Vogue Business Report 2017: Magazines most trusted among fashion buyers
Magazine brands are the most trusted source of information for followers of fashion, new research from Vogue has found.
Ellie Austin scored a job at Immediate Media as a Features Writer for Radio Times after graduating from the Magazine Journalism MA course at City University. Here she talks about working in the fast-paced world of a major weekly magazine and the power of a good coffee.
The Vogue Business Report 2017, conducted by YouGov, asked more than 3,500 ABC1 women which outlets they trust when making a purchasing decision.
Magazine platforms were chosen by 69%, putting them ahead of other media channels and on a par with friends and family.
Respondents said they trusted print magazines almost twice as much as social media. In addition, 75% stated they are much more focused when looking at a print magazine than when looking at any other media.
Websites linked to monthly magazines were more than 50% more trusted than either social media or other lifestyle websites.
The complete findings are documented in the tenth edition of the Vogue Business Report, which also examines media usage over a 12 month period.
It found significant growth in video, which increased by 33% overall, and most notably among consumers at the older end of the millennial group (aged 20-34).
Younger millennials have a greater appetite for magazine websites, registering above the average increase of 25%.
A glossy magazine habit is also gaining traction among this group, said Vogue, and they are more likely to follow magazines on social, which has increased 42% among those aged 20-24 compared against an overall rise of 25%.
Among the Generation Z girls surveyed (aged 12-18), content is largely consumed digitally, with social media use dominated by Instagram and Snapchat. The older 16-18 segment of this group is, says Vogue, starting to form a print magazine habit.