Luxury retailer, Net-A-Porter, launches Newsstand edition of new print magazine
The luxury online retailer Net-A-Porter launched a new print magazine earlier this month, and with it a new digital edition, as well. The new launches hint at the marketing potential still of print, but also the ability of tablet magazines to directly connect retailers with their potential customers.
The print edition looks and feels very much like the traditional fashion magazine. While all the merchandise seen in the new title can be bought either online, through their app, or through the concierge service, the magazine’s designers do not splash this fact so obviously.
The digital edition, PORTER magazine North America, is available exclusively through the Apple Newsstand, and is designed specifically for the iPad.
Unlike many print publishers, who are a bit cautious when it comes to charging too much for their digital editions, Net-A-Porter has charging $8.99 for a single copy, $32.99 for an annual subscription. Then again, the retailer knows its audience, and it is not Target shoppers.
The Newsstand app’s first digital issue is designed exclusively for portrait reading, and weighs in at a rather modest 188 MB, despite the presence of video content.
The digital edition makes the retail aspect of the experience more obvious. A reader can call up the fashion information on any page with a simple tap of one of the navigation icons at the top. Ads, of which there are plenty, also work this way, though they only refer one to the brand’s website.
The iPad edition layouts appear less pleasing than the print layouts, relying mostly on scrolling text. A tablet edition also can not take advantage of two-page spreads – either for advertising or editorial. But the photography is gorgeous, of course, and the added multimedia capabilities make the tablet edition so much more than the print edition can deliver – not even counting the obvious advantages with more easily accessing the retailer’s website.
The marketing potential of the magazine format is obvious. Red Bull has been using both the magazine and TV platform as a marketing tool for its products for quite some time now. Like Apple choosing to create physical retail stores, the new product is seen strictly as part of the marketing department, and is therefore free of having to justify is existing strictly through a P&L. The only question that is important is does it drive sales?
Below is a gallery where you can see both the print and digital editions (the print photos coming from the retailer’s own website):