Condé Nast is treating its Vogue readers to a little something special — that is, if those readers are willing to shell out $200. On Wednesday, the magazine announced that it will be launching Vogue VIP, a "new members-only experience" that appears to include a bunch of media-adjacent perks.
According to an email obtained by Fashionista, enrollment includes: a limited-edition Clare V. clutch, a one-year, "all-access" subscription to Vogue, a six-month gift subscription to Vogue to share, the 2016 Met Gala Special Issue, "access to Facebook Live Q&As with Vogue editors" and more. At this time, membership is "currently reserved for friends of Vogue" — i.e., invitation-only — and it is unclear when it will be open to the public. A spokesperson for Vogue did not immediately respond to our request for comment.
It's no secret that, generally speaking, publications aren't having the easiest time selling print subscriptions. In our study of 12 major September 2015 issues, it was clear that fashion magazines had seen a slip with ad pages, too. Inventing a more expensive subscription may sound counterintuitive as a way to increase circulation, but it's in line with the way corporations like Condé Nast are working to make the print experience feel more special and exclusive. Allure, for instance, has teamed up with Brides to expand upon its beauty box offerings, while Vogue allowed readers to pre-order its September 2015 issue on Amazon and receive it five days before its newsstand date. Are expensive incentives like Vogue VIP the solution, and will similar programs soon become the norm for fellow titles looking to incentivize their print components? Only time will tell.