Ownership P1 (a)

Vogue Ownership

Vogue is a globally recognised fashion and lifestyle magazine. 

- It is published monthly in 23 different national and regional editions.

- Vogue is owned by Condé Nast.

Condé Nast is a mass media and multinational company headquartered at One World Trade Center in New York City and is a division of Advance Publications, this means that the company is privately owned.

The company was founded in 1909 by Condé Montrose Nast and has been owned and operated by the Newhouse family since 1959. Samuel Irving Newhouse, Jr. is chairman and CEO of advance publications, Charles H. Townsend is its chief executive officer and Robert A. Sauerberg is its president.

Mass media means it allows text, sound, graphic and video images to be combined into one programme.

This means that the company is run by itself rather than being run by the public or any other companies. The advantage of this is that the individual or group can decide how to run the business and can keep all the profits itself.
It is also Multinational which means  the company has either investments or operations in two or more countries. The advantage of this is that the cost of production throughout the world will cost a lot less.

Condé Nast is the parent company of the Vogue magazine.

Condé Nast Digital Studio: The Condé Nast Digital studio design and executive creative commercial advertising solutions launched early in 2014.
The In-House studio specialises in:
- Display and Native advertising formats
- Ipad-optimised ads
- Rich media content hubs
- Commission  of contributors: Fashion illustrators, bloggers, Vogue editors, photographers and videographers, stylists, hair and makeup artists and models from the Vogue talent pool
- Social media campaigns
- Direct Marketing campaigns
- Competitions and data capture opportunities
All creative solutions developed by the studio are optimised across the desktop, tablet and mobile devices.

Meaning and Purpose:
Condé Nast is a mass media and multinational company headquartered at One World Trade Center in New York City and is a division of Advance Publications, this means that the company is privately owned. This is important to know because it is the primary owner of Vogue where they produce the highest quality content for Vogue Print, as well as The vogue website, advertisements, editorial, design and digital etc.

Because Condé Nast is a Multinational company, they can provide Vogue in many different countries such as Vogue, India and Vogue, Australia.

Where the darker shade is on the map is where Condé Nast works as a multinational Company.

Here is a text from the Condé Nast International website explaining that they are a multinational, ethic and cultural workforce:
THE PEOPLEWhat drives this company forward is a bold commitment to excellence, something that can only be maintained by a diverse, multinational, multi-ethnic and therefore multicultural workforce. We are continually recruiting supremely skilled professionals, new and established alike, from the global pool of creative talent, without regard for age, origin or background. Our only stipulation is this: we want to find, nurture and reward those individuals who are as passionate about the media industry as we are, those eager to help shape and inform its bright, exciting future.

Vogue Global Reach:

Vogue, owned by Condé Nast also uses Cross Media, where their are editions of Vogue on print, mobile phones, social networks and tablets etc:

Vogue is also available on Mobile phones, websites, Prints, TV.

The reason for a cross media company is to enable Vogue to be advertised in many different ways and helps it to be the most popular magazine company in many different countries. And due to it being Multinational, Nationalities of all different kinds know about Vogue increasing their popularity and moving them up in the Magazine industry.

Operating model P1 (b)

The operating of Condé Nast that help different parts of the institution of Vogue to interact to the needs of the products produced are as followed, in order of importance (1 being most important):

3 Main operating titles for Condé Nast and Vogue:

1) Robert A. Sauerberg is the president of Condé Nast, meaning he is responsible for the whole company and how they deal with the different companies that they own such as Vogue.
2) Charles H. Townsend is chief officer of Condé Nast and leads the company's executive management team. He is the career publisher of the American consumer magazine giant, which publishes the industry titles W and Vogue, among others.
3) Anna Wintour is the editor-in-chief of Vogue and the Artistic Director of Condé Nast. She helps with the editorial process of Vogue. She is the magazine editor of Vogue and fashion journalist, and so all edits made and fashion stories in Vogue are part of Anna Wintour's work with Condé Nast.



