OLD Media Moves

FT knows How to Spend It

October 1, 2009

Irin Carmon of Women’s Wear Daily writes about the Financial Times‘ supplement “How to Spend It,” which is celebrating its 15th anniversary of publishing with a new Web site

Carmon writes, “Now the magazine has a new Web site, which goes live Saturday. As competitors like The Wall Street Journal’s WSJ. experiment with static online-only editions, and The New York Times’ T steadily ramps up its multimedia offerings at The Moment blog and on Twitter, How to Spend It will offer its own take on how to do luxury online.

“The magazine’s previous online presence was a three-year-old digital edition that was an unchanged representation of the magazine’s pages — now acknowledged as a model that lacks both the interactivity of the Web and the tactility of the page. Now, said editor Gillian de Bono, the emphasis is on ‘deconstructing and reinterpreting’ the magazine online.

“In an attempt to bring a fashion shoot to life, for example, the site will employ a three-dimensional tiled imaging system that allows the reader to move through different angles and zoom in. There will also be multimedia related to magazine content, including a video of an underwater fashion shoot at launch. Founding editor Lucia van der Postings will be blogging at ‘Van der Posts’ three times a week, alongside video bulletins from tech columnist Jonathan Margolis, daily posts from regular contributors at The Reconnoisseur blog, and a daily gift guide launching in November.”

Read more here.

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