Ever since print advertising went south and magazine companies started shopping around for a revenue plan B, the glossies have publicly struggled to figure out the ecommerce puzzle.
E-retail shops like Esquire’s Clad opened and shuttered, and flash sale partnerships fizzled. (Vogue x Gilt Groupe, anyone?) Shopping the magazine was an alluring idea—and doable in the age of the iPad—but it was complicated by the fact that the most luxurious were filled with price-upon-request pieces not meant for us plebes.
All that might be changing. Condé Nast’s arty fashion title, W, has unveiled a plan to juggle the dual new media mandates of “social sharing” and “e-tail,” and it’s surprisingly democratic. Read More