Tuesday, August 27, 2013


 In a time when print is going through such a rough period, it is reassuring to see that not everyone has given up on the platform. Style bible Vogue Australia is extending its reach into a younger demographic with the launch of a print edition and tablet app for its Miss Vogue brand, aimed at young girls aged 19 to 29.

The print magazine will be designed as a collectable keepsake and appear twice a year, with the first issue hitting newsstands on September 2 and the next one appearing in March, in line with the key fashion seasons.
Miss Vogue was previously a digital-only brand, launching online in September as part of the vogue.com.au website with the likes of Kendall Jenner and Lara Bingle being featured. 

Despite the beliefs that those of a younger age prefer to consume their media online, Vogue editor-in-chief Edwina McCann said she believed that todays youth "still want print" and that those interested in fashion will always want to have issues “on the coffee table because it says something about them”

The print magazine and the digital version will have very different pricing strategies, with the first edition of the app testing the waters at only $2.99 while the print title, which will stay on the shelves for six months, will cost a premium $9.95 keeping in line with the cover price of niche fashion mastheads such as Russh and Oyster, although its slightly higher than other titles such as Shop Til You Drop, Cosmo and Cleo which are all published by Bauer.

It is edited by Paris-based Alice Cavanagh, who McCann poached from editing Oyster magazine and who between editions also contributes to the website, with Vogue's Christine Centenera as fashion director.
Miss Vogue will offer a mix of luxury, contemporary and high-street fashion, beauty, lifestyle and articles focusing on personalities and pop culture and I believe that with its strong ties with Vogue and the brands authority within the fashion industry – this could possibly do very well. 

I guess we will see next week when it goes on sale next week with the lovely Elle Fanning on the cover. 


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