"People are too busy to wait four weeks for a magazine to come out." As an example she cites the Bambi sweater first shown by Givenchy on the 3rd March which was live on websites 15 minutes later. "It took five months for monthlies to pick up on the story and start featuring the jumper."
Tyler claims that print isn't dead but has seen a decline of between 10 and 20 per cent over the last year. However, the principles of print are totally relevant.
"We are at the digital vanguard of fashion journalism", claims Tyler.
Key to editorial success is not to chase traffic, though. "We want engagement. It's easy to fall into traffic chasing by, say, writing about Kate Middleton every day, but you have to think whether it's right for the brand."
Also important is constant communication. "We are always on, always creating content, even over Christmas which is the busiest period for retailers."
Editors are becoming more like marketers, argues Tyler. "Half the time they should be creating content and half the time trying to push it out to bloggers. The digital team should have a big profile like print journalists. They must be hero editors."
Published by the makers of Shortlist, Neverunderdressed.com has 13 editorial staff and after 6 months now has over 3 million page views each month.
Carrie Tyler, Head of Editorial, Neverunderdressed.com was speaking at today's CMA International Content Marketing Summit - Weds 27 Nov.
Full agenda at www.the-cma/summit.
Want to find out more about getting involved in the £4billion Content Marketing industry? Then contact Amanda.burrell@the-CMA.com