Media Kit of Vogue, owned by Condé Nast:

Meaning And Purpose:
The operating model of Condé Nast is how different parts of the company work together to produce the best outcome in their companies in which they own. So for Vogue, they all work together to produce the best Print magazine with helps form editors, chief executives etc.

Products P1 (c)

Condé Nast, the ownership of Vogue also owns many other media brands.

Their products are magazines.

Here are other magazines also owned by Condé Nast:

- Allure 

-Architectural Digest

- Ars Technica

- Bon Appétit

- Brides

- Condé Nast Traveler

- Details

- Epicurious 

- Glamour

- golf Digest 

- Golf world

- GQ

- Lucky

- The New Yorker

- Self

- Teen Vogue

- Vanity Fair

- W

- Wired 

The company attracts more than 164 consumers across its 20 print and digital media brands. 

Condé Nast also launched Condé Nast Entertainment in 2011 to develop film, television and digital video programming. 

Condé Nast also owns Fairchild fashion media (FFM)

And its portfolio of comprehensive fashion journalism brands such as Beauty Inc, Footwear News, M, Style.com and WWD.

Meaning and Purpose:

The meaning and purpose of Products is so you know what else Condé Nast own and and their products. By knowing this information you can understand the types of products that are owned by a certain company. There is a diverse range of magazines by Condé Nast.

Their media products consist of magazines, for example 'Glamour' and 'Golf world' Their magazines range from fashion, to Sport and to travelling etc. The diverse range between each magazine cover is huge, making Condé Nast one of the most popular magazine ownerships as it attracts a wide variety of different people. People interested in fashion will be interested in Glamour, people interested in Sport may like Golf World, and people interested in travelling may like Condé Nast Traveler. 

It is also important to know what other products Condé Nast own, because Vogue are able to see their competitors within their ownership, for example Vanity Fair is a competitior of Vogue as it is also a popular fashion magazine.  

Here are images of the wide range and variety of Magazines owned by Condé Nast ranging from, food magazines, to fashion magazines, to a magazine all about New York. This is why Condé Nast is very successful because they have many customers due to the variety of magazines they own.

Here is a magazine that produces information all about New york, compared to another magazine owned by Condé Nast which produces information about different foods.

 Here is a fashion magazine which is very different to an architectural magazine showing the variety and range of Condé Nast products.

 This is a male information magazine with details including mens fashion compared to a wedding magazine about brides.

And these last three consist of a food magazine, a mens fashion magazine and a women's fashion magazine also showing the wide range of products owned by Condé Nast. 

Market position P1 (d)

Market Position is a ranking of a brand, product, or company, in terms of its 

sales volume relative to the sales volume of its competitors in the same market 

or industry. 

Condé Nast is a very popular magazine owner of a variety of different brands.

The magazines range from fashion, e.g Vogue, Sport e.g Golf World, Travelling 

e.g Condé Nast traveler and many more. 

Here is a screenshot of the Condé Nast International website, which explains 

why Condé Nast is a popular Ownership. 

Condé Nast is international enabling magazines to be sold all around the world, 

increasing their market position and popularity. 

'Condé Nast International is a leader in publishing sophisticated enhanced digital editions of its magazines, and has introduced many publishing innovations. The pocket-sized Glamour, developed by Condé Nast in Italy, has been replicated across the industry, and enabled Glamour  to seize market leadership in multiple markets. Vanity Fair, published in Italy as a weekly magazine, has rapidly become the biggest-selling quality title in the sector.'

This is a quote from the Condé Nast international website, explaining that Condé Nast is a leader in publishing enhanced digital editions of its magazines, which also improves their market positions because not only do they have prints of each magazine, but also digital editions e.g websites, or mobile apps which increases their popularity as there is a variety of ways people can access their favourite Condé Nast brand. 

'Since 1996, with the launch of Vogue.co.uk, Condé Nast International has been positioning itself as a leader in digital publishing, with branded websites, iPad and mobile apps, and editions on multiple devices. The company has simultaneously diversified and expanded with contract publishing ventures, a restaurant division, fairs, conferences, festivals and the first Condé Nast College of fashion and design.'

