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History of magazines online and offline • 1586:  The Gynasceum or Theatre of Women by

Josse Amman. Produced plates on women’s fashion • 1730’s: The Gentleman’s Magazine set up by

Edward Crave • 1885: The Lady Magazine: oldest female focused

magazine • 1892: Vogue was founded by Arthur Baldwin Turnure

– later sold to Conde Nast • 20th Century: explosion of fashion magazines: Marie

Claire, Cosmopolitan Glamour, InStyle, GQ , Grazia, LOOK

• 1995: launch of Vogue.com and GQ.com• 1999: Handbag.com first pureplay online women’s

fashion magazine• 2001: Dotcom crash: scaling back of online operations

by the big magazine publishers IPC and Emap both closed titles . Condenast launches Glamour.com alongside the magazine

• 2007: InStyle, Stylefinder and OSOYOU launch• 2008: Look.co.uk, Shopstyle launch

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Magazine market: decline or limited growth

•“Magazine Recent ABC figures will have made grim reading for many men's magazine editors and publishers - Maxim: circulation down 59.6% year on year; FHM: down 10%; Zoo: down 13.6%; Loaded: down 20.8%. The only real signs of growth in the sector are courtesy of ShortList and Sport - both free titles.” Guardian 25th August 2008

•Revealed in that Bauer and IPC failed to give a monthly breakdown of audited figures for January to June 2008 Campaign magazine

•Major strategic focus on driving incremental revenues from delivering brands online since the dot.com crash

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Show the look

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"We're like Google for the fashion world. Via the aggregation of multiple brands and retailers we make shopping easy and convenient, bringing products and brands directly to shoppers via search terms, a bit like an independent personal shopper."

Andy Moss, general manager of ShopStyle, Brand Republic, July 2008

New online fashion magazine models: Shopping, Search and Social networking

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Buy the look

mydeco

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Shopstyle

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LOOK

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Summary • New launch fashion sites combining shopping , fashion, and

celebrity with social networking features to drive acquistion, retention and revenue

• Creating virtual High Streets and Bond streets

• Search engines for fashion – aggregating product feeds from every advertiser possible from Dorothy Perkins to Tesco, and John Lewis

• Not handling e-commerce so no large infrastructure costs

• User special offers to help increase CTR’s and CR’s to advertiser sites

• Tracking links behind all product links to advertisers – monetising as many exit clicks as possible to drive incremental sales