According to Tanzina Vega of NYT‘s Media Decoder, Condé Nast’s fashion title, Lucky, is pulling out all the stops to commemorate their 10-year anniversary. The magazine’s December issue will feature over 100 online videos to offer an up close look at the publication’s content and the unique fashion styles of its editors. Every video will be connected to a page in Lucky‘s December edition and these digital shorts will be rolled out starting tomorrow on the magazine’s official website.
Condé partnered up with Talk Market, a company that customizes video content for major brands, to make this celebratory Lucky issue happen. Editor-in-chief, Brandon Holley, believes the addition of a video to complement print will link readers closer to content:
“A lot of women read magazines when they’re in the park, or on the bus, or at the gym or at home, so it’s a neat way to liven it up with your mobile because you always have your mobile with you.”
Lucky‘s December issue hits newsstands next Tuesday and will include bar codes that readers can scan to access the video database from their smartphones.