Fact Sheet

Contact: Ernest Schmatolla, publisher 212-734-9747 email: publisher@lookonline.com

The first and longest running fashion site on the Internet. A highly respected, pioneer fashion industy site that reaches "the movers & shakers" of New York fashion.

MISSION: To be an informative, entertaining, 'edgy' insider source - neither politically correct or gossip driven - for information about the "high end" of the New York fashion industry.

HISTORY & SITE DESCRIPTION: Lookonline.com is a true "insider's guide" to the who, what, where, and why of New York fashion. The service, on-line first as a BBS in early 1994 and then on the web independently since March 1995, offers both free and paid subscription sections: the first streaming ( beginning in 1999) video reports covering the New York fashion industry; the 'Masters of Fashion' video/interview series of conversations with some of the 'legends' of American fashion. In addition, our main news page has been designed since 2002 as a blog (we are also the first fashion blog on the Internet) and is called the (DFR: Daily Fashion Report) with over 1500 articles/posts archived, market reports, profiles, book reviews,interviews, gallery reviews, product reviews & gift guides, editorial cartoons, round table discussions,original runway photos and Op-Ed articles written by contributing columnists who are among the best known fashion editors and writers in New York.

AUDIENCE: Fashion industry professionals: editors, reporters, fashion directors, retailers, designers, buyers; on-line publishers, TV producers, and educators. Here is just a partial list of the publications, companies and stores our readers are from: The New York Times, The New Yorker, Financial Times, French Vogue, The Wall Street Journal, PBS, Voice of America, Reuters, Donna Karan, InStyle Magazine, Time Magazine, Worth Magazine, The Washington Post, American Vogue, British Vogue, Harper's Bazaar, Vanity Fair, Swarovski, Hickey Freeman, Chanel USA, The New School, Loving & Company,The New York Post, Doneger, Tobe Report, The Boston Herald, Sportswear International, Neiman Marcus, WWD, People Magazine, IMG World, Fashion Group International, Diffa, The LA Times, PR Consulting, Doyle Galleries, The Metropolitan Museum of Art, New York Daily News, New York Magazine, CBS News, Asian Magazine, Elle Magazine, Paul Wilmot Communications, LaForce + Stevens, New York 1 News, The Miami Herald, The Museum at FIT, Teen Vogue, Nordstrom, Bergdorf Goodman, Saks Fifth Avenue, Macys, Playboy, Modeparis.com, Variety, Brides Magazine, More Magazine, Ebony, Dallas News, Condé Nast, Essence, The Observer among many others.

Below is a profile of our free access users (This profile does not include our paying subscribers and our emailed newsletter lists.) ::

SITE TRAFFIC: September 2014 daily usage average is about 1,600 unique user sessions per day (9000 page views) to our free access areas. (Please note our main news page DFR: Daily Fashion Report is actually hosted on Pro Blogger so its users sessions must be added to lookonline.com's server statistics. In addition, we reach directly via our e-mail newsletter 'DFR: Daily Fashion Report Update' 1290 key fashion industry leaders: top editors, columnists, TV producers, fashion directors, publicists, designers, stylists and educators. Our other 'DFR: Daily Fashion Report' emailed updates reaches 1385 subscribers who have signed up for the free version.

Unique USA vistors including the readers of our emailed newsletters a month are over 45,000 uniques.

We also are actively involved in social media. We maintain a Facebook page under the name of "Ernest Schmatolla" where all DFR: Daily Fashion Report posts are automatically posted to our Facebook page and Twitter accounts. We have over 2,300 "friends" on our Facebook account with over half of them in the fashion industry.

ADVERTISING: The site delivers a current average of a 120,000 ad impressions a month.

We do not accept click through based advertising as part of a targeted campaign on our site. However, we do offer banner ad/text ad sponsorships - rates are negotiated depending on frequency, size and position on a case-by-case basis. There are so many possible combinations for advertising on our site. A simple text ad placed on our DFR: Daily Fashion Report is $100 a month for a three month minimum run. A banner ad to run on our main news page - DFR: Daily Fashion Report and a text or banner ad to run on all our newsletters that we send out to our mailing lists. The price would be $500 a month for a minimum of 3 months.

Another alternative would be to sponsor our monthly New York fashion report that is sent out to our subscribers. We are looking to begin again a combination text and video report ( which would run on U tube). The cost would be $600 a month (three month minimum) A third alternative would be to run a banner ad on our home page and have a text/banner ad run on all of our emailed newsletters to our subscribers. The price would be $750 a month.

Finally, to sponsor our Master's of Fashion interviews with some of the greatest names in fashion. Each report would be sent to our mailing lists and would appear as a permanent link from our main newspage at http://blogger.lookonline.com next to our other interviews. The price would be $500 per interview ( we suggest doing one bi-monthly).


Publisher: For over 14 years Ernest Schmatolla, who before becoming the publisher of the Lookonline.com, worked as a New York fashion photographer. His clients, included many of New York's top designers who hired him to shoot their press kits, lookbooks and fashion shows. His work, including both editorial and show photography has appeared in over 50 magazines, newspapers, and trade publications.

Editor-in-Chief: Marilyn Kirschner was for 22 years a senior editor at Harper's Bazaar before joining Lookonline.com in 1995. She is considered by many informed sources to be an icon of New York fashion and she has been featured many times in Bill Cunningham's On the Street column.

Feature Editor: Laurel Marcus who is the creator of our New York Fashion Cool-Aid column.

Entertainment Editor: Diane Clehane The New York Times best selling author is also a regular contributor of entertainment articles and celeb interviews for People Magazine, Variety, and writes a column for Forbes.com and a very popular "Lunch at Michaels" column for mediabistro.com.

Shopping Editor: Rhonda Erb edits her popular shopping column "Better Bets" what is hot and new gift wise in New York.

SITE AWARDS: They include: Microsoft "Best of the Web" listing for fashion; Elle Magazine "Great Site" selection; New York Magazine's Site of the Day; Topcache "Best of the Web"; NBNSOFT Content Award; "Best on the Planet" Award; Luckman Five Star Award; Angel of Fashion Award "Hall of Fame"; LookSmart Editor's Choice; WebSelect Site; and Yahoo "New York Cool Site" link.

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