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 22 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 free and paid subscription sections: 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 2,100 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, The New Yorker, Huffington Post, Financial Times, French Vogue, The Wall Street Journal, PBS Newshour, 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, The Boston Herald, Sportswear International, Neiman Marcus, WWD, People Magazine, IMG World, Fashion Group International, Diffa, The LA Times, Rizzoli, 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, 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 March 2017 daily usage average is about 4,000 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' 1,730 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 posted to our Facebook page and Twitter accounts. We have over 4,400 "friends" on our Facebook account with over half of them in the fashion industry. In addition, our articles are posted on Linked-In reaching almost 1300 friends; Twitter with 266 followers and most reacently began using Instagram with 423 followers.

ADVERTISING: The site along with its mailings delivers a current average of about 200,000 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 3 line text ad placed on our DFR: Daily Fashion Report is $200 a month for a three month minimum run. A banner ad to run at the top of our main news page - DFR: Daily Fashion Report would be 700 per month.

Another opportunity would be to run a sponsor banner ad on one of our three ongoing columns that are posted on our site and mailed out to our subscribers. These regular columns are The New York Market Report by Marilyn Kirschner; New York Fashion Cool-Aid by Laurel Marcus; and New York Evening Hours by Lieba Nesis. An ad running on all three columns would be $700 a month.

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 for $500 each.


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 also pens our "In the Market Report".

Entertainment Editor: Diane Clehane The New York Times best selling author who was a regular contributor of entertainment articles and celeb interviews for People Magazine, Variety, and TV Guide. She currently hosts a very popular weekly "Lunch at Michaels" column for mediabistro.com.

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

Feature 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.

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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