74% high incomes (above average) Website: https://en.vogue.me/ (Vogue Arabia - when you search the Vogue website, you are directed to the closest regional website, eg: Vogue India, British Vogue, etc.) |
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A History:
Vogue is a fashion, beauty and lifestyle magazine. This American-originated magazine was founded by Arthur Baldwin Turnure in 1892, with its first issue published on December the 17th of that same year, sponsored by Kristoffer Wright, and each copy was worth 10 cents (equivalent to $2.79 today ). The publication mainly featured fashion, coverage of sports and social affairs, targeted towards its male readership. The company is now owned, published and distributed by the mass media company Conde Nast, which also own other prominent publications such as Vanity Fair, W, Teen Vogue and Allure, among several others. The current editor-in-chief Anna Wintour leads the company with a monthly publication of Vogue magazine, which has an annual circulation of 1.2 million (2017).
The magazine's numbers surged during the Great Depression and World War II, and in 1973 Vogue became a monthly publication. And under supervision of editor-in-chief Grace Mirabella, the company underwent extensive change in its editorial and stylistic formats, symbolizing a new era of artistic creativity, emaciation and sexual liberation; in order to respond to the new changes in lifestyle of its American target audience. new changes in technology and the printing press allowed the magazine to start publishing in colour, and now the publication is available on a number of interactive and print platforms such as videos online, printed magazines, documentaries and books. Hence, Vogue, like many of it competitors used of cross media convergence to create a more intimate connection with its target audience.
Hence, this company that started out as a small weekly newspaper aimed towards the New York aristocracy, slowly grew into a large publication, especially when Conde Nast acquired the brand and made the magazine thicker, targeting a female demographic. Condé Montrose Nast, an American publisher, entrepreneur and business magnate, founded the mass media company, now a subsidiary of Advance Publications. The Vogue magazine headquarters now sits in New York, Unites States.
The magazine is available in print as well as online, and is licensed for over 23 countries including England, Australia, India, China, Italy and Germany among several others. The marketing of this magazine allows Vogue to be presented to upper-class designers, with constantly changing layouts to keep the consumers interested, and keeping up with the trends so as to not lose relevance or popularity in society. Moreover, in 2005, Conde Nast announced its launch of Men's Vogue, Vogue Living in 2006 and Teen Vogue, the latter aimed towards teenage girls living in the United States. South Korea and Australia also have their own versions of this called Vogue Girl (derivative of Teen Vogue) and Vogue Entertaining + Travel editions in addition of Vogue Living.
Vogue is a fashion, beauty and lifestyle magazine. This American-originated magazine was founded by Arthur Baldwin Turnure in 1892, with its first issue published on December the 17th of that same year, sponsored by Kristoffer Wright, and each copy was worth 10 cents (equivalent to $2.79 today ). The publication mainly featured fashion, coverage of sports and social affairs, targeted towards its male readership. The company is now owned, published and distributed by the mass media company Conde Nast, which also own other prominent publications such as Vanity Fair, W, Teen Vogue and Allure, among several others. The current editor-in-chief Anna Wintour leads the company with a monthly publication of Vogue magazine, which has an annual circulation of 1.2 million (2017).
The magazine's numbers surged during the Great Depression and World War II, and in 1973 Vogue became a monthly publication. And under supervision of editor-in-chief Grace Mirabella, the company underwent extensive change in its editorial and stylistic formats, symbolizing a new era of artistic creativity, emaciation and sexual liberation; in order to respond to the new changes in lifestyle of its American target audience. new changes in technology and the printing press allowed the magazine to start publishing in colour, and now the publication is available on a number of interactive and print platforms such as videos online, printed magazines, documentaries and books. Hence, Vogue, like many of it competitors used of cross media convergence to create a more intimate connection with its target audience.
