Media Kit 2022 - Vogue Singapore
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M ed ia Kit 2022
V o g u e S i n g a p o r e is a
bold, i n n o v a t i v e a n d
fashion-forward platform
that empowers a n d
i n s p i re s r e a d e r s
t h r o u g h intelligent a n d
thought-provoking
c o n t e n t to driv e c h a n g e
for g o o d .
Our readers are fashion fluent.
They are independent thinkers that
e xp r e s s t h e m s e l ve s t h r o u g h t h e
c r e a t i ve a r t s a n d h a ve a h e a r t t o
p o s i t i ve l y s h a p e f u t u r e g e n e r a t i o n s .
They are strong women with a
s t r o n g s en s e o f s t yl e an d a s t r o n g
s en s e o f p u r p o s e.
V o g u e reaches audiences in
Si n g ap o re a n d the Southeast Asian
region at large t h r o u g h a m o n t h l y
print publication, immersive events a n d
MISSION
activations, a n d a suite of c u t t i n g - e d g e
S T A T E ME N T
digital platforms—all powered b y the
creative use of mu l t i med i a a n d
n e w technology.
Source: J o h n -P a u l P i e t r u s
2
V o g u e is n o t only t h e u n d i s p u t e d g loba l
authority i n fashion, b u t a catalyst that
elevates a n d t r a ns for m s c o n t e m p o r a r y
culture.
F o r over 120 years, it h a s g a t h e r e d t h e
world’s m o s t c e le br a t e d creatives to craft
stories t ha t inspire u s to d r e a m —
t r a n s p o r t i n g u s into n e w worlds t h r o u g h
t h e p o w e r of fashion—and, just a s
import ant , s h o n e a lig ht o n t h e critical
issues of our time. It is b o t h a m a g n i f y i n g
g l a s s o n t h e zeitgeist a s well a s a
t e le s c ope for t h e future of fashion.
A t V o g u e S i n g a p o r e we are driven b y o u r
m i s s i o n to innovatively creat e i m p a c t f u l
visuals a n d intelligent stories—across b o t h
online a n d offline pla t for m s—t ha t will
actively inspire our readers to drive
c h a n g e for g ood. A nd, ha nd-in-ha nd wit h
t he Vo g ue ne t wor k , t o e le va t e the local
a n d r e g iona l fashion s c e n e to t h e
at t ent ion of t h e g loba l market . T o d o
a n y t h i n g less w o u l d b e to u n d e r utilise t h e
c a p a c i t y of V o g u e to leave our o w n
m e a n i n g f u l legacy.
It has been an exciting first year at Vogue
with world-first activations, iconic covers
and ground-breaking integration of
E D IT O R -I N -C H IE F technology to tell stories with heart and
STATEMENT impact. B u t h e r e ’ s t h e g o o d n e w s : i t ’ s
only just the beginning.
Partner with us as we continue to lead the
creative conversation and fashion the future.
Norman Tan
Edit or-In-Chief of V o g u e S i n g a p o r e
Source: A l i q u e
3
65% 35%
FEMALE MALE
Readers’ age group
- 18-24 years: 24%
- 25-34 years: 27%
- 35-44 years: 22%
- 45-54 years: 25%
Readers’ average income level
S$7,500 to S$10,500 (monthly)
Readers’ education level
Bachelor’s degree and above
Interests
Fashion, beauty, wellness, culture, art &
entertainment, celebrities, lifestyle, runway,
street style, watches, jewellery, home,
dining, design, technology
Engagement preferences
Fashion and Shopping Events, Wine and
Dine, Masterclasses, Talks and Panel
Discussions
Print reach
Circulation: 25,000
Estimated readership: 100,000
AUDIENCE Vogue.sg website reach (monthly)
unique visitors: 150,000
PROFILE & pageviews: 700,000
REACH
Social media reach
Instagram Page followers: 42,500
Facebook Page followers: 3,000
EDM newsletter reach
Subscribers: 4,500
*Updated as of 10/21
Source: Timothy Schaumburg
4
T h e V o g u e Tal en t P r i z e a w a r d s e x c e l l e n c e i n
c o n t e n t cr eati o n i n c l u d i n g , b u t n o t l i m i t e d to,
writing, p h o t o g r a p h y , v i d e o g r a p h y , a n i m a t i o n
a n d d i gi tal storytelling. T h e P r i z e is a i m e d at
fresh g r a d u a t e s b e t w e e n t h e a g e s of 18 to 3 0
w i t h t h e w i n n e r g a i n i n g editorial e x p o s u r e i n
V o g u e (p r i n t a n d o n l i n e ) a s well a s a n
i n t e r n s h i p w i t h t h e title.
