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fashionoffice - magazine

Media information, Dec 2009

The influence of advertising on user awareness 
Fashionoffice has focused its promotion on editorials from 2009 by running 4 million contacts in 5 months. The effect: Google Analytics tracks not one of the promoted articles as the most viewed. This statistical fact is caused by the predominant interest of users for especially 6 editorial articles from the years 2000–2008 concerning activities of Chanel, Triumph International, Calvin Klein, Make up For Ever, the artist Vanessa Beecroft, and the theme ‘film costume/women in film noir’. Significantly the same pages rank over 5 months on Google Analytics in the highest positions and can not be overrun – not even by articles that are promoted on Google Admanager. 

Advertising online as well as the view on reality is influenced strongly by the ‘Memorized Data’-effect
By comparing the high ranking pages from July, August, September, October and November 2009, Fashionoffice demonstrates that the ‘memorized’ articles from former years gain more attention by the internet and its users than most current content. And this despite the fact that new content is massively promoted on RSS Feeds, Mobile Sites, Trendletters, editorial teasers in the advertising slots, as well as through online and offline advertising.
In numbers: during the last month, solely the inventory pages (these are the pages that run with more than 90% teasers for new articles on Fashionoffice) had been delivered 798.000 times (Quantcast). In these numbers (>90% of 798.000 in 1 month) the contacts through RSS Feeds, Trendletters, Mobile Site and advertising on exterior media are not included. More than 4 million contacts during the last 5 months haven't changed the monthly statistics delivered by Google Analytics for high ranking pages. The most read articles on Fashionoffice tracked by Google Analytics are:


Details: Fashionoffice's high ranking pages in November 2009.

Reliability of the data: Fashionoffice’s technological premises are common practise
From the start (early 2006) and through the years of monitoring traffic and its effects on rankings in search engines by using measurements of third-parties (Google, MSN, Alexa…), Fashionoffice has checked constantly together with official authorities for internet security and administration the reliability of the data delivered by the server of For example: the significant expansion of user traffic from Pakistan on the domain was reported as suspected domain abuse on 30 October 2009 to (Hosting Provider), (Austrian Registry), and (Computer Emergency Response Team Austria). On 3rd Nov, the Austrian CERT has affirmed that the technical premises for the measurements are reliable. The domain is free of abuse. Details: Fashionoffice’s traffic sources in November 2009.

CERT mentioned some reasons for the domain's popularity boom during October 2009 in Pakistan:

  • In Pakistan are many price dumping textile manufacturers who are on the search for inspiration and models for re-cutting. High traffic from Indonesia and Vietnam would fit to this assumption, argued CERT.
  • Probably other fashion sites have been censored in Pakistan.
  • Or, another popular media has referred to
  • Probably one page has become so popular that it was sent by email.

The consequences: Online reality is constructed of unprogressive data 
Editorial media are opinion makers and cultural chroniclers. Therefore, they have ever been used to conserve historical memory and build contemporary consciousness. “In times of a media like the internet this important function is obviously grounded on unprogressive data that causes a ‘reactionary’ view on today’s world, users – private and business - have to get aware how the reality is constructed online. The memorization of data has become already a bias in our ‘real’ world. The democratic process of building opinions has to be monitored and analyzed by the appropriate sciences with the aim to elaborate new communication theories based on these new aspects of the media reality of today,” Dr. Karin Sawetz, publisher Details: The ‘Memorized-Data’-hypothesis.

The opening of the academic research program
Caused by the last years extended research investment into qualitative & quantitative studies about effects of online media on trends and the continuing significant - sometimes alarming - results of third-party statistic programs, the NPO & NGO has opened its academic research program for supporting partners in October 2009.

Fashionoffice’s research output is published as journalistic work
Fashionoffice was founded by media and fashion scientists in 1995. The research focuses on socio-cultural themes in fashion and media by monitoring global aesthetic norms and symbols in their common versus their differentiating aspects and potentials beyond national and cultural borders.

Get more information about the magazine’s history and its founders on

Please don’t hesitate to contact us or visit

Media information, Fashionoffice:

Nov 2009
40% of Fashionoffice's main domain traffic comes from Pakistan 
New statistics about Fashionoffice's traffic show that in October 2009 most of the (approximately 40%) come from Pakistan. 

Oct 2009
PRO Academic Research

The NPO & NGO opens its academic research program for supporting partners.

Oct 2009
The ‘Memorized-Data’-hypothesis

Fashionoffice's statistics of the most viewed articles from July to September and high ranking keywords verify the hypothesis that memorized data gain more attention. Publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: the unprogressive data...

Sept 2009
The attention of web users
Fashionoffice has collected traffic data delivered by Google Analytics to find out how much influence the RSS Feeds, Trendletters, online and offline advertising etc. have on the virtual consciousness of web users....

Aug 2009
The most viewed editorials on Fashionoffice in July 2009
Fashionoffice publishes the top ranking editorial pages on the magazine’s main URLs through July 2009. The statistical data are delivered by Google Analytics...

July 2009
Brand building techniques by using SEO

Brand building lies in the hands of SEO specialists. Fashionoffice gives some advices how to make brands more worthy...

June 2009
New lifestyle reporter from Dubai and daily audience data  

In June 2009 Fashionoffice launches the publication of daily new traffic as well as audience profile data by Quantcast on and introduces the work of editor Caroline Zerrini...

May 2009
Fashionoffice update: interest-based advertising 
In April 2009 Fashionoffice has updated its terms of use according to the new technologies for delivering interest-based advertising by quantifying behaviour and interests as anonymous information

April 2009
User opinion about men, personal style, internet…

On occasion of the biannual Styletrends survey, Fashionoffice asks since 2003 magazine readers to make their opinion on special themes about fashion, beauty and today’s lifestyle and match their own decisions with other fashion experts...

April 2009
Where do fashion people come from to read Fashionoffice?

It became obvious that the users are reaching editorials mostly not from Fashionoffice's coversites or RSS, mobile sites...

Feb 2009
High-ranking pages on Fashionoffice

During the last six months Fashionoffice has monitored the interest of users with Google Analytics. The research on the favorite pages viewed by the users between 25 August 2008 and 25 January 2009...



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