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A PEEK AT PORTER: Net-a-porter.com’s women’s print title, the long-awaited Porter, will be unveiled today with Gisele Bündchen gracing the front cover, photographed by Inez van Lamsweerde and Vinoodh Matadin, and styled by Alex White. While the print title does not boast any whiz-bang techie features, it is twinned with a digital version, and subscribers will receive both. All of the advertising in the print title will feature in the digital one, with Web links from each ad to the brand’s homepage. An iPad app will let readers scan and shop items from the page and allow access to embedded video, animation and 3-D features. There are also features that will allow readers to scrapbook and share the magazine’s content.
Editorial content features a variety of fashion brands — whether or not they are stocked by Net-a-porter — as well as watches and jewelry, beauty, travel and culture. One of the sections at the front of the book is called “Art of Style,” and in the first issue that section features an item called “Dressing Up by Alber Elbaz” — an interview with the designer. There are also stories on celebrities, fashion insiders and accomplished women, all seen through a global lens. From the start, the magazine has billed itself as a title with an international perspective, resonating with a reader who has long been in love with fashion magazines.
The 300-page issue boasts 72 pages of advertising. Chanel has nabbed the front gatefold, while Christian Dior has secured the back cover.
The gloss and digital innovation doesn’t come cheaply, however: The price of a single page ad opposite editorial is 45,000 pounds, or $73,481 at current exchange, more than 40 percent higher than some of Porter’s competitors. The U.K. cover price is in the neighborhood of 6 pounds, or $9.80, at least 50 percent higher than other upscale fashion titles on the newsstand.
Porter will have a print run of about 350,000, and will be distributed in 60 countries worldwide, with six issues planned for the year. Porter’s circulation numbers will not be audited, although industry sources estimate that average net circulation per issue will be about 100,000. That compares with British Vogue’s Audit Bureau of Circulation figure of 200,608 for print and digital, and Harper’s Bazaar’s 117,938, also for print and digital.
Distribution channels include news agents, travel outlets, bookstores and some supermarkets. Net-a-porter will also sell copies of the new title via its “Add to Basket” functionality while members of Net’s 1.3 million member database have already received discounted offers on subscriptions, depending on the mode of payment. For example, annual direct debit customers will be charged 25 pounds per year, or $40.83, saving 28 percent off the full price.
And there may well be more paper in the pipeline: According to industry sources, a men’s glossy print title has been mooted. It could launch as early as next year.