Vogue in Britain: Authenticity and the Creation of Competitive Advantage in the UK Magazine Industry

Abstract

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.