{"id":7049992,"date":"2026-08-28T13:34:52","date_gmt":"2026-08-28T13:34:52","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/how-allure-is-successfully-negotiating-the-new-discovery-landscape\/"},"modified":"2026-08-28T13:34:52","modified_gmt":"2026-08-28T13:34:52","slug":"how-allure-is-successfully-negotiating-the-new-discovery-landscape","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7049992","title":{"rendered":"How Allure is successfully negotiating the new discovery landscape"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p><strong>By Pierre de Villiers<\/strong><\/p>\n<p class=\"wp-block-paragraph\">Cond\u00e9 Nast\u2019s\u00a0<a href=\"https:\/\/www.allure.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Allure<\/a>, a leading beauty brand since the early 1990s, discovered it was particularly exposed to AI Overviews, the Google Search feature that puts a summary at the top of the page. The reason? Its zodiac coverage.<\/p>\n<p class=\"wp-block-paragraph\">A 2025 study conducted by Future Media and Authoritas found that AI Overviews heavily target informational, top-of-funnel content like zodiac signs and personality traits.<\/p>\n<p class=\"wp-block-paragraph\">By fielding simple queries such as \u201cwhat is my zodiac sign?\u201d AI summaries can gobble up to 79% of click-through traffic previously captured by lifestyle publishers. For Allure that was very bad news.<\/p>\n<p class=\"wp-block-paragraph\">\u201cAllure wrote a lot about zodiac and personality traits. That was the secret thing we used to do on that brand that would give us massive numbers,\u201d Cond\u00e9 Nast\u2019s VP of Audience Strategy, Sarah Marshall, reveals in FIPP\u2019s recently released AI report,\u00a0<a href=\"https:\/\/www.wan-ifraknowledgehub.org\/reports1\/discovery-and-distribution-for-the-ai-age\" target=\"_blank\" rel=\"noreferrer noopener\">Discovery and Distribution for the AI Age: The Rise and Fall of the Trillionaire Paperboys<\/a><em>.<\/em><\/p>\n<p class=\"wp-block-paragraph\">The strategy worked extremely well for a while \u2013 page views were enormous; ad revenue scaled with traffic; and Allure ranked highly on Google. But Allure were not hanging onto its readers, and a lot of traffic did not translate into a boom in subscribers.<\/p>\n<p class=\"wp-block-paragraph\">According to Marshall, Allure\u2019s high-end beauty journalism was subsidising search engine arbitrage with strangers who never came back. When AI Overviews started surfacing horoscope summaries, Cond\u00e9 Nast knew it was time for a change.<\/p>\n<p class=\"wp-block-paragraph\">\u201cWhen we realised that zodiac was getting all these AI Overviews, we stopped doing it.<\/p>\n<p class=\"wp-block-paragraph\">We stopped investing in it,\u201d says Marshall. \u201cWe decided we were not giving it to Google, so we doubled down on our core, on beauty.\u201d<\/p>\n<h3 class=\"wp-block-heading\"><strong>The beauty of connecting with readers<\/strong><\/h3>\n<p class=\"wp-block-paragraph\"><img fetchpriority=\"high\" decoding=\"async\" class=\"size-medium wp-image-119570 alignright\" src=\"https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24-249x300.png\" alt=\"\" width=\"249\" height=\"300\" srcset=\"https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24-249x300.png 249w, https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24-83x100.png 83w, https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24-207x250.png 207w, https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24-122x147.png 122w, https:\/\/cdn.wan-ifra.org\/wp-content\/uploads\/2026\/08\/26162808\/Screenshot-2026-08-26-at-18.27.24.png 314w\" sizes=\"(max-width: 249px) 100vw, 249px\"\/>Having an issue with AI Overviews is, of course, not unique to Allure. Marshall \u2013 who works across the entire global portfolio of Vogue, GQ, Wired, Vanity Fair, Architectural Digest, Pitchfork, Bon App\u00e9tit and Allure \u2013 believes Cond\u00e9 Nast has been structurally exposed to the Google Search feature from day one.<\/p>\n<p class=\"wp-block-paragraph\">\u201cMost of our brands are less newsy,\u201d she points out. \u201cThey\u2019re more evergreen, always-on content. So, we have been quite exposed. For some of our brands nearly 80% of our top keywords now get an AI Overview.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Allure\u2019s pivot to a strategy more focused on a direct connection with audiences through its core strengths was precipitated by Elon Musk\u2019s high-profile takeover of Twitter. After Musk bought Twitter in October 2022, referrals began to dip. A month later Cond\u00e9 Nast had a strategy in place to move away from platform traffic.<\/p>\n<p class=\"wp-block-paragraph\">\u201cBy December, we had KPIs and strategies that were focused on direct-relationship audiences,\u201d Marshall recalls. The wisdom of that decision was underlined when, after Meta changed the Facebook algorithm in June 2023, a fifth of Cond\u00e9 Nast\u2019s social traffic went up in smoke overnight.<\/p>\n<p class=\"wp-block-paragraph\">\u201cThat was another big sign. We were very exposed to Facebook in particular markets,\u201d says Marshall.<\/p>\n<p class=\"wp-block-paragraph\">In response, Cond\u00e9 Nast began refocusing its SEO team towards driving traffic to its owned titles, while editorial resources were increased for long-form expert pieces, product testing and beauty interviews. That led to a turnaround in product quality as well as customer loyalty and turned Allure into the star performer in the Cond\u00e9 Nast stable.