Hell hath no fury like a Britney Spears fan scorned. If the editors of Lucky magazine didn’t know this already, they do now. Fans of the pop star directed their outrage at the magazine for its December cover, which features a seriously plastic-looking Spears donning a wig.
On Twitter, Spears enthusiasts blasted Lucky for the photo, calling it “horrendous” and “lazy & unprofessional.” One fan even asked the magazine to do another shoot with the real Spears.
The backlash was so excessive, Lucky issued the following apology:
Lucky and Architectural Digest have finally come to the iPad. As of now, the only Condé titles not on the iPad are Details, W and Teen Vogue. WWD reports that the move to the iPad is especially important for Lucky, as ad pages are down 20 percent through September.
One of Lucky’s biggest lures on the iPad is giving users the ability to click on any single product and be directed to the designer’s site so they can purchase it. Brandon Holley, editor-in-chief of Lucky, told WWD that the app is, “The most shoppable digital edition of any magazine.” She’s surely not being biased.
Both Lucky and AD’s iPad apps are free for print subscribers. Single issues, monthly and yearly app subscriptions are also available.
They say if you can’t beat ‘em join ‘em… or, do one better and let ‘em eat off your plate. That’s Lucky editor-in-chief Brandon Holley‘s approach to the Web.
In the second installment of our Media Beat interview, Holley, who once headed Yahoo! Shine, said she realized pretty early that the days of finding new readers “on the back of a CVS newsstand somewhere” are over.
“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, and you can either separate yourself from that content or you can bring it in,” she explained. “One way that we bring it in is we have a desk where bloggers can come in and sit — they’re called our Lucky Style Collective — they contribute content to the magazine; they contribute certainly online. So, it’s a sharing of pockets of audience.”
Brandon Holley held editor positions at Time Out and GQ, helped launch Elle Girl and headed Yahoo! Shine before taking the helm at Lucky in 2011. And, she says, if you want to snag a top spot on a magazine masthead, you need to be a vocal and proactive voice for the brand.
“I think people make a mistake when they wanna climb the masthead, and they assume the editor-in-chief should pay attention to them. And, now that I’m on the other side of the desk, I love people who come to me,” Holley said in our Media Beat interview.
Holley explained that she made a name for herself at GQ by giving “steady input without being annoying” to editor-in-chief Art Cooper. “I wasn’t kissing ass, but I would write memos to him and say, ‘I think this section could use this,’ and ‘I think we should start a new section that’s this’… I’m a huge fan of memo writing.”
The EIC also debunked that rumor about Lucky going all-digital or scaling back its print frequency. “That was a weird misunderstanding of our mission,” she said.
According to The New York Post, Lucky magazine is teetering on the edge of a big time scale back. As ad pages continue to drop — they were down 17 percent for the first half of this year and down nine percent in 2011 — rumors are spreading that Lucky might go all digital, or at the very least, cut back to a quarterly publication.
A source told the Post that if Lucky’s luck (sorry) doesn’t pick up with the next few issues, things will definitely be changing.
A spokesperson for the magazine — of course — said the rumors were just that.
Because you can never get kids hooked on material goods early enough, tomorrow, Lucky Kids magazine – a spin off of Lucky – hits newsstands everywhere. The magazine, which targets moms with kids ages zero (every fetus needs a Marc Jacobs bag) to 12 years-old, will also be found in the April issue of Lucky.
Amy Wicks at WWD says that the content of Lucky Kids is centered on shopping, with features on where parents can find clothes from designers that also have a kids line. Brandon Holley, Editor-in-Chief of Lucky, adds, “The goal with this first issue is to offer up stylish, inspired ideas that make a mom’s day easier, simpler and a little bit cuter.”
Holly says that her main obstacle is trying to keep what is good about the magazine (the lack of pretentiousness) while adding something that will lure more readers and advertisers (less models dressed like homeless people).
The web presence of Lucky is also being marked for an upgrade by Holley. The Lucky Style Collective, a blog network that will have tie-ins to the magazine, is her brainchild.
She also notes that the magazine will now feature a wider range of products, explaining, “I think we should show the full scope of what’s out there and allow the reader to decide whether she buys a $4,000 Prada bag.”
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.
Yesterday’s column by Larry Dobrow was anything but kind to Time Inc. title InStyle. Calling the magazine “stale” “semiliterate babble,” the Advertising Age journo manages to eviscerate the 424-page March issue of the magazine, and in doing so raises some interesting questions. If it’s true that InStyle has just become a thick imitation of its competitors (Glamour, Lucky), than how come it remains one advertising feather in Time Inc.’s cap? Even if the magazine did, say, ripoff Esquirewith its augmented reality cover, InStyle has managed to conform itself to whatever is selling in the market. And while that might not lead to the most original brand, it certainly remains a successful one.