Online Guise for US Magazine Ads

27 August 2004

Shop online whilst you read offline is the message behind Vogue's new website launched this week alongside the September issue of the top fashion magazine.

Of the 648 ads in the 832-page bumper volume – traditionally the fattest of the year - 480 are featured on the interactive website, which enables shoppers to browse by brand, product category and store name. Consumers can then click on the fashion item of interest within the ad to retrieve product details, price information and store locations.

Although online magazine sites are not a new concept, Vogue's publisher Thomas A Florio claims that "What we have done is make them actionable in real time. That was one thing that was missing."

The move is seen as a response to competition from online search engines such as Yahoo! and Google, which derive revenue from linking ads to search enquiries.

It follows the recent venture by Hearst-owned Shop Etc. magazine, with its companion website linking article content to purchase data.

Newspapers have also been quick to get in on the act. New website provides zip code-related shopping information taken from newspaper advertisement circulars.

Data sourced from: The Washington Post Online; additional content by WARC staff