Porter magazine posts 6% circulation growth
Net-a-Porter's shoppable luxury women's magazine Porter has posted its third successive year of circulation growth with the latest audited figures showing a 6% year-on-year increase.
The glossy publication, which is sold in news outlets globally as well as via the Net-a-Porter site, recorded a circulation of 180,646, according to BPA Worldwide (this compares to the latest available ABC audited figures of British Vogue, for instance, of 195,083).
Porter targets high net worth women and allows readers to shop directly off the pages or via the brand's iPhone, iPad and Android apps in real time and take advantage of Net-a-Porter's various delivery options (which is often just a matter of hours).
According to Net-a-Porter some 78% of its readers interact with the shoppable elements of the magazine and sales of the digital edition have grown 45% year on year.
Editor in chief Lucy Yeomans said that since the publication's launch in February 2014, it had been "100% on the side" of its woman. "This informs the way we tackle every single story, be it a feature or fashion shoot, to the type of events and brand extensions we offer, such as the recent launch of Porter's Incredible Women Talks, and it is wonderful to see this approach yielding such a positive result," she added.
Net-A-Porter Group's Vice-President of Publishing & Media, Tess Macleod-Smith said the figures proved that "busy stylish women today are looking for a magazine that delivers inspiring content together with effortless, instant shoppability."
"Strong subscription and digital growth, alongside an impressive overall circulation increase puts us in a strong position at the start of 2017, and we predict further growth for the Porter brand as we continue to build on our reputation as media innovators and leaders in content and commerce," Macleod-Smith added.