'For almost a century, Condé Nast International has been a magnet for the world's leading Editors, photographers and Creative Directors.  The Condé Nast archive serves as a barometer of social and cultural change shaping the twentieth century.   The years between the World Wars saw some of the great artists of the period commissioned from Dali to Bérard. Contributors and writers for Condé Nast titles have ranged from J. D. Salinger, Truman Capote, Edith Sitwell, Virginia Wolfe, Aldous Huxley, Colette, Nancy Mitford, Bruce Chatwin, J. G. Ballard, W H Auden, Iris Murdoch, Simone de Beauvoir and Kingsley Amis to Joan Didion, John Updike, Peter Sellers, Salman Rushdie, Dominick Dunne, V. S. Naipaul, Tom Wolfe and Christopher Hitchens.'

from these two quotes, it tells me that Vogue, owned by Condé Nast is the leader in digital publishing with branded websites, ipad and mobile apps increasing the market position of Condé Nast. Condé Nast also includes the world's leading editors, photographers and creative directors to ensure their magazines are sold with the highest possible quality operating models. 

Here are a few of Condé Nast's competitors:

Bauer (print only)

Hearst

IPC Media Ltd

Immediate Media Company

Future Publishing Ltd

Dennis Publishing Limited

Due to the variety of magazine brands Condé NAst own, with digital editions of every magazine they stand out as the most popular against their competitors with Vogue being the most popular fashion magazine globally due to Condé Nast being a cross media and Multinational business. 

The market position of Condé Nast impacts the market position of Vogue, and 

due to Condé Nast being in a high position this enables Vogue to be the most 

popular fashion magazine. 

VOGUE

The fashion bible, Vogue announces a new ABC of 201,077, with UK actively purchased copies up 5% period on period and 2.1% year on year.* Digital edition sales have increased by 9.4% period on period and 124.5% year on year, while UK subscriptions have grown by 10.6% period on period.  

The quote above is showing that in terms of Market Position, Vogue has a high ranking and has a successful sales volume in the same market/industry. 

 From the image above, you can see that the 21 editions of Vogue reach 40.4 million people and the highest selling volume globally is in the UK.

From this image above, you can see that Vogue has the highest brand reach, putting them in the top Market position in the magazine industry globally. Their circulation is the highest in the magazine print industry reaching 200,141, as well as their readership reaching 1,148,00, their unique users reaching 2,217,678, and lastly their page impressions reaching 40,367,113. 

Meaning and Purpose:

Market position explains the position and ranking of a business and how well they sell their brands, and how many people their brands reach. By knowing this, you can see who your competitors are which is very important if Condé Nast want to stay as the highest ranked media business. 

Competitors P1 (e)

There are many other companies that are in fact, owned by Condé Nast in which compete with Vogue. From my research, I have found that Vogue is most popular as you can see in the image below:

Vogue has the highest circulation, readership, unique users and page impressions.

From this, Vogue has a competitive advantage over the other magazine brands as the organisation acquires an attribute/combination of attributes that allows it to outperform its competitors such as Vanity fair. This is because Vogue's scope extends beyond culture, and includes interviews with influential people, food and drink reviews, hotel and travels features appear alongside authoritative catwalk-features, beauty products and supermodel imagery. Vogue has has high grade ores and access to highly trained and skilled personnel human resources as well as a better identification and understanding of customers.

Although, Vogue has many competitors such as Vanity fair in which is also a very well known magazine brand. They are both similar in what they advertise and both include influential people and well-known supermodels and so competition between both would be very high.
Disadvantages of competition is that it can because they are both so similar an unhealthy relationship between both brands can grow, although this is avoided as they are both owned by the same company, Condé Nast and so share more or less the same operating model.

This shows the percentage of Vogue users/readers/those who have a tough point with the Vogue brand. 

These figures show the circulation, readership, average Age of reader, AB, ABCI, average number of times each issue is re-visited and the average number of hours each issue is read for. This shows that Vogue is a majorly popular magazine brand in which many people use. 

