© 2023 Condé Nast Japan. All rights reserved.

VOGUE JAPAN MEDIA GUIDE 2023
Business Solutions Div. | Condé Nast Japan

The World's Most Inﬂuential Fashion MediaFounded in the United States in 1892, Vogue is currently published in 28 countries and regions around the world. Since 2020, when US
Editor-in-Chief Anna Wintour was named Worldwide Chief Content Officer and Global Editorial Director, she has overseen VOGUE’s
global content, vision, and the VOGUE Heads of Editorial Content in each country and region communicate with each other to create andshare content for their respective global and local markets. With VOGUE as "ONE TEAM," we have established a global medium thatutilizes a truly worldwide media network, while employing every possible means of expression to produce creativity.

RussiaScandinavia
Netherland
England
PolandGermany
Czechia
Paris
Slovakia
Italy
TurkeyPortugal
Spain
Greece28 Editions

INTRODUCTION

Middle East.

ChinaJapan

Korea
Hongkong
India

Taiwanthe United States of America
MexicoThailandPhilippines
Singapore

Latin America
BrazilAustralia2HISTORY

Launched in July 1999, VOGUE JAPAN is the Japanese edition of the world's most inﬂuential fashion media, VOGUE. Delivering a sophisticated“world of VOGUE,” the magazine is packed from cover to cover with beautiful visuals created in collaboration with the world's top photographers,
and its contents span everything from the latest fashion and beauty information to cultural and social trends. The VOGUE JAPAN Website, created in
2000, provides even more diverse high-quality information on the latest trends in world fashion and many other areas. And in addition to themagazine and website, VOGUE JAPAN is actively engaged in multi-platform development, including of digital magazines and events.

199920092013

2016

2022

PRINT MAGAZINELAUNCHTWITTER / FACEBOOKLAUNCHYOUTUBELAUNCH

LINELAUNCH

Tiffany Godoy
Appointed as『VOGUE JAPAN』
Head of Editorial
Content200020112014

2020

WEBSITELAUNCH

INSTAGRAMLAUNCHPINTERESTLAUNCHTIKTOKLAUNCH

3ADVANTAGE｜ THE FOUR STRENGTHS OF VOGUE THAT NO OTHER MAGAZINE SHARES

1High-Level Contents in Terms of Both Quality and Quantity Deployedon Multiple Platforms

2An Overwhelming Reach

3

A High-Quality Audience

4

Innovative Challenges

4ADVANTAGE｜ THE FOUR STRENGTHS OF VOGUE THAT NO OTHER MAGAZINE SHARES

1High-Level Contents in Terms of Both Quality and Quantity Deployedon Multiple Platforms

2

An Overwhelming Reach

3

A High-Quality Audience

4

Innovative Challenges

5

｜CONTENT STRATEGYMEDIA COMMUNICATION“One Content,MultiplePlatforms”
Under the strategy of "One Content, Multiple Platforms," VOGUE JAPAN is deploying
premium content and experiences across multiple platforms, including the magazine,
website, social media, and digital experiences, in order to capture a variety of touchpoints that allow it to reach its diverse audience.

MAGAZINESNSWEBSITE

VOGUE JAPAN ID

DATA

BRAND
360°

DIGITAL
CONTENTVIDEO
EVENTBy utilizing the characteristics of our various platforms while increasing the number offollowers, primarily by providing continuous buzz content, and by developing content
backed by data from the editorial and audience development teams, we are able tomaintain high user engagement and action rates, while steadily acquiring site traffic.
6

｜CONTENT
High-Level Content in Terms of Both Quality and Quantity

FASHIONBEAUTYCELEBRITY

LIFESTYLE

RUNWAYHOROSCOPEVIDEOSHOPSDGs

Monthly Digital Articles

500+
VOGUE analyzes search keywords and user content consumption
data and distributes more than 500 articles per month.

CONTENTWe deliver a huge variety of content designed to empower women,
focusing on themes ranging from the latest fashion, beauty, andcollection trends to jewelry, travel, social issues such as SDGs anddiversity, environmental issues, and more.

7

｜PRINT×AVATAR EXPERIENCE
Multi-Platform Deployment Example

VOGUE's original avatar S6S can be used as an inﬂuencer foradvertising promotions. In addition to enjoyable AR content andevent utilization that people can access through 2D barcodes on
the covers and inside the magazine, VOGUE welcomes
collaboration with clients in a variety of ﬁelds including thewebsite, SNS, video, OOH, etc., as a new form communication
powered by avatars from a perspective that only S6S can provide.

CASE STUDYS六S

For details, please contact your sales representative.

8

｜PRINT×DIGITAL×EVENT EXPERIENCE
Multi-Platform Deployment Example

Tie-up advertisements can be implemented from multiple angles,
ranging from article publication on VOGUE WEB or in the magazine,
to video, OOH, social media, and event promotion.
Please contact us to discuss your needs.

WEBSNSCASE STUDYEVENTPRINT

VIDEO

OOH
© 2023 Condé Nast Japan. All rights reserved.

