Thursday, August 2, 2007
TV Shopping in Vogue
It's my guilty secret. I LOVE shopping at home. What better way to relax than to spend money--without leaving your couch, no less!
Was pleased to read today: Vogue to unveil ShopVogue.tv.
"Vogue magazine will launch a broadband Internet channel August 21 called ShopVogue.tv.
The Condé Nast fashion glossy will run the channel as a companion to its 3-year-old Web site ShopVogue.com. As on that site, users will be able to buy products featured on the site directly online.
The new site will also feature original programming, including “60 Seconds to Chic,” “Behind the Lens,” in which a celebrity launches a new fragrance, and “Trend Watch,” which was previously syndicated."
With Vogue's entry to the home shopping space, the TV shopping addicts (like me) can upgrade from those crazy gizmos that cut onions quicker than you can blink or Suzanne Somers selling glitzy (read: fake) jewelry to genuine high fashion. Wow! Yes, I'll be watching...
I do applaud Vogue for being smart enough to complement its historically successful publication not only with their website, but now with this Internet-based shopping channel.
And, their multi-channel approach seems to already be working in their favor--ad sales in the magazine are up. And, they've just opened up new revenue streams and new ways to reach and build their audience.
We see so many traditional publishers struggling to incorporate the Internet into their mix. Oftentimes they simply try to put a version of their magazine on the web, and that simply doesn't work. It's great to see how Vogue figured out a clever multi-channel mix.
And, yes, I'll be watching. And shopping...