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 industry site that reaches "the movers & shakers" of New York fashion for over 24 years.

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 consumer and industry users sections including the first streaming ( beginning in 1999) video reports covering the New York fashion industry; In addition, our main news page has since 2002 been designed in the Pro Blogger format (we are also the first fashion blog on the Internet) and is called the (DFR: Daily Fashion Report) with over 2,200 articles/posts archived,

AUDIENCE: Fashion industry's "top influencers": editors, reporters, fashion directors, retailers, designers, buyers; on-line publishers, TV producers, and educators. Here is just a partial list of the mostly current and some past publications, companies and stores our subscribers/readers are from: The New York Times, Fashionista.com, The New Yorker, Huffington Post, Financial Times, French Vogue, The Wall Street Journal, PBS Newshour, Voice of America, Reuters, 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, The Boston Herald, Sportswear International, Neiman Marcus, WWD, People Magazine, IMG World, Fashion Group International, Diffa, The LA Times, Rizzoli, Doyle Galleries, The Metropolitan Museum of Art, MoMa, New York Daily News, New York Magazine, CBS News, Asian Magazine, Elle Magazine, Paul Wilmot Communications, New York 1 News, The Miami Herald, The Museum at FIT, Nordstrom, Bergdorf Goodman, Saks Fifth Avenue, Macys, Playboy, Modeparis.com, Variety, Hollywood Reporter, Brides Magazine, MTV, 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 editorial/industry subscribers to our emailed newsletter.) ::

SITE TRAFFIC: Current January 2018 daily usage average is about 1400 page views a day 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' 1.830 key fashion industry leaders: top editors, columnists, TV producers, fashion directors, publicists, designers, stylists and educators.

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 promoted to our Facebook page and Twitter accounts. We have the maximum allowed 5000 "friends" on our Facebook account with most of them in the fashion industry or are industry followers. In addition, our articles are promoted on Linked-In reaching 1325 friends; Instagram with 543 followers, Pinterst and a Twitter feed.

ADVERTISING: The site along with its mailings delivers a current average of about 70,000 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 beginning at $400 a month and up.

Another opportunity would be to run a sponsor banner ad on all four ongoing columns (once per month) that are posted on our site and mailed out to our subscribers. A text ad would also appear on our main news page the DFR: Daily Fashion Report. These regular columns are The New York Market Report by Marilyn Kirschner; Wednesdays at Michaels by Diane Clehane; New York Fashion Cool-Aid by Laurel Marcus; and New York Evening Hours by Lieba Nesis.

Advertisers may sponsor some of our annual articles like The Costume Institiute Gala, The New Best Dressed List, the CFDA Awards coverage or other special reports


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. She pens our important "In the Market Report" and style reports.

Entertainment Editor: Diane Clehane The New York Times best selling author who was a regular contributor of entertainment articles and celeb interviews to People Magazine, Variety, Forbes and TV Guide. Her very popular media column is "Wednesdays at Michael's",

Feature Editor: Laurel Marcus who is the creator and author of our "New York Fashion Cool-Aid" column. She is a graduate of the Boston University's School of Public Communication with a B.S. In Magazine Journalism.

Press Event Editor: Lieba Nesis who is the creator and author of our "New York Evening Hours" column. Lieba graduated Harvard Law School and is a former dancer. She covers many high profile social events for our site.

Feature Editor: Rhonda Erb creator and editor of her popular shopping & lifestyle column "Better Bets" - what is hot and new in New York. She is a graduate of Wellesley college.

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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