What magazine isn't getting into the reality TV business? Well, not Vogue! Except they are. They've got a new web series out next month — the annoyingly punctuated Model.Live — that'll track three models as they run from casting calls to runway shows in eight-minute webisodes. Naturally, because this is Vogue doing it, the project is the most expensive of its kind. With a budget of $3 million, the show costs about $31,000 a minute. But fret not! There is sponsorship attached. Express paid a low seven-figure fee to take part, somehow convinced that stocking its clothes in the closets of the models will produce a decent ROI. (It won't. At least not without additional integrations.)

It's Vogue's "at last" foray into the reality segment, because editor Anna Wintour, one who hates the word "blog," passed when Project Runway came calling (you know, in the days before it started charging magazines seven figures to take part). So why this web project? Because everything else that came their way was "not reality at all, just amateurs live," insists Vogue's Tom Florio.

Hah.

This is funny because, you know, Model.Live won't include any editing to make things more dramatic, or craft storylines out of dialogue that'll mostly consist of "show me you book."

Also: They plan on doing plenty of cutting.

"Obviously we are going to censor stuff," says IMG Media executive producer Russell Quy. "We don't want to embarrass anybody."

"Anybody," of course, means advertisers like Express, who might not look so kindly on any footage that involves drug use, or the expulsion of food.

[WSJ]