Vogue makes Snapchat Discover debut in France
Snapchat has announced a roster of new media partners on its Discover platform for publishers, including Vogue.
Vogue will publish three weekly editions on Snapchat for French readers
The fashion bible will publish special editions to Snapchat three times a week, posting content on Saturdays, Tuesdays and Thursdays.
The move marks the first time the magazine has inked a deal with Snapchat in Europe, having already signed up to Snapchat Discover in the US last year. Condé Nast International told Digiday that the magazine's publishing team wouldn't "operate in silo" – hinting that the push was part of the wider effort to centralise Vogue's digital editorial output, which was first announced last October.
Vogue Paris editor-in-chief Emmanuelle Alt said of the collaboration: “The essence of Vogue is to tell the stories of fashion in the strongest and most striking ways. We are excited at the new tools Snapchat Discover provides to express fashion through the eyes of Vogue Paris.”
Snapchat, which has more than 8 million daily users in France, has also signed up MTV and French weekly news title L’Express as well as culture mag, Society. Building on Snapchat's longstanding relationship with Viacom, MTV will publish daily updates on Discover, while L'Express will publish weekly on a Friday and Sunday respectively.
Snap's vice-president of content, Nick Bell, said that the publishers – along with original partners like Le Monde and Vice – will add "even greater depth to Snapchat."