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Is Vogue Living Overhyped?

  • WWD, Thursday, October 19, 2006 12:30 PM
The hype around the launch of Vogue Living may have been overblown. Executives are insisting that the book is a special-interest publication that does not have a definite regular frequency, but its 500,000 rate base includes 300,000 copies that will be sent to Vogue subscribers with household incomes over $100,000, or a net worth of over $1 million, or a home valued at more than $500,000.

For now, Vogue has scheduled only one additional edition for some time next year. And, according to a spokeswoman, "moving forward you will see different Vogue products. Some will be new launches; some will be stand-alone issues." That is unlike Men's Vogue, which was greenlighted after its first issue and published four issues in 2006. Says Hamish Bowles, editor in chief of Vogue Living: "We wanted to do as much as we could to anchor it to big Vogue by embracing women who are in the orbit of Vogue, some of them under the radar, others more boldface."

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