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New York Observer Shutters Velvet Roper

Velvet Roper, the nightlife site from The New York Observer, is being shut down. According to The New York Post, the soon-to-launch website for Scene magazine — a glossy about where rich people hang out — will replace velvetroper.comJulie Dannenberg, CEO of Scene, said the magazine is “doing well,” which we assume is the opposite of how Velvet Roper was doing.

Aaron Gell, editor-in-chief of the Observer, sort of confirmed that by telling the Post, “Scene needs an online home, and it became obvious we are just competing with ourselves. Scene is the stronger brand.”

Laura Griffin, editor of Velvet Roper, is now listed as a consultant.

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