The NET-A-PORTER GROUP’s global – and entirely shoppable – fashion magazine continues to go from strength to strength, exceeding expectations in terms of critical acclaim, circulation and commercial power
The NET-A-PORTER Group is delighted to announce the release of PORTER’s first official audit showing a circulation of 170,038 – an outstanding growth of 10% year on year*.
PORTER’s first audit with US-based global media assurance agency, BPA Worldwide is further proof that the game-changing, award-winning brand is indeed the future of modern magazines. Published bi-monthly and powered by NET-A-PORTER.com, PORTER has become the most talked-about fashion magazine on the planet, raising the bar in what a magazine can do through beautiful curation, a global point of view, authoritative fashion, innovative shopping technology, an international multilingual concierge service and unrivaled international distribution in 60 countries.
PORTER’s innovative shopping technology, which enables readers to shop directly off the pages or via the brand’s iPhone and iPad apps in real time and experience delivery within hours, brings a level of interactivity and innovation not seen in other magazines. PORTER’s unique concierge service also provides readers with access to a personal shopper 24/7, 365 days a year and in 22 languages. PORTER insight** shows readers scanned products on the pages of PORTER more than 85,000 times – an impressive interaction rate of 78%, while 82% of those surveyed said they were inspired to shop after reading the magazine.
Under the leadership of Editor-in-Chief, Lucy Yeomans and The NET-A-PORTER Group’s Vice-President of Publishing & Media, Tess Macleod-Smith, PORTER’s editorial mission of celebrating the stories – and style – of incredible women around the world with one set of international content, has seen the brand win seven major international awards for editorial excellence and originality, including International Magazine of the Year at the US Fashion Media Awards and a highly coveted BSME (British Society of Magazine Editors) Editor of the Year award for Yeomans. PORTER’s compelling covers continue to gain critical global acclaim with supermodels Karlie Kloss and Joan Smalls, and actresses Marion Cotillard and Emma Watson among a lineup of iconic women to grace the magazine in 2015.
With an enviable, highly influential, high-spending, discerning audience, PORTER’s subscriptions have increased by 20% year on year to more than 40,000, with nearly half of those subscribers comprising NET-A-PORTER’s highest spending customers – EIPs (Extremely Important People). PORTER readers have an average income of £124,000/$178,000 a year and spend £13,000/$18,000 on fashion, while EIPs have double the income and spend more than three times the amount on fashion. Recent research** shows that once a NET-A-PORTER customer subscribes to PORTER, the average spend per customer increases by 24% and the average amount of orders increases by 86%.
PORTER’s strategy to target high net worth, professional women around the world has also seen the magazine sampled at premium corporate locations such as banks, financial businesses, law firms and on private jets and Eurostar business class.
Vice-President of Publishing & Media at the NET-A-PORTER Group, Tess Macleod-Smith says, “We are thrilled with this strong set of results which shows a second circulation growth for PORTER in just two years. PORTER has set the bar high for fashion magazines and this audit proves that our strategy of targeting high net worth women who love fashion and are looking for a magazine that delivers is a success. We predict PORTER’s sales to climb even further with additional double-digit growth in 2016 as we build the brand in our key markets.”
PORTER’s Editor-in-Chief Lucy Yeomans says, “Alongside the phenomenal response from women around the world to PORTER, these latest figures from BPA Worldwide top off an incredible year for the magazine. As well as winning seven editorial awards in 2015, we launched our first-ever editorial franchise, ‘100 Incredible Women’, and expanded our social following to nearly one million. 2016 looks set to be even more promising with the introduction of compelling new editorial franchises in the magazine, plans to sharpen the shopping functionalities on the pages of PORTER and an even stronger commitment to serving and championing inspiring women around the world.”
PORTER’s New Seduction, all-women photography issue (Spring 2016), featuring Amber Valletta on the cover, is on sale now.
