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

Vox Media is expanding its print offerings. This year, the digital media company is launching The Cut’s first-ever Fall Fashion Issue. The Cut, part of New York Magazine, is competing for lucrative print ad dollars that fashion-focused publications like Vogue and Harper's Bazaar typically vie for. Vox Media is betting that it can differentiate itself because of its digital audience that advertisers want to get in front of. The move shows how print is playing a bigger role for digital-born publishers in attracting younger readers and advertisers. Print has re-entered the chat Vox Media chief revenue officer Geoff Schiller said that the print issue was developed to tap into culture—even though some might say print issues aren't relevant. “Certainly the nostalgia factor that Gen Z is continually being fed played into it,” Schiller said. “We wanted to treat it like a product drop, which is also a nod to modernity, what's happening now in culture.” Consumers nowadays want products and items that are unique and solidify a moment in culture. Think of products like the Louis Vuitton x Supreme collab and Gucci x The North Face. The Cut is hoping its print issue will do the same for subscribers. Actress and model Chlöe Sevigny is the cover star for The Cut's issue. Additionally, there’s a nostalgic teen magazine-style pull-out poster of Usher in the magazine, which is meant to pay homage to early 2000s magazines. “I wanted to take the opportunity to just make something that felt really of the moment, but that people would be able to keep with them and have,” said The Cut’s editor in chief Lindsay Peoples. Advertisers want print 50 different brands including Burberry and Old Navy have bought ads for The Cut's fashion issue, which spans print, digital, social media, and events. The advertisers cut across beauty, fashion, retail, and luxury brands. Despite ongoing layoffs and cost-cutting at publishers, The Cut sees an advertising opportunity with print. Last year, The Cut spoke with advertisers in Milan, London, Paris, and New York about advertising in print to see if there was any interest. The team was met with a positive response, said Peoples. “They love our digital social offerings year-round," Schiller said. "But they were clamoring for and validated our thought that The Cut can do something really special in a solo, standalone [issue].” Schiller said that The Cut's roots in digital and social were particularly interesting for luxury advertisers looking to reach Gen Z and millennials. “Luxury brands are hungry to speak to and connect with that audience,” he said. The Cut is going IRL Beyond the print issue, The Cut will host experiential activities, including a co-branded coffee cart with Theory on Sept. 10 in Soho as part of New York Fashion Week. And The Cut Cafe, a week-long exclusive takeover of Bluestone Lane’s flagship store in Tribeca from Sept. 6-11. "It's more than just the words on the page," Peoples said about The Cut's events. The Cut is also working with Old Navy on a New York Fashion Week party to celebrate the Fall Fashion Issue. The event will coincide with Old Navy's launch of its '94 Reissue capsule collection, which is part of the brand’s 30th anniversary that introduces Old Navy’s new chief creative officer, Zac Posen. The Cut sees print as a long-term bet for the brand beyond a one-off issue and plans to also produce a spring fashion issue next year that will launch in February. “Because the Fall issue is a proven success from an advertising lens … we are excited to bring The Cut’s solo fashion issue back this Spring,” said Schiller. “It's a special product, and given the dozens of advertising partners that have come into the offering for the first time, as well as the increase in sales, this was a no-brainer for us.”

Fashion News

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

The digital publisher is also going IRL

Print has re-entered the chat

Colin Daniels

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Print has re-entered the chat

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Colin Daniels