Vogue has been making a concerted effort to get more multi-channel and tech-happy this year, with a new emphasis on video content and getting its editors involved in social media (hello, #voguestagram). The glossy has now taken another step into the digital age, through a partnership with Flipboard, an app that allows users to create personalized magazines for themselves.
Essentially, Vogue is giving Flipboard permission to take its content, paginate it and put it on the app. According to Flipboard editorial director Josh Quittner, who manages partnerships with publications, it's Vogue's call what content goes on Flipboard. So don't get too excited: The entirety of the print magazine probably won't go up on the app. They'll likely be sending through a dozen pieces of content each day.
"They decide internally what they give us, and they put that in a feed just for us. It's some combination of their website content and some magazine stuff," Quittner says.
The partnership gives Vogue access to Flipboard's massive user base, which in December stood at 100 million. Compare that to Vogue's 3.43 million Twitter followers. It's also a significantly bigger pool than those who would opt to read a digital edition of the magazine.
More importantly, Flipboard gives Vogue another avenue for ad revenue. The app works particularly well for the kind of luxury advertisers that fill the pages of a hefty September issue because they run full screen, meaning they're big and beautiful. You'll find ads from the likes of Gucci, Bottega Veneta and Louis Vuitton on the app. Combine that with the fact that users flip through page by page, and it's a pretty close approximation of reading an actual copy of Vogue.
Ad revenue is based on views, Quittner says, so it depends how many readers a publication has on Flipboard. The more followers, the greater the ad revenue. For publications that already have existing sales teams, they can go out and sell their own ads and Flipboard gets a percentage of that.
In many ways, this is one of Flipboard's biggest partnership gets yet. The other Condé Nast titles currently partnered with the platform include Bon Appétit, Details, Glamour, Golf Digest, Vanity Fair and W.