‘Vogue’ launches broadband channel

In line with its 727-ad-page September issue, Vogue launched ShopVogue.TV, a broadband channel Internet feature to serve as both an entertainment and shopping site.

In line with its 727-ad-page September issue, Vogue launched ShopVogue.TV, a broadband channel Internet feature to serve as both an entertainment and shopping site.

Features include links to purchase products in the print ads and videos of runway shows, fashion ad campaigns, and Vogue-original serial shows. “Fashion U Share,” an interactive feature, encourages users to upload photos of their own looks.

“America seems to be very interested in entertainment about fashion,” Thomas A. Florio, publishing director of Vogue, told The New York Times. He cited examples including Ugly Betty and Project Runway. The site will feature three series, “60 seconds to chic,” “Behind the lens,” and the 2003-launched “Trend Watch,” as part of a larger branding effort. “We really wanted to make it feel like a program, not an advertorial,” said Mr. Florio said of the new shows.
Mr. Florio says he hopes that the shows on the channel become as popular as television clips on YouTube. “We shot it to be viral, we expect it to go beyond our site,” he said of series like “60 Seconds to Chic.”

Beyond entertainment, the broadband channel is meant to move product for the magazine’s advertisers. According to Mr. Florio, more than 85 percent of Vogue readers said the ads in Vogue’s September issues define the overall tone of the magazine. “It’s our Super Bowl,” he said.

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