ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

vf image
ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER

POINTS OF PASSION

WHEN BUYING FASHION,
MONTHLY GLOSSIES ARE AS
TRUSTED AS FRIENDS AND
FAMILY IN THE DECISION-
MAKING PROCESS
JUNE 2017

72%SUPER
GLOSSY
67%ALL
WOMEN
“ADVERTS ARE PART OF THE EXPERIENCE
WHEN READING GLOSSY MAGAZINES”

OWN
DESIGNER
FASHION
OWN
PREMIUM
MAKE-UP
JUNE 2017
88%
ALL WOMEN
86%
ALL WOMEN

DIGITAL INVESTMENT

WHAT DOES THE FUTURE HOLD?

70%
ALL
WOMEN
own
premium
skincare

VF image

1913

1936

1983

AUGUST 1991

SEPTEMBER 2005

OCTOBER 2006

JULY 2015

13.1M VIEWS 9M VIEWS SOCIAL IMPACT

+ +
247K
AUDIENCE (EXC. SOCIAL)
1.4M+
1.2M 11K+
=
BRAND FOOTPRINT: PRINT + WEB + LIVE
Source: NRS Jul 16 – Jun 17; Omniture Site Catalyst Jul – Sep 17 (UK only); VF A-List Newslettersubscribers(delivered emails Oct2017)

TOTAL SOCIAL FOLLOWERS
14,209,985
2.9M
434K
4.7M
3.1M
88K
2.9M
BRAND FAME: TOTAL SOCIAL
FIGURES ARE FOR VANITY FAIR US SOCIAL PAGES; AS OF
01.10.17

THE MAKHAZIN

CREATIVE PARTNERSHIPS

EXPERIENCES

THE RELATIONSHIP

THE NARRATIVE

SEPTEMBER 2005
OCTOBER 2006 SEPTEMBER 1999 APRIL 1995 AUGUST 2003

CASE STUDY

CASE STUDY
DOES WEALTH MAKE US RICH ANYMORE?
TIME

BRAND
CASE STUDY
DOES WEALTH MAKE US RICH ANYMORE?
TIME
TALENT MESSAGING

CASE STUDY

THE NEXT CHAPTER

ASSOCIATE PUBLISHER, CREATIVE PARTNERSHIPS
CLAIRE SINGER
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

LACHLAN BAILEY / VOGUE UK OCT 2016
DIGITAL CONTENT & STRATEGY DIRECTOR
DOLLY JONES

DIGITAL
G R O S S
R E A D E R S H I P
1.06M
C I R C U L A T I O N
53M
S O C I A L M E D I A
F A N S
149M
P A G E I M P R E S S I O N S
15.2M
U N I Q U E U S E R S
4.7M
All figures are gross, Source:Combined print& digital ABC Jan-Jun 17 (excludes GQ Style and LOVE)/NRS Jan - Jun 17 (CNTraveller/Wired/GQStyle/LOVE =projected readership);Google Analytics Aug - Oct

Shareability from the outset
TELLING STORIES

“We tell ourselves stories in order to live.
We live entirely... by the imposition of a
narrative line upon disparate images, by
the 'ideas' with which we have learned to
freeze the shifting phantasmagoria
— which is our actual experience.”
Joan Didion

May 15 May 16 May 17
67%
62%
56%
Google Analytics
M O B I L E T R A F F I C

R E S P O N S I V E D E S I G N

T H E I N F I N I T E S C R O L L

W H A T D O E S ‘ P E R F O R M A N C E ’ M E A N ?
SALES
TRAFFIC
ENGAGEMENT
REPUTATION
COMPETITIVE ADVANTAGE
BRAND AWARENESS

I F C O N T E N T I S K I N G , T H E N
C O N T E X T I S C O U N T R Y

D A T A I N F O R M E D ,
N O T E N F O R C E D

232K UU
7M PI
OSCARS
230K UU
8.2M PI
MET GALA

G R A M M Y S
G O L D E N G L O B E S
H A U T E C O U T U R E
M E N S W E A R
S H O W S
N A T I O N A L
T E L V I S I O N
A W A R D S
S A G
L O N D O N
A R T F A I R
M A I S O N & O B J E C T
D E S I G N F A I R
S U N D A N C E F I L M
F E S T I V A L
D E S I G N M U S E U M
A W A R D S
P E O P L E S C H O I C E
A W A R D S
C R I T I C S C H O I C E
A W A R D S
C E S
B R I T A W A R D S
C H I N E S E
N E W Y E A R
B U R N S N I G H T
A U S T R A L I A D A Y
J A N U A R Y

J A N U A R Y
H E A L T H & W E L L B E I N G N E W Y E A RH O L I D A Y S
S T O M A C H
F L A T T E N I N G
F O O D S
G O L D E N G L O B E S
G Y M
F I T N E S S C L A S S E S
C R I T I C S C H O I C E
A W A R D S
H O W T O E A T
P R O P E R L Y
H E A L T H Y F O O D S
V E G A N F O O D S D R Y J A N U A R Y
B U I L D I M M U N E
S Y S T E M
G Y M W E A R
S K I N C L E A R I N G
F O O D S
W E I G H T L O S S T O N E U P
T R A V E L T R E N D S
W I N T E R S U N
S K I G E A R
2 0 1 8 B A N K
H O L I D A Y G E T A W A Y S
W H E R E T O
G O W H E N
E A S T E R H O L I D A Y S
D E S T I N A T I O N S
T O W A T C H
S K I H O L I D A Y S
S N O W H O L I D A Y S
S P A B R E A K S
E N G A G E M E N T
S E A S O N
N E W Y E A R
F A S H I O N T R E N D S
P R O M D R E S S E S
N E W Y E A R
N E W M E
F R E S H S T A R T N E W B E G I N N I N G S
W E D D I N G
P L A N N I N G
N E W Y E A R
B E A U T Y T R E N D S
R E T U R N T O
S C H O O L
N E W Y E A R S
R E S O L U T I O N S

