February 4, 2015 Last Updated 3:22 pm

Magazine start-up PORTER announces circulation of 152,500 after first six issues

The magazine from luxury online retailer NET-A-PORTER Group, distributed in 60 countries, will be audited by BPA Worldwide

The luxury online retailer NET-A-PORTER launched a magazine one year ago, PORTER, and today was able to report that it has a first publisher’s statement, showing that the magazine has reached a circulation of 152,500 after its first six issues. The magazine will be audited by BPA.

PORTER’s impressive performance after only six issues is a fantastic achievement and we predict strong growth over the next 12 months as we continue to invest in and build the brand,” Tess Macleod-Smith, VP of Publishing and Media at the NET-A-PORTER Group said. ”

Porter-cover-195We are delighted to be working with the world’s top luxury houses in a new era of global buying and excited to announce the appointment of US-based global media assurance agency, BPA Group Worldwide, whose experience with the complexities of an international circulation will see them begin our first audit later this year.”

The new magazine is distributed in 60 countries, through 25,000 retailers, the company said. Subscriptions for PORTER stand at 32,000, an increase of 92 percent from that first issue.

PORTER maintains separate digital editions, in addition to its print editions: PORTER magazine UK and PORTER magazine North America. The magazine can also be found inside Google Play. (Update: I was reminded that the apps use the Pugpig digital publishing platform – same platform as the EMAP B2B magazine apps seen here.)

When TNM looked at the first issue, one year ago, we pointed out the differences between the print and digital editions:

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 magazine’s first audit will be released next year in February and may show the title’s digital readership.

“From the outset, I wanted to create a fashion title that spoke to the modern woman wherever she is in the world,” said Lucy Yeomans, editor-in-chief. “I wanted to combine the beauty and authority of print magazines with the instant gratification and global reach that today’s technology affords. It has been an exciting challenge engaging and entertaining a global audience and defining the PORTER woman.”


At the launch of the Apple Newsstand app, one year ago, TNM created a short walk-through video. Here it is again (you can see additional digital edition videos on TNM’s YouTube channel):

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