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Analysis of ShopVogue.com

Vogue_march_2ShopVogue.com launched featuring 204 ad pages. Barneys New York, Target, and Kohls were the largest retailers among the participants.

In a nod to product placement, the Kohl's ShopVogue page tries to let browsers link to 22 different products featured in their three ad pages. Instead of product information, however, I got sent to Kohl's store locator.

Target itself had an 8 pages "insert" to push its Isaac Mizrahi line.

Assuming that the ratio of ad pages to editorial remained constant from March 2004 to March 2005, then there are 461 ad pages - up from 454 ad pages a year ago. This appears to be just over a 1% increase, or just under $1 million in new ad revenues. In a year without Olympics and politics, that's a pretty good performance.

If you're in advertising sales, this provides a nice opening for you to call up some of the accounts you haven't talked to in a while.

Link: Revisiting Shop September Vogue


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