November 15, 2012
The ever-present campaign for Windows 8 took over the covers of the December issues of Condé Nast's Vanity Fair and Architectural Digest to reach subscribers of the upscale lifestyle magazines.
The Windows 8 promotion takes over the front of both publications and acts as a secondary cover before the actual cover of the magazine. The cover was put only on publications for print subscribers to promote the magazines’ digital offers through Windows 8.
“The cover wrap concept is a unique and innovative consumer marketing initiative supported by editorial across multiple Condé Nast brands to support our content being delivered on Windows 8 OS and devices,” said Patricia Steele, New York-based senior vice president of corporate media relations at Condé Nast, publisher of Architectural Digest and Vanity Fair.
“The original concept was generated at the corporate editorial level and each participating brand editorial team determined the content populated in the creative,” she said.
“We have supported our brands’ editorial content on many platforms, and the custom cover units afforded our editorial team to do something new and innovative in engaging our audiences.”
Windows 8 is the new OS from Microsoft that operates across desktops, laptops, smartphones and tablets.
Both Architectural Digest and Vanity Fair have a large readership of affluent consumers.
Vanity Fair has a total print audience of 6.7 million with a medium household income of $78,753.
The magazine's affluent audience’s median household income is $164,735, according to Condé Nast.
Architectural Digest has a total print audience of 4.4 million with a medium household income of $97,123.
Both magazines have a large audience of college-educated readers.
The cover promotion shows off the Windows 8 experience for Vanity Fair or Architectural Digest. It makes note of the magazine's editors and shows an image of the issue sampler and a sample event on the desktop calendar.
Also, both publications' Twitter handles, December issue samplers and Web sites are featured on the front-cover promotion to resemble a Windows 8 desktop.
Architectural Digest cover promotion shows off the publication's Pinterest account and Tumblr page.
The magazine's editor in chief Margaret Russell is shown at the top of the page.
The Vanity Fair cover features "Special Edition: Private Paradises," a video of an upcoming movie trailer and a poster of gymnast Gabby Douglas.
On the inside of the Windows 8 cover promotion is a note from the Condé Nast editorial team. It reiterates that the publishing company wants the magazines available on various media.
Also, it features an image of a Windows computer and a Windows tablet.
Inside of cover
"Incorporating content from the magazine makes it relevant to the reader while highlighting the usability and benefits of the new Microsoft product," said Elizabeth DeMazo, managing director at BrenesCo, New York.
"That connectivity between the ad and the publication sets the promotion up for success among affluent readers," she said.
This Windows 8 promotion was a push for Condé Nast print readers to expand their reading to other platforms such as mobile and digital.
In October, Condé Nast announced the creation of 22 mobile applications for Windows 8 that would feature 14 of the publisher’s digital editions and special editions.
Condé Nast already has apps in Apple's App Store.
“This creative initiative further extended our commitment to ‘brand everywhere,’ meaning, we want to reach as many consumers as possible on as many devices as are available,” Ms. Steele said.
Erin Shea, editorial assistant on Luxury Daily