Hence, this company that started out as a small weekly newspaper aimed towards the New York aristocracy, slowly grew into a large publication, especially when Conde Nast acquired the brand and made the magazine thicker, targeting a female demographic. Condé Montrose Nast, an American publisher, entrepreneur and business magnate, founded the mass media company, now a subsidiary of Advance Publications. The Vogue magazine headquarters now sits in New York, Unites States.
The magazine is available in print as well as online, and is licensed for over 23 countries including England, Australia, India, China, Italy and Germany among several others. The marketing of this magazine allows Vogue to be presented to upper-class designers, with constantly changing layouts to keep the consumers interested, and keeping up with the trends so as to not lose relevance or popularity in society. Moreover, in 2005, Conde Nast announced its launch of Men's Vogue, Vogue Living in 2006 and Teen Vogue, the latter aimed towards teenage girls living in the United States. South Korea and Australia also have their own versions of this called Vogue Girl (derivative of Teen Vogue) and Vogue Entertaining + Travel editions in addition of Vogue Living.
Popularity:
Vogue magazine has been quite successful in its growth over the century with the civilization, this is all thanks to the company's ability to pitch the right things at the right time. A great example of this is during WWI women in the US became reliant on Vogue regarding their fashion trends due to the wars overseas; and this grew into the magazine's most loyal and trusting target audience base. Later, during the Great Depression, the publishing company released content about affordable fashion trends, making it the leading brand when it came down to fashion and trend setting. Vogue was also one the first magazines to included images in their magazines; this allowed the female demographic to not only read about fashion, but also look at it. This exponentially boosted the publication's popularity and allowed women to relate to and understand fashion in a more creative and expressive way, simultaneously allowing them to practice their individuality. Since this was also the revolutionary era of ready-made clothing, women were able to more easily afford fashionable clothing and accessories.
Vogue magazine has been quite successful in its growth over the century with the civilization, this is all thanks to the company's ability to pitch the right things at the right time. A great example of this is during WWI women in the US became reliant on Vogue regarding their fashion trends due to the wars overseas; and this grew into the magazine's most loyal and trusting target audience base. Later, during the Great Depression, the publishing company released content about affordable fashion trends, making it the leading brand when it came down to fashion and trend setting. Vogue was also one the first magazines to included images in their magazines; this allowed the female demographic to not only read about fashion, but also look at it. This exponentially boosted the publication's popularity and allowed women to relate to and understand fashion in a more creative and expressive way, simultaneously allowing them to practice their individuality. Since this was also the revolutionary era of ready-made clothing, women were able to more easily afford fashionable clothing and accessories.
Marketing:
A visual marketing strategy Vogue magazines seem to employ is the "Stop, Explain, Convert" strategy:
Vogue does this keeping their content specific, and using big numbers on their covers to draw attention. They also take advantage of other brands to sell their's, for example: Vogue uses the film "50 Shades of Grey" while featuring Dakota Johnson who stars in the film - this promotes both the "50 Shades of Grey" and Vogue. The publication also stays seasonally relevant to its audience, eg: special Fall/Summer/Winter/Spring editions featuring content specific to that part of the year. Creative juxtaposition is another one of Vogue's techniques to keep the audience engaged, for example: "street chic", "fashion fights", "bold choices, fair pay", etc. Along with action verbs, the publication often uses onomatopoeia, eg: "clash your prints, pop your colours!"; all these words create rhythm and sound that wither adds or detracts form the main image on the cover. The magazine uses a simple colour scheme for the cover that does not distract from the main image and coverlines.
