Recent Blog Posts
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Conde Nast Closing 'Portfolio'
Apr 27 200910:02 am EDT -
Newspaper Circ: 'WSJ' Gains as 'NY Post' Tumbles
Apr 27 20099:32 am EDT -
Idle Chatter: The Prognosis for Newspapers, more
Apr 27 20098:55 am EDT -
Late Breaks: MySpace, NYT, 'New York'
Apr 24 20094:01 pm EDT -
Nostalgia, Entitlement and Murdoch's 'Journal'
Apr 24 20094:00 pm EDT
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The Devil Wears Hot Topic
Is Vogue really ready for Web 2.0? They seem to think so: The fashion bible is launching a site, ShopVogue.TV, where readers can buy items featured in the magazine and watch Web-only video series.
Best of all, according to the Times, "The channel will also have a user-generated component, with visitors encouraged to upload photos of their own fashion looks in an area designated Fashion U Share."
Why does that sound to me like a nightmare in the making for Anna Wintour and her army of glambots? Here's why: High-end glossies like Vogue rely on an intentional misperception—you could even call it a lie—to sell advertising. They like to give the impression that their readers are actually living the ultra-posh lifestyle depicted in their pages, when they're really not. (Just see this study, which found that supermarket tabloid In Touch had a higher average household income than Vogue.)
But that lie only holds up as long as the flow of information is one-way. How happy will Wintour et al be when Vogue's actual, flesh-and-blood readers start uploading pictures of themselves in their favorite ensembles from Hot Topic and Forever 21?
