There’s change underway at Vogue.com. Site director Ben Berentson has left for digital creative agency Code and Theory, where he will serve as senior director, sources close to Vogue told WWD. Incidentally (or perhaps not), Code and Theory had redesigned Vogue.com in 2014.
Former Glamour executive digital director Anne Sachs, who was moved to Condé Nast’s corporate digital department, will work as Vogue.com’s interim site director, it has been learned. Vogue is on the search for a permanent site director.
Berentson had served as site director for almost three years and had held various roles at parent company Condé Nast over the course of 11 years. He spearheaded the August relaunch of Vogue Runway, and helped build the site’s digital team.
Code and Theory managing partner Mike Treff expounded on Berentson’s new role, offering: “Ben is joining Code and Theory in a senior director role, focusing on expanding and developing new service offerings to help our clients continue to shift their businesses within the fast-changing world of content creation and content marketing.”
But back to Vogue. For Condé Nast, the fashion glossy’s website has been a major focus of its digital investment. Vogue has by far one of the largest digital teams of any Condé title with roughly 50 employees. Despite that, it has had trouble gaining the kind of traction seen at some of its sibling sites. Web traffic for Vogue.com is generally outpaced by The New Yorker, Wired and Vanity Fair, to name a few.
Drilling into the numbers, according to Comscore, Vogue garnered 5 million unique visitors in June versus a mere 2.4 million a year earlier. The site has yet to hit double-digits in unique views, but it does boast some of Condé Nast’s highest video views thanks to its marquee franchise: “73 Questions.”
In terms of Web traffic, Vogue.com has shown stronger growth in recent months, and appears to be picking up steam. Case in point: for the first half of this year, Vogue.com’s unique visitors averaged 5.1 million versus 2.8 million in the same year-ago period.