A visual marketing strategy Vogue magazines seem to employ is the "Stop, Explain, Convert" strategy:
- Stop - grab the reader's attention long enough to explain
- Explain - keep the attention long enough to convert
- Convert - keep the reader engaged through reading, sharing and flaring relevant content
Vogue does this keeping their content specific, and using big numbers on their covers to draw attention. They also take advantage of other brands to sell their's, for example: Vogue uses the film "50 Shades of Grey" while featuring Dakota Johnson who stars in the film - this promotes both the "50 Shades of Grey" and Vogue. The publication also stays seasonally relevant to its audience, eg: special Fall/Summer/Winter/Spring editions featuring content specific to that part of the year. Creative juxtaposition is another one of Vogue's techniques to keep the audience engaged, for example: "street chic", "fashion fights", "bold choices, fair pay", etc. Along with action verbs, the publication often uses onomatopoeia, eg: "clash your prints, pop your colours!"; all these words create rhythm and sound that wither adds or detracts form the main image on the cover. The magazine uses a simple colour scheme for the cover that does not distract from the main image and coverlines.
Furthermore, the use of cross media convergence is apparent throughout the magazine's marketing strategy, especially its digital marketing which includes the Vogue website, application and YouTube channel, where the company posts videos related to current stories and other short films; this helps the company intimately connect with its younger target audience while gaining a large following of potential consumers through social media, including Facebook, Instagram, Twitter, etc.
House Style:
The magazine house style consists of a bold masthead placed at the top of the page with a centre alignment. The main image takes up the entire page and the masthead, cover lines and all other conventions are laid on top of the picture; which is typically a close-up or mid-shot of a female model, actress, singer, artist or famous celebrity in high fashion clothing. While most of the covers feature models in a studio environment, there are numerous different covers with an outdoor setting. The main image nearly always has high key lighting to promote the reader to pick up the magazine and feel uplifting emotions. The images are also always aesthetically pleasing, not featuring any graphic or disturbing content so as to appeal to its mass audience. The cover lines are conventionally placed around the centre of the main image, bordering on the edges of the magazine cover. The front covers normally employ a colour scheme of 3 colours; the simplicity of this colour palette engages the target audience due to its lack of overwhelming or underwhelming aesthetic. Moreover, the main image commonly features a model making direct eye contact with the camera, thereby directly addressing the audience helping them feel more engrossed in the magazine. The international editions of Vogue feature the name of that country inside the “O” in “VOGUE”; this helps the target audience living in a multicultural location to identify which edition contains content related to their interests, for example: a woman in Dubai might find two editions of the same Vogue magazine: one American and the other Arabian; so she is more likely to pick up the international Vogue Arabia, seeing as it is regionally customised to her home, this creates more familiarity between that consumer and the magazine.
The magazine house style consists of a bold masthead placed at the top of the page with a centre alignment. The main image takes up the entire page and the masthead, cover lines and all other conventions are laid on top of the picture; which is typically a close-up or mid-shot of a female model, actress, singer, artist or famous celebrity in high fashion clothing. While most of the covers feature models in a studio environment, there are numerous different covers with an outdoor setting. The main image nearly always has high key lighting to promote the reader to pick up the magazine and feel uplifting emotions. The images are also always aesthetically pleasing, not featuring any graphic or disturbing content so as to appeal to its mass audience. The cover lines are conventionally placed around the centre of the main image, bordering on the edges of the magazine cover. The front covers normally employ a colour scheme of 3 colours; the simplicity of this colour palette engages the target audience due to its lack of overwhelming or underwhelming aesthetic. Moreover, the main image commonly features a model making direct eye contact with the camera, thereby directly addressing the audience helping them feel more engrossed in the magazine. The international editions of Vogue feature the name of that country inside the “O” in “VOGUE”; this helps the target audience living in a multicultural location to identify which edition contains content related to their interests, for example: a woman in Dubai might find two editions of the same Vogue magazine: one American and the other Arabian; so she is more likely to pick up the international Vogue Arabia, seeing as it is regionally customised to her home, this creates more familiarity between that consumer and the magazine.
