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GuIded by ucky MuguzIne, SIoppIng WIII Soon RequIre
ess CIIckIng
Yana Paskova for The New York Times
Brandon Holley, editor in chief of Lucky, hopes shopping will become a bigger part of the magazine's revenue.
By CHRSTNE HAUGHNEY
Published: August 5, 2012
BeIore women go Lo LIe muII, LIey go Lo LIe sIoppIng bIbIe ucky.
Now LIe muguzIne wunLs Lo suve LIem LIe prIce oI gus.
On Aug. 1;, LIe muguzIne wIII
InLroduce u sIoppIng sILe cuIIed
myuckymug.com LIuL wIII dIrecL
reuders Lo buy cIoLIIng und
uccessorIes dIrecLIy Irom more LIun u
dozen reLuIIers IIke Mucy`s und
SepIoru.
nsLeud oI dIrecLIng sIoppers Lo sLore
sILes Lo buy ILems, u sIopper never Ius
Lo Ieuve LIe myucky sILe und cun keep ILems Irom muILIpIe
sLores In Ier sIoppIng curL. SIoppers uIso cun cIIck on
myIucky versIons oI Web sILes IIke Mucy`s, onIy wILI u
nurrower IIsL oI mercIundIse orgunIzed by ucky edILors.
WIuL we ure LryIng Lo do Is gIve LIem LIe worId oI opLIons, suId Brundon HoIIey, LIe
muguzIne`s edILor In cIIeI, us sIe suL In Ier MIdLown oIIIce surrounded by Imuges oI LIe
proposed sILe desIgns. SIe needs cIoIce. SIe needs dIversILy.
ucky Is LIe IuLesL muguzIne Lo Iook Lo e-commerce Lo buLLress ILs Income. TIe muguzIne`s
revenue Irom udverLIsIng puges decIIned by 1 percenL In LIe second quurLer Lo $zq mIIIIon
compured wILI $q mIIIIon LIe sume LIme LIe yeur beIore, uccordIng Lo MPA`s PubIIsIers
run EurLIquukes
euve oo Deud
umIIy, uILI und
PoIILIcs DescrIbe
IIe oI PuuI Ryun
/RJ,Q:LWK)DFHERRN
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8]14]12 ShoppIng WIth Lucky WIII Soon RequIre Less CIIckIng - NYTImes.com
2]4 www.nytImes.com]2012]08]06]busIness]medIa]shoppIng-wIth-Iucky-wIII-soon-requIre-Iess-cIIckIng.htm.
nIormuLIon Bureuu. ucky`s cIrcuIuLIon decIIned Lo 1.1z mIIIIon Irom 1.16 mIIIIon In LIe
IusL Iour yeurs, uccordIng Lo LIe AudIL Bureuu oI CIrcuIuLIons.
Ms. HoIIey Iopes LIuL ILs sIoppIng componenL wIII become u bIgger purL oI revenue In LIe
IuLure. TIe muguzIne Is uIreudy workIng on revenue-sIurIng reIuLIonsIIps wILI LIe
reLuIIers IL Is workIng wILI und expecLs Lo geL rougIIy percenL Lo 1 percenL oI every suIe.
TIere`s u Iuge opporLunILy Ior revenue und LruIIIc growLI, Ms. HoIIey suId.
TIe muguzIne IIred LIree sLuII members Lo IeIp wILI ILs pIuns. To uccompuny ILs
purLIcIpuLIng reLuIIers, ucky pIuns Lo Increuse ILs number oI onIIne posLs Irom o u duy Lo
1zo u duy. ucky edILors wIII depend IeuvIIy on conLrIbuLIons Irom LIe onIIne communILy
oI bIoggers IL Ius been deveIopIng.
ucky uIso Is oIIerIng LIe experLIse oI ILs edILors Lo IeIp reuders. SIoppers now cun send u
quesLIon Lo ucky uskIng Ior udvIce on LIeIr sIoppIng decIsIons, sucI us wIuL ILems LIey
sIouId keep or remove Irom LIeIr sIoppIng buskeL. ucky execuLIves sLress LIuL wIuL LIey
ure doIng Is new becuuse LIey IeL reuders sIop Irom u runge oI reLuIIers.
BuL LIe recenL purLnersIIps LIuL oLIer muguzInes Iuve LrIed wILI reLuIIers ure soberIng. n
LIe pusL yeur, severuI mujor muguzInes LIrew usIde LIe LrudILIonuI cIurcI-und-sLuLe
dIvIsIons LIuL exIsLed beLween edILorIuI und udverLIsIng und LrIed LrIuI purLnersIIps wILI e-
commerce sILes Lo seII cIoLIIng.
EsquIre MuguzIne, wIIcI worked wILI J.C. Penney Lo sLurL u Web sILe cuIIed CIudmen.com
LIuL soId ILems uppeurIng In LIe muguzIne, cIosed LIe sILe u coupIe oI monLIs uILerwurd.
DeLuIIs dId noL renew LIe one-yeur reIuLIonsIIp IL sLurLed IusL AugusL Lo seII cIoLIIng on
Mr. PorLer, LIe men`s versIon oI NeL-u-PorLer.
