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Net-a-Porter launches international print and digital magazine

Porter magazine launch coverOnline luxury fashion website Net-a-Porter will launch a global print magazine in the Australian market tomorrow, with a digital edition available to download from next week.

The new magazine, Porter, will focus on fashion, art, culture, beauty and travel and be published six times a year, with the aim to break into the top ten per cent of internationally distributed titles from launch.

It will be sold on newsstands in Australia from tomorrow and the digital version will be available to download from the Apple Newsstand and Google Play from February 14.

Tess Macleod-Smith, publishing director and VP of Net-a-Porter said the brand has an audience of more than 8.3m “well-informed” consumers with a a high purchasing power and love of fashion.

“It’s their desire and demand for a global edit that we’re answering with the launch of Porter,” she said. “Our publishing mission is to be world-class leaders in content and commerce, any time, anywhere and on any platform.”

Lucy Yeomans, editor-in-chief of the global publication, said the magazine will be aimed at women who are “chic, intelligent and adventurous”.

“It is both for and about incredible women of today,” she said.

Natalie Massenet, founder and executive chairman of the Net-a-Porter Group said: “With the launch of Porter I feel like we have come full circle. The founding idea for this business was about launching a shoppable magazine online, inspired by the incredible glossy magazines we have grown up with. Porter is the fulfilment of many years of thinking and dreaming.”

And Macleod-Smith said there has been a positive reaction to the launch so far.

“We are thrilled with the way the industry has reacted to this launch, from the support of the advertising industry to the enthusiasm of the global news trade,” she said.

Armed with a readership from the retail and media website, the magazine aims to be in the top 10 per cent of internationally distributed titles from launch, a spokeswoman said.

Porter will be available at the same time globally at newsstands in over 60 countries for US$9.99 and through an annual subscription from $48.

Porter spread

The magazine launch follows the Bauer Media Group’s launch of Elle magazine in September last year featuring Australian content and advertising geared to the local market and sold for a cover price of $8.50.

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