Lucky Loves Blogs
Conde Nast's Lucky and editor Brandon Holley have been in the news this week with the announcement of a new online section, Lucky Community, which will be powered by user-generated content. The new push to include fashion and shopping bloggers in the mix comes in response to the increasing influence and readership of blogs in this niche.
AdWeek reports this approach is in Holley's DNA, as she made hosting online communities a priority at Shine, a site she started for Yahoo before coming to Lucky in September 2010. The blogging site, which is supposed to launch in August, will be curated by editors and readers, who will vote for favorite contributors.
With people in their 20s and even teenagers starting influential fashion blogs (see The New Yorker's profile of Style Rookie blogger Tavi Gevinson), Holley says she recognizes the need for magazines like Lucky to not be left behind.
“Fashion blogging, to me, is the most exciting thing that’s happened in publishing in decades. It’s really created a new tier of content," she tells Mediabistro.
Watch MediaBistro's video interview of Holley here.