It sounds like Vogue’s landed high on McKinsey’s priority list. Condé Nast brought in the consultants just a couple of weeks ago, with the promise that significant changes (other than firing every secretary in the building) wouldn’t be made for at least a couple of months. But they’ve already prepared a focus group just for Vogue. Readers were asked to take a survey to gauge their qualifications and then a select few were chosen to participate in more written surveys as well as in person interviews and round table discussions about the magazine starting next week. Meanwhile, in other Condé Nast news that has nothing to do with McKinsey, we hear Taylor Tomasi Hill, Teen Vogue’s Accessories Editor, is leaving the Sartorialist's dream team for Nina Garcia at Marie Claire. And as of right now, Teen Vogue won't be replacing Tomasi.
Vogue and Conde Nast Launch Another Social Media Tool, but Do We Really Need It?
It's not exactly a secret that Conde Nast has been a little late to the whole Internet thing. Look no further than the fact that their most famous fashion title--Vogue, in case you weren't sure--only got a dot com a few years ago. So it makes sense the famed publisher is trying to make up for lost time. Today Conde Nast launched new social media tool "Social Sidekick." The in-house developed tool works as an aggregator for most-shared content from W, Style.com, Glamour, Self, Teen Vogue and Lucky. It sounds sort of fancy but all it actually means is that on those sites there will be a window at the bottom of the page, which splashes out popular content from the aforementioned sister sites--basically, it's an aggregator like any other aggregator on any other site. It's not a bad idea--especially from the advertising perspective--but it's certainly not groundbreaking, or as Business Insider says, "It's nice to look at, but it won't make a big difference to the bottom line."