Despite Diminished Digital Staff, Vanity Fair Relaunch A Soft Success

redesign  Despite Diminished Digital Staff, Vanity Fair Relaunch A Soft Success

Oh the font treatments!

Vanity Fair‘s website relaunched this week, with a spiffy new design that promotes the VF Daily content and reorganizes the top navigation by medium (video, photo, magazine) as opposed to topic (Hollywood, Business, Politics).

The relaunch required updating the magazine’s CMS to Adobe CQ5.

The top spot at Vanity Fair’s digital team has been empty since longtime VF-guy Michael Hogan left in June, heeding Arianna Huffington’s siren song to become features editor for AOL Huffington Post and editor in chief Moviefone and AOL TV. He brought Mike Ryan, who had been contributing to VF.com since 2009, with him.

Mr. Hogan had been promoted to an executive position in February, which included such headaches as iPad editions, mobile apps, and social media and left the day-to-day of VF.com to new hire Christopher Tennant. Mr Tennant departed after just a few weeks.

Neither position has been filled, and in the mean time former Conde Nast digital editorial director Jamie Pallot serves as an interim executive editor for multimedia.

“There will be a new editor; we have not yet made a final decision on that,” Mr. Pallot said.

As for the website, Mr. Pallot said it’s just a soft launch but so far, so good.

“I’ve done a lot of re-launches, and this is the first in which traffic has gone up, significantly, from day one,” he said.

A Vanity Fair spokeswoman said that average daily traffic is up 67% since the relaunch on Tuesday.

“The big hits have been Michael Lewis – both his September issue story on the German economy, and a substantial update he did exclusively for the site; the International Best-Dressed List; and a web-exclusive Elvis photo portfolio,” he added.

The Elvis and Bobbi pics are cute but (and with all due respect to Mr. Pallot) portfolio is just a fancy word for slideshow.

 

 

 

Comments

  1. Peter Feld says:

    When is organizing by medium instead of topic ever a good idea?