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***UPDATED***Contraction of the media and reduced pagination in fashion magazines make it increasingly difficult to gain traditional press coverage -

how can a website gain a higher profile editorially and how should this fit into the marketing mix?

Every consumer magazine that you would approach for traditional editorial has a website, from Grazia to Cosmopolitan to Woman and Home - to mention just a few good examples. In addition to those associated with magazines there are many others, giving a huge growth in opportunities for editorial coverage.

Many are looking for new and additional (to the magazine) content for on-line, making it important that Web Editors are communicated with in the same way Editors/Fashion Editors are. Online editorial should targeted the same as magazines, is your consumer vogue.com or nowmagazine.co.uk.

A great opportunity is of course the speed in which your products and news can be put up on line. Make the most of this by being very clear about a call to action, so the reader can click through to your website/a retailer partner’s website to purchase.

The strong websites have high perceived editorial value and status, the days when coverage on line was seen as a bonus have gone forever, and is now seen as an essential part of the marketing and PR mix.

Andy Francis, Co-founder, e-style

Let’s look at the advantages of what’s happening with magazines. Readers are looking for ways to save money, meaning editors are increasingly looking to offer their readers discounts and credit crunch buys. 

If you do own buy consider a range that’s a slightly lower price point than normal, that will fit well into this kind of editorial. Or, if you buy brands consider taking on brands that compliment your range AND fits into this type of editorial. 

So if you want to raise your profile, make your buy fit with what editors are looking for. Not something you can see results from immediately, but definitely something to consider during your next cycle.

Leon Bailey-Green, Director, The Online Fashion Agency

There are two schools of thought – get a good PR agency or do it in house. Loads of people I have spoken to recently have been glowing about the results of doing PR inhouse but I there is a risk in recruiting the right people to do it.

Steve Robinson, CEO, MandMDirect.com 

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