Vogue US takes a page out of the Net-a-Porter playbook — and ELLE, too — sharing Hailey Bieber Weekend, lensed by Daniel Jackson. Tabitha Simmons styles Hailey for the October 2019 issue. / Hair by Ward Stegerhoek; makeup by Gucci Westman
Get out your credit cards. There is no doubt that Conde Nast and its competitors must make changes in expanding content online, yes, but also creating a sustainable revenue model that probably isn’t free. What the fallout will be and how it will impact fashion bloggers like AOC is unknown.
No economy can sustain itself on “free”. Every day AOC receives requests to “take a couple seconds . . . this will only take one minute . . . my research is great, trust me” and insert free links into articles that have top SEO placement, even though they are 10 years old.
Those free ride requests would easily take 2-3 hours a day to validate and execute, and it’s maddening. A major fashion blog with three initials is actually sending out “free” articles to people like me, that carry her own affiliate links to make money for her. How stupid does she think we are !!!
It’s a mess out there is all I can say. And the big magazines are going to make a right turn. How sharp, we don’t know but change is coming soon. Having put so much effort into AOC’s content and working diligently to build a high reputation score, I think we will be fine — although our own costs will probably rise. TBD, as they say.
Thinking that people will buy print magazines if you try to keep the wraps on digital exposure is a losing battle. Websites like Net-a-Porter have made that clear. But then again, Net-a-Porter is actually an online retailer — which Vogue could have become a decade ago. Note that Conde Nast pulled its $300 million from FarFetch this summer. over concerns about spending on marketing.
Print magazine are not eco-friendly at all but you can’t say “I’ll pay the price but don’t send me the magazine. I’ll read it online only.” Trust me, I tried. “Don’t send me the free tote bag, I beg you, Keep it. “ Print must travel into our hands or the entire print advertising business model goes to hell. And that walking ad tote bag? Who cares about the environment. We want the free ad.
Hailey Bieber is the smart one. She heads to Jackson Hole to escape the consumption madness. Perhaps we should join her. But before we go, here’s some great clothes to pack!! ~ Anne