We investigated the role of social media chatter in generating awareness and readership of Vanity Fair’s Caitlyn Jenner issue.
Vanity Fair is an influential and iconic magazine published by Condé Nast.
Most media planners crave insight and data about how digital and traditional media can work together. The much talked about issue with Caitlyn Jenner on the cover offered us a perfect opportunity to explore this topic. We wanted to investigate what impact, if any, the social media buzz can have on the readership of the July issue in its traditional printed format.
Over a nine-week period, we surveyed 1,798 adults online who said they had read the July issue of Vanity Fair.