W R I T E R S G U I L D
A W A R D S
E V E R Y W O M A N
B R I T A W A R D S
B L A C K H I S T O R Y
M O N T H
B A T A A W A R D S L F W F E S T I V A L
V A L E N T I N E S D A Y
C H I N E S E N E W Y E A R
G A Y W E D D I N G
S H O W
L F W F A L L
N Y F A S H I O N
W E E K F A L L
D I R E C T O R S G U I L D
A W A R D S
P A N C A K E D A Y
M I L A N F A S H I O N
W E E K F A L L
M A R D I G R A SH A L F T E R M
F E B R U A R Y

F E B R U A R Y
V A L E N T I N E S D A Y A W A R D S S E A S O NA W F A S H I O N
R E D L I P S
C H O C O L A T E S
L O N E L Y H E A R T S
C L U B
R E D F A S H I O N
L I N G E R I E R O M A N C E
D A T E I D E A S
F L O W E R S
F I R S T D A T E S
P A R I S
K I S S A B L E L I P S D A T E N I G H T
R O M A N T I C
G E T A W A Y
A L C O H O L
T R A V E L T R E N D S
W I N T E R S U N
S K I G E A R
2 0 1 8 B A N K
H O L I D A Y G E T A W A Y S
W H E R E T O
G O W H E N
E A S T E R H O L I D A Y S
D R Y J A N U A R Y
D E S T I N A T I O N S
T O W A T C H
S K I H O L I D A Y S
S N O W H O L I D A Y S
S P A B R E A K S
B A L L G O W N S
C H A M P A G N E
V E N U E H I R E
G L A M O U R O U S
M A K E - U P
C E L E B R I T I E S F I L M S
J E W E L R Y
U P - D O S
T U X E D O
C O C K T A I L D R E S S E S
F R I E N D S C O U P L E S C A L I F O R N I A N E W Y O R K

O S C A R S
I N T E R N A T I O N A L
S H O R T F I L M
F E S T I V A L
U N I N E R N A T I O N A L
W O M E N D A Y
I H E A R T R A D I O
M U S I C A W A R D S
W O R L D T H E A T R E
D A Y
S P R I N G
E A S T E RT H E B O A T R A C E
I N D E P E N D E N T
S P I R I T A W A R D S
M O T H E R S D A Y
A N N U A L A C A D E M Y
A W A R D S
U N I N T E R N A T I O N A L
D A Y O F H A P P I N E S S
O S C A R S
N O M I N E E S
L U N C H E O N
B R I T I S H S U M M E R
T I M E
S T P A T R I C K S
D A Y
W O M E N H I S T O R Y
M O N T H
M A R C H

M A R C H
S T P A T R I C K S &
M O T H E R S D A Y
O S C A R S
I N T E R N A T I O N A L
W O M E N ' S D A Y
D R I N K A W A R E
M A K E - O V E R
A L C O H O L
R E D E F I N I N G
M U M
W O M E N R O L E
M O D E L S
H E A L T H Y F O O D S
I N S P I R A T I O N A L
M O T H E R S
G I F T I N G
M O T H E R F A S H I O N
S U R V I V I N G A
H A N G O V E R
S K I N S A V I O U R S
S U C C E S S F U L
M O T H E R S
H O W T O H A V E
I T A L L
I N S P I R A T I O N A L
W O M E N
S U C C E S F U L
W O M E N
H O W T O G E T
P R O M O T E D
T H E A R T O F
N O T G I V I N G U P
S E X I S M I N
S O C I E T Y
T H E F U T U R E
I S F E M A L E
H O W T O S U C C E E D I N
Y O U R D R E A M C A R E E R
B U S I N E S S
H O W T O M A K E
A C A R E E R M O V E
P O W E R D R E S S I N G
F A S H I O N A B L E
W O R K W A R D R O B E
T U X E D O S
F I L M S
C E L E B R I T I E S
H A I R & B E A U T Y
O U T F I T
P R E D I C T I O N S
G L A M O U R
N O M I N E E S
H O L L Y W O O D
A F T E R P A R T I E S
B A L L G O W N S

IDENTIFY & MARRY TRAFFIC TRENDS &
CLIENT KPIs

FORGET DEMOGRAPHICS
…GO FOR PASSION POINTS

UU +338%
Y/Y

EVERGREEN VS NEW CONTENT

EVERGREEN VS NEW CONTENT

Publish
and Post
Monitor search ranking
with Pi Datametrics,
Hitwise etc
Monitor social reach
and engagement
Updates
made
ONCE LIVE, CONTINUAL ANALYSIS AND FURTHER
OPTIMIZATION IN REAL TIME:
Monitor traffic with
Google Analytics

…AND DECIDE HOW TO TELL IT
CHOOSE YOUR STORY

DIGITAL
LACHLAN BAILEY / VOGUE UK OCT 2016

Unique users
14.1m
Page impressions
144m
Social media fans
52m
Readership
4.9m
Circulation
1.1m
All figures are gross, Source:Combined print& digital ABC Jun-Dec 2016 (excludes GQ Style and LOVE)/NRS to Dec 2016 (CNTraveller/Wired/GQStyle/LOVE = projected readership);Google Analytics Mar-May