A DIGITAL BRITAIN: Condé Nast U.K. is the latest publisher to translate its glossy pages into digital devices.
In November, the publisher will launch the December issues of British Vogue and the British edition of Wired as iPad apps, said Nicholas Coleridge, managing director of Condé Nast Britain. The editors of Vogue and Wired, Alexandra Shulman and David Rowan, respectively, along with the titles’ creative directors, will work closely with digital teams on the apps’ content.
“Digital innovation should enhance the reader’s brand experience,” said Coleridge. “The same [Condé Nast] principles apply to digital as they do to print — we aim to have the same editorial standards on our sites as we do in print.” The apps, whose prices haven’t yet been determined, will be sold via iTunes.
The company said that all the advertisements that appear in the print editions of December’s Vogue and Wired will also appear on the iPad app. Albert Read, general manager for Condé Nast Britain, said some advertisers will also be able to have their advertisements linked from the app through to their Web sites, or will be able to showcase their ads via “interactive advertisement formats,” such as video, slide shows or digital product tours. “Digital advertisers are moving beyond return on investment as the only measure of success,” said Read. “Luxury advertisers are seeking out brand opportunities online,” he added, noting Marc Jacobs, Prada and Chanel are some of the labels which have run interactive digital adverts, such as films, on Condé Nast’s Web sites.
And having launched an iPhone app for Condé Nast Traveler’s U.K. edition in July, the company will launch iPhone apps for GQ and Brides at the end of 2010. Coleridge said digital advertising revenues at Condé Nast are up 30 percent compared to 2009, and that over the next 15 years he expects Condé Nast U.K.’s Web sites to have “doubled or tripled in size.” And while others might question the future of print, Coleridge at least is bullish — or has a typical British stiff upper lip. He predicted the glossy magazine business will still be “thriving” in 15 years, and that print publications will make up 70 percent of Condé Nast’s sales, while “30 or 40 percent” will come from sales via iPads or similar devices.
— Nina Jones
GETTING THE ELLE OUT THERE: Lagardère Active on Wednesday revealed plans to further diversify Elle through franchises and licensing deals. “Elle counts for 90 percent of our worldwide business,” said Lagardère chief executive officer Fabrice Plaquevent. “We are looking at different initiatives for the growth and development of the brand.”
A core development will be on the e-commerce front and selling abroad, licensing Elle with other brands. Plaquevent noted the three key sectors were textiles, accessories and fashion.
Future plans for 2011 is the launch of a women’s ready-to-wear collection with the South American-based retailer Falabella and, as reported in WWD, Lagardère Active has inked two new licenses with Christian Lacroix and Lulu Castagnette.
Plaquevent didn’t say whether “development of the brand” might finally result in that long-rumored deal between Hachette, Elle’s parent, and Hearst in the U.S. — which now seems to be dead in the water.
— Natasha Montrose
ON SHORE: Nautica is embracing its DNA in its new ad fall campaign.
Entitled Ocean to Ocean, it focuses on real people, places and stories revolving around the American shores. “The Ocean to Ocean campaign will highlight the sailors, the kiteboard champions, the marine biologists, the families, the local hidden spots, the community events, the people and places that bring to life an everyday passion and deep connection to the water,” the company said.
The campaign, which kicks off this month and will continue through 2011, was created by Nautica’s in-house advertising team. The brand plans to give back to the communities featured in the campaign by sponsoring activities such as swim lessons for children in Seattle.
“We are committed to the oceans and part of that commitment is our corporate sponsorship of Oceana, a global conservation organization,” said Karen Murray, president of Nautica.
The campaign will launch in the October issues of Food & Wine and Travel + Leisure magazines as well as other fashion and lifestyle titles. The company will also launch a dedicated microsite, NauticaOcean2Ocean.com, highlighting videos, stories and insights into coastal regions around the country. Without providing a dollar figure, the company said online advertising continues to grow as part of the overall marketing mix and a portion of its marketing budget this year has shifted to digital to provide a more interactive digital advertising message to its consumers.
— Jean E. Palmieri