We guess fashion week is as good a time as any to launch an e-commerce magazine. Today brings the debut issue of The Edit, Net-a-Porter's new free weekly online magazine. An as-yet-unnamed proper print magazine will follow, WWD reports.
This has been in the works for a while. The beloved luxury e-commerce leader has been beefing up its editorial content since bringing on former Harper's Bazaar UK EIC Lucy Yeomans; and last fall, the company’s CEO Mark Sebba hinted at plans for full-fledged magazine.
Like Lifestyle Mirror and Editorialist, The Edit features shoppable market stories and editorials, in addition to news and features stories. The Edit also has advertising from various luxury brands. But what may differentiate it the most from other online mags is that it's also published in French, German and super-important Mandarin. “We want to be for the global, international woman. We’re not putting up geographical barriers,” Yeomans told the trade.
As for the print magazine, they're testing it with a one-off called The Collections Special, which showcases the spring 2013 collections and will be sent to "100,000 top customers who have been identified as particular lovers of print."
The final print product will be available by subscription and on newsstands and will be poised to compete with Vogue and Harper's Bazaar, though it will only be published four to six times per year.
On the men's side, Mr. Porter already publishes a weekly online magazine called The Journal, as well as a print title--the Mr. Porter Post--which will increase its frequency to six times per run and double its run to 130,000, reports the trade.
Though Net-a-Porter's vice president, media and publishing, Tess Macleod Smith, insists its customers are "heavy consumers of print magazines" (a point advertisers were likely happy to learn), digital innovations are obviously still extremely important. Net-a-Porter's next focus will be editorial content for mobile, which makes up 30% of sales.