EDITORIAL: Brand dilution will not help Vogue in UK

As magazine companies prepare to launch a host of new titles (In Style, Glamour, Cosmo Girl ...), they must not forget the importance of each title's brand. A lesson that Vogue's marketing department should learn.

The November issue's 'get the look' celebrity-focused supplement paid more homage to In Style's brand than it did its own.

Vogue's unmitigated glamour is its strength. In Style may have stolen ad revenue from Vogue in the US, but diluting the Vogue brand is not the way to prevent that happening in the UK.





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