FOLLOWING THE TIDE: Hachette Filipacchi Media U.S., publisher of Elle, has expanded its online presence with a new Web-only magazine focusing on style, beauty, relationships and home decor. The new site, Glo, was done in partnership with MSN and BermanBraun Interactive. Earlier this year, the two companies created and launched, a celebrity online news site that has more than 9.5 million monthly unique users.

Geraldine Coppola, head of digital, BermanBraun, said Glo was launched because the firms saw a hole in the marketplace. “There are no premium lifestyle destinations on the Web,” she said. Glo is aimed at 25- to 49-year-olds, with the majority married with children. And the average expected household income of a visitor to Glo will be north of $75,000.

This story first appeared in the April 7, 2010 issue of WWD. Subscribe Today.

“It has the look and feel of a magazine,” said Anne Weintraub, executive editor. Weintraub has held various positions at Elle, including group online director and creative director in marketing. “This will be a different online experience for women,” she said. The site will have a new cover image every day — similar in look to a print magazine — with clickable cover lines. Weintraub said a significant portion of the daily content will be original, with some borrowed from Hachette titles such as Elle, Elle Decor and Woman’s Day, as well as Web partners Sugar Entertainment, LimeLife, Modelinia and Remodelista. Glo also has iPhone and iPad apps in the works and will have a presence on Facebook and Twitter.

Even though Glo is being billed as a “premium lifestyle destination,” most of the products displayed within the editorial content will be low-priced rather than luxury. And most items will have a click-to-buy option. Vaseline, J.C. Penney and Fox Broadcasting Co. have signed on as launch advertisers. — A.W.

BLUEFLY CONFESSES: “Prada” is a word that crops up a lot in the videos at Closet Confessions, a social site Bluefly launched this week. Visitors can see Christian Siriano and Kelly Cutrone talk about what’s in their closets or post about what’s in theirs.

“The goal is to drive new visitors to the site and increase the engagement of existing customers with videos,” said Bluefly chief marketing officer Bradford Matson. “People like Christian Siriano and Kelly Cutrone have become new-media celebrities. They have fans on Facebook and Twitter, they’re on reality TV; it’s a new world of style celebrities and we wanted to bring out their humanity.”

Cutrone’s daughter Ava also has her own video, as does Internet-famous NYU student Harley Viera-Newton.

Bluefly will run online ads and video about the site on Condé Nast magazine sites including Allure, Vogue, Lucky, W and Glamour; Glam’s network, and YouTube.

Next month, the site will post videos of Nicky Hilton; a Bluefly employee, and one other, yet-to-be-determined star.

While for now visitors can post only still photos and text, future contests will involve video, Matson promised. Monthly contests will cover such topics as shoes, neatness and the most expensive item in a closet. Winners will receive a $500 Bluefly shopping spree.

Bluefly also has a blog, a Twitter account and a Facebook page, not to mention prominent promotions with reality TV shows “Project Runway” and “America’s Next Top Model,” and the movie “Sex and the City 2.”

While one-third of Bluefly’s traffic comes from search and another third from e-mail, social media has been “very useful,” said Matson. “It’s deepened our relationship to customers, increased spikes in traffic, and it catches the interest we create with off-line advertising.” — Cate T. Corcoran

VUITTON SEARCH: After a search that lasted several months, Louis Vuitton North America named Tara Hannert director of public relations. Most recently, Hannert consulted for Starworks New York. Prior to that, she served as director of p.r. at Ferragamo USA for more than two years. Her résumé also includes stints at David Yurman and BCBG Max Azria Group. At Vuitton, she succeeds Iana dos Reis Nunes, who joined Chanel Inc. in January. Hannert will report to Heather Vandenberghe, Louis Vuitton North America’s senior vice president of marketing and communication. — Marc Karimzadeh

THEY CAN WRITE, TOO: The latest issue of Life & Style features three new columns by Kris Jenner, Wendy Williams and Eva La Rue. Jenner, known best as the mother of the Kardashian girls, will write an advice column; Williams has been given a full page to dish, and La Rue will post a wedding diary. The issue hits newsstands today. — A.W.

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