Video and Tv tie-ins are fast ebcoming an essential part of a fashion magazine’s business model. After Elle became a participant in Project Runway on Bravo in late 2004, the magazine saw newsstand sales and ad pages rise, reports Ad Age.

“When a cable show like Project Runway can get 5 million viewers, magazines are clearly going to embrace TV as a powerful branding tool,” said Elle Publisher Carol Smith. 

Elle is no longer taking part in Runway, but will launch its own show, Stylista, Oct. 22 on the CW.

Recently, Hearst Magazines’ Marie Claire announced that it was joining forces with the Style Network for a show called “Running in Heels,” which will focus on the running of a magazine.

Vogue and Glamour have repeatedly declined offers to participate in fashion reality shows.  Vogue however, has launched Vogue.TV, which recently garnered 1 million video streams for its online docu-series Model.Live. 

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