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Vogue Sees Web Lessons in Obama’s Campaign

November 24, 2009
by Russell Adams
Reporter, The Wall Street Journal

Russell Adams

The Web consulting firm Blue State Digital helped the Obama campaign raise some $500 million online, catapulting a relative political novice into the Oval Office.

Its next challenge: Help fashion bible Vogue magazine cash in on its far-reaching influence at a time when advertising dollars are bleeding out of print.

Vogue has hired Blue State Digital to help analyze the Conde Nast publication’s audience as part of a broader, revenue-generating push that ultimately will involve implementing paid subscriptions on Vogue.com, said Tom Florio, publishing director for Vogue and several other Conde Nast magazines.

The collaboration between magazine publisher and Web strategist began several months ago when Diego Scotti, Vogue’s executive director of marketing, emailed Blue State Digital co-founder Joe Rospars. Vogue executives, keenly aware that the monthly magazine is just one of many ways people connect with the publication, had been looking for ways to capitalize on its influence.

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