Does the Adam Moss formula know no bounds? The latest spin-off from New York magazine is set to hit newsstands Nov. 15, and will be a twice-yearly fashion magazine called New York Look, helmed by fashion director Harriet Mays Powell. (First reported on in August, the magazine will be released at a launch party on Nov. 13.)
Since taking over New York in February 2004, editor-in-chief Moss has gradually remade the magazine into a sometimes overly clever compendium of What It Means to be a Mossian New Yorker. (It doesn’t hurt that owner Bruce Wasserstein seems to be willing to sink an infinite amount of money into the operation.) Mr. Moss’ information-heavy formula—composed of equal parts think pieces and charticles—focuses on the verticals of fashion, real estate, food, politics, and culture.
New York Look, which will cost $5.99 and will come out in November and April each year—allowing each issue to act as a postmortem on either the fall or spring fashion shows. It will expand on the fashion coverage that’s currently in the magazine, but also put to print some of the fashion features on the Web site, New York spokeswoman Serena Torrey told Media Mob. She elaborated: "The magazine was a group effort and concept. It comes from two places—a feature in the magazine called Five by 10, which takes 10 trends or looks each season and identifies five examples of each. The other inspiration was our website. The runway slide shows are enormously popular on our website." Look will also be online.
Joining Ms. Powell in developing the new venture were Janet Ozzard, of the magazine’s Strategist section; Denise Penny, who also works on the magazine’s Weddings issue; and "Look Book" mistress Amy Larocca, who recently edited the Look Book Book, a compendium of New York‘s fashionable-person-on-the-street feature that was released in September.
It’s not a stretch to imagine that New York is looking to cash in even further on the luxury brand advertising business. The New York Times‘ T magazine, whose various hydra include issues devoted to women’s fashion, men’s fashion, women’s beauty, and design, and is one of the newspaper’s bright revenue spots in an otherwise gloomy advertising environment. And The Wall Street Journal recently announced plans to introduce a glossy monthly magazine about the lifestyles of the rich, to launch next September. Ms. Torrey declined to name any of the advertisers in the inaugural issue.
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