1. 1 History of magazines online and offline 1586: The Gynasceum or Theatre of Women by Josse Amman. Produced plates on women’s fashion 1730’s: The Gentleman’s Magazine set up by Edward Crave 1885: The Lady Magazine : oldest female focused magazine 1892: Vogue was founded by Arthur Baldwin Turnure – later sold to Conde Nast 20 th Century: explosion of fashion magazines: Marie Claire, Cosmopolitan Glamour, InStyle, GQ, Grazia, LOOK 1995: launch of Vogue.com and GQ.com 1999: Handbag.com first pureplay online women’s fashion magazine 2001: Dotcom crash: scaling back of online operations by the big magazine publishers IPC and Emap both closed titles. Condenast launches Glamour.com alongside the magazine 2007: InStyle, Stylefinder and OSOYOU launch 2008: Look.co.uk, Shopstyle launch

2. 2 Magazine market: decline or limited growth “Magazine Recent ABC figures will have made grim reading for many men's magazine editors and publishers - Maxim : circulation down 59.6% year on year; FHM: down 10%; Zoo : down 13.6%; Loaded : down 20.8%. The only real signs of growth in the sector are courtesy of ShortList and Sport - both free titles.” Guardian 25 th August 2008 Revealed in that Bauer and IPC failed to give a monthly breakdown of audited figures for January to June 2008 Campaign magazine Major strategic focus on driving incremental revenues from delivering brands online since the dot.com crash

3. 3 Show the look

4. 4 "We're like Google for the fashion world. Via the aggregation of multiple brands and retailers we make shopping easy and convenient, bringing products and brands directly to shoppers via search terms, a bit like an independent personal shopper." Andy Moss, general manager of ShopStyle, Brand Republic, July 2008 New online fashion magazine models: Shopping, Search and Social networking

5. 5 Buy the look

6. mydeco 6

7. Shopstyle 7

8. LOOK 8

9. 9 Summary New launch fashion sites combining shopping, fashion, and celebrity with social networking features to drive acquistion, retention and revenue Creating virtual High Streets and Bond streets Search engines for fashion – aggregating product feeds from every advertiser possible from Dorothy Perkins to Tesco, and John Lewis Not handling e-commerce so no large infrastructure costs User special offers to help increase CTR’s and CR’s to advertiser sites Tracking links behind all product links to advertisers – monetising as many exit clicks as possible to drive incremental sales