The team at fashion e-tailer Net-a-Porter, have launched their much anticipated global fashion magazine - PORTER. Expertly designed and edited, PORTER is staffed by fashion media executives and journalists from some of the world's best magazines including; Harper's BAZAAR, VOGUE and Esquire. Thanks to the free PORTER app, the magazine is shoppable interfacing with net-a-porter.com as well as third party sites. PORTER has similar production values you'd expect from VOGUE or Harper's BAZAAR and is a serious move into publishing without a hint of magalogue in sight.
Watch the PORTER Promo (Video)
The PORTER Magazine Strategy (Video)
In this exclusive video produced by The Business of Fashion, the Net-a-Porter team open up about their strategy and aspirations for the magazine as well as the importance of listening to women's needs.
The Kindness of Strangers: Have you ever considered crowdfunding a magazine or book? To established publishers it may seem like a foreign concept, but it's a publishing trend gaining momentum the world over. "Crowdfunding" is seeking funding from a community of users, strangers, readers, visitors, whoever will donate to your creative project (in this case publishing a magazine). Kickstarter.com is one of the most well-known crowdfunding websites and as of today there are 11 magazine projects seeking funding. Since their launch in 2009, more than 3.9 million people have pledged over a staggering $577 million, funding more than 39,000 creative projects. It's serious business.
The latest crowdfunded magazine project is Cherry Bombe (above) "a bi-annual magazine that celebrates food and women" who have achieved $29K of their $30K goal - with 10 days to go. The major upsides; your project gets funded by a community and usually that community helps you promote and sell your project and sometimes a subscription is included in the crowdfunded reward (offer). Effectively you are producing a magazine for a pre-qualified audience with low risk (besides the fact you have a magazine business to run afterwards).
It's widely acknowledged Australian publishers produce some of the best food magazines in the world and we are unashamedly obsessed with cooking shows. So why are food magazine sales being hit so hard? There are many reasons of course, including changing consumer habits, but new competition from technology companies like Pinterest and Evernote can't be entirely helping food magazines either.
Australian Food Magazine Category: The recent ABC (Audit Bureau of Circulation) release showed over -101K sales wiped off the food category in the 12 months to December (-11.1%) (audited titles only, excludes new entrant Feast). Estimated readership grew on some food titles so publishers and advertisers still reach large audiences but there is downward pressure on circulation revenue.
With recipes, storage, searchability and sharability is a challenge digital alternatives easily conquer. Food apps don't have the informed editorial features of magazines, but they excel in the recipe management arena; and for busy people this cannot be underestimated. I recently found a new food app from successful tech company Evernote. The team have clearly studied how users were using their traditional Evernote account, recognised an opportunity for new product and developed something especially for food.
Meet Evernote Food.
What is Evernote Food?
It's a free app that helps you organise your food life. Their website describes it as "Evernote Food helps you remember the food you love. From finding great new restaurants to documenting how to make family recipes, Evernote Food gives you one place to discover, collect, and remember your life’s memorable moments in food".
App Sections and Features
When you download Evernote food one of the great features is any food related "notes" in your normal Evernote account will be auto-magically pulled into the food app so the set up is completely painless. The well designed app features a fun accordian-style home page which opens out to a number of interactive sections (see slideshow below):
Images via: Evernote.com
Tips for magazine publishers on food:
Fine Print Blog
Musings about magazines.
I'm a Sales and Marketing Consultant from Sydney, Australia.