Porter Magazine is a fashion publication aimed at women with "great style" and features fashion alongside culture, art, beauty, travel and commerce published six times a year launched by the Net-a-Porter e-tailor luxury retail website.
The unique concept of Porter Magazine is that it "will help blur boundaries between writing about goods and services (a form of journalism) and selling them" weaving commerce and content together like never before”, according to the Economist. Roughly 35 percent of the fashion magazine's pages will go to advertising campaigns, with 65 percent going to editorial content featured more towards the start of the magazine as consumers "didn't want to get to page 250 before getting to any editorial," according to company founder Natalie Massenet. What truly makes the Porter Magazine unique is its global approach, offering just one edition per circulation, rather than various country editions like other fashion magazines such as Vogue or Harpers Bazaar offer. There is also a digital (shoppable online) version of the magazine, which will allow readers to click on an image and purchase the item they see; the feature is about "content and commerce coming together.”
The print magazine itself also features image recognition software that allows its readers use their smartphones to scan a page or take a photograph to find out more information or purchase products shown in Porter Magazine, which will help drive more traffic to the Net-a-Porter site.