Susan Plagemann, President of WME Fashion and former executive at Marie Claire and Vogue, discusses early digital content initiatives at legacy print publications.
“We launched ever the first ever video podcast series.”
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More from Susan Plageman
Opinion
Plagemann: Legacy brands like Vogue made Instagram and TikTok cool
“Brands like Vogue and other brands, like really, really great brands actually helped make Instagram as cool and as great as it is. And the same thing with Tik Tok.”
Susan PlagemanMay 3, 2023▶ 16:26Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
Insight
Plageman: Great Digital Reporting Requires Daily Responsiveness to Culture and News
“The real success and the genesis, I think, of really great digital reporting and coverage comes by your team's ability to respond to what's happening in the culture and the news on a daily basis, and that's what Vogue, I think, was genius at.”
Susan PlagemanMay 3, 2023▶ 12:23Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
Insight
Plagemann: Media brands must anticipate consumer behavior and guide consumption habits
“But you need to anticipate consumers' behavior, and you need to get there before they're there, and then when you're there, you need to guide them and teach them how to consume your content in a new way.”
Susan PlagemanMay 3, 2023▶ 6:52Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
AssertionSupported
Plagemann: Vogue ran print and digital under a single editor-in-chief
“Vogue was run both both on the print side and digitally by the same person, by our editor in chief”
Susan PlagemanMay 3, 2023▶ 12:12Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
Disclosure
Plagemann repeatedly pitched charging consumers to follow Vogue on social media
“The biggest thing that I always wanted to do was to charge consumers to follow us on social and everyone's like, I've been told no for, I don't know, as long as we've had social out there.”
Susan PlagemanMay 3, 2023▶ 15:52Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
AssertionPartly supported
Vogue lacked a standalone website when Susan Plagemann joined in 2010
“It did not. Not when I arrived. It did. It had a website that it shared with another brand, but it was not a free, it was, there was no Vogue.com.”
Susan PlagemanMay 3, 2023▶ 8:44Digital Branding: Lessons from Vogue, Monetizing Social, Creator Tips | Field Notes with Connie Chan
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