Luck Be a Lady
Luck may be defined as good fortune, but any avid shopper knows that in order to find good fortune, one has to know where to look. That's why Conde Nast launched Lucky, its latest magazine designed for the shopper who has one foot in the office—and the other in Macy's shoe department. What sets Lucky apart from other estrogen-driven magazines is time. Fact: It takes time to shop. Fact: It also takes time to read a publication about shopping. But Lucky courts consumers on the move with eye-catching graphics on loaded pages. According to the publication's production director, Billy Williams, Lucky's layout favors frenetics over frivolity. Whereas many new publications embrace white space and more avant-garde design—common in architectural journals and even graphic design books—Lucky's first few issues take advantage of space, leaving little left for pause.
"It stands out," observes Williams. The images are crisp. The text is to the point. And the magazine's mission is mobility. Since shoppers are often spasmodic in their searches, the magazine caters to energetic readers who want more content for their buck. Williams says deciding between Gucci and Prada is a difficult enough choice—that's why Lucky strives to make the shopper's job smoother.
The magazine's December/January 2001 launch precluded with a rash of television commercials hyping the joy of successful shopping—in print. Williams says, "Instead of going to the store to shop, you can read the magazine first." He adds that the ad campaign introduces Lucky as a veritable feast for shoppers in the know—not to mention a sure-fire hit with advertisers.
Placing its bet
Launching a new magazine is a tall order, but according to Williams, advertisers have been wildly enthusiastic about reaching readers Lucky targets. That's why Quad/Graphics, the magazine's printer, accepts digital ads directly from the sources. Williams says, "Everything goes directly to Quad. They check the files [for] fonts and embedding."