Conde´ Nast recently hosted MediabistroTV at its Times Square offices. Lucky magazine style editor and network television morning show contributor Lori Bergamotto walked the crew through Lucky’s offices revealing the hidden corners where nail polish and make up are put through their paces, colors and fabric samples are checked by the art department, shoes and handbags await their close-ups and racks of outfits hang around waiting for their models.

Take a look at all the small parts that make up a big fashion magazine like Lucky.

Next Thursday MediabistroTV premieres, “My First Big Break: Ken Burns.” You can view our other MediabistroTV productions on our YouTube Channel.

Digital experts speaking with WWD say that fashion brands need to take their efforts beyond those who already visit their websites regularly. Now, they should focus on getting their content placed elsewhere on the Web in order to attract new customers and drive traffic to their branded sites.

“The whole purpose of branded content is to engage the consumer where they live, which is on Facebook, blogs and more, and to put that content primarily on the branded Web site is speaking to the already converted,” said Quynh Mai, founder of Moving Image & Content, a digital agency that works with Yves Saint Laurent, Shiseido, and other brands.

Lots of brands are already taking that advice.

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“One-size-fits-all” doesn’t work any better in PR than it does in fashion, according to panelists at the Publicity Club of New York event about pitching beauty and fashion media on Tuesday. Instead, the editors and producers prefer concise, customized pitches along with headlines. As Lori Bergamotto, contributing style editor at Lucky remarked, “Clear is the new clever.”

Sending samples of clients’ beauty products that the editors can test is encouraged, as well as photos of fashion items. In addition, “Stats and studies or online polls conducted by brands,” are also welcome, noted Eleanor Langston, beauty director at Fitness.

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