Target Audience:
Vogue has a target readership of aspirers (psychographic) females aged 15-34, from a social grouping of ABC1 adults, most of whom have households with children. The ideal target profile of a Vogue magazine consumer would be a female aged 25-35 with a high income - a high achieving young professional with high earnings in the top 20% of the population, ideally in a managerial position with tertiary or higher education; the female is an affectionate fashion follower, trendy and is customarily described as an “opinion leader”, who tries new things and often can act as a role model for the other general female population regarding her achievements. Another slightly varied target profile suggests a trendy middle-aged female aged 35-45, on the higher end of the scale of society in terms of her managerial position professionally or a housewife to a high-income household. Normally has had tertiary education, with an interest in cooking, fashion and young trends. Moreover, according to statistics, the gender ratio of the audience for Vogue is 80% female, and 20% male.
Target Demographic: females aged 15-34, ABC1 class, with a high income (above average)
Social Grouping (Graham Burton): Teenagers, Young adults, accomplished adults, mostly females earning a high income, typically in a higher, managerial, white collar job.
Media Grouping: Elle, Vanity Fair, Glamour, Harper's Bazaar
Target Ethnicity: Mixed ethnicities, also depends on what region the issue is from, eg: Vogue India, Vogue Arabia.
80% Female
20% Male
Vogue has a target readership of aspirers (psychographic) females aged 15-34, from a social grouping of ABC1 adults, most of whom have households with children. The ideal target profile of a Vogue magazine consumer would be a female aged 25-35 with a high income - a high achieving young professional with high earnings in the top 20% of the population, ideally in a managerial position with tertiary or higher education; the female is an affectionate fashion follower, trendy and is customarily described as an “opinion leader”, who tries new things and often can act as a role model for the other general female population regarding her achievements. Another slightly varied target profile suggests a trendy middle-aged female aged 35-45, on the higher end of the scale of society in terms of her managerial position professionally or a housewife to a high-income household. Normally has had tertiary education, with an interest in cooking, fashion and young trends. Moreover, according to statistics, the gender ratio of the audience for Vogue is 80% female, and 20% male.
Target Demographic: females aged 15-34, ABC1 class, with a high income (above average)
Social Grouping (Graham Burton): Teenagers, Young adults, accomplished adults, mostly females earning a high income, typically in a higher, managerial, white collar job.
Media Grouping: Elle, Vanity Fair, Glamour, Harper's Bazaar
Target Ethnicity: Mixed ethnicities, also depends on what region the issue is from, eg: Vogue India, Vogue Arabia.
80% Female
20% Male
Positioning: Vogue stands out against its competitors by creating for itself a USP (unique selling point) that harbors the aesthetic of high fashion, beauty and luxury lifestyle in order to appeal to its primary hegemonic readership (David Morley), with additional content about fashion, beauty and lifestyle aimed at a wide, younger target audience. Vogue is in the top ten most popular magazines in the UK.
Response: Audiences are encouraged to buy Vogue magazine due to the publication's high prestige and the iconic, historical significance it carries. The company also has a very strong online presence through the means of social media platforms such as YouTube, Facebook, Twitter, Instagram, Snapchat, etc. It also has a website and mobile application that prompts Vogue's younger target audiences to remain engaged with their brand online. Vogue is a prestigious magazine that has featured countless A-list celebrities and even royalty, and so the large fan bases of their celebrities are also attracted to the magazine. Moreover, Vogue typically employs a bright, bold and sophisticated colour palette, including images with high-key lighting, which appeals to the eye of the target audience and attracts them to pick up the magazine.
Circulation: Vogue has an average annual circulation of 1.3 million per issue (2016) in the UK alone.
- Paid Circulation: Consists of readers buying Vogue magazine in stores, or online in e-formats at a certain price. This also includes paid subscriptions.
- Free Circulation: Magazines uses other platforms (cross media convergence) such as social media online, or free copies of the magazine are distributed among readers as a way to advertise the magazine and bring more attention to its brand.
- Controlled/Qualified Circulation: Only the qualified subscribers, such as (fashion designers, make up artists, stylists, etc.) are given a copy of the publication for free in order to reach a larger audience and advertise it among them.