W i t h a f o c u s o n t h e n e x u s of f as h i o n a n d
innovation, V o g u e i n t r o d u c e s t h e V o g u e
S i n g a p o r e x T a F F I n n o v a t i o n P r i z e — a n initiative
to g r o w a n d s u p p o r t A s i a n en tr ep r en eu r i al
tal en t b y p r o v i d i n g t h e m w i t h t h e tools,
k n o w l e d g e a n d m o n e t a r y s u p p o r t to p l a c e
t h e m o n a g l o b a l s tage. T h e Prize, i n
p a r t n e r s h i p w i t h t h e Textile a n d F a s h i o n
F e d e r a t i o n of S i n g a p o r e (TaFF), is t h e first of its
ki n d in Singapore, p o s i n g the timely ch al l en ge
of r e i m a g i n i n g o u r creative e c o s y s t e m .
W e l c o m e to C l u b V o g u e — V o g u e S i n g a p o r e ’ s
c o m m u n i t y of loyal r ead er s w h o s h a r e t h e
s a m e m i s s i o n to drive positive c h a n g e .
Members are part of the Vogue’s inner circle
a n d recei ve a n a n n u a l p r i n t s u b s c r i p t i o n to
V o g u e S i n g a p o r e , priority invitation to V o g u e
events, e x c l u s i v e gifts, a n d f i r s t d i b s o n n e w
BRAND
p r o d u c t s f r o m p ar t n er s .
HIGHLIGHTS
METAVERSE EDITOR
In line with Vogue Singapore’s vision to push the
creative conversation between fashion and
technology, a leader in the NFT and metaverse
space will be invited to contribute to each print
issue in 2022. This contributing metaverse editor
will work with the Vogue team to spotlight exciting
new digital talent and curate an exclusive NFT
drop for purchase on OpenSea.
Source: E r i c S e o w
5
An intimate series hosted by Vogue Singapore, Vogue
Salon brings together key industry leaders and
influential personalities to spark inspiring conversations
and drive change for good.
A trademark event hosted by Vogue editors that shows
guests how to style and incorporate 10 key items from
a brand’s latest collection. The ‘Vogue 10’ list will also
be featured in an online story on Vogue.sg that’s
published on the same day of the actual event;
presenting guests and readers with an easy reference
to shop these recommendations immediately.
A panel conversation hosted by Vogue editors bringing
together an esteemed panel of industry experts from
various disciplines to discuss a topical issue. Highlights
of the conversation will be shared on Vogue.sg in an
online story post-event that includes select images
from the event (for offline conversations) or a recorded
video (for online webinar conversations).
MASTERCLASS
An opportunity to share resources and upskill a specific
creative community through an exclusive masterclass
BRAND hosted by Vogue in partnership with a brand. The
HIGHLIGHTS masterclass can be on any topic relevant for the Vogue
reader—such as beauty (e.g. skincare education,
makeup tutorials) or technological innovations (e.g.
NFT 101)—and can be held either in-person or virtually
(webinar format).
Source: Chou Mo
6
BOOKING MATERIAL ON-SALE
2022 EDITORIAL THEME
DEADLINE DEADLINE DATE
GRACE (Resort 2022)
JAN/FEB How do we start the year afresh with
elegance, grace and kindness—not 17 NOV 26 NOV 24 DEC
just in what we wear, but how we
treat others and ourselves?
GLOBAL THEME (SS22)
A compendium on the best
MAR collections and ideas from the 12 JAN 25 JAN 25 FEB
spring/summer 2022 season as
curated by the Vogue team.
EUPHORIA (SS22)
Fashion, objects, people and places
that excite, intrigue and mesmerise.
APR 9 FEB 22 FEB 25 MAR
Extravagance and pleasure as
escapism.
BLUE (SS22 and Pre-Fall)
As issue exploring the appeal, allure
and aesthetic of the colour blue—
MAY/JUN from the sky and oceans to escape 9 MAR 22 MAR 25 APR
and emotions—as we dive into the
summer months.
FAMILY (Pre-Fall)
Unwrapping the construct and
comprehension of ‘family’. Family
JUL/AUG 9 MAY 23 MAY 27 JUN
as safety? Family as values?
Family by choice?
GLOBAL THEME (FW22)
The marquee style issue of the year
presenting the Vogue-approve exits,
SEP accessories and fashion 7 JUL 21 JUL 26 AUG
propositions for the fall/winter 2022
season.