GQ, wIIcI Iud u sIx-monLI reIuLIonsIIp wILI Purk & Bond, un e-commerce sILe Ior
desIgner men`s weur, In JuIy Iormed u new reIuLIonsIIp wILI NordsLrom Lo seII cIoLIIng
seIecLed by GQ edILors on NordsLromMen.com. Vogue Is one oI LIe Iew muguzInes
conLInuIng ILs reIuLIonsIIp wILI Modu OperundI, wIIcI uIIows sIoppers Lo preorder Iooks
Irom runwuy sIows.
Ms. HoIIey suId sIe Iud Ignored mosL oLIer muguzInes wIen comIng up wILI LIIs desIgn.
SIe sLudIed sIoppIng Web sILes IIke GuccI, AnLIropoIogIe und KuLe Spude. SIe sougIL
IeIp Irom u SIIIcon VuIIey-bused compuny cuIIed ReveI ToucI LIuL udvIsed AnLIropoIogIe
on ILs sILe.
SIe uIso guLIered u IoL oI reseurcI ubouL wIuL ucky reuders wunL Irom sIoppIng. SIe
Iound LIuL ;o percenL oI ucky subscrIbers wunLed Lo compure prIces beIore LIey bougIL
und q percenL weIcomed personuI sLyIe LuLorIuIs wIen LIey were sIoppIng. TIuL IurLIer
convInced Ms. HoIIey LIuL LIe muguzIne Iud Lo oIIer reIuLIonsIIps wILI muny reLuIIers und
puIr IL wILI ucky edILorIuI conLenL.
Cun you ImugIne goIng Lo LIe muII und onIy sIoppIng In one corner oI LIe sIop? sIe
usked. TIuL`s wIuL u IoL oI muguzInes dId.
Ms. HoIIey suId sIe Iud wunLed Lo muke sure noL Lo beLruy LIe LrusL oI ucky reuders by
ever recommendIng cerLuIn producLs over oLIers becuuse oI LIese new IInuncIuI
reIuLIonsIIps. SIe suId LIuL us ucky esLubIIsIes reIuLIonsIIps wILI IoLs oI reLuIIers, ucky
wIII Iuve u cerLuIn scuIe oI reIuLIonsIIps LIuL mukes LIIs seem Iess oI u probIem. SIe pIuns
Lo conLInue Lo IeuLure jusL us muny Iess weII-known desIgners In LIe muguzIne us In LIe
pusL wIo muy noL muke IucruLIve busIness purLners becuuse sIe wouId Iose Ier IoyuI
IoIIowIng oI reuders II sIe dId noL.
or me, wIuL wouId be u probIem Is II we were pusIIng LIIngs II we were mukIng money,
Ms. HoIIey suId.
ucky edILors pIun Lo InLroduce LIe enLIre sIoppIng progrum wILI LIeIr SepLember dIgILuI
edILIon. Ms. HoIIey suId In Ier SepLember edILor`s noLe LIuL sInce LIe muguzIne sLurLed
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8]14]12 ShoppIng WIth Lucky WIII Soon RequIre Less CIIckIng - NYTImes.com
3]4 www.nytImes.com]2012]08]06]busIness]medIa]shoppIng-wIth-Iucky-wIII-soon-requIre-Iess-cIIckIng.htm.
A version of this article appeared in print on August 6, 2012, on page B7 of the New York edition with the headline: Guided by
the Magazine Lucky, Shopping Will Soon Require Less Clicking.
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SIoppIng und ReLuII
usIIon und AppureI
workIng on ILs dIgILuI edILIons, sIe Ius been LempLed Lo sIop more. (SIe recenLIy bougIL u
$6zo A.P.C. und Vunessu Sewurd goIden LunIc und u $q68 IIouLy BCBG dress wILI u
geomeLrIc puLLern LIuL ure on LIe new upp.) n OcLober, ucky Is uIso InLroducIng un
onIIne sLIcker progrum LIuL IeLs sIoppers uLLucI LIe sLIckers IL Ius In ILs muguzIne Lo IIug
ILems now on uny Web sILes.
JoIn PurIum, u brund consuILunL wIo IeIped Teen Vogue purLner wILI Mucy`s on u
mercIundIse ugreemenL und BeLLer Homes und Gurdens IInk up wILI WuImurL Lo seII
Iome goods, suId LIuL sInce mosL sIoppIng sLIII Lukes pIuce In sLores, muguzInes oILen
muke more money wIen LIey creuLe LIeIr own mercIundIse. BuL Ie uIso LIInks LIe ucky
brund currIes enougI uuLIorILy wILI sIoppers LIuL ILs sIoppIng projecL Ius u IoL oI
poLenLIuI.
ucky Is essenLIuIIy doIng wIuL LIey do besL, Mr. PurIum suId.
ucky`s pubIIsIer, Murcy BIoom, suId LIuL LIIs new sIoppIng componenL Is dIIIerenL Irom
uny oI LIese oLIer mercIundIsIng reIuLIonsIIps.
We ure IookIng uL our busIness wILI u mucI Iurger Iens LIun LIe sLundurd muguzIne
busIness, sIe suId.
7KLVDUWLFOHKDVEHHQUHYLVHGWRUHIOHFWWKHIROORZLQJFRUUHFWLRQ
Correction: August ;, zo1z
An urLIcIe on Monduy ubouL ucky muguzIne`s pIun Lo InLroduce un onIIne sIoppIng sILe
on Aug. 1; mIssLuLed LIe sILe`s Web uddress. L Is myIuckymug.com, noL myIucky.com.
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