Lucky Magazine, Looking for a Turnaround, Starts With Print ‘Evolution’
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Lucky, once so successful a shopping magazine that it spawned imitators from Vitals to Shop Etc. to Cargo, is now striving to get its mojo back.
Amid rising digital competition and a steep decline in ad pages last year, Conde Nast in January named Gillian Gorman Round to oversee both Lucky’s editorial and its business operations — a management structure new to Conde magazines. Once the company had named Vogue Editor-in-Chief Anna Wintour to the additional post of artistic director across its titles, Lucky became one of the first areas she was asked to examine. And Conde has now invested serious money in redesigning the print product.
The first iteration of Lucky’s resulting evolution is reaching newsstands this month in a redesigned June/July issue that puts a premium on visuals. “There’s the same amount of product in the magazine, but the presentation has completely evolved,” said Ms. Round, who was previously Conde’s VP of brand development. “It’s more aesthetically stimulating. It’s eye candy.”
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