Distribution: Vogue magazine has a monthly distribution all over the world, and has a strong social media presence, especially on YouTube, where they post a lot of content targeted towards a younger target audience, to engage them and attract them to buy the magazine, in stores or online. A good example of this would be the infamous "73 Questions with Vogue" series that has been launched on Vogue's YouTube Challenge, which has garnered millions of views on the site, along with other content creators on YouTube making parodies and their own versions of the series, boosting Vogue's popularity among the "Digital Native" (Marc Prensky) target audience, attract the Digital Immigrants through print copies of the magazine in stores.
Vogue uses cross media convergence in order to advertise its brand, and reach a wider audience. They do this through the use of their print publications, sponsorships, films posted online on YouTube and their website and application, social campaigns and podcasts. |
Regulation (IPSO):
British Vogue follows the codes set by the Independent Press Standards Organization (IPSO), which is the regulator for the newspaper and magazine industry in the UK, and holds newspaper and magazine companies to account for their actions and protect individual rights. They also uphold high standards of journalism and help maintain the freedom of speech for the press.
The IPSO has a large number of responsibilities:
The RFC (Regulatory Funding Company funds the IPSO); and the RFC is funded by member publications. However, IPSO does carry out its work detached from its members. The IPSO also regulates Vogue, making sure that all published content meets their guidelines and is suitable for a wide audience.
British Vogue follows the codes set by the Independent Press Standards Organization (IPSO), which is the regulator for the newspaper and magazine industry in the UK, and holds newspaper and magazine companies to account for their actions and protect individual rights. They also uphold high standards of journalism and help maintain the freedom of speech for the press.
The IPSO has a large number of responsibilities:
- Make sure that newspapers and magazines follow the Editors Code.
- Investigate complaints about printed and online material that may breach the Editors’ Code.
- Make newspapers and magazines publish corrections or adjudications if they breach the Editors’ Code (including on their front page).
- Investigate and monitor serious and systematic standards failings, they can also fine publishers in severe cases.
- Operate a 24-hour anti-harassment advice line.
- Provide advice for editors and journalists.
- Provide training and guidance for journalists so they can uphold high standards.
- Provide a hotline for journalists who feel they are being pressured to act in a way that is not in line with the Editors' Code.
- Work with charities and other organizations to support and improve press standards.
The RFC (Regulatory Funding Company funds the IPSO); and the RFC is funded by member publications. However, IPSO does carry out its work detached from its members. The IPSO also regulates Vogue, making sure that all published content meets their guidelines and is suitable for a wide audience.
Advertising: Vogue features advertisements from high end luxury brands that can be afforded by a hegemonic readership. According to Vogue's 2019 Media Kit, the company most popular advertisers include:
These companies pay large sums of money in order to have their products placed in Vogue. Each year, Vogue releases a Media Kit that includes the advertising rates for brands to advertise their products in the magazine, below are the ratings for 2019.
Representation: There is a major lack of diversity in the fashion and beauty industry, which often excludes people of colour, members of the LGBTQ+ community, and people over the ages of 40-50. Most people represented in fashion and beauty magazines are Caucasian females with bodies stereotypically conforming to unrealistically high western beauty standards. Since the fashion industry is dominated by Caucasian males setting fashion trends for women, fashion magazines are most often aimed at white females, excluding other minorities and populations. Therefore, this representation of the magazine is reinforced through the models featured in the publication, in order to appeal to their target primary audience, to help them identify with the magazine and its contents.
- Race: There has been a dramatic increase in the amount of inclusivity. 2018 saw a record high with 37.7% of fashion magazine covers featuring models of colour. Vogue Taiwan featured models of colour on 100% of its covers, Vogue India with 85%, and Vogue Arabia with 76%, the latter also featured two plus size women. However, there still remains a lot of work to be done. These statistics should not be shocking or praised for being progressive; this is amount of diversity should be normalized and seen as in tune with the current modern world, that harbors people of all skin colours and tones.
