Why Vox Media’s The Cut Made a Print Issue for September

Vox Media is increasing its print choices.

This yr, the digital media firm is launching The Lower’s first-ever Fall Style Problem. The Lower, a part of New York Journal, is competing for profitable print advert {dollars} that fashion-focused publications like Vogue and Harper’s Bazaar usually vie for. Vox Media is betting that it could actually differentiate itself due to its digital viewers that advertisers need to get in entrance of.

The transfer exhibits how print is taking part in a much bigger position for digital-born publishers in attracting youthful readers and advertisers.

Print has re-entered the chat

Vox Media chief income officer Geoff Schiller stated that the print problem was developed to faucet into tradition—regardless that some may say print points aren’t related.

“Actually the nostalgia issue that Gen Z is frequently being fed performed into it,” Schiller stated. “We wished to deal with it like a product drop, which can also be a nod to modernity, what’s taking place now in tradition.”

Customers these days need merchandise and gadgets which might be distinctive and solidify a second in tradition. Consider merchandise just like the Louis Vuitton x Supreme collab and Gucci x The North Face. The Lower is hoping its print problem will do the identical for subscribers.

Actress and mannequin Chlöe Sevigny is the quilt star for The Lower’s problem. Moreover, there’s a nostalgic teen magazine-style pull-out poster of Usher within the journal, which is supposed to pay homage to early 2000s magazines.

“I wished to take the chance to simply make one thing that felt actually of the second, however that folks would have the ability to hold with them and have,” stated The Lower’s editor in chief Lindsay Peoples.

Advertisers need print

50 totally different manufacturers together with Burberry and Previous Navy have purchased adverts for The Lower’s vogue problem, which spans print, digital, social media, and occasions. The advertisers lower throughout magnificence, vogue, retail, and luxurious manufacturers.