Yesterday morning, Porter’s Editor-in-Chief, Lucy Yeomans and VP Media & Publishing, Tess Macleod-Smith hosted a breakfast celebrating the launch of a website for the brand, Porter Digital.
Posted on: 09 March 2018 07:22
Lucy Yeomans: "I am thrilled to have launched Porter’s daily digital platform and combining two power brands Porter and The Edit."
Porter Digital joins Porter, a bi-monthly fashion magazine and The Edit, a weekly digital title, in Net-A-Porter’s publishing stable.
According to Net-A-Porter, customer research (conducted in 2017) had revealed that 75% wanted more editorial, more frequently and Porter Digital, is the response.
Lucy Yeomans, Editor-in-Chief, says: “I am thrilled to have launched Porter’s daily digital platform and combining two power brands Porter and The Edit. When we launched Porter four years ago I dreamed of creating a new global fashion magazine: a magazine that spoke to the woman of today, combining luxury fashion, high quality original content and the authority of print magazines with the instant access and global reach of the digital world. With the launch of this new digital platform and daily content, we can truly armour the Porter woman with absolutely everything she needs to be her best possible self, every day.”
In February, Porter became the editorial voice of Net-A-Porter, delivering daily, weekly and bi-monthly, global content across all platforms - social, digital and print.
Porter’s digital daily content is translated into four languages. Porter Digital provides a seamless link between content and commerce, offering an instant transition from inspiration to purchase. Porter Digital is integrated into the Net-A-Porter app enabling users to unlock the original content on their phone, bringing the editorial in line with the company’s mobile first strategy.
Their weekly online magazine The Edit - rebranded PORTEREdit - continues to be a part of this content mix, with 52 exclusive celebrity cover shoots and interviews a year. Video output will also double with two original films going live every week.
Tess Macleod-Smith, VP Media & Publishing, says: “Our mission has always been to be world-class leaders in content and commerce, anytime, anywhere and on any platform. The launch of Porter.com, powered by Net-A-Porter is a direct response to a desire and demand for more content from our global audience. As one voice we have created a fully immersive world where our consumer and brands can harness the power of Porter’s multi-platform global eco-system.”
Links / further reading: www.porter.com
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