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ADVANTAGE｜ THE FOUR STRENGTHS OF VOGUE THAT NO OTHER MAGAZINE SHARES

1High-Level Contents in Terms of Both Quality and Quantity Deployedon Multiple Platforms

2

An Overwhelming Reach

3

A High-Quality Audience

4

Innovative Challenges

104,000,000+｜OVERVIEW
Reach

Monthly Unique User

12,000,000
Audience
total Reach

OVERVIEWVOGUE JAPAN is the largest mode fashion media outlet in Japan, with a total audience reach ofapproximately 12 million people*. The number of users who visit the VOGUE JAPAN website
multiple times each month via SNS, such as LINE and INSTAGRAM, has been growing steadily.
Furthermore, by providing solutions that harness the value of our ﬁrst-party data on quality
audiences, we are able to create multifaceted data businesses and content that are tailoredspeciﬁcally to our clients' needs.
※ As of October 2023

909,000+
Followers

460,000+
Followers

1,590,000+
Followers

1,120,000+
Subscribers

3,090,000+
Friends

320,000+
Followers

254,000+
Followers

11Forging an Unparalleled Fan Community/The Industry's Leading Media PowerVOGUE Is the No. 1 Luxury Fashion Medium in Terms of Numbers of Followers

OVERVIEW

TTR 12M※Company A'sﬁgures are the
DIGITAL total.

*As of October 2023

12

ADVANTAGE｜ THE FOUR STRENGTHS OF VOGUE THAT NO OTHER MAGAZINE SHARES

1High-Level Contents in Terms of Both Quality and Quantity Deployedon Multiple Platforms

2

An Overwhelming Reach

3

A High-Quality Audience

4

Innovative Challenges

13

｜ October 2022 Issue - VOGUE JAPAN Renewal!

Somewhat unfavorable
3.3%

Starting with the October 2022 issue, the magazine's content has beenrevamped to standardize the print and digital elements. The design,expression, and colors were redesigned to integrate print, web, and social
media, and VOGUE's original avatar, S6S, also made her ﬁrst appearance
wit this issue. Since the renewal, a variety of content experiences,including AR, have become accessible via 2D barcodes on the cover andinside the magazine.

Can’t say either way
22.2%
Very favorable
38.7%

Those whose impression of the cover after therenewal was very favorable or somewhat favorabl
Print circulation 50,000

1 New iCON “S六S”*With JMPA printing certiﬁcation
July-September 2022

Somewhat favorable
35.0%

The original avatar S6S, who embodies the identity of VOGUE JAPAN, has become the face of the “Vogue・verse."

2 Playfulness

S6S does not limit herself to the pages of the magazine. She also plays an important role as a "paper toy" that links
various dimensions such as magazine, the website, and SNS.

Somewhat dissatisﬁed
3.7%
Can’t say either way
7.0%
Satisﬁed
41.2%

3 Look and feel
RENEWAL POINT

A uniﬁed worldview that reﬂects "Japan's unique sense of beauty and love of innovation" in its overall layout,
expressions, fonts, and tastes.

4 VOGUE JAPAN・PINK

Our signature color scheme reﬂects a "positive and optimistic view of a bright future" and a "playful spirit."

73.7%

Somewhatsatisﬁed
47.3%

Those who were satisﬁed or somewhat satisﬁed threnewal:

88.5%

14

｜MAGAZINE AUDIENCE DATA
Roughly 40% of the audience are between 24 and 39 years old, and regardless of their generation, 70% purchased themagazine at a bookstore, even during the COVID-19 pandemic.
Among Millennials or members of Gen Z, close to half of VOGUE users browse VOGUE on social networking sites, whilea quarter do so in the e-book format.

55-YO

Baby Boomer-24YO

Generation Z

25-39YO

Millennials

39%

40-54YOOUR AUDIENCE

Generation X*Based on a year of purchasing data covering the March 2020 issue to the February 2021 issue from to the TSUTAYA membership system.
*Male/female ratio: 20%:80%

15

｜VOGUE JAPAN AUDIENCE

Beauty lovers who like fashion,
beauty and wellness

OUR AUDIENCEPower women who invest injewelry, travel, lifestyle, etc.

Household income averages
8.31 million yen, with 22% in
the high income bracket of 10
million yen or more

Sensitive to international trends andhigh-end brands, and want to getreliable information

Intellectually curious andeager to explore and acquire
new products

Want to purchaseenvironmentally friendly items
even if they are expensive

16

ADVANTAGE｜ THE FOUR STRENGTHS OF VOGUE THAT NO OTHER MAGAZINE SHARES

1High-Level Contents in Terms of Both Quality and Quantity Deployedon Multiple Platforms

2

An Overwhelming Reach

3

A High-Quality Audience

4

Innovative Challenges

17

VOGUE IPs

As a brand that constantly takes on innovative challenges, we develop VOGUE IPs that provide signature branded
content and new experiences that serve as a testament to the brand.

VOGUE JAPAN IPs

VOGUE ALIVEVOGUE BEAUTY
AWARDSGLOBAL IPs

S6S

VOGUE WORLD

THE MET GARA

18VOGUE ALIVEVOGUE ALIVE

Based on the theme of “Fashion's New World,” this exhibition allowed visitors to experience the entire 360-degree world of VOGUE JAPAN as if they had stepped
into that world. The lineup included a variety of contents that blended the virtual with the real with the aim of inviting visitors into a new world of fashion.