This shows the Vogue global reach in which 21 editions reach 40.4 million people which is an excessive amount showing the huge popularity of the Vogue brand.

Vogue is a cross media and multinational company. So they sell products all around the world as well as on different types of media including print, online and on mobile apps which increases their popularity and this is a big impact Vogue has over their biggest competitor, Vanity Fair which is another fashion magazine owned by Condé Nast.

Meaning and Purpose:
The meaning of competitors, is the other magazine brands that sell similar magazines to Vogue. For example Vogue and Vanity fair are both competitors as they are both fashion magazines. Knowing your competitors is very important, so that you can improve as they improve without ever falling behind and losing popularity or market positions.

Condé Nast who own Vogue, also need to be aware of competitors such as Hearst Interactive Media. Condé Nast have a variety of ways of staying in a high market position above their competitors as they own a range of magazine brands which all have a digital version as well as print increasing their readership and selling rates.

Analysis of a Media Product P2 (a-g)

I am analysing two magazine covers by the company of Vogue:

1) 

Genre: Print - non fiction and is specifically aimed at young women and teenage girls.

Purpose: The purpose of this magazine is to entertain, educate interested viewers in new styles and fashions for the upcoming summer and news about models and people in the fashion industry and to sell products such as clothing and makeup. Specifically quoted from Vogue, 'Make this your definitive guide to the upcoming months, from what to wear, where to go, and what to do' 

Meaning: The meaning of this magazine is created through colour, text, images and costumes. All these factors work together to portray the sense of summer. This is because all the colours used are light, the text font colour is also light and includes whites and pinks. The main image is a picture of Kate Moss, who is wearing summer clothing to promote the new summer fashion. From this the viewers already know what will be included inside the magazine and will consist of upcoming fashions for summer and sell products. 
This magazine is promoting fashion and new styles. The style and content of this magazine help to advertise new summer fashions.

Here is another magazine by Vogue that I am analysing:

Genre: Print - non fiction and is specifically aimed at young women and teenage girls.

Purpose: The purpose of this magazine is very similar to the purpose of the magazine above. Vogue magazine's are known for their distinctive role in advertising new fashions and styles. It is to entertain and educate/inform viewers interested in fashion. For this magazine, Vogue is advertising upcoming winter fashions and styles, as well as selling fashion products such as makeup and clothing. 

Meaning: The meaning of this Vogue cover is created, similarly to the cover above through colour, text, images and costumes. The colour of this magazine consists of wintery colours such as red, whites, blacks and dirty green/blue. Just by looking at the front cover, the viewer can already tell that upcoming winter fashion will be advertised and shown inside the magazine. Again, the magazine is promoting fashion and new styles. 

'In Vogue: The Editors Eye (2012)'
- Is a film on the production process of Vogue, and what Vogue looks like from the fashion Editors eye:

Fashion editors are the main reason as to why the process of the production takes place, they are the people who make things happen and see if everything is just right before the production goes on. 

Fashion Editors come up with ideas about models, themes, the setting and fashion stories to provide the highest quality outcome for the magazine. Without them, there would be no photoshoot for the magazine. 

Fashion editors are also responsible for the script development, storyboarding, and have a part in the production such as the filming and editing. They come up with the ideas that help with the script development and so can produce a storyboard to ensure the photoshoot goes exactly to plan. 

Production Processing: 

To begin with, work has to be accepted, so commissioning editors negotiate the purchase of intellectual property rights and agree on royalty rates. 

Pre-Production stages:

As editing of the Vogue magazine progresses, front cover design and initial layout takes place and sales and marketing of the magazine begins. 

Photoshoots for the magazine will then take place after the pre-production stages, such as the script development and storyboarding, so that the fashion editors know exactly what type of magazine and style it will be before beginning to work on it. 

Editorial Stage:

To publish the work on the magazine, a decision is taken and the technical legal issues have to be revolved. The fashion editors will edit the work once improvements and small changes have been made. The staff may copy edit to ensure that the work matches the style and grammatical requirements of each market. Editing may also involve structural changes and requests for more information by different parts of the operating model, for example the editor in chief, Anna Wintour. Below is a picture showing an editorial meeting between the fashion editors where they edit work once improvements and possibly small changes have been made. This will ensure the best possible outcome for the magazine. 