- Plus Size: In the past, Vogue has been heavily critiqued for part-taking in the promotion of the "ideal body", which, many argue encourages body dysmorphia within young girls, and promotes unrealistic beauty norms within society for women. However, through a growing popularity within society towards body positivity has prompted companies like Vogue to be more inclusive of body types in their magazines, featuring infamous "plus-size models such as Ashley Graham".
- Gender: Only 8 men have been featured on the covers of Vogue magazine, seeing as the publication is aimed at a female target audience. However, there has been a lack of diversity when it comes to members of the LGBTQ+ community being featured in the magazine. And even though recent years have seen this change, with more openly gay and transgender people featured in magazines, it remains the least represented group.
- Age: After race, this is the most represented group, with several models gracing the covers of Vogue over the age of 50.
Magazine Conventions
Masthead: is a trademark for the magazine, with a unique typography. Typically placed in the top-left corner of the cover page of the magazine, because we read from left to right and up to down, so it is the first thing the reader sees. This is the logo of the publishing company, and it also represents their brand image. Typically has the largest font size and tells the reader the name of the magazine, and gives them a good idea of what it's about.
Main image: is typically the content of the featured article in the magazine. Fashion/beauty magazine typically feature a mid-shot or close-up of a person looking into the camera, directly addressing the audience. This helps the audience engage with the magazine and creates an intimate contact between the two, especially when the model is looking directly into the camera, addressing the audience.
The model/star commonly reflects the magazine company's ideals, morals and genre.
The model/star commonly reflects the magazine company's ideals, morals and genre.
Coverlines: are the main text on the cover advertising articles within the magazine; these articles will appeal to the magazine’s target psychographic and allow the target audience to escape, identify, get relevant information and build relationships with other readers of the magazine. Their interests will be reflected in the coverlines that summarize the contents within the magazine. These sidelines are typically placed around the sides of the cover page, around the main image, so that they don't cover it up.
Anchorage text: This is a sideline directly related to the main image and the featured article in the magazine. The anchorage text is conventionally larger than all the other sidelines, so that it can catch the reader's attention first. It is also the sideline that editors hope will help sell the magazine the most.
Pugs, Puffs, Banner, Buzz Words, Date and Barcode/Price: Pugs and puffs are graphics placed on a magazine cover to draw attention to the information written it. Typically these conventions contain information about the low price of the magazine, a free gift included with the purchase, or exclusive information; this helps sell the magazine as it gives the reader the impression that they are getting their money's worth. Banners are usually placed across the top, bottom or up left corner of the cover. This placement allows the magazine to capture the reader's attention with an extra piece of information, not included in any other issue. It also creates the impression that the customer is getting extra information - more than their money's worth, making the magazine more appealing the reader. Buzz words are used to attract the reader's attention, to persuade them to buy the magazine, for example: "Exclusive", "Free", "Plus", "Biggest", etc.
Furthermore magazines typically contain a date or edition on the cover often placed in the top left or right corner, or next to the barcode or price. This lets the readers know all the essential information they need in order to purchase the magazine: this is the issue they want to buy, and the price of the magazine.
Every magazine has and needs a barcode and price to tell the audience how expensive the magazine is; and the barcode allows the customer to purchase it. Typically this is positioned at the top or bottom right corner, or on the bottom left of the cover. This is significant as we read English LTR. Therefore, by placing the price at on the bottom right corner, it is the last thing the reader sees, after having looked at all the magazine has to offer. Usually the target audience will be interested enough in the magazine's contents to be concerned about a high price; this placement of the barcode and price is common in expensive magazines such as Vogue and Vanity Fair.
Furthermore magazines typically contain a date or edition on the cover often placed in the top left or right corner, or next to the barcode or price. This lets the readers know all the essential information they need in order to purchase the magazine: this is the issue they want to buy, and the price of the magazine.
