University of Worcester Worcester Research and Publications

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

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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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
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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

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