When Condé Nast set out to launch Vanity Fair magazine in the French market, the goal was to release both the first print magazine issue and the new website simultaneously. With a brand that was renowned for its unique perspective on culture in the U.S., but was largely unfamiliar to a French audience, we set out to create a site that reflected the classic gloss of the Vanity Fair print magazine, in a way that felt beautifully, and natively, digital.
With robust tools to allow editorial flexibility and accommodation for the kinds of content that have long been a core part of the print publication, the new Vanity Fair France hosts a series of packaged features that help position their in-depth journalism alongside shorter articles. Knowing that readers prefer quick-consumption content while on the go, and longer pieces once back at home, we developed features such as a “5/10/15 minutes” module, which identifies suitable content based on amount of time users have to spend at any given moment.
What’s more, knowing that people typically have more time during weekends to catch up on content they may have missed, the site’s home page has the flexibility to deliver a curated weekend recap of the week’s top content, which helps ensure that some of the award-winning writing for which Vanity Fair is most known in the U.S. is surfaced prominently for its new French audience.
And since a large portion of Vanity Fair traffic arrives through referrals and social shares, we placed special focus on the article page experience, which presents discovery opportunities that feel seamless to readers. By simply scrolling to the end of an article, users are able to continue browsing through the section’s landing page, or quickly scan to see more closely related content.
If there’s one thing that Vanity Fair readers understand, it’s the importance of making an entrance. With engagement that is both significant and growing, the new VanityFair.fr has proven that it will be an ongoing contributor to French journalism and culture.