Transformation and growth at Vogue: An audience-first
approach
How the global family of Vogue sites are growing audiences by studying why people are consuming stories as well as
looking at the data behind what they are reading
Sarah Marshall|@SarahMarshallHead of audience growth, Vogue International
Vogue is a dignified and authentic journal of
society, fashion and theceremonial side of life.
ARTHUR TURNURE, PUBLISHER
Vogue US first cover, December 1892
Vogue US double-page spread, December 1892
Class, not mass.
Condé Montrose Nast (1873-1942)Vogue (1909-1942)
AUSTRALIA
INDIA
KOREA
MEXICO
26Markets
GERMANY
RUSSIA
ARABIA
LATAM
CZECH REP
SLOVAKIA
THAILAND
TURKEY
ITALY
PORTUGAL
SPAIN
UK
FRANCEUKRAINE JAPAN
CHINA
TAIWAN
BRAZIL
HONG KONG
GREECE
NETHERLANDS
POLAND
USA
48M Instagram followers
1.7M Snapchat followers
4.6M monthly
audience
56M global web audience
1M LINE
followers
1.3M WeChat followers
Vogue International
Features
Video
Audience growth
Photography
Social storytelling
Fashion shows
Positive culture
● Hire for languages / diversity 🗣
● Meeting-free Wednesday 📅
● Island Days 🌴
● Closed laptops in meetings 💻
● Flexible working 🏡
● Buddy scheme 👫
● Show & Tell 🎤
● Lunch & Learn 🥙
● 5-15 ✉️
AUSTRALIA
INDIA
KOREA
MEXICO
26Markets
GERMANY
RUSSIA
ARABIA
LATAM
CZECH REP
SLOVAKIA
THAILAND
TURKEY
ITALY
PORTUGAL
SPAIN
UK
FRANCEUKRAINE JAPAN
CHINA
TAIWAN
BRAZIL
HONG KONG
GREECE
NETHERLANDS
POLAND
USA
48M Instagram followers
1.7M Snapchat followers
4.6M monthly
audience
56M global web audience
1M LINE
followers
1.3M WeChat followers
Audience development
“The need for audience-development specialists to
get Times content in front of more readers.”
The New York Times Innovation Report (2014)
“Audience development is about taking the overall
goals of the news organisation, whether they be
advertising revenue and/or a growth in the number of
paying subscribers, and working backwards to
develop a strategy to help the news organisation
achieve those goals.”
What does an audience growth editor do?
Content strategy• Shaping stories - particularly headlines • Thinking audience-first in how people will find stories • Guiding growth stories• Evergreen content • Shepherding stories that keep readers returning• Series
Distribution strategy• SEO, social, email newsletter, and off-platform
Product strategy
Community strategy
>>>> Analytics. Analytics. Analytics.
BBC World Service - Needs
Buzzfeed - Needs
Google Search - Needs
Overview
17
Readers were asked to rate the importance of the following statements, in relation to their content
consumption (across all categories). Statements rated as ‘very important’ by a respondent were
assigned to one of six clusters:
Q6a. Thinking about the content you read in magazines, on websites and social media, how important are the following? (5 point scale)
Inspire
me
Educate
me
Divert
me
Update
me
Make me
responsible
Connect
me
Inspires me to be
the best person I
can be
Advises me on
lifestyle decisions
Is entertaining /
fun
Keeps me up-to-
date with the
latest news /
trends
Is socially
responsible
Provides me with
exclusive access
to famous
people / places
/ events
Provides me with
ideas for new
things to try or
do
Helps me to
learn / improve
at something
Teaches me
about the wider
world / other
cultures
Helps me to stay
one step ahead
of others
Has a strong
voice on current
news / issues
Connects me
with like-minded
people
Provides me with
content I
wouldn’t
normally read /
view
Represents
people from all
backgrounds
18Q6a. Thinking about the content you read in magazines, on websites and social media, how important are the following? Base. Global Vogue readers (3281)
Current
Top content needs by market
The primary reader needs can vary by market, but diversion and inspiration are key across several regions
Make me responsible
Divert me Divert me Divert me Inspire me Divert me Divert me Divert me Divert me Divert me
Divert meUpdate
meInspire me
Update me
Educate me
Make me responsible
Inspire me Inspire meUpdate
meMake me
responsible
Inspire me Inspire meUpdate
me
Data shown for needs that perform
5%+ higher than the average of all
needs within a given market
What ‘needs’ do Vogue readers have?
Which ‘needs’ are most served by the 11 x Vogues? Which are overlooked?
Average readership (median)
Which need generated the greatest unique audience?
Article count vs. average readership
Takeaways
1. Find out the ‘needs’ of the audience: the ‘why’ as well as the ‘what’
1. Analyse how well you meet those needs - and pivot
1. Move to audience needs-first commissioning
Positive culture
● Hire for languages / diversity 🗣
● Meeting-free Wednesday 📅
● Island Days 🌴
● Closed laptops in meetings 💻
● Flexible working 🏡
● Buddy scheme 👫
● Show & Tell 🎤
● Lunch & Learn 🥙
● 5-15 ✉️