Every magazine has and needs a barcode and price to tell the audience how expensive the magazine is; and the barcode allows the customer to purchase it. Typically this is positioned at the top or bottom right corner, or on the bottom left of the cover. This is significant as we read English LTR. Therefore, by placing the price at on the bottom right corner, it is the last thing the reader sees, after having looked at all the magazine has to offer. Usually the target audience will be interested enough in the magazine's contents to be concerned about a high price; this placement of the barcode and price is common in expensive magazines such as Vogue and Vanity Fair.
Magazine Front Cover In-Depth Analysis
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Magazine Contents Page In-Depth Analysis
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Magazine Article Page In-Depth Analysis
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Elle Magazine
Publishing House: Hearst Magazines
Editor: Nina Garcia Founder: Pierre Lazareff and Hélène Gordon Frequency: Monthly Genre: Fashion, Beauty, Lifestyle Total Circulation (2017): 1,636,000 (PC & Print) Employment: 63% employed; ABC1; High income - 125K and above Website: https://www.elle.com/uk/ |
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A History:
Elle is a fashion and lifestyle magazine owned by the Lagardere Group, published by Kevin C. O’Malley and distributed by Hearst Magazines (large magazine publishing company). This magazine was founded by Pierre Lazareff and his wife Hélène Gordon in 1945, with the first ever issue published on the 21st of November. The french-originated magazine with editor-in-chief Nina Garcia leading a circulation of 1.6 million annullaly (print and digital publications). Elle is a monthly magazine that also makes use of cross media convergence through its website, mobile application and strong social media presence.
Elle focuses on fashion, beauty, health and entertainment. Pierre Lazareff and his wife Hélène Gordon founded this French magazine in 1945, with its first issue published on the 21st of November, 1945. When Helene Gordon first founded this native French magazine, she wanted to do things differently and move away from the corporatization of publishing, which entailed advertising-free issues of the magazine, consistent long-form journalism and “a new tone” which put “a particular emphasis on freedom, feminist demands, and the consumer society. At the time, most fashion-centric magazines were putting forth issues that were full of glossy, editorial imagery, Elle (French for “she”) made name for itself by presenting itself as more of a newspaper, consisting of in-depth articles discussing feminism, which was a controversial topic, and fashion; this was just a year after women in France were granted the right to vote. In its early days, the magazine was heavily influenced by WWII, and discussed immediate post-war political climates, political policies and feminist movements. The articles urged women to vote and celebrates the number of women elected to the French Assembly.
Today Elle is one of the world’s largest fashion magazines, with 46 editions around the world and now features advertisements and takes part in brand partnerships, but often focuses on “freedom and feminist demands”. In the early part of the 21st century, Elle had the largest readership of any fashion magazine in the world, published in six continents.
Elle is a fashion and lifestyle magazine owned by the Lagardere Group, published by Kevin C. O’Malley and distributed by Hearst Magazines (large magazine publishing company). This magazine was founded by Pierre Lazareff and his wife Hélène Gordon in 1945, with the first ever issue published on the 21st of November. The french-originated magazine with editor-in-chief Nina Garcia leading a circulation of 1.6 million annullaly (print and digital publications). Elle is a monthly magazine that also makes use of cross media convergence through its website, mobile application and strong social media presence.
Elle focuses on fashion, beauty, health and entertainment. Pierre Lazareff and his wife Hélène Gordon founded this French magazine in 1945, with its first issue published on the 21st of November, 1945. When Helene Gordon first founded this native French magazine, she wanted to do things differently and move away from the corporatization of publishing, which entailed advertising-free issues of the magazine, consistent long-form journalism and “a new tone” which put “a particular emphasis on freedom, feminist demands, and the consumer society. At the time, most fashion-centric magazines were putting forth issues that were full of glossy, editorial imagery, Elle (French for “she”) made name for itself by presenting itself as more of a newspaper, consisting of in-depth articles discussing feminism, which was a controversial topic, and fashion; this was just a year after women in France were granted the right to vote. In its early days, the magazine was heavily influenced by WWII, and discussed immediate post-war political climates, political policies and feminist movements. The articles urged women to vote and celebrates the number of women elected to the French Assembly.
