The Hearst Magazines announced the launch of 30 Days of Fashion integrated campaign to see what clothing brands people are buying.

Besides a website, 30 Days of Fashion provides content including podcasts, blogs and video-on-demand, contests, giveaways, auctions and promotional events like fashion shows, concerts, sponsored shopping at stores and charity fund-raisers.

The fashion-focused program is generating almost $10 million in advertising revenue and fees from marketers that include four companies being designated as the presenting sponsors: the Citigroup; Gold Expressions jewelry; Luxottica and L'Oréal.

"This is the way the market is moving. The reader wants to be in touch with our brands in lots of different ways to keep the reader excited and engaged; we have to do projects that involve them off the printed page," says Michael A. Clinton, the executive vice president at Hearst Magazines who is the chief marketing officer and publishing director.

The campaign will also feature text messages and email marketing initiatives.