FROM PRINT TO THE WEB: Lucy Yeomans is leaving her long-held post as editor of Harper’s Bazaar U.K. to take on the newly created role of editor in chief of Net-a-Porter.com. Yeomans will report to Alison Loehnis, managing director of Net-a-Porter.com, which has a worldwide readership of 3.5 million. She will begin working full time in September.
Yeomans had long been seen rumored as a possible replacement for Glenda Bailey as editor in chief of American Harper’s Bazaar. But Hearst Magazines last year is said to have renewed Bailey’s contract and introduced a redesign of the U.S. edition.
Loehnis said at Net-a-Porter, Yeomans would “own” all content on- and offline, and that the site would retain a separate identity from its men’s wear counterpart Mr Porter, which is edited by Yeomans’ former Hearst colleague Jeremy Langmead, who previously was editor of Esquire U.K. Earlier this year, Net-a-Porter named Tess Macleod Smith group publishing director, a title she had formerly held at Hearst.
Loehnis said Yeomans would be leveraging editorial content across all platforms including tablets, mobiles, augmented reality and social networks. Yeomans will also be in charge of the print publication, Net-a-Porter Magazine, which is sold on the site and which is distributed to select customers and to corporate partners such as hotels.
“We want to herald fashion in every way, shape and form and shout our message from every platform. We have a lot to say, and a lot of places to say it from. Lucy’s remit is a broad one,” said Loehnis, adding that Yeomans would be working with the existing editorial team.
Natalie Massenet, founder and executive chairman of the Net-a-Porter Group, said: “I am personally very excited about this appointment, having worked with Lucy during our time together at Tatler, and have known her for many years as well as professionally supporting Harper’s Bazaar.”
Yeomans joined Tatler in 1997 as features editor, eventually rising to deputy editor. In 2000, she took over as editor of what was then known as Harpers & Queen, and during her tenure boosted the circulation from 87,123 to the current 120,004.
Hearst Magazines U.K. said that Jenny Dickinson has been named acting editor of Harper’s Bazaar U.K. and will take up her post in April when Yeomans leaves. Dickinson was acting editor of Elle U.K. for the past year while editor in chief Lorraine Candy was on maternity leave. Dickinson had previously served as deputy editor of Elle U.K.