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December 18, 2020
There are 26 international iterations of Condé Nast’s Vogue and what’s become evident at the end of 2020, as the coronavirus crisis continues its disruptions, is that the iconic fashion brand’s global audiences have key similarities that Vogue has identified and put to very good use.
Of course, these audience behaviors started at different points of time as each country felt the impacts of the pandemic and subsequently went into lockdown. But because of that, Sarah Marshall, who has been guiding audience development for the international editions of Vogue for the past three-plus years, said that her team was able to see patterns and know what to expect from readers’ daily habits. That then enabled her team to act on those behaviors and reach record readership.