Cocktail Hour is an interesting newsletter play - a late delivery with news to fuel an evening of conversation. On the surface, it appears Vanity Fair didn't do much to monetize this product to the fullest. But the potential for Cocktail Hour to serve as a gateway for users to explore other content is very high. With a good mix of content to engage users, Vanity Fair has a very solid product that lands high on our top ten list.
Overall: 8.17

Revenue Potential: 8

The newsletter is very clean with minimal advertising, but highly tempting click and explore content directs users to other sections of the site, like Hollywood and VF Daily, which all include integrated advertising. Though indirect, Cocktail Hour should certainly help Vanity Fair's bottom line.

Value to Brand: 8

While this product exists to provide cocktail hour fodder for users, it's also a great way for Vanity Fair to build loyalty, increasing engagement and return visits, even through word of mouth. We can see a sponsorship being added to the newsletter that follows the user to the content.

User Experience: 7

More function than fashion, the Cocktail Hour design is clean and streamlined. Meant for grazing readers, the simple layout serves its purpose well enough and in no way distracts from the headlines. However, the design also doesn't innovate, strictly borrowing from those who have come before it. There's not much to criticize here, but there isn't much to excite either.

Published by Vanity Fair
Cocktail Hour