New Media Tastemakers in Fashion & Lifestyle Convene in San Francisco

At the recent, first-ever New Media Tastemakers Summit sponsored and organized by the fabulous TasteTV.com - which specializes in videos on fashion, food, wine, travel & style distributed across a number of different platforms including television - some of the most interesting & influential types involved in the world of online lifestyle met to discuss the state of Web 2.0, innovative new ways of publishing & distributing content, and the transition to the elusive Web 3.0.

Many audience members enjoyed lounging on the oversized mattresses which line the interior perimeter of the funky Supperclub San Francisco, quaffing Sonoma Sparklers, Gus Soda (and later, Mumm Napa brut champagne, Loft Organic Liqueurs, and Vermeer Dutch Cream Chocolate Liqueur) while indulging in Jade chocolates and Rushburn toffee. Mouthwatering yummies included avocado mousse with salmon chips, crab salad in a lemongrass vinaigrette, truffled chicken salad, and Blackberry Cabernet sorbet, all prepared in the open kitchen behind the panelists which represented an impressive variety of cool websites such as:

Chow.com (where foodies rule)
Stylehive.com (social shopping & community-determined tastemaking)
Turnhere (innovative online video)
Bhootan (content delivery via video screens in non-traditional spaces such as by the gas pump or where you're waiting on line for your daily dose of overpriced caffeine)
FanPop (online fanclubs turned social networks)
Sugar Publishing (a style blog empire in the making)
Federated Media (a network which serves ads across a select group of blogs & online publishers)
...and yours truly, as part of the panel Digital Style: Influencing & Following Consumer Tastes in a Digital World - The New Players, The New Paradigms, The New Moguls

Unlike the old-school world of print world where much of what passes for "editorial" is merely advertising that is gussied up and disguised, online readers understand that advertising pays for the party...which is cool, provided the publisher is upfront and honest about distinguishing which content is advertising, advertorial, and editorial. So, not surprisingly, the main theme that emerged from the day was that in addition to being consistent, success in online publishing is determined by being transparent.

I was also interviewed by fabulous fellow blogger Shannon Nelson for the Pierce Mattie blog about the panel, and we discussed why the new media may seem oversaturated, but actually isn't; how summits like this one will probably only become more frequent and popular; and a lil' basic Etiquette 101 for PR peeps pitching their clients to writers & publishers in the Style Blogosphere.

- Lesley Scott

(illustrations: top - Sassybean.com; bottom - Dreamgalz Nest)