HOME
          
LATEST STORY
Why Storyful is expanding its business to work with brands
ABOUT                    SUBSCRIBE
Sept. 24, 2009, 10 a.m.

Gray Lady couture: New York Times has a fashion hit

The top-selling item in The New York Times Store this summer was a set of rakish rain gear with a literal spin on journalistic transparency. Isaac Mizrahi, the clothing designer and reality-TV host known for democratizing couture, fashioned a see-through rain coat and umbrella for the Times, which offered the set for $99. (See photo at left.)

In his monthly memo to staff yesterday, Times president Scott Heekin-Canedy, channeling the Style section, called the ensemble “a summer sensation for The Times Store.” The umbrellas have sold out, and the rain coats (sold separately for $65) are in short supply, though I’m told more of both are on their way. The items were produced exclusively for the Times, but neither has the newspaper’s branding on it.

Though hot-selling merchandise will hardly cure the Times Co.’s cashflow woes, the collaboration with Mizrahi points to potential revenue streams for news organizations selling tangible, private goods. The Globe and Mail, in Toronto, sold out 500 spots on a luxury cruise with its journalists last year. And The Telegraph, in London, has found success selling items from tulips to panama hats. Obviously, newspaper stores aren’t just for framed reprints anymore, although Heekin-Canedy noted that a 40th-anniversary edition of the Times’ famous “Men Walk on Moon” front page, signed by Buzz Aldrin, was “one of the store’s most popular items” this summer, despite a $795 price tag.

The Times first collaborated with Mizrahi earlier this year, when he produced a silk scarf and leather hand bag in a warm palette that Adolph Ochs might have found garish. (A recent Times review of Mizrahi’s work described it as “awash in gorgeous color.”) The hand bag included a gothic “T” medallion on its handle, a subtle form of branding that’s absent from the rain gear.

In addition to its Times Store wares, the newspaper recently launched a wine club at $90 or $180 for six bottles. (The Wall Street Journal and USA Today are also hawking vino.) In his memo, Heekin-Canedy said that Times employees, many of whom absorbed a 5-percent pay cut earlier this year, can get a 30-percent discount on their first shipment from the club.

I kid about all this, but merchandise sales, whether t-shirts or transparent vinyl rain coats, are likely to play a significant role as news organizations scramble to replace print advertising revenue. Mizrahi, who gained fame as a designer for Target before moving to Liz Claiborne last year, once said of his work: ”My goal is that you won’t always be able to tell the difference between what is Target and what is couture.” For the Times, the idea is you won’t be able to tell the difference between a newspaper company and a fashion label. Stacy Green, a Times spokeswoman, told me in an email, “We are looking to work with other designers in the future as well.”

POSTED     Sept. 24, 2009, 10 a.m.
SHARE THIS STORY
   
Show comments  
Show tags
 
Join the 15,000 who get the freshest future-of-journalism news in our daily email.
Why Storyful is expanding its business to work with brands
It’s one element of a broader expansion for the social news agency, which is also growing its product team and working on improving its core trend-detection technology.
An ad blocker for tragedies: How news sites handle content around sensitive stories
For stories like the Germanwings plane crash, The New York Times and many other publishers flip a switch to remove ads to avoid unwanted connections.
Newsonomics: BuzzFeed and The New York Times play Facebook’s ubiquity game
The ubiquity game has different rules for digital startups than for legacy businesses. But for both, figuring out the right relationship with Facebook is key to their audience strategies.
What to read next
2481
tweets
Millennials say keeping up with the news is important to them — but good luck getting them to pay for it
The new report from the Media Insight Project looks at millennials’ habits and attitudes toward news consumption: “I really wouldn’t pay for any type of news because as a citizen it’s my right to know the news.”
926The next stage in the battle for our attention: Our wrists
News companies have moved from print dollars to digital dimes to mobile pennies. Now, with the highly anticipated launch of the Apple Watch, the screens are getting even smaller. How are smart publishers thinking about the right way to serve users and maintain their attention on smartwatches?
792A wave of distributed content is coming — will publishers sink or swim?
Instead of just publishing to their own websites, news organizations are being asked to publish directly to platforms they don’t control. Is the hunt for readers enough to justify losing some independence?
These stories are our most popular on Twitter over the past 30 days.
See all our most recent pieces ➚
Encyclo is our encyclopedia of the future of news, chronicling the key players in journalism’s evolution.
Here are a few of the entries you’ll find in Encyclo.   Get the full Encyclo ➚
Voice of San Diego
Media Consortium
Mozilla
Reuters
McClatchy
Los Angeles Times
SF Appeal
E.W. Scripps
Hearst
Detroit Free Press and Detroit News
The Times of London
Salon