"What caught my eye was that Malle told The New York Times that among her plans are to publish a print Vogue issue when a moment warrants it rather than at its historical monthly cadence. Magazines face their own version of a challenging pivot to digital; Malle has run Vogue's for the last two years. Additionally, commentaries on Vogue argue that it faces the challenge of influencers who are trying to hijack the publication's longtime role as style setter."
"As paraphrased by the Times reporter, "Ms. Malle believes issues should be released...around specific themes or cultural moments...These issues should be viewed more as collectible editions, printed on thick, high-quality paper. Her first print issue will most likely be published next year." That looks to be a sound editorial and business strategy. A themed occasion can excite audience interest compared to the same old, same old monthly format."
Anna Wintour is stepping back into a corporate role while Chloe Malle, age 39, becomes Vogue's director of editorial content. Malle plans to publish print Vogue issues when cultural moments warrant instead of maintaining a historical monthly cadence. Malle ran Vogue's digital operations for the last two years. Influencers are challenging Vogue's longtime role as a style setter. Vogue relies heavily on elegant still photography and historically produced very large September issues, exceeding 900 pages in 2012 and 376 pages this year. Malle envisions themed, collectible editions printed on thick, high-quality paper and expects the first print issue likely next year. Advertisers favor special editions that readers may keep.
Read at Poynter
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