REMAKING THE CUT: Next week, readers of nymag.com’s blog The Cut will be introduced to a new Web site by the same name that will offer more than just a daily dose of fashion news. New York magazine editor Adam Moss said to expect 40 pieces of content posted each day, on topics ranging from celebrities, relationships, beauty and politics, as well as fashion.
The spruced-up sartorial coverage will include original photography (surprisingly, this has never been done before at The Cut) and more street-style images.
This story first appeared in the August 9, 2012 issue of WWD. Subscribe Today.
The magazine has a lot riding on the new site — 40 percent of its revenues come from digital advertising — and The Cut faces ever-increasing competition from the likes of BuzzFeed, Jezebel, The Daily Beast and The Huffington Post, all of which are as eager for those ad dollars as New York.
During a breakfast briefing Wednesday morning at New York magazine’s office downtown, The Cut’s editors provided examples of new imagery that is 10 times the resolution of what it used to have. The new technology will be used not only in product shots but also beauty stories and runway shows. As fashion director Amy Larocca quipped: If a model has leg hair, the online viewer will see it.
Outside of fashion news, features editor Maureen O’Connor repeatedly used the word “fun” to talk about expanded coverage in reported features, first-person confessionals and commentary. For example, a romance novelist has been tasked with reimagining tabloid news.
The site will launch with five advertisers, including Bottega Veneta, Cartier and Burberry. Publisher Larry Burstein said the advertising for nymag.com so far this year has been strong, with fashion advertising up 34 percent while beauty ads are on track to double.
The Cut’s new Web site is expected to go live Monday, the same day its annual fashion issue hits newsstands with Kim Kardashian on the cover. Going forward, the magazine and The Cut will work more closely together, so expect to see the reality star all over the new site. Kardashian hasn’t sold well for fashion books this year but Larocca seemed confident in her cover subject. “Kim looks glamorous, but in a way that I think is less expected for her,” she said.