Cox, Howard and Mowatt, Simon (2012) Vogue in Britain: Authenticity and the Creation of Competitive Advantage in the UK Magazine Industry. Business History, 54 (1). pp. 67-87. ISSN 0007-6791
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Official URL: http://www.tandfonline.com/doi/full/10.1080/000767...
By 1914 the leading British magazine publishers had successfully launched a range of popular weekly titles for female readers which focused on everyday women's fashions. In contrast, the British operations of American publishers Hearst and Condé Nast sought to develop high-quality magazines designed to attract affluent consumers – and the advertisers who sought to reach these readers. This paper argues that the success of Condé Nast's Vogue depended on two main factors: gaining authenticity in the world of high fashion and forming close relations with their customers – both readers and advertisers – using market research and promotion techniques transferred from the United States.
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|Uncontrolled Keywords:||Condé Nast, Hearst, Amalgamated Press, George Newnes, Vogue, Harper’s Bazaar, authenticity, magazine advertising, fashion periodicals, Harry Yoxall|
|Subjects:||D History General and Old World > DA Great Britain|
E History America > E11 America (General)
|Divisions:||Academic Departments > Worcester Business School|
|Deposited By:||Howard Cox|
|Deposited On:||21 Jun 2011 16:30|
|Last Modified:||26 Sep 2012 06:00|
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