Vogue Sees Web Lessons in Obama's Campaign

The Web consulting firm Blue State Digital helped the Obama campaign raise some $500 million online, catapulting a relative political novice into the Oval Office.

Its next challenge: Help fashion bible Vogue magazine cash in on its far-reaching influence at a time when advertising dollars are bleeding out of print.

Vogue has hired Blue State Digital to help analyze the Conde Nast publication’s audience as part of a broader, revenue-generating push that ultimately will involve implementing paid subscriptions on Vogue.com, said Tom Florio, publishing director for Vogue and several other Conde Nast magazines.

The collaboration between magazine publisher and Web strategist began several months ago when Diego Scotti, Vogue’s executive director of marketing, emailed Blue State Digital co-founder Joe Rospars. Vogue executives, keenly aware that the monthly magazine is just one of many ways people connect with the publication, had been looking for ways to capitalize on its influence.

Read the rest of this post on the original site


Must-Reads from other Websites

Panos Mourdoukoutas

Why Apple Should Buy China’s Xiaomi

Paul Graham

What I Didn’t Say

Benjamin Bratton

We Need to Talk About TED

Mat Honan

I, Glasshole: My Year With Google Glass

Chris Ware

All Together Now

Corey S. Powell and Laurie Gwen Shapiro

The Sculpture on the Moon

About Voices

Along with original content and posts from across the Dow Jones network, this section of AllThingsD includes Must-Reads From Other Websites — pieces we’ve read, discussions we’ve followed, stuff we like. Six posts from external sites are included here each weekday, but we only run the headlines. We link to the original sites for the rest. These posts are explicitly labeled, so it’s clear that the content comes from other websites, and for clarity’s sake, all outside posts run against a pink background.

We also solicit original full-length posts and accept some unsolicited submissions.

Read more »