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Google Home partnership with Condé Nast’s Vogue offers new model for publishers
It points the way toward a new form of "interactive audio" with provocative branding, content and commerce possibilities.
In what is sure to be a model for other publishers, last week Google and Vogue magazine announced a partnership that offers “behind the scenes” audio content from selected Vogue magazine interviews. Most of these are monologues from the writers about their subjects.
By asking Google Home to “talk to Vogue” (one of several ways to invoke the content), users hear a brief introduction and then a menu of choices, which in this case includes five articles from the September issue on Jennifer Lawrence, Oprah Winfrey, Nicole Kidman, Serena Williams and Megyn Kelly.
There’s a corresponding indicator in the print magazine about which articles offer Google Home companion “behind the scenes” audio content. Each piece is split into shorter and longer segments. The speaker in each case is the author of the article initially answering the question, “What is [interviewee] like?” Then there’s an option to hear more in-depth information.
Julia Chen Davidson (Partner Marketing Lead, Google Home) told me that it was Google’s idea to approach Condé Nast but that the company was already in the process of exploring other content expansion and distribution options. When I suggested the experience was analogous to podcasting, she pointed out that the content from Vogue is more interactive, with the opportunity to select specific pieces in a non-linear order. “It’s more conversational,” she explained.