Design Stage:

When a final editorial decision has been agreed upon, the next phase is design and style for the magazine which will be similar to their previous magazines based on fashion, but with different advertisements and fashion to meet the new up-coming season style requirements. This may include artwork being commissioned or confirmed of layout and a variety and varied amounts of photographs. The design process prepares the work for printing through processes such as typesetting, proofreading, dust jacket composition etc. 

Sales and marketing Stage:

This stage is closely intertwined with the editorial process. As front cover images are produced from the photoshoot are edited, sales people may start talking about the magazine with their customers to build early interest. Publishing companies may also help with Vogue and produce advanced information sheets that may be sent to customers or overseas publishers to gauge possible sales due to Condé Nast being a multinational Company which owns vogue. As early interest is measured, this information feeds back through the editorial process and may affect the formatting of the magazine and the strategy employed to sell it. Vogue needs to be careful that they have strong initial feedback, otherwise the print-run of Vogue may be reduced or the marketing budget is cut.

Printing:

After the end of editing and design work, the printing phase begins. The first step involves the production of a pre-press proof, which the printers send for final checking and sign-off by the president of Condé Nast, Robert A. Sauerberg and the editors and editor in chief, Anna Wintour. This proof shows the magazine precisely as it will appear once printed and represents the final opportunity for the fashion editors and publishers to find and correct any errors. Once the publisher has approved the proofs, printing - the physical production of the printed work begins. 

Binding:

With magazines, binding follows upon the printing process. It involves the printed sheets, securing them together, affixing boards, and the covering with other materials etc. 

Distribution:

The final stage of the production process of Vogue magazine involves making the product available to the public, usually by offering it for sale. Vogue magazines will be sold in newsagents, supermarkets etc. As Condé Nast is a cross media company, the new magazine will be advertised on the vogue website, on print and mobile apps so it is largely exposed for customers. 

Demographics of the target audience P3 (a-d)

Demographics of the target audience for Vogue Magazine

Demographics of the target audience refers to selected population characteristics as used in government, marketing or opinion research. It means categorising people by quantifiable things such as age and gender.

It is very important for magazine companies, such as Vogue to know who they are targeting. This is to ensure their product is attractive to their buyers, and to provide accurate data about their buyers to potential advertisers.

To define the target market and choosing specific demographics to target you need to consider the following factors:
- Age
- Gender
- Education Level
- Location
- Ethnic Background
- Income level
- Family status
- Occupation

You should also consider the psychographics which are more personal characteristics of the target audience which consider:
- Personality
- Attitudes
- Values
- Interests/hobbies
- Lifestyles
- Behaviour

To ensure Vogue are meeting the demands of the target audience, it needs to determine how their magazine product will fit into the target's lifestyle, and what features are most appealing to them.

Media Kit for Vogue Magazine:

This is the media kit for Vogue magazine showing the circulation demographics and Total audience.
Firstly, it shows that the median age for buyers of the vogue magazine is 38.5.
It shows that there are in total 87.5% females who buy the Vogue magazine to 12.5% of men. From this, Vogue can see that their magazine mostly targets the women and so they know what to include in the magazines to maintain their buyers. It also shows that 66% of buyers are in education, 64% of buyers are employed, and 24% professional or management employment, showing Vogue that their product appeals mostly to the younger generation of those who are still in education.

Demographics to the target audience:

Gender: From the media kit, I found out that 87.5% of the vogue magazine buyers are female, and 12.5% are male.
Age: From the media kit, I can see that the Vogue magazine appeals mostly to the younger generation. The median age is 38.5 and there are more buyers who are still in education rather than in employment.

From looking at the Gender and age, it shows that the target audience of Vogue magazine appeals mostly to young females.

Vogue magazine provides the audience with information on:

FASHION   BEAUTY   CULTURE   FASHION SHOWS   CITY GUIDES

These factors contribute to the target audience. Many young females are interested in the 5 factors above which is why they are the targeted audience.

