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Vogue Seems Mildly Threatened by Net-A-Porter's Magazine

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Gisele on the first cover of Porter Magazine
Gisele on the first cover of Porter Magazine

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The Evening Standard is pitting Vogue against Net-a-Porter after the London-based online retailer released its own print publication Porter last week. They're evidence includes a chilly quote from Nicholas Coleridge, president of Vogue publisher Condé Nast International, describing Porter as "pretty," "safe," and "feels like a delightful contract magazine." Also Vogue's recent UK ad campaign, which includes the giant 118-foot-wide "digital poster" at the Holland Park roundabout. That one is damning because it's right outside Net-a-Porters Westfield HQ, acting like a giant, illuminated middle finger.

While Porter editor Lucy Yeomen says they're not going after Vogue and other high-end print mags, but rather that she, "hope[s] Porter will take its place alongside those sisters," Net-a-Porter did poach Condé Nast and Hearst staff to build a team of 50. And, there's also the tiny detail that Net-a-Porter is coming at its readers from the perspective of a retailer, so while Yeomen might argue the glossy has "editorial integrity," they have a head start on the service aspect (read: consumers can—and even expect to—consume immediately with their phones at Net-a-Porter). Condé is still trying to work that out with its titles.
· Net-A-Porter's Glossy Mag Is Raising Hackles at Vogue [Evening Standard]
· Glamour Magazine and AHALife Want You to Shop by Phone [Racked]
· Editorialist and Net-A-Porter's Print Magazines Have Arrived [Racked]