ANNIVERSARY ISSUE:
REBIRTH (FW22)
Renewal. Re-invention. Rebirth.
OCT Examining the power of starting 8 AUG 22 AUG 26 SEP
PRINT anew—the who, how and why—in
the creative industry.
CALENDAR
SNAPSHOT HOLIDAY ISSUE (Couture)
Celebrate the festivities with Vogue.
From fashion and beauty to design
NOV/DEC 6 SEP 20 SEP 25 OCT
and living, the team presents their
hit list on how to create your Vogue
world for the holidays.
Source: T e r e z a M u n d i l o v a
7
P R I N T R A T E S [SGD]
STANDARD
ADVERTISING 1X 6X 12X
(ROP)
FPFC $10,900 $10,355 $9,810
DPS $21,300 $20,235 $19,170
PREMIUM 1X 6X 12X
POSITIONS
RGF $31,680 - -
IFCS $28,800 $27,360 $25,920
1ST DPS $25,000 $23,750 $22,500
2ND DPS $23,500 $22,325 $21,150
3RD DPS $22,000 $20,900 $19,800
TOC 1 $15,400 $14,630 $13,860
TOC 2 $14,900 $14,155 $13,410
TOC 3 $14,400 $13,680 $12,960
TOC 4 $13,900 $13,205 $12,510
TOC 5 $13,400 $12,730 $12,060
MASTHEAD 1 $12,900 $12,255 $11,610
MASTHEAD 2 $12,400 $11,780 $11,160
EDITOR’S $11,900 $11,305 $10,710
LETTER 1
A D V E R T IS IN G
EDITOR’S $11,400 $10,830 $10,260
RATE CARD LETTER 2
IBC $15,000 $14,250 $13,500
IBCS $25,900 $24,605 $23,310
OBC $26,500 $25,175 $23,850
BRANDED CONTENT [ VOGUE PARTNERSHIP]
Costs are made up of the base page rate plus production cost from
S$5,000 for a Vogue shoot (bespoke) or S$2,000 per page with
supplied assets (standard). All rates quoted are subject to GST.
Special terms and conditions apply.
Source: S t e f a n K h o o
8
*GROSS R A T ES
A dve r t ising rate c a r d for print comprises
of g r os s rates. For nett rate, d e d u c t 15%
for A c c r e d i t e d A dve r t ising A g e n c i e s .
*CANCELLATION C L A USE
N o c a nc e lla t ion a c c e p t e d after booking
confirmation and execution.
A d ve r t i s e m e n t s w i t h d r a w n after e xe c ut ion
(t ha t is , whe n t he is s ue g oe s t o pr int ) will
b e c h a r g e d at the full rate.
*MV G R O U P S P E C I A L
Addit ional 5% d i s c o u n t for advertisers w h o
u s e 12 or m o r e p a g e s (or e quiva le nt value)
across other M e dia Pu b l i s h a r e s
publications.
*F I X ED P O S I T I O N S
G u a r a n t e e d positions are s u b j e c t to
availability.
*GST
All rates q u o t e d are s u b j e c t to G S T u p o n
billing.
A D V E R T IS IN G
RATE CARD
Source: P e t e r A s h L e e
9
DIGITAL R A T E S [SGD]
DISPLAY BANNERS
TAKEOVER ON 2X WEEKS 4X WEEKS
VOGUE.SG
HOMEPAGE $30,000 $54,000
FASHION SECTION $25,000 $45,000
BEAUTY SECTION $25,000 $45,000
LIFESTYLE SECTION $22,000 $39,600
WATCHES & JEWELLERY $20,000 $36,000
SECTION
TECHNOLOGY SECTION $20,000 $36,000
RUN-OF-SITE (ROS) $20,000 $36,000
*GROSS R A T ES
A dve r t ising rate c a r d for digital
comprises of g r os s rates. For nett rate,
d e d u c t 15% for A c c r e d i t e d A dve r t ising
Agencies.
*Display b a n n e r s t akeover of t h e sect ion
is at 100% S O V b r a n d exclusivity across
all platforms: Deskt op, T ablet a n d Mobile.
Third-party t r a c k i n g c a n b e i m p l e m e n t e d .
*Creative m u s t m e e t t e c hnic a l
specification a n d func t ion a s expect ed.
A D V E R T IS IN G V o g u e will review creative before it is
RATE CARD p u b l i s h e d to site, to e n s u r e r e q u i r e m e n t s
are met .
