'Porter' Magazine: Worldwide launch tomorrow
Net-a-Porter's bi-monthly print title goes global
Going on sale tomorrow in 58 countries worldwide – with a strong focus in New York and London – Porter takes on a new strategy in print. Published every eight weeks for just five pounds sterling (international prices include Middle East: Dhs60, Europe: €9.99, Japan: Y 1750), the concept is helmed by Harpers Bazaar UK ex-editor-in-chief, Lucy Yeomans, and overseen of course by Net-A-Porter founder, Natalie Massenet.
Gisele Bündchen, looking quite unlike her usual self takes pride of place as the magazine's cover star and the issue includes contributors such as Steve McQueen, Angela Ahrendts, Harvey Weinstein, David Bailey, Penelope Cruz and Claudia Schiffer – proving Porter most definitely keeps up with its chic counterparts in terms of content. It also features an interview with the financial broker Amanda Staveley concerning her part in the big 2008 'Barclays Bail Out', and an interesting piece about the death of privacy in a social media age.
Porter's inaugural issue goes on sale tomorrow
Publishing director Tess Macleod Smith (formerly at The Economist) is planning to make this Porter the first global magazine in fashion, in a similar way that her previous title is to the world of business and politics. To enable the idea, products that are used within editorial pages that are also available to buy via Net-A-Porter (it's not everything) will be instantly shoppable via the click of an app. And those that aren't, such as the red Chanel jumper that Bündchen sports on the cover? Those items will be offered via a concierge service from the brand's own stores, to readers' doors.
The launch – and as some may say final string to Net-A-Porter's multimedia bow – has ruffled feathers within the fashion publishing industry, with the company now covering so many portals, the authority and relevance of Porter has been questioned by big names along the way.
In retaliation, Massenet calmly states that it's simply, "the cherry on the icing on the cake" of her business model. "Print is at the very, very top in the fashion business – of course it is. Just because we are disrupting print, changing it, doesn't mean we don't love it."
Via The Business of Fashion