Posted by Katherine Dewitt
With so many new magazine apps coming out, it’s comforting to see a magazine go old school and launch a new site specifically for its audience. Time Inc.’s InStyle, a fashion and beauty lifestyle magazine, launched an online shopping site, stylefind.com, Nov. 30.
Amy Wicks from Women’s Wear Daily [WWD] says the site is the first-ever independent shopping site to branch off from a magazine. Straightforward and easy to use, Time Inc. built the site to help shoppers find exactly what they’re looking for. According to mediabistro.com, Stylefind will feature fashion and beauty accessories from 150 retailers including Saks Fifth Avenue, Neiman Marcus, Nordstrom, Net-a-porter, Gap, J. Crew, Mulberry, Topshop, and Mango.
I think the site targets InStyle’s audience an effective way. Not everyone owns an iPad or an iPhone to use apps from, but almost everyone can go online to browse through InStyle’s new site. I think magazines should think about that when trying to target audience and make its media more interactive. It’s important to know your audience to generate revenue–and it looks like InStyle is doing this. Bonus: According to New York magazine, “For every purchase made via StyleFind at one of its 150 partner sites, Time Inc. gets an undisclosed cut of the transaction, unlike its celebrity-centric competitor, Google’s Boutiques.com, which simply charges ‘small fees for directing traffic’ but doesn’t seem to get any sort of commission-type profit from purchases.” Sounds like a good deal for Time Inc., doesn’t it?
Journalism is headed toward so many different avenues such as Twitter, Facebook, online sites, apps, QR codes and more. Do you think all of these different approaches to expand media are a profitable way to keep journalism alive? I love the interactive way of journalism online, but I don’t think reading a Tweet that has to be under 140 characters is journalism. Stylefind is the perfect way to reach InStyle’s audience, easy to use and interactive.
“It will be like shopping with one of our magazine editors,” InStyle’s managing editor Ariel Foxman told WWD. “The experience is edited and the search function actually works. If you search for bags with a chain, you will actually see that, but in different price points and brands.”