Source: The Fabricant x Shavonne Wong
10DIGITAL R A T E S [SGD]
ADVERTORIAL
STANDARD
[Written content by Vogue SG based on brand supplied $13,500 nett
assets and visuals]
Standard Advertorial Campaign
Package $15,000 nett
1x online standard advertorial story
1x Facebook post sharing adv
1x Instagram story sharing adv
1x EDM newsletter inclusion of adv
BESPOKE $20,000 nett
— Custom production by Vogue onwards
— Tailored concept based on brand’s campaign brief
(e.g. video shoot, photoshoot etc.)
SOCIAL MEDIA
Instagram Post $3,500 nett
Instagram Takeover
— 3x3 grid on Vogue SG IG Page $50,000 nett
— 100% SOV brand-exclusive day block out
— Total 9 x Instagram Posts (plus IGS)
Instagram Story $2,500 nett
Facebook Post $3,000 nett
Dark Social Campaign
Dark s o c i a l p o s t s a r e s e r v e d a c r o s s I G
a n d F B o n t h e t a r g e t e d readers’
newsfeed a n d endorsed as a paid
partnership with V o g u e Singapore. $5,000 nett
E f f e c t i v e o p t i o n for c a m p a i g n s t h a t
require gu aran teed K P I s with a
specified target audience. Dark social
campaign benchmark of min 100,000
impressions across 2-4 weeks duration.
A D V E R T IS IN G *Social p o s t s will b e b o o s t e d b y V o g u e S i n g a p o r e a t o u r d i s c r e t i o n .
Specified boost a m o u n t s m a y b e a d d e d to t h e post rate with t h e
RATE CARD a d d i t i o n o f a 2 0 % h a n d l i n g fee.
EDM
Banner in EDM Newsletter $2,500 nett
EDM Newsletter Inclusion $2,500 nett
(Must be paired with Vogue content)
Source: C h i n g L e e
11V o g u e Si n g ap o r e is at t he forefront of innovation;
wo r k i n g at t he intersection of fashion, d e s i g n a n d
technology to create u n i q u e digital formats a n d
sig nat ur e cont ent series to further r each a n d
e n g a g e our au d i en ces across multiple platforms.
AR HOLOGRAM:
B r i n g a celebrity, model, or personality to life with a n
a u g m e n t e d reality h o l o g r a m that p o p s u p in your
sp ac e t h r o u g h mobile-opt imised t ech n o l o g y
exclusive to V o g u e Si n g ap o r e in Sout heast Asia.
B r a n d s h ave t he opportunity to sh owc a se fashion
(and key products) in motion.
Est imat ed cost : m i n $15,000 nett ad d-o n t o b r an d ed
co n t en t camp ai g n
CUSTOM INSTAGRAM FILTER:
E n g a g e Vog ue’ s social au d i en ce t h r o u g h a c u s t o m
In s t a g r a m filter that is d e s i g n e d a n d developed b y
V o g u e in partnership with your brand, b a s e d o n key
el emen t s or m e s s a g i n g ar o u n d your c a m p a i g n . T h e
filter will b e accessible o n V o g u e Singapore’s
In s t a g r a m acco u n t a n d c a n b e activated b y t he
user’s face (or another d es i g n at ed i m a g e ) to ‘try o n
t he look’ or to engage with the environment. A n
opportunity to increase social interaction a n d
shareability of your brand and content.
Est imat ed cost : m i n $15,000 nett add-on to branded
content campaign
C US T OM M I C ROS I T E:
Vogue to produce a 100% SOV custom microsite in
partnership with the brand, as an opportunity to
feature multiple content pieces housed in an
exclusive dynamic page on Vogue.sg. Includes
creative ideation, custom design, image and video
production, layout, and development by Vogue. The
microsite will enjoy a special placement on the
Vogue.sg homepage drop down menu as a
prominent traffic driver.
SPECIAL
Est imat ed cost : m i n $50,000 nett
PROJECTS
C US T OM AN I M AT I ON / G I FS / I L L US T RAT I ON S
Quote available upon request, subject to relevant
campaign concept and deliverables
Source: D u k h W a J u n g
12CONTACT US
F o r a dve r t ising enquiries, ple a s e c o n t a c t
our c o m m e r c i a l t e a m .
Norman Tan
Edit or-in-Chief
n.ta n @ im v.c o m .sg
Bettina von Schlippe
Pu b l i s h e r
b . s c h l i p p e @ i m v. c o m . s g
Michelle O n g
Sa le s Director
m.ong@imv.com.sg
Natasha Damodaran
M a r k e t ing Director
n.damodaran@imv.com.sg
CONTACT US
Source: Y e l e n a Y e m c h u k
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