Today Elle is one of the world’s largest fashion magazines, with 46 editions around the world and now features advertisements and takes part in brand partnerships, but often focuses on “freedom and feminist demands”. In the early part of the 21st century, Elle had the largest readership of any fashion magazine in the world, published in six continents.
Popularity: Elle was the most popular magazine in the early 20th century, due to its radical, and controversial (at the time) content, involving feminism, leftist political views, and several other topics that put the lives of the magazine's founders in danger due to backlash during WWII. The renowned magazine, under the careful watch of Nina Garcia, plans to transform the brand to target a younger generation through platforms online. The photographer-turned-creative director, Stephen Gan want to give into “the chance to give Lazareff's vision a modern spin through a redesign which will hopefully touch ELLE's massive global readership of young empowered women."
Marketing: Elle uses much of the same marketing techniques as Vogue does. However it also heavily employs social media to talk about fashion and social issues. the Elle YouTube channel features several interviews with celebrities and also short documentaries and documentary style videos on controversial social and political topics, with the videos gaining millions of views each. This has helped Elle attract it younger audience and enabled them to identify with the magazine's content, according to Blumler and Katz.
House Style: Elle, much like Vogue has an iconic house style that typically features the bold, sleek and feminine masthead placed at the top of the page with a center justification. The main image on the front cover has high key lighting and is can range from a mid long shot to a closeup. Elle magazines conventionally have an uplifting, bright colour scheme to appeal to readers.
Target Audience: Elle has a dynamic audience, with most aged 16-30; and since "Elle" translates to "She" in French, the publication has an obvious primary female target audience. Furthermore, the magazine features a celebrity on its cover page to entice a larger target audience, consisting of fans of the celebrity, using star appeal.
87% Female
13% Male
87% Female
13% Male
Target Demographic: females; 16-30; higher managerial jobs/professionals/high income - above average
Social Grouping: ABC1
Media Grouping: Vanity Fair, Vogue, GQ
Target Ethnicity: Mixed ethnicities, also depends on the edition
Social Grouping: ABC1
Media Grouping: Vanity Fair, Vogue, GQ
Target Ethnicity: Mixed ethnicities, also depends on the edition
Positioning: Elle typically places its models over its masthead, putting the female models forward to attract fans of the artist, along with the magazine's target psychographics interested in fashion and beauty. This creates the brand's USP as it pushes forward women in power as role models for it younger female target audience to identify with, according the Blumler and Katz theory.
Response: The audience is attracted to the magazine since it stands out within the magazine market by not simply talking about fashion, beauty and lifestyle, but also involving social issues. This is the brand's USP, which encourages readers who are also interested in fashion and beauty, to gain an insight into current world events through a source that also features content that they like, and this is more likely to increase the reader's interest.
Circulation: 1,125,536 (2015)
With a total circulation of 1,125,536 in second-half 2014, Elle magazine delivered nearly 26,000 in bonus circulation to advertisers in 2015, with its digital editions reaching 40,733 readers each month.
With a total circulation of 1,125,536 in second-half 2014, Elle magazine delivered nearly 26,000 in bonus circulation to advertisers in 2015, with its digital editions reaching 40,733 readers each month.
Distribution: Elle is distributed through print copies sold in stores, and online through digital media, using cross media convergence to its advantage to reach a wider audience.
Regulation: Elle, much like Vogue is regulated by IPSO in the UK.
Representation: Elle has, like other fashion magazines, seen an increase in diversity in terms of its models featured in the magazine, although much of their featured models remain Caucasian females that conform to traditional western beauty conventions.
Magazine Front Cover In-Depth Analysis
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Magazine Contents Page In-Depth Analysis
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Magazine Article Page In-Depth Analysis
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