Condé Nast Will Launch Vogue Adria Soon

[Srdjan]

The name has nothing to do with a town in Italy and it is not a term this Vogue team coined. Adria region is an already existent synonym to Western Balkans (counties of former Yugoslavia + Albania). It's commonly used in geopolitics and economy.
I guess "Vogue Balkans" was not an option because this edition does not include Romania, Bulgaria, and Albania (or Greece and Turkey that already have their Vogue editions) so they needed a more narrower term, but also maybe not due to somewhat negative context (same goes for "Vogue Yugoslavia", as many people in the region are not that nostalgic about the former country).

Who cares. There needs to be a worldwide Vogue thread like there used to be with Cosmo and Elle's lesser editions that no one cared about.

I guess people in this region do lol. It seems that these smaller editions proved to put much more effort and creativity than the bigger editions everyone care about.
Take a look at Vogue Ukraine, Vogue Czechoslovakia, Elle Denmark, Elle Serbia, Harper's Bazaar Greece, etc, or numerous licenced editions in Asia.

 

[Srdjan]

I wouldn't mind having another edition but please Condé Nast, have an edition for an African country

It's not like Conde Nast hands out licences to countries/regions based on merit. An African publishing house must purchase the licence and start the edition, in order for it to happen.

 

[Srdjan]

From BoF:

Condé Nast to Launch Vogue Adria in Croatia, Serbia and Slovenia
The edition will also cover some of the other countries that were once part of Yugoslavia in Europe’s western Balkan region including Bosnia & Herzegovina and Montenegro.

By KHANH LINH
14 June 2023

Vogue Adria is set to debut later this year under a partnership between Condé Nast and Media 3.0 Publishing. The print magazine will be published in Croatian and Serbian, and the online edition will be additionally available in Slovenian and English. The key editorial team members have not yet been disclosed but will be based across the capital cities of Croatia, Slovenia and Serbia.

Media 3.0 was founded by Sonja Kovacs, Nenad Janjatovic, and Milan Djacic. Kovacs’ previous leadership roles in media include editor-in-chief of Elle Serbia, and regional editorial director of Elle, Men’s Health, Cosmopolitan and National Geographic, while Janjatovic and Djacic served as creative director and fashion director of Elle Serbia respectively. Djacic was also Elle ManSerbia’s editor-in-chief.

“As a team, we strongly believe in the power of Vogue as a brand and its ability to bring diversity and push the boundaries in the right direction. We strongly believe art, fashion and culture are the ones that transcend borders and barriers and are necessary for any sort of dialogue. Therefore, our idea is to focus on creating a viable and auspicious bridge between East and West. To introduce them properly, without prejudices and stereotypes, and to bring unexplored, neglected narratives to the fore,” said Janjatovic.

Since 2018, Vogue has launched several new country and regional editions, including Poland, the Czech Republic and Slovakia combined ‘Czechoslovakia’ edition, Greece (relaunch), Hong Kong, Singapore and Scandinavia. The Adria edition follows the launch of Vogue Philippines last year, the magazine’s 29th edition.

 

[fenty]

As long as they have an editor in chief i'm cool with it #AntiHeadOfEditorialContent

 

[Paul Lintag]

It's not like Conde Nast hands out licences to countries/regions based on merit. An African publishing house must purchase the licence and start the edition, in order for it to happen.

I am pretty sure there are a LOT of publishing house in Africa that are applying for a license and why up until now, no license has been granted? Africa deserves one PERIOD. Why not give the continent’s fashion industry the global visibility it deserves for it to grow? They can always create one under the Condé Nast International company.

 

[ah ah]

Slovenia, Croatia and Serbia have decided decades ago that they don't want to live in the same country, they don't even speak the same language. Slovenia and Croatia are in Eu and Serbia is not, I really don't understand why Condé Nast believes that they should have a unique magazine; this has absolutely no sense. To be honest, I find this quite insulting for the readers from those countries. So people from Elle and Cosmopolitan got ambitious and decided is time for them to be in charge of Vogue?

From BoF:

Condé Nast to Launch Vogue Adria in Croatia, Serbia and Slovenia
The edition will also cover some of the other countries that were once part of Yugoslavia in Europe’s western Balkan region including Bosnia & Herzegovina and Montenegro.

By KHANH LINH
14 June 2023

Vogue Adria is set to debut later this year under a partnership between Condé Nast and Media 3.0 Publishing. The print magazine will be published in Croatian and Serbian, and the online edition will be additionally available in Slovenian and English. The key editorial team members have not yet been disclosed but will be based across the capital cities of Croatia, Slovenia and Serbia.

