Vogue in Britain: Authenticity and the creation of competitive advantage in the UK magazine industry

摘要

By 1914 the leading British magazine publishers had successfully launched a range of popular weekly titles for female readers which focused on everyday women's fashions. In contrast, the British operations of American publishers Hearst and Condé Nast sought to develop high-quality magazines designed to attract affluent consumers - and the advertisers who sought to reach these readers. This paper argues that the success of Condé Nast's Vogue depended on two main factors: gaining authenticity in the world of high fashion and forming close relations with their customers - both readers and advertisers - using market research and promotion techniques transferred from the United States.View full textDownload full textKeywordsCondé Nast, Hearst, Amalgamated Press, George Newnes, Vogue , Harper's Bazaar , authenticity, magazine advertising, fashion periodicals, Harry YoxallRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/00076791.2011.617209