Porter Magazine Carves Out New Territory For Luxury Magazine Readers

Porter Magazine Carves Out New Territory For Luxury Magazine Readers

Net-a-Porter chairman Natalie Massenet and colleague, former editor-in-chief of Harper’s Bazaar UK Lucy Yeomans have launched Porter as a content rich, thinking woman’s magazine. Emotion counts too, with Porter’s intention to not only address how to wear a given dress, but also how you feel wearing it.

The Telegraph writes that 50 top-tier fashion and luxury advertisers appear in the first issue, with more promised in the next. Many wonder why a successful online business in a high-tech world would turn to a glossy print magazine.

Net-A-Porter’s magic 6 million, says (publishing director Tess) Macleod Smith at this point, tend to be avid consumers of the famous old fashion magazines. “Print is me-time,” she says. And Porter, resumes Massenet, is seen as “the cherry on the icing on the cake” of the Net-A-Porter model. “Print is at the very, very top in the fashion business - of course it is. Just because we are disrupting print, changing it, doesn’t mean we don’t love it.”

With a features, rather than fashion background, Yeomans likes articles about travel, international relations, war and business. The debut issue features an essay by Pulitzer Prize-winning photojournalist Lynsey Addario, who found herself kidnapped in Libya in 2011.

Adddario is a recipient of the US MacArthur Foundation’s ‘Genius’ grant for her work documenting conflict and how it impacts women in particular. The photojournalist was also kidnapped in Iraq in 2004.

Porter will be distributed in 60 countries and published in American English.