MISSION: To be an informative, entertaining, 'edgy' inside source - neither politically correct or gossip driven - for information about the New York fashion industry. We are an independent and privately owned for profit site that reports to our readers on ideas and current issues that others in the fashion industry are discussing but may not always want to express in public. We bridge the gap between those who know and those who want to know more about issues and events effecting the high end of New York fashion.

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 since March 1995, offers both free and paid subscription sections: the first monthly streaming (full broadband) video report covering New York fashion on the web called 'The New York Fashion Report,' and the 'Masters of Fashion' video interview series of conversations with some of the 'legends' of American fashion. In addition, we produce 'Real Media' streaming interviews, a daily fashion blog (DFR: Daily Fashion Report), market reports, profiles, book reviews, gallery reviews, 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, fashion PR executives, designers, buyers; on-line publishers, media, AND consumers who want real insider information about New York fashion and how it works. The first fashion site to be credentialed by 7thonSixth for the New York RTW shows.

SITE TRAFFIC: The January 2008 daily usage average is about 3000 user sessions per day (15,000 page views) to our free access areas; over 1355 user paid subscriptions and/or renewals have been sold to our premium areas; and in addition we now reach directly via our e-mail newsletter for members over 1300 key fashion industry leaders: top editors, columnists, publicists, designers, model agencies, stylists, and students. Our DFR: Daily Fashion Report email updates reaches another 2003 users who have signed up for the free version.

ADVERTISING: The site delivers a current average of about 460,000 ad impressions a month. Lookonline.com is currently using Google Adsense ads. The open line rate for our service for a targeted campaign on our site only is at a commissioned rate of $25/per thousand impressions.

We do not accept click through based advertising as part of a targeted campaign on our site. However, we do offer sponsorships - rates are negotiated on a case by case basis - that allow an advertiser to place their logo/link on our highest traffic pages that points to their site. We will provide editorial support for our sponsors in the form of specially placed news items and/or special links from our main newspage for additional support in pointing traffic to the advertiser's homepage or sale section.

BACKGROUND: 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.

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.