Vogue’s 1,000 Member Influencer Network Could Establish Norm For Magazines
by Lauren Proctor on July 13, 2011
In a move that brings influencer marketing further into the mainstream, AdWeek broke news today that Vogue is growing their influencer network to 1,000 influencers. At first glance the publication’s roster doesn’t seem resoundingly loud, but according to the article members of the unpaid lineup were carefully chosen based on their activity on blogs, Facebook, and fashion platforms like Polyvore.
A quick glance at Vogue’s past influencer work with partners like Chic Galleria indicate that the team of influencers is eager to integrate the brand in their conversations with readers. Positive results from publishers are undoubtedly a reason for growth, but as online ad spend grows we can’t help but look at the business motivations behind the magazine’s commitment to a four digit roster of influencers.
Benefits of Vogue’s Influencer Network
1. In an age when magazines are building integrated opportunities for their clients, a 1,000 member influencer network builds the magazine’s repertoire of advertiser opportunities.
2. Although Conde Nast publications attempt to maintain a clear line between advertising and editorial, previous influencer work with Vogue and L’Oreal shows that the advertising-editorial line is practically nonexistent. Influencer networks don’t only increase Vogue’s reach in small trusted communities, they also create opportunities for blunt advertorial.
3. Magazines are masters at shaping messaging, and in an age when Conde Nast is expanding into programs like Ideation, influencer networks feel like natural part of media’s business progression.
4. The value added advertising opportunity that influencer networks present for media could easily become an integrated metric that influences ad spend. Magazines can already charge more for ad units based on circulation numbers, pass along rates, and online page views. It seems only natural that one day they will also hold pricing power based on the reach and scope of their influencer networks.
