The Other Dismal Science

Thirsty for another fashion magazine

As if everyone is not already jumping into the wagon as being content/product/service producer-distributor-retailer-advertiser all rolled in one: Porter, the latest fashion magazine just launched in London, is a product of Net-a-Porter, high-end fashion web retailer, and another example of the convergence between commerce and content. Never mind the website doesn’t turn over a profit – the venture is worth 2.5 billion in Euros, and the value may further increase with the extension of commerce/content from website to print.

Just as shoppers on the website click on images in adverts and articles to purchase items, Porter readers who download Net-a-Porter’s app will be able to scan its pages to shop, or just show images to their friends.

Women who shop for high-end fashion online still turn to print magazines for inspiration, and Porter sounds like a good attempt to connect both worlds, even if it…

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