Media 3.0 was founded by Sonja Kovacs, Nenad Janjatovic, and Milan Djacic. Kovacs’ previous leadership roles in media include editor-in-chief of Elle Serbia, and regional editorial director of Elle, Men’s Health, Cosmopolitan and National Geographic, while Janjatovic and Djacic served as creative director and fashion director of Elle Serbia respectively. Djacic was also Elle ManSerbia’s editor-in-chief.

“As a team, we strongly believe in the power of Vogue as a brand and its ability to bring diversity and push the boundaries in the right direction. We strongly believe art, fashion and culture are the ones that transcend borders and barriers and are necessary for any sort of dialogue. Therefore, our idea is to focus on creating a viable and auspicious bridge between East and West. To introduce them properly, without prejudices and stereotypes, and to bring unexplored, neglected narratives to the fore,” said Janjatovic.

Since 2018, Vogue has launched several new country and regional editions, including Poland, the Czech Republic and Slovakia combined ‘Czechoslovakia’ edition, Greece (relaunch), Hong Kong, Singapore and Scandinavia. The Adria edition follows the launch of Vogue Philippines last year, the magazine’s 29th edition.

 

[Srdjan]

While national editions would indeed make more sense, I would not go that far by calling this edition insulting.

Linguistically, Serbs and Croats (and Bosniaks and Montenegrins) speak the same Serbo-Croatian language, and virtually everyone in Slovenia knows the language too.

In my opinion, while this seems like a practical business decision, to expand the readership, reach more advertisers and thus cover a bigger market, nations in this region are so closely intertwined that a regional edition makes sense in the cultural aspect too.

Take a look at local authors who are being read across the region, or at musicians and actors.
Former Yugoslav countries share a unique contemporary commercial culture, so selling a product like a fashion magazine across the region could not be called unreasonable, in my opinion.

 

[ah ah]

As far as I know, the Serbo-Croatian language is no longer an option in that area. However, I may not be well-informed on the matter. It is widely known that English is spoken by everyone in Slovenia, so I believe a British or US Vogue might be a better option for them when it comes to fashion, it may only have sense for some local celebs if anyone buys Vogue for that. Therefore, I believe the establishment of the Adria association is purely for business plan strategy rather than a genuine concern for their readers. This is nothing new; it seems to be another instance of a Conde Nast school that is undermining the brand.

 

[callmejaeden]

does anyone know when the magazines first issue is going to be?

 

[Ivancica]

Slovenia, Croatia and Serbia have decided decades ago that they don't want to live in the same country, they don't even speak the same language. Slovenia and Croatia are in Eu and Serbia is not, I really don't understand why Condé Nast believes that they should have a unique magazine; this has absolutely no sense. To be honest, I find this quite insulting for the readers from those countries. So people from Elle and Cosmopolitan got ambitious and decided is time for them to be in charge of Vogue?

It's not that unusual (or insulting for that matter)
There are already some regional web pages devoted to fashion/lifestyle.
Even Bloomberg Media launched its Adria (=former Yugoslavia) edition last year.
There are celebrities (actors, musicians, ...) that are popular across these countries, and while not the same the language is similar (though they announce to have it both in Serbian and Croatian + digital Slovenian).

However, I am not sure there is large enough "Vogue audience" in the region (whatever that might mean nowadays).

 

[Bernie Flood]

Give us a Vogue for the African continent with no reprints and the world will see some of the most exciting content but unfortunately they'll probably delegate a few pages for original content.

I can’t believe Edward E. Didn’t pushed Jonathan Newhouse to launch Vogue Africa

 

[caioherrero]

I can’t believe Edward E. Didn’t pushed Jonathan Newhouse to launch Vogue Africa

The only thing he wanted was to be EIC of American Vogue

 

[vogue28]

Milan Djacic announced as editor-in-chief, with the launch issue coming in March 2024:

 

[Drusilla_]

oh so the title actually is editor-in-chief and not 'you are basically just a colony of the worldwide AmeriVogue dullness monopoly and your title will reflect that'?

It's true that many of the smaller country editions of Vogue have more interesting and creative covers and imagery/editorial content than the big ones, e.g. Vogue HK, Taiwan and Philippines. I hope this new edition manages to carve out its own identity even if the 'head of editorial content' approach makes it harder.

 

[SLFC]

I'm holding off judgement, much of the newest editions have not been reprints. I'm not sure why everybody think its guarantee the case here. The newest editions have largely been editions under license, and have had far more editorial independence.