Page 76 - AdNews Magazine Nov-Dec 2020
P. 76

                 Australian Magazine Awards
     “I would like to think that we
can start talking about it as brand and audience,
and start talking about the talent and the innovation that’s come out of Australia.”
Editor-in-chief at Vogue Australia and News Prestige editorial director Edwina McCann
Turning a new page
The COVID-19 pandemic has accelerated the industry’s transformation from pureplay print to omni-channel formats. And it’s paying off. Edwina McCann, editor-in-chief at Vogue Australia and News Prestige editorial director, says she wishes this innovation within the industry was celebrated more.
“The idea that we’re just this antiquated legacy business, it’s really frustrating,” McCann tells AdNews.
“Now is the opportunity to redefine what the industry is, given that the traditional part of it is really so small now. I would like to think we can start talking about it as brand and audience, and start talking about the talent and the innovation that’s come out of Australia.
“And the way this industry has successfully adapted for its audiences — there’s been too much focus on destruction and depletion. Australia has more subscribers than it has ever had in its history now.”
For McCann, she believes it is time for the industry to stop calling itself the magazine industry and start talking about the potential that comes from other revenue streams.
During the past few years, she has been spearheading this change at Vogue. The publication not only has its print format but also a strong audience online and across its social platforms.
Partnerships and ecommerce have played a crucial role in strength- ening the Vogue brand, showcasing it is more than just a magazine.
Events such as Vogue Fashion Night Out and Vogue Online Shopping Night Out encourage its audience to shop at participating brands. McCann says these are “tentpole events” for the publication.





















































































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