High-ranking pages on Fashionoffice
Duration:
25 August 2008 - 25 January 2009; interpreted on 30 Jan 2009
Method:
Google Analytics google.com/analytics on a third-party standard (US, Globat globat.com, Linux) webserver
Google Analytics definitions:
google.com/support/googleanalytics/bin/answer.py?answer=99021&hl=en_US
Universe (Continents, Countries, Languages, Loyalty of the Visitors) www.fashionoffice.org/survey/2009/keywords1-2009.htm


What are fashion people international interested in?
The research on the most favorite pages viewed by the users of Fashionoffice completes the analysis of the most questioned keywords used by the users to reach Fashionoffice. We are questioning for this analysis: are the keywords corresponding with the favorite pages viewed by the users of Fashionoffice?
Result: The corresponding analysis of the pages viewed by the users of Fashionoffice shows that the users are reaching the favorite pages mostly not from the magazine's coversites, RSS, mobile sites, Trendletter.... The high-ranking pages of Fashionoffice are mainly written in former years and can only be accessed through the archives of the magazine or from outside (bookmarks, referring pages, by typing in the address...). In most of the cases the keywords correlate with the favorite articles viewed by the users on Fashionoffice.


What's the technical and editorial architecture of Fashionoffice?

Technical architecture Fashionoffice has outsourced the whole technical environment. The magazine is running on a standard third-party server in US, California (Globat.com) which can not be configured by Fashionoffice to work better or worse for selected routines. The statistical data are collected with an internationally accepted tool (Google Analytics). The magazine's public-opinion polls are running on the same third-party server where Fashionoffice is installed.

Editorial strategy The content is produced by Fashionoffice itself, collaborators and is delivered by other producers. Fashionoffice consists of 7 domains (fashion.at, beautyme.com, confashion.com...), 19 special channels (design, collections, fragrance, cosmetics, music, catwalk TV...), and various media (website, RSS, widgets, mobile site, weekly Trendletter...) which are transporting the content. Alongside, the magazine's domains and channels distribute third-party content from international magazines, TV stations, musicians, film producers....

Details about the editorial strategy of Fashionoffice fashionoffice.org/press/2008/mediainfo12-2008-2.htm.


Fashionoffice in Search-Engines

Since 13 years Fashionoffice is one of the most relevant fashion sources online. By using the anniversary-search of Google.com in their oldest available index (January 2001) the magazine ranked with the 'mother' of all Fashionoffice channels fashion.at (founded 1996) on the 3rd place of about 6,840,000 results for ‘fashion’. Today, the magazine is still on the first site of 450,000,000 results on worldwide searches for ‘fashion’ in Google.

Click on the image to enlarge it> Read more about the top-ranking history of the magazine fashionoffice.org/press/2008/mediainfo10-2008.htm.


The most viewed pages between 25 August 2008 and 25 January 2009

Fashion In the fashion channels one page is leading: the voting and presentation of the Triumph International Fashion Award was held through 3 years on Fashionoffice. Although, the last award happened in 2006 and the pages are not linked with one of the coversites of the magazine or is promoted in one of the magazine's other media like RSS, it gains around 100% more impressions than any other page in the ranking. The second page in the ranking is an article from 1999 about the movie 'Gladiator', followed by a story from 2008 about the 'Legendary Chanel Bag', Burberry, Zegna, Film Noir, Erwin Wurm, Women in Film Noir, Basso & Brooke, Vivienne Westwood, Vanessa Beecroft, Raf Simons...
The most questioned keywords in fashion: Vanessa Beecroft, film noir, Burberry, Raf Simons, Zegna, (the Austrian model agency owner) Andrea Weidler, Vivienne Westwood, Silvia Troska ...

Beautyme In the beauty channels approximately 100% more users are reading the article 'Eternity moment by Calvin Klein' (written in 2004) than the second page in the ranking, an article about Givenchy from 2006. The beauty-ranking is continued by editorials about Burberry (written 2008), Vichy, Make Up For Ever, Michael Danler, Guerlain, Wella...
The most questioned keywords in beautyme: Sergej Benedetter, Marlies Möller, Paul Mitchell.

Confashion On confashion.com, the catwalk TV channel, Philipp Plein is around 50% more read and watched than Puma in the same period (2007); followed by the catwalk presentations from the Academy of Art University San Francisco which have been chronologically the last videos stored on confashion.com.
The most questioned keywords in confashion: Philipp Plein Jeans, Philipp Plein 2009 spring summer, Philipp Plein jeans снимки ...


The comparison between page views - keywords

Fashion The comparison between the favorites pages and most questioned keywords on the fashion channels shows that most of the pages and keywords belong to articles from former years and if, they are correlating except in following cases: the Triumph International Fashion Award, the film 'Gladiator', Erwin Wurm are not listed in the high-ranking keywords and the high-ranking keywords Andrea Weidler and Silvia Troska have no correlating page impressions. The pages Basso & Brooke, Vivienne Westwood, and Chanel are belonging to editorials which have been written in 2008. Basso & Brooke and Vivienne Westwood are the only editorials in this ranking which are not archived yet.

Beautyme In beauty none of the keywords has correlating page impressions.

Confashion is the great exception: on the catwalk TV channel one designer has in both categories - keywords, favorite pages - a high correlation.

The users are reaching editorials mostly not from the magazine's coversites or RSS, mobile sites..., because the pages are from former years and can only be accessed through the archives of the magazine or from outside (bookmarks, referring pages, by typing in the address...). In the next analysis we will take a view on where the traffic to these pages of the magazine's archive comes from: Traffic Sources of Fashionoffice.


Read the detailed report about keywords used by the users to reach Fashionoffice fashionoffice.org/survey/2009/keywords1-2009.htm.


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