With Several 'Vogue' Spinoffs Going to Newsstands, Editor Woos Retailers

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NEW YORK (AdAge.com) -- If you smugly decided that you were too busy or too cool to attend the decidedly unsexy retail conference wrapping up today in Orlando, Fla., where representatives from companies like Books-A-Million and Rite Aid gathered to talk about marketing books and magazines, know this: It was cool enough for the very busy Anna Wintour.
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Anna Wintour

Ms. Wintour, editor in chief of Conde Nast Publications’ Vogue, delivered the keynote speech yesterday, declaring her magazine a superbrand that maintains its authority in four ways. Chief among them is resisting any cheapening of the brand.

“We were offered ‘Project Runway’ first, and we turned it down,” she said. “Vogue is not in the business of making entertainment out of the struggles of new designers. We’re in the business of nurturing the next generation of American talent.”

A boost for 'Elle'
The Emmy-nominated “Project Runway,” of course, has become the top-rated series on the Bravo network, part of NBC Universal, and has elevated the visibility of Elle magazine, published by Hachette Filipacchi Media U.S. Nina Garcia, fashion director at Elle, and designer Michael Kors serve as judges on the show, which was just renewed for a third season. This season’s finale airs tomorrow. Elle executives could not be immediately reached for comment.

The real reason Ms. Wintour flew south may be to keep Vogue in retailers’ front-of-mind, as it suddenly finds it needs an expanded section at the newsstand. Teen Vogue is plugging along, Men’s Vogue recently rolled out its second issue and -- although Ms. Wintour did not mention it -– Conde Nast is considering a Vogue Living launch this year or next.

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