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Media information, May 2010

The Fabric of the Web
Mash-up style-stories are the creative output of ‘original’ online-journalism

Journalism can be a creative profession too. For sure, in journalism there is no place for literary fantasy when it comes to report facts. But the formal presentation of facts lies in the hands of journalists; and no other media than online offers so many attractive features like video, widgets, maps, to name only a few of the constantly growing application-services that can be embedded into an editorial article to deliver better and deeper information on selected themes. Analogous to fashion design, editorial online-stories which are created out of the media’s own fabric, the web, gain the most authenticity,” states Dr. Karin Sawetz, publisher and co-founder of Fashionoffice.

Since the founding of Fashionoffice in 1995, the magazine makers are constantly following the newest developments of creative heads: cloud computing, videos in TV quality, statistics from third parties, etc. are the keywords that describe editorial publications online - the technical side of them. On the other side, essential for the professional production of editorial online content is the use (YouTube, Vimeo) and research of opinions (Facebook, Twitter, Blogs) in social media as well as the fulfilment of the growing demands in journalism. These growing demands are a consequence of the fact that everybody who produces content on the web is a 'publisher'.

During the last 15 years, Fashionoffice studies without interruption the reception and presentation of fashion online: from the "FashionAvigator”-study in 1995 to the ‘Memorized-Data’-hypothesis in 2009 and the monthly collection of data from the user statistics. The Memorized Data-hypothesis was proved by statistical data which verified the assumption that publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: un-progressive data. To make the hypothesis 'waterproofed', Fashionoffice has tested it again. The results are published in the media information with the title 'The influence of advertising on user awareness'.

High-ranking editorials like the trend analysis about “Make Up For Ever” or the historical survey on a Chanel hand bag from 2008 can not be overhauled by new articles in the monthly statistics. Therefore, Fashionoffice has developed a new editorial strategy that does not follow data results from third parties (or, with other words: the statistical recorded needs of the users). Editorial content is created from Fashionoffice's contemporary taste for fashion, beauty and art, which is not measureable by technicians, and the magazine’s network of content deliverers.

Fashionoffice's mash-up style-stories are made of text, large images, and videos; some of them are spiced with maps and streaming radio applications:

Get more information about the founders of Fashionoffice and the magazine’s history.

Source: Original article on


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