Vogue spin-off muscles in on rivals

Conde Nast is the latest publisher to target the affluent thirtysomething career woman. Its 68-page special, Real Dressing, will be bound on to the May edition of Vogue.

Conde Nast is the latest publisher to target the affluent

thirtysomething career woman. Its 68-page special, Real Dressing, will

be bound on to the May edition of Vogue.



Publishing director Stephen Quinn denied that the supplement was a

floater for a standalone launch, insisting it was a genuine one off.



Real Dressing will carry 20 ad pages from the likes of Jaeger,

Aquascutum, Armani and Louis Feraud in addition to the 132 ad pages in

May’s Vogue.



Quinn said the project was forced on him by Vogue editor Alexandra

Shulman.



However, taking revenue out of the market at a time when no less than

six rivals are trying to get new magazines off the ground is a classic

defensive strategy. It is also a task that the advertising sales team

would have relished.



IPC Southbank’s Nova and Emap Elan’s Frank are chasing the same

readership, as will Dennis Publishing’s PS, Gruner & Jahr’s Vital and

Parkhill Publication’s Verve when they launch later this year.



Quinn argued that an established title like Vogue, with its 200,000

circulation, was a more attractive advertising vehicle in the 30-plus

market than newcomers targeting niche audiences.



’We received a great deal of interest from a mailshot we sent out to all

our fashion and cosmetics clients, offering them an opportunity to tap

into the top end of Vogue’s readership at the 30- to late-40s age

range,’ he said. ’Then our sales team followed up like the infantry with

presentations to key media buyers such as MediaVest’s Nigel Conway and

Initiative’s Ita Murphy.’



The supplement will be promoted in the national press including The

Daily Telegraph - a first for Vogue - and the print order is being

increased for an anticipated sale of 220,000.



Quinn explained: ’The Telegraph has huge sales figures in the big

regional cities and provinces.’



Real Dressing is aimed at professional women with active social lives

and will take a pragmatic approach to dressing. It promises to tell

women how to put the new catwalk looks into practice without becoming a

fashion victim.



There will be ideas for the summer social scene and department store

buyers will reveal how they edit the collections to make it easy for

women to bridge the gap between leading edge and mainstream.



Quinn said: ’With the social season approaching, Real Dressing will

provide examples of how to dress with panache. It will also be more

accessible than Vogue.’



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