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PERHAPS CALL IT ME-TAIL: In 2011, it seemed that all magazine editors wanted to talk about were their new apps for the tablet or smartphone. The story for 2012, so far, is e-commerce. Next up, Women’s Health and a new partnership with Gilt Groupe. On Jan. 6 at noon, 25 to 30 items that were hand picked by editor in chief Michele Promaulayko will go on sale. Unlike other magazine-led e-commerce forays, this one doesn’t kick back any proceeds to the title and none of the items Promaulayko has selected are coming from Women’s Health’s editorial content or Web site.
Editors will, however, provide exclusive content to Gilt that coincides with the sale, including workout tips, ab exercises and ways to get organized in the New Year. “We’ve had a good response to our partnerships with magazines,” said Melissa Liebling-Goldberg, editorial director for Gilt.com. “I think its become an added bonus to the shopping experience to get that level of guidance and an editorial feel to your shopping.”
Promaulayko called the Gilt partnership a “natural next step,” following its readership from print, to the Web site, social media, digital apps and Twitter, where the title has 682,220 followers, more than Glamour, Shape, Cosmopolitan and Self combined.