Single Vogue magazines in the UK cost £3.99. This is an expensive price for a single magazine showing that the spending power of the buyers of the vogue magazine is relatively high.

Psychographics are also included with demographics and the target audience of Vogue.

Interests/hobbies and lifestyles are very important factors to consider when targeting the audience.
Vogue is all about the latest fashions, makeup brands, beauty, culture, fashion shows and city guides. This means that Vogue need to target audiences who are interested in fashion and beauty and want to keep up with the latest styles.

Psychographic market research tries to divide people in 'types' in a wide range of ways.
Such as:
- Mainstreamers: They go with the flow and do not want to stand out
- Aspirers: They want to have more money or status and will often by 'flashy' products to try to send out messages about statues.
- Succeeders: They have more money to spend than aspirers but won't feel the need to show it as much.
- Individualists: They want to show the world they are different.
- Carers - They want to save the world.

The 'main types' of people who will buy Vogue magazine consists of mainstreamers, who are generally interested in fashion and buy Vogue for information about their interests.
Aspirers, this is because Vogue is a relatively high-priced magazine and many people may buy it without considering the purpose but want to have a higher status, and Vogue is a magazine in which many 'high-status' people will buy.
Lastly, succeeders will also buy Vogue magazine as they have more money to spend, so they will be interested in the best magazine for fashion, in which Vogue is the highest magazine company for beauty and fashion.

Here is a screenshot of the Vogue Circulation and audience, showing that 86% of readers are Female and 66% of readers are between the ages of 16-34 years showing that the target audience for Vogue is focused on young females. This is due to young females being interested in upcoming fashion events, celebrity fashion and new season upcoming fashion.

Example of adverts of products which will attract the reader, in which is young females at the age of 16-34 years will be makeup brands and clothing brands.
E.g New Michael Kors clothing or a Dolce & Gabbana perfume:

Vogue advertises fashion products such as perfume, clothing, makeup and bags from well known fashion brands because they attract their target audience which is young females. They buy Vogue so that they can see upcoming fashions for new seasons. Vogue advertises products like this to increase their market position and readership. 

Meaning and Purpose:
Demographics of the target audience refers to selected population characteristics as used in government, marketing or opinion research. It means categorising people by quantifiable things such as age and gender. The purpose of this is so Vogue can select certain characteristics in their print magazine to enable they are targeting the correct audience.

David Gauntlett is an academic who studies Media, Gender and identity regarding Demographics.

Here is a quote from David Gauntlett:

Media power versus audience power

In chapter two we set out the background debate over whether the mass media has a powerful influence upon its audience, or if it is the audience of viewing and reading consumers who wield the most power, so we should return to that question here. During the discussions in this book we have found, unsurprisingly, that the power relationship between media and the audience involves 'a bit of both', or to be more precise, a lot of both. The media disseminates a huge number of messages about identity and acceptable forms of self-expression, gender, sexuality, and lifestyle. At the same time, the public have their own even more robust set of diverse feelings on these issues. The media's suggestions may be seductive, but can never simply overpower contrary feelings in the audience. Fiske talked in terms of semiotic 'guerrilla warfare', with the audience metaphorically involved in 'smash and grab' raids on media meanings, but this imagery inaccurately sees change as a fast and noisy process. It seems more appropriate to speak of a slow but engaged dialogue between media and media consumers, or a rather plodding war of attrition against the forces of tradition and conservatism: the power of new ideas (which the media conveys) versus the ground-in power of the old ways of doing things (which other parts of the media still like to foster). Neither the media nor the audience are powerful in themselves, but both have powerful arguments.

And more specifically:
'The media disseminates a huge number of messages about identity and acceptable forms of self-expression, gender, sexuality, and lifestyle. '

He is explaining that media has a huge impact about identity and the type of person you are, and this can include size 0 models. Many young females will think that being beautiful is being a typical size 0 woman because this is all they see in fashion magazines, especially Vogue. 

Readership:

Readership of Vogue = 1,148,000