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Cox, Howard and Mowatt, S. (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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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.
| Item Type: | Article |
|---|---|
| Additional Information: | The attached PDF provides access to the pre-print of this article. The electronic full-text cannot be supplied for the published article. Please check availability with your local library or Interlibrary Requests Service. |
| Uncontrolled Discrete 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: | College of Business, Psychology and Sport > Worcester Business School |
| Depositing User: | Howard Cox |
| Date Deposited: | 21 Jun 2011 15:30 |
| Last Modified: | 08 Jun 2021 09:24 |
| URI: | https://eprints.worc.ac.uk/id/eprint/1365 |
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