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fashionoffice - magazine

Media information, November 2010

Digital media in research, praxis, and education

  • Research: Fashionoffice has been founded on the basis of a research project about fashion on the internet in 1995. Until today, Fashionoffice as a fashion magazine is used to test hypotheses on internet-communication. ‘Timeline’ and ‘memory’ are keywords that have been in the center of on human experience of reality and public opinion during the last five years. Now, the summary of the study on ‘Memorized Data’ will be published in the Annual Multimedia 2011 (release date 7 December 2010).  
  • Praxis: To finance the organisation’s scientific work, the independent and non-governmental magazine Fashionoffice offers advertising in the most common formats which are delivered by internationally trusted partners like Doubleclick, Google Adplanner and Adwords. Additionally, Fashionoffice provides statistical data by Quantcast and Google Analytics to enable marketers making their media plan decisions.
  • Education: In early 2010 after the last tests on the ‘Memorized Data’-hypothesis, Fashionoffice has installed the educational program ‘Online-Media Academy’ to make the results on communication online public to an audience that is interested to use the knowledge in their daily praxis in publishing, advertising, marketing, and social media.

 ‘With Factor X to Reality’ is the title of the Fashionoffice article about digital marketing/publishing in the Annual Multimedia 2011, release date 7 December 2010
On invitation of the publishers of the Annual Multimedia 2011, Fashionoffice has summarized the studies on un-progressive data online and their influences on the perception of reality.

In the last 15 years, Fashionoffice has continuously done scientific research on 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. The article describes the research project from the beginning in 2006 until the last tests in early 2010. On 7 December 2010, the Annual Multimedia 2011 (Walhalla Fachverlag, Berlin) will be released.

“The ones, who are interested in the construction of reality and opinion building in the era of the internet, will get interesting new perspectives on our 'digital' world. The research project has been realized on all URLs and data sources that are constantly online since 1996 and which are enriched daily with new content; this is really an exceptional and rare object for such a longitudinal analysis. Probably the article will wind up some folks because 'Memorized Data' can have positive and negative effects on publishers and advertisers.” Dr. Karin Sawetz,

Fashionoffice’s reach: 1.1 million impressions per month, 21.287 people, 64.200 visits
Fashionoffice articles are favored by users from France 21.04%, the United States 17.75%, and Germany 10.11%.

The detailed reports about people, visits and impressions are delivered by Quantcast. The digital media measurement company is based in San Francisco and New York and works with data centers around the globe. Quantcast has gained the Media Rating Council (MRC) accreditation for its statistical online traffic measurement technology. The accreditation means that any audience measurement data from the Quantcast site is valid, reliable and effective. By clicking on the Quantcast badge, users will find additionally the IAB-compliant traffic report for Fashionoffice.

On, the dedicated advertising inventory is calculated for the following three months. Campaigns can be booked via Doubleclick Adplanner or Fashionoffice (incl. end reporting, Doubleclick):

  December 2010 January 2011 February 2011
728x90 30,699 25,767 23,454
160x600 27,135 16,650 14,260
120x600 94,108 76,045 69,547
300x250 66,658 54,900 50,652

News and opinion building in an interactive real-time media-democracy!?
The democratic society is navigating with autodidactic neo-journalists to new media domains where social media journalists and big business are interacting – sometimes without knowing who the communicators are in real.

Web 2.0, blogs, social media are phenomena of a digital connected and interactive real-time media reality, which became alive at the same time as users questioned the production of news and opinion building by journalists. Journalists use Twitter, Facebook, YouTube and the technology of blogs; and blogger publish as quasi-journalists and report from their very personal point of view. To identify the communicator as a blogger, social media expert or journalist is for users in the most cases not relevant - and even not possible. Opinion will be made up in all cases and is distributed with digitally high-speed. Caused by the growing interest on social media, its consequences on new power-structures and transparency of the communication-business between sender and recipient, which are constantly changing their roles, the Online-Media Academy introduces the new lecture ‚Social Media Expert’. Details are published on the learning platform of the Online-Media Academy

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Media information, Fashionoffice:

June 2010
The Inventory of Fashionoffice
Fashionoffice’s inventory for the next four months is calculated with DoubleClick for Publishers.

May 2010
The Fabric of the Web
Mash-up style-stories are the creative output of ‘original’ online-journalism

April 2010
Fashionoffice has gone Green
Fashionoffice is powered by 100% wind energy...

March 2010
Map points to creative places
The Fashionoffice Map is the new social media feature, which can be used passively and actively...

Jan 2010
The Favicon-Logo gets Blue
The Fashionoffice favicon-logo has new colors on the Mobile Site and the Fashion Feeds. The layout and navigation of the weekly email-Trendletter by Fashionoffice are adjusted for mobile phones...

Dec 2009
The influence of advertising on user awareness 
Fashionoffice has focused its promotion on editorials from 2009 by running 4 million contacts in 5 months. The effect: Google Analytics tracks not one of the promoted articles as the most viewed.

Nov 2009
40% of Fashionoffice's main domain traffic comes from Pakistan 
New statistics about Fashionoffice's traffic show that in October 2009 most of the (approximately 40%) come from Pakistan. 

Oct 2009
PRO Academic Research

The NPO & NGO opens its academic research program for supporting partners.

Oct 2009
The ‘Memorized-Data’-hypothesis

Fashionoffice's statistics of the most viewed articles from July to September and high ranking keywords verify the hypothesis that memorized data gain more attention. Publishers and advertisers have to calculate the impact of editorial content as well as online-campaigns with a new factor: the unprogressive data...

Sept 2009
The attention of web users
Fashionoffice has collected traffic data delivered by Google Analytics to find out how much influence the RSS Feeds, Trendletters, online and offline advertising etc. have on the virtual consciousness of web users....

Aug 2009
The most viewed editorials on Fashionoffice in July 2009
Fashionoffice publishes the top ranking editorial pages on the magazine’s main URLs through July 2009. The statistical data are delivered by Google Analytics...

July 2009
Brand building techniques by using SEO

Brand building lies in the hands of SEO specialists. Fashionoffice gives some advices how to make brands more worthy...

June 2009
New lifestyle reporter from Dubai and daily audience data  

In June 2009 Fashionoffice launches the publication of daily new traffic as well as audience profile data by Quantcast on and introduces the work of editor Caroline Zerrini...

May 2009
Fashionoffice update: interest-based advertising 
In April 2009 Fashionoffice has updated its terms of use according to the new technologies for delivering interest-based advertising by quantifying behaviour and interests as anonymous information

April 2009
User opinion about men, personal style, internet…

On occasion of the biannual Styletrends survey, Fashionoffice asks since 2003 magazine readers to make their opinion on special themes about fashion, beauty and today’s lifestyle and match their own decisions with other fashion experts...

April 2009
Where do fashion people come from to read Fashionoffice?

It became obvious that the users are reaching editorials mostly not from Fashionoffice's coversites or RSS, mobile sites...

Feb 2009
High-ranking pages on Fashionoffice

During the last six months Fashionoffice has monitored the interest of users with Google Analytics. The research on the favorite pages viewed by the users between 25 August 2008 and 25 January 2009...



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