<\/p>\n<p class=\"wp-block-paragraph\">\u201cAllure is our growth brand at the moment. It\u2019s growing total audience, and core audience,\u201d says Marshall.<\/p>\n<p class=\"wp-block-paragraph\">\u201cWe stopped doing the thing that we were only really doing for the internet and scale, and we stuck to our core values. And we are being rewarded for that.\u201d<\/p>\n<h3 class=\"wp-block-heading\"><strong>Back to brand<\/strong><\/h3>\n<p class=\"wp-block-paragraph\">Allure\u2019s success has lured high-CPM advertisers who are keen pay top dollar to be associated with a quality beauty magazine. Being a trusted brand, Marshall stresses, is critical.<\/p>\n<p class=\"wp-block-paragraph\">\u201cIf you haven\u2019t got a brand \u2013 if you\u2019ve not made it a household name by doing great journalism \u2013 then you\u2019re in trouble,\u201d she says. \u201cBrand is so important. That\u2019s been my number one take away.\u201d<\/p>\n<p class=\"wp-block-paragraph\">Allure\u2019s transformation is part of a wider reorganisation at Cond\u00e9 Nast, with the company adopting a different set of analyses. KPIs have shifted from how much traffic an article generates to who the audience is, and how often they come back.<\/p>\n<p class=\"wp-block-paragraph\">\u201cIf we were talking a few years ago, I\u2019d be talking about the most read story yesterday,\u201d Marshall says. \u201cNow the conversation is really about the person.<\/p>\n<p class=\"wp-block-paragraph\">\u201cHow do you end up searching for a luxury hotel in Paris? And then how do you get a package of content geared towards your trip to Paris?\u201d<\/p>\n<p class=\"wp-block-paragraph\">Cond\u00e9 Nast tracks two universal KPIs across every brand and every market: total scale (defensive, because it drives subscriptions, advertising and commerce), and direct-relationship unique page views (newsletter, homepage, owned apps and brand index pages).<\/p>\n<p class=\"wp-block-paragraph\">While the ad team sold by vertical a couple of years ago, they are now organised by brand. \u201cOtherwise, you\u2019re trying to be everything to all people, and you never get there,\u201d adds Marshall. \u201cIt\u2019s back to brand and focus on people.\u201d<\/p>\n<p class=\"wp-block-paragraph\">The new strategy has led to remarkable success. In the US, direct traffic has now overtaken search. \u201cIt\u2019s a good story, and we\u2019re happy to have it because it\u2019s much more reliable traffic,\u201d says Marshall.<\/p>\n<p class=\"wp-block-paragraph\">\u201cLuckily, we didn\u2019t go down the SEO-for-scale road with other brands. It was only Allure that we played the game on. I\u2019m grateful. I think a lot of those publishers who did are probably in a position like us, where they\u2019re deciding to not give it to Google any more \u2013 and just give up on it.\u201d<\/p>\n<p class=\"wp-block-paragraph\"><em>Written by Ricky Sutton, author of The Future Media Substack,\u00a0<strong><a href=\"https:\/\/www.wan-ifraknowledgehub.org\/reports1\/discovery-and-distribution-for-the-ai-age\">Discovery and Distribution for the AI Age<\/a><\/strong>\u00a0is a landmark report built on three years of data, direct reporting and interviews with global leaders in publishing. A second report by Future Media in September will focus on monetisation, followed by a state-of-the-industry report for the\u00a0<a href=\"https:\/\/fippcongress.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">FIPP World Media Congress in Madrid<\/a>\u00a0in October. You can download the full report\u00a0<strong><a href=\"https:\/\/www.wan-ifraknowledgehub.org\/reports1\/discovery-and-distribution-for-the-ai-age\">here<\/a>.<\/strong><\/em><\/p>\n<p><em>This article originally appeared on our <a href=\"https:\/\/www.fipp.com\/news\/how-allure-is-successfully-negotiating-the-new-discovery-landscape\/#\">FIPP website<\/a>.<\/em><\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>By Pierre de Villiers Cond\u00e9 Nast\u2019s\u00a0Allure, a leading beauty brand since the early 1990s, discovered it was particularly exposed to AI Overviews, the Google Search feature that puts a summary at the top of the page. The reason? Its zodiac coverage. A 2025 study conducted by Future Media and Authoritas found that AI Overviews heavily [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7049993,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83,130454,97445,130455],"tags":[18711,25654,7490,42425,14169],"dealstore":[],"offerexpiration":[],"class_list":["post-7049992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-digital-media","category-editorial","category-media-innovation","tag-allure","tag-discovery","tag-landscape","tag-negotiating","tag-successfully"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Allure is successfully negotiating the new discovery landscape - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7049992\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Allure is successfully negotiating the new discovery landscape - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"By Pierre de Villiers Cond\u00e9 Nast\u2019s\u00a0Allure, a leading beauty brand since the early 1990s, discovered it was particularly exposed to AI Overviews, the Google Search feature that puts a summary at the top of the page. 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