Vogue

Lucky magazine recently launched the Lucky Style Collective, a network that will make a network of fashion and beauty bloggers true partners of the magazine. {NY Times}

In contrast to the Vogue network, which is closer to a consumer panel than actual network, the Lucky Style Collective will see bloggers contributing content to Lucky‘s website and the print edition. Lucky will also share online advertising revenue with the bloggers on a 50/50 split – fairly standard terms for online ad networks.

Considering that network participation offers both exposure and financial benefits, it’s not surprising that the 50 Lucky Style Collective bloggers are generally more influential than those in Vogue’s network. Mrs. O, the blog that tracks Michelle Obama’s style, and Honestly…WTF are both ranked among the top 99 most influential fashion blogs, and many of the others have immediately visible signs of engaged audiences either directly on their blogs or social networks like Twitter and Facebook.

In our look at how fashion magazines would stack up against fashion blogs online, we noted that recently appointed Lucky editor-in-chief Brandon Holley’s online experience (she formerly led Shine, Yahoo’s US women’s site) would likely make a difference in increasing the magazine’s online influence.

As Lucky joins influential print and web publishers like Glamour and Elle in offering blogger opportunities that extend beyond simple association, it looks like that was more than a lucky guess.

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Just in case any influencers out there needed a reminder that Vogue can cover the cost of a consumer panel, going by the number of ad pages sold and current ad rates, Vogue‘s September issue alone will account for more than $92 million in revenue. It will have an impressive 584 ad pages – not anywhere near the September 2007 record of 727 ad pages, but more than any other women’s fashion magazine this year.

Glamour, the Conde Nast sister publication which has more online influence than Vogue, has a relatively low 240 pages but will still bring in “more revenue than any issue in its history” thanks to 2-D bar codes that readers can photograph with their phone cameras to “like” advertisers on Facebook. Most other magazines reported year over year increases, but Elle reported a decline, widely believed to be due to the larger than average influx for last year’s anniversary issue. {AdAge}

*Note that for Harper’s Bazaar, the 1-page color ad rate “doesn’t apply” for March and September, indicating that the magazine likely gets more per page in those issues. All revenue estimates are not inclusive of agency fees or repetition discounts which can lower revenue; nor are they inclusive of pull outs, special inserts or multi-channel promotions like the Glamour offering, which can increase revenue.

Granted it’s the power blogs that consistently take the top spots in our ranking of influential fashion blogs; but using the exact same ranking criteria, bloggers are edging out magazines who (often) have larger staffs and larger budgets when it comes to influencing readers online.

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That’s not to say magazines aren’t influencing people online: each of the magazine websites we used for comparison would rank in the top 99 if pitted against the fashion blogs in our list. Not to mention that although it took them a while, nearly all of the magazines on the list are actively investing in their websites, rather than using them as digital subscription forms. Glamour created their own blogger network; Elle hired the editor of an influential blog to breathe new life into theirs (a move that’s paid off); and though Style.com is now a property of its own, the former online home to Vogue and W was a big part of propelling the reigning influential fashion blog (the Sartorialist) to where it is now. While magazines aren’t exactly the ostriches they once were when it comes to building an online presence, the fact that a single teenager from the Chicago suburbs is influencing nearly as many people as the entire online staff of Teen Vogue can’t be ignored though.

The reason why we spend so much time on an objective ranking of fashion blogs, however, is precisely because there are people who still do ignore bloggers and independent publishers and try to write off the significant audience shift in fashion media as a passing fad. Print isn’t dead – advertisers will keep it alive; but digital is the future, and it’s a future where a multitude of strong individual voices can rival the influence of a more prominent, institutional few. That said, the structure of influential blogs is increasingly similar to that of print publications, and probably not so different from their online departments. While there are more than a few solo acts topping the rankings, increasingly it’s blogs with multiple editors, writers and support staff competing with and pushing the magazines out of the top spots.

This list of magazine sites isn’t as exhaustive as the index of fashion blogs that we rank. You’ll notice that most are for the US editions of international magazines, but in nearly every case the US editions receive more traffic, link and social activity than their international counterparts so we thought they were a good place to start. In our September update, we’ll examine the influence of international magazine websites compared to bloggers in more depth.

Style.com

Score: 84     Rank if included in the top 99: 2

The former home of Vogue and W helped establish the Sartorialist, so perhaps it’s fitting that if included, the Sartorialist is the only blog that would rival (and top) their influence.

GQ.com

Score: 79     Rank if included in the top 99: 3

The men’s print style bible would just barely push men’s online style bible Hypebeast into 4th place.

Glamour.com

Score: 77     Rank if included in the top 99: 5

Style.com certainly has the strongest lead, but Glamour‘s put a respectable effort into building their online presence with a blogger network and dedicated online content. Looking strictly at current magazine websites, Glamour‘s is the most influential women’s style site in the US.

Elle.com

Score: 74      Rank if included in the top 99: 6

Elle is a few points away from Glamour, but the popular magazine has worked with bloggers through the Style Coalition for some time now, and brought in former Fashionista editor Brit Aboutaleb to lead editorial for their online efforts. The Elle blog is one of the few magazine blogs with enough influence to rank in the top 99 independent of the parent website.

Vogue.com

Score: 73     Rank if included in the top 99: 9

Vogue got off to a late start with their website, and there have been a few notable bumps along the way, but they recently received a Webby and Anna Wintour has been vocal about making the website a priority. For the moment though they still can’t beat Stylelist, the super blog formerly led by AOL, now revamped and revitalized by chief executive blog builder Arianna Huffington.

And men’s style blog High Snobiety leads them both.

MarieClaire.com

Score: 71     Rank if included in the top 99: 10

InStyle.com

Score: 70     Rank if included in the top 99: 11

Allure.com

Score: 70     Rank if included in the top 99: 12

Marie Claire is the closest to catching up with Vogue online, but both InStyle and Allure are only marginally ahead of Refinery29, who are blogging their way towards a $20 million valuation.

Seventeen.com

Score: 70     Rank if included in the top 99: 14

TeenVogue.com

Score: 69     Rank if included in the top 99: 15

Readership for teen print publications has been dropping off for a while, and many people blamed the web. While Seventeen and Teen Vogue are doing well online, they’re only slightly ahead of  the Fug Girls, Garance Dore and Tavi, indicating that teens probably weren’t exactly sitting on their hands while waiting for the print publications to get themselves together online.

HarpersBazaar.com

Score: 66     Rank if included in the top 99: 22

Harper’s Bazaar has never had the circulation of Elle or Vogue, but the pronounced focus on building their online audience hasn’t been there in the same way either. Again, we wouldn’t say they’re exactly suffering on the web, but the entire online Harper’s Bazaar team would still be behind the singular efforts of Yvan Rodic’s FaceHunter, Rumi Neely’s Fashion Toast and Alix of the Cherry Blossom Girl.

LuckyMag.com

Score: 65     Rank if included in the top 99: 23

Of all the major fashion magazines, Lucky’s online site is lowest on the list. Sure, readers are visiting for the Lucky deals and different online shopping collaborations, but the site still has a long way to go. Newly installed editor-in-chief Brandon Holley has print experience and led editorial at Shine, Yahoo’s US-targeted women’s site, so hopefully come September a bit more attention to online partnerships and audience building will lend the beleaguered publisher a little more luck.