The first of the magazine's "Fashion on Demand" video podcasts -- co-branded programming that gives advice, often sprinkled with celebrity interviews, on everything from hair care to fashion -- goes behind the scenes of Gap's new fall campaign in an interview with "Entourage" star Jeremy Piven. Future podcasts in the Gap series include interviews with other new Gap faces: actress Lou Doillon, musician Common and actress Mia Farrow. Old Navy and Redken also have developed Vogue podcasts for the fall, and other advertisers, such as Lexus and Jeep, plan to do so down the line.
'Expression of our commitment'
"Podcasts are really an expression of our commitment to creating co-branded entertainment that delivers value and engagement with consumers and co-branding marketing opportunities with our advertisers," said Deborah Cavanagh, associate publisher-marketing for Vogue. "There is high-perceived value with podcasts because they are elective. Consumers are choosing to want that program. It's appropriate content that delivers Vogue's point of view and is able to integrate advertising in a much more organic way."
The podcasts will be available through iTunes, with links from shopvogue.com and voguefashionondemand.com. The Gap podcasts will be available on the advertiser's website two days after they've been released on iTunes.
"Fashion on Demand" already debuted a hair-trend podcast series earlier this spring, but it wasn't heavily promoted. The new programming arrives as shopvogue.com, Vogue's online "shopping mall," is updated for the fall season. The website, which launched two years ago, is refreshed three times a year to tie in with each season and enables users to shop by trend, occasion and, come this December, price. New podcast series will tie in with those updates.
Delivering three things
"We're very committed to creating compelling short-form entertainment that can translate to mobile devices," Ms. Cavanagh said. "What's really important to us is to deliver three things -- a strong point of view, quality production and real entertainment value -- and deliver it on the standards of Vogue."
Vogue follows other branded podcasts from the magazine world. Allure teamed up with Aveeno this summer to offer fashion tips in an approach similar to paid programming; Jane went to the South by Southwest festival in Austin, Texas, in April and featured sponsors in its videos; and GQ ran a Hummer ad on its Men of the Year 2005 video podcast.
Vogue takes a different approach by integrating brands into its video content. The videos, which are developed by Vogue's in-house creative agency, Vogue Studios, are just one route clients can take. While Old Navy and Gap put all of their resources into the podcasts, for instance, Montblanc will have podcasts in late October, as well as ads in the September issue of Vogue and a presence on the magazine's trend watch and in-store event marketing.