Friday June 22, 2018

NY Convergence ORIGINAL

Fashion 2.0: Print Is Not Dead! At Least Not In Fashion

Ted Nadaeu talks about digitatizing fashion. (Photo credit: Style Coalition)

By Lauren Keyson

In the fashion world, print is still king — readers still want big glossy photos, rich imagery and well researched content that can be printed on a page,  according to the panelists at Fashion 2.0 event at the Scandinavian House in midtown this week.  While the iPad has gone a long way to challenge that, moderator Ted Nadeau, president of Style Coalition said, “Magazines are not going away, digital will not supplant them.  I do believe there will be printed materials in 20 years, although it will become more and more curated.”

Even though he has quite a bit of experience in publishing on the digital side, including stints at Conde Nast and Hearst, to this day he still believes that magazines are not going away, even though the iPad has gone a long way to change that. “Digital will not supplant them. They will continue.  I do believe there will be printed materials in 20 years, although it will become more and more curated.”

The panelist also discussed how big publishing houses with big budgets are needed to do research, send people out into the field and create the news. Nadeau, who has major experience in the digital publishing world at publications such as Conde Nast and Hearst said, “Magazines need to learn how to straddle both worlds – print and digital. That’s what’s really challenging. You have a business model and business people who think one way, and you have a whole consumer base that is going a different way — how do you make that work?”

Melanie Schnuriger – GM, Fashion & Beauty Digital Media, Hearst Magazines said that big publishing houses have the budgets to afford models and to work with designers to put together images and stories that inspire. She also pointed out that print content and online content are very different — with Elle and Harpers Bazaar there is little crossover between a print magazine and a digital publication like Elle.com or HarpersBazaar.com. “That audience is completely different. I think in 20 years Hearst and The New York Times will still be around. At this point we are looking at content by what’s in print and how do we translate that online and – and even differently than we have on Facebook.  You will see us in a different capacity as brands go beyond just content publishing houses.  There’s this great hybrid that is going on.”