'Vogue' Creates Podcasts for Gap, Redken

August 22, 2006 - AdAge

Vogue has embraced the podcast, and its ad-driven videos launch today while an update of the Conde Nast title's website, shopvogue.com, goes live in time for the fall season.

The first of the magazine's "Fashion on Demand" video podcasts -- co-branded programming that gives advice, often sprinkled with celebrity interviews, on everything from hair care to fashion -- goes behind the scenes of Gap's new fall campaign in an interview with "Entourage" star Jeremy Piven. Future podcasts in the Gap series include interviews with other new Gap faces: actress Lou Doillon, musician Common and actress Mia Farrow. Old Navy and Redken also have developed Vogue podcasts for the fall, and other advertisers, such as Lexus and Jeep, plan to do so down the line.

Vogue takes a different approach by integrating brands into its video content. The videos, which are developed by Vogue's in-house creative agency, Vogue Studios, are just one route clients can take. While Old Navy and Gap put all of their resources into the podcasts, for instance, Montblanc will have podcasts in late October, as well as ads in the September issue of Vogue and a presence on the magazine's trend watch and in-store event marketing.