PIN-NING IT: W magazine has a history of fostering new photography talent in the pages of the magazine, and now it will try to do so online. The site has just launched a photography network that will give contributors such as Candice Lake, Craig Arend, Adam Katz Sinding and Phill Taylor the ability to instantaneously upload nearly 100 original images daily. “We wanted to make it as easy as we can for these photographers,” said online director Christina Caldwell. To drive social engagement, a Pinterest “Pin It” icon has been installed, so visitors can post street-style images to their personal inspiration boards. To date, W is the only Condé Nast title to have a Pin It icon on its site.

Later this summer, W editors will build on this new feature by making select street-style fashion items from the current season available for purchase online. In some cases, advertising will be sold not only for but will also appear on the blogs of select photographers. “This will be a huge drive in social engagement for us and for all the photographers,” Caldwell said.

This story first appeared in the June 19, 2012 issue of WWD. Subscribe Today.

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