ADVERTISING INNOVATION


an iPad, screen real estate is maximised with slideshows; within an app, users can tap to reveal text, retaining the visual impact of a pack shot. Moreover, magazines are not the only agencies around; some online retailers, such as Net-a-Porter and ASOS, are working back toward editorial roots.


Net-a-Porter.com, the brainchild of


fashionista and magazine editor Natalie Massenet, is perhaps the most forward- thinking example of editorialising to sell product in the current advertising sphere. A luxury brand site, Net-a-Porter plays to consumers looking for a positive, fashionable self-perception using a magazine style blog, Fashion Fix, which features subtle purchase-now links (cleverly


labeled as ‘dressing’ — ‘stage door dressing’ — as opposed to ‘shop’ or ‘buy’).


Less fashion-focused features of the


Fashion Fix blog, such as Fashion Film Friday, round out the content, again with subtle purchase links. Magazine posts, pulled from the company’s iPad magazine, include pieces on culture and style, commenting on what’s hot in film, music, and books. The strategy has been so successful that in late November 2012, the company’s CEO, Mark Sebba, announced plans to launch a glossy print magazine .


“Traditional publishers always say that


we are lucky for being born in a digital age and don’t have a legacy of print,” Sebba


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