Porter’s Lucy Yeomans: ‘It’s all about the woman, listening to her, asking her what she wants’

The magazine editor on integrating print with technology, avoiding the hard sell, and why it’s fine for covers to show a few wrinklesIt seemed, at the time, an odd move. While old media print companies were scrambling to improve their digital offerings and wondering whether their print titles had a future, an online company was heading the other way. Last year, Net-a-Porter, the successful online retailer of luxury fashion, took the surprising step of bringing out a print magazine.What was it thinking? Lucy Yeomans, editor of Porter, laughs. “We did a lot of research,” she says. “This company is quite different from traditional publishing companies where it’s very much ‘we’re the authority, here’s the information’, particularly in upmarket fashion. Because of the close connection Net-a-Porter has with its customers, they’re in dialogue all the time. We get so much customer feedback.” Continue reading... Continue reading at 'The Guardian'

[ The Guardian | 2015-02-09 00:00:00 UTC ]
News tagged with: #hard sell #digital offerings #print titles #print magazine #customer feedback

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