Vogue magazine’s September issue drops on newsstands today with a phone-book sized 727 pages. Much of that bulk was achieved through ads sold through the Conde Nast pub’s new broadband channel, ShopVogue.tv. The video channel is a revamped version of ShopVogue.com, which let users purchase items by clicking ads that simultaneously appeared in the print publication and was available three times a year. This time, the shopping feature is permanent, but it is also viewed more as an entertainment extension, as the NYT describes it.

Thomas Florio, publishing director of Vogue, says that the decision to offer entertainment had much to do with the recent success of TV shows and films like Ugly Betty, Project Runway, America’s Next Top Model and Vogue roman a clef The Devil Wears Prada. ShopVogue.TV’s programming fare will give “more of a nonfiction perspective” on the fashion industry, Florio says.The site will show videos of runway shows, fashion ad campaigns and special programming created by Vogue. At its beginning, the channel has already banked 240 minutes of original video. User-generated content will also have a place on ShopVogue.tv, as readers are being encouraged to upload photos of their own fashion looks in an area designated “Fashion U Share.”

• Conde Nast Insiders Are Unhappy with Digital Business Setup: Report