Vogue Doesn’t Want You To Know About Its New Secret Website
There’s a tantalizing little nugget of information buried in an AdWeek piece on sales of ad pages for this year’s round of September issues. Turns out Anna Wintour and company are getting ready to debut another website.
Susan Plagemann, Vogue‘s publisher, “wouldn’t identify” the nature of the new property, but she did say it would launch in December. If we had to venture a guess, we’d say the new site will be concerned with fashion (well duh) and aimed at women with discretionary incomes. But we’d also be willing to bet that it won’t simply redirect you to the latest of Hamish Bowles‘ blog posts or online galleries of photos from the magazine. If Vogue is investing in another website, there’s a good chance it’ll do something Vogue.com can’t, won’t or doesn’t do already.
Will it be a snarky news blog filled with actual opinions? Is Men’s Vogue coming back as an online-only thing in the wake of the recession? Is Anna starting a personal Tumblr? We don’t know. At this point it’s all speculation, but it’s nice to dream.
Back in reality, Vogue has posted a pretty good gain in advertising pages for this year’s September issue. The magazine is up some 9 percent over last year’s issue, clocking in at a whopping 584 pages of ads. AdWeek places Harper’s Bazaar up just over 2 percent at 308 pages, while W is up 3 percent to 255 pages. Time Inc.‘s two fashion mags, InStyle and People StyleWatch, are both having their best Septembers on record. InStyle is up 5.8 percent to 431 pages and StyleWatch is up 22 percent to 165 pages. Only Elle is down — Women’s Wear Daily reports that it fell 6.8 percent from last year, and will carry 350 pages. Still, third place overall is nothing to sneeze at.
And a new web venture isn’t, either. We just wish we knew what it was.