The Transformation Of Condé Nast’s Fashion Periodicals Under The Wave Of Convergence Media

The transformation and innovation of digital technology promote the birth of all kinds of new media and new terminals,bringing audiences into the era of converged media.Faced with the impact and coercion of the torrent of media digital integration,the living space of traditional media,including fashion periodicals,has been greatly squeezed and the death knell of the print media industry has been ringing for a while,Innovation and integration,transformation and breakthrough,survival and development have become important issues of the print media industry.As a veteran publishing and media group,Condé Nast has the ancestry of a traditional publishing power and has long been at the forefront of the global fashion periodical industry.In the process of long-term development and operation,Condé Nast has accumulated a large number of vision,experience,technology,capital,talent and other elements,so that it has a higher power of speech to guide the fashion periodical industry on how to respond to the impact of digital media.In the process of actual fashion periodicals’ transformation and change operation,Condé Nast pays attention to front-end technology and bases on the group practice,it has delivered wonderful answers in terms of reforming organizational structure,building digital platforms,innovating production mechanisms,using front-end technology,expanding communication channels,enriching marketing matrix,and assuming social responsibility,etc.and provided a lot of ideas and reference for the fashion periodical industry.Aiming at the development dilemma faced by the fashion periodical industry,focusing on the transformation logic of modern fashion periodicals,taking the core fashion periodical brands "VOGUE" and "GQ" under Condé Nast Group as the research objects,adopting the literature analysis method and case analysis method,summarizing and comparing the actual transformation measures and effectiveness of Condé Nast fashion periodicals abroad and at home;Combining the questionnaire analysis method to obtain a certain number of domestic audiences’ actual feedback on domestic fashion periodicals,then focusing on the development pain points and highlights of the domestic fashion periodical industry,finally,on the basis of the above comprehensive analysis,providing countermeasures for the future development of fashion periodicals in five aspects: ensuring content quality,innovating periodical forms,enriching the communication matrix,extending the marketing chain,and actively assuming responsibilities.