A fair few folk are up in arms about the magazine's decision to hire Pippa Middleton as 'Contributing Editor'.
What does she know about publishing? Or writing? Or editing? That's the cry from the hurt and disenchanted in the media. And I understand their dismay. But, hold on a second, on closer inspection they may just be missing the point.
Let's examine that job title for a second. 'Contributing Editor' is very, very different from 'Editor'. While a publication's editor is the ultimate authority in the office, answerable to the publisher and responsible for the look, feel, direction and content of a magazine, 'Contributing Editor' is more of a vanity title, with very little actual clout. This doesn't mean a CE isn't skilled or doesn't have a significant role to play, just that the role is a very moveable feast.
At many publications, a columnist or contributor may be elevated to CE without really adjusting their job description - merely in recognition of their long service or particular success.
Of course, Pippa hasn't been handed this gig for those reasons, but nor has she been given the position to fast-track her to the heights of publishing. What is actually happening is an exercise in branding and advertising.
Published by the venerable Conde Nast, Vanity Fair describes itself as a magazine of popculture, fashion, and current affairs, and has appeared regularly since its re-birth in 1983. Not quite as elitist as Harpers or even Vogue, it is still a 'high market' title and always seeks an affluent, top-drawer readership. Importantly, their European edition covers royalty (especially young royalty) with great enthusiasm. So what better way to cement the magazine's association with the Windsors and their kind, than to recruit one of their number to their staff? Obviously they couldn't possibly bag a deal with Kate herself, but her sister ... well, why not?
From David Beckham and his pants to Tiger Woods and his razor, we're no strangers to celebrity endorsements. Indeed, it's an advertising device as old as advertising itself. Usually the whole campaign is very blatant - film and stills of a famous person holding a product or talking about the benefits of a service. You know the drill. Well, Conde Nast have just tweaked the formula. Rather than run ads showing Middleton reading their august publication, they've staged quite a clever stunt whereby she actually helps run the thing - even if she doesn't.
Cast your mind back a year and you may recall Alicia Keys becoming Creative Director at Blackberry. Do you imagine she's there, at a desk at Blackberry HQ, bright and breezy every Monday morning? Of course not. She was hired to lend some polish and glamour to the brand - and if she's done any real creative direction since the rather grand press launch, I'll eat her piano.
Exactly the same process has been undertaken at Vanity Fair. So, jobbing journalists and ambitious editors can rest a little easier.
Pippa Middleton isn't stealing your career opportunities, she's just being used to sell magazines.
What does she know about publishing? Or writing? Or editing? That's the cry from the hurt and disenchanted in the media. And I understand their dismay. But, hold on a second, on closer inspection they may just be missing the point.
Let's examine that job title for a second. 'Contributing Editor' is very, very different from 'Editor'. While a publication's editor is the ultimate authority in the office, answerable to the publisher and responsible for the look, feel, direction and content of a magazine, 'Contributing Editor' is more of a vanity title, with very little actual clout. This doesn't mean a CE isn't skilled or doesn't have a significant role to play, just that the role is a very moveable feast.
At many publications, a columnist or contributor may be elevated to CE without really adjusting their job description - merely in recognition of their long service or particular success.
Of course, Pippa hasn't been handed this gig for those reasons, but nor has she been given the position to fast-track her to the heights of publishing. What is actually happening is an exercise in branding and advertising.
Published by the venerable Conde Nast, Vanity Fair describes itself as a magazine of popculture, fashion, and current affairs, and has appeared regularly since its re-birth in 1983. Not quite as elitist as Harpers or even Vogue, it is still a 'high market' title and always seeks an affluent, top-drawer readership. Importantly, their European edition covers royalty (especially young royalty) with great enthusiasm. So what better way to cement the magazine's association with the Windsors and their kind, than to recruit one of their number to their staff? Obviously they couldn't possibly bag a deal with Kate herself, but her sister ... well, why not?
From David Beckham and his pants to Tiger Woods and his razor, we're no strangers to celebrity endorsements. Indeed, it's an advertising device as old as advertising itself. Usually the whole campaign is very blatant - film and stills of a famous person holding a product or talking about the benefits of a service. You know the drill. Well, Conde Nast have just tweaked the formula. Rather than run ads showing Middleton reading their august publication, they've staged quite a clever stunt whereby she actually helps run the thing - even if she doesn't.
Cast your mind back a year and you may recall Alicia Keys becoming Creative Director at Blackberry. Do you imagine she's there, at a desk at Blackberry HQ, bright and breezy every Monday morning? Of course not. She was hired to lend some polish and glamour to the brand - and if she's done any real creative direction since the rather grand press launch, I'll eat her piano.
Exactly the same process has been undertaken at Vanity Fair. So, jobbing journalists and ambitious editors can rest a little easier.
Pippa Middleton isn't stealing your career opportunities, she's just being used to sell magazines.
