Vogue in Britain: Authenticity and the creation of competitive advantage in the UK magazine industry

Howard Cox and Simon Mowatt

Business History, 2012, vol. 54, issue 1, 67-87

Abstract: By 1914 the leading British magazine publishers had successfully launched a range of popular weekly titles for female readers which focused on everyday women's fashions. In contrast, the British operations of American publishers Hearst and Cond� Nast sought to develop high-quality magazines designed to attract affluent consumers -- and the advertisers who sought to reach these readers. This paper argues that the success of Cond� Nast's Vogue depended on two main factors: gaining authenticity in the world of high fashion and forming close relations with their customers -- both readers and advertisers -- using market research and promotion techniques transferred from the United States.

Date: 2012
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/00076791.2011.617209 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:bushst:v:54:y:2012:i:1:p:67-87

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/FBSH20

DOI: 10.1080/00076791.2011.617209

Access Statistics for this article

Business History is currently edited by Professor John Wilson and Professor Steven Toms

More articles in Business History from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().