VOGUE magazine adaptation to the new digital context of fashion journalism

Abstract

This research analyzes how Vogue, as a paradigm of fashion journalism, has been adapting to the new digital context, according to the strong influence that it has on this journalist area. After a contextual introduction to the field of women’s magazines, this articles analyses the case of Vogue as an icon. Then, the research analyzes the web content through the following variables: target audience, main sections, type of structure, presence of its editors on the cover, advertising formats, mechanisms of promotion in social media, distribution of the main content (fashion and beauty), type and number of interactivity with readers and use of brand placement with selected brands. The research concludes that Internet has become a key allied of fashion magazines and social media has turned in a great opportunity. However, this sector of the journalistic industry must face new challenges. In the specific case of Vogue, it must be underlined that, thanks to the digital tools, this magazine has expanded its audience not only quantitatively, but also in new profiles, such as a younger audience