Hearst just launched a new magazine -- and it's a bit of an experiment.
Called TrendingNY, it's the publishing giant's first stab at a free weekly fashion magazine (Hearst is calling it "freemium"): Street teams will distribute it every Monday, Tuesday and Wednesday in September, starting today. It's like a fashion version of AM NY -- look out for it near subways in various New York neighbors -- tomorrow they'll be bringing it uptown.
Unlike Hearst's other magazines, it's very local, featuring digestible tidbits by and interviews about New York with real New Yorkers like Misha Nonoo, Erica Domesek and Aliza Licht. The first cover star is New York City Ballet soloist Lauren Lovette, who models accessible brands like Zara, TopShop, Gap and BCBG inside. There are also lots of ads -- not surprising, since it's free.
TrendingNY is edited by Emily Cronin, past acting features editor at Harper’s Bazaar U.S., contributing editor to Elle UK (and Fashionista contributor!). Our editor at large, Lauren Sherman, also contributed to the first issue.
This is not the first time Hearst has experimented with a free fashion magazine: Earlier this year, it launched Branché, a "pop up magazine" compiled by the editors of Marie Claire. Like Branché, TrendingNY -- despite its seemingly social media-inspired name -- doesn't have a website.
As of now, it's unclear whether TrendingNY will exist beyond September, but it may return early next year, and, if it's successful, could expand into other cities.