Event name: VOGUE ALIVE 2022
Date & time: Reception Party: Sept. 16, 2022 (Fri) 16:00-21:00, Public Day: Sept. 17, 2022 (Sat) 11:00-21:00
Venue: Omotesando Hills Main Building B3F Space O, Omotesando Hills Main Building Grand Atrium Staircase
Sponsored by: Casio Computer Co., Ltd., FIAT, MASCODE, Smartpay, Champagne Jacquart (beverage supplier: Kokubu)
Cooperation: Omotesando Hills, Atari Co., Ltd., Japan Nreal Co., Ltd., GENEROSITY Co., Ltd., PROTOTYPE Inc.,Different Co., Ltd.
Official website: https://vogue.co.jp/fashion/article/voguealive

19

VOGUE BEAUTY AWARDSVOGUE BEAUTY AWARDSVOGUE BEAUTY AWARDS is a beauty festival that selects outstanding cosmetics representative of the current year from a unique VOGUE viewpoint. This award is notbased merely on "what sold well = majority vote", but also selects winners from a fashion perspective in addition to future predictions made by professionals.

Event name: VOGUE BEAUTY AWARDS 2022 in association with TAKASHIMAYA
Holding period: Thursday, December 1, 2022 – Tuesday, January 10, 2023Official
website:https://www.vogue.co.jp/beautyawards/2022/winners/
Best item introductions: https://www.vogue.co.jp/beauty/article/six-best-cosmetics-vba2022
YOUTUBE project contents video: https://youtu.be/CneV3PMhXhQ

20

VOGUE Collection

VOGUE COLLECTIONVOGUE Collection is the "official" apparel line from VOGUE. It was previously sold exclusively in seven countries
around the world: the United States, the United Kingdom, Germany, France, Italy, Spain, and Mexico, and it waslaunched in Japan from April 2022. As a responsible fashion brand, we offer “VOGUE" real clothes that add a touchof mode fashion to everyday life, while paying close attention to sustainable manufacturing, with a particular focus
on materials and production processes.
Official website: https://shop.vogue.co.jp/

21

TOPICS

New and Popular Menus that Were Rated Highly by Our Clients22

｜MEDIA TOPICS：VIDEO／YOUTUBE
The number of subscribers to the VOGUE JAPAN YouTube channel, which began operating in May 2018, has grown at an accelerating pace and has now
reached 1.13 million. In addition to the popular video series such as Beauty Secrets, Shopping with, and In The Bag, more original series will bedeveloped. We can also propose storytelling content similar to editorial content as a sponsored project.
For more information, please contact your sales representative.

｜Shopping withThis is a shopping project series in which various
artists, actors, and models who have their own lifestyles
and worldviews visit their favorite shops and stores thatinterest them.

MEDIA TOPICS

For examples from the series, click here.

｜Beauty Secrets｜In The Bag

This series features models, actors, and othercelebrities from various ﬁelds showing their makeuptechniques and favorite cosmetics.

This series introduces what's inside the bags ofactresses, models, artists, and other fashionablecelebrities.

For examples from the series, click here.

For examples from the series, click here.

23

｜MEDIA TOPICS：BRAND EVENT PROMOTIONMEDIA TOPICS

We support brand-sponsored events as “VOGUE.” We are also implementing initiatives for spreading the word and creating content,such as a live-streaming project on the VOGUE JAPAN official Instagram account and talk show events utilizing in-store stages andother locations. For details, please contact your sales representative.

24

｜MEDIA TOPICS：d MAGAZINE AD
We are also offering an original advertising menu for d Magazine, NTT DOCOMO's unlimited subscription e-magazine service thatallows users to read the latest issues and back issues of more than 1,200 popular magazines in a wide variety of genres.
For details, please contact your sales representative.

▼d Magazine Saleable Ad Menu
Original ad (pure ad)

G2,500,000/2P (inc. link placement fee)

Magazine reprint (pure ad)

G550,000/1P + link placement fee 100,000～Magazine reprint (tie-up)

G550,000/1P + link placement fee 100,000～※Please contact our sales representative for details.

MEDIA TOPICS

dMagazine users tend to be in their 30s or older, and the proportion of tablet users is second only to that of smartphone users.

MenWomen

54.3%

45.7%

TabletPC

Smartphone

32.8%

7.2%

60.0%

*From d Magazine Media Guide January-June 2023 ver1.025

Print Magazine Advertising Rates/Advertising Manuscript Production Guidelines
https://condenast.jp/wp-content/uploads/2017/03/07d9b68e8a59bcae2c9fd95755a34e2e.pdf

Condé Nast Japan Media Kit List
https://condenast.jp/media/

INFORMATIONVOGUE Business Solutions Div.
☏03-5485-9190〒150-0002
Osuga Bldg. 7F, 2-11-8 Shibuya,
Shibuya-ku, Tokyo Japan
https://condenast.jp/26