2012 May 23

Is Lucky Going Digital? Plus! The Return of M Magazine

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Brandon Holley Brandon Holley
Patrick McMullan
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(NEW YORK) Changes are afoot at Condé. Lucky may go full-on digital or cut back to a quarterly print schedule buffered by a heavy online presence if advertisers don't beef up the glossy by August, reports Keith Kelly in The New York Post. (A Lucky spokesperson denied the report.) Thus far, the numbers aren't looking optimal despite a major redesign by editor-in-chief Brandon Holley. In early 2012, Lucky cited a circulation of 1,122,916 with advertising pages down 17 percent, totaling 404.4 pages altogether.

In related news, Condé Nast's dormant men's publication M magazine will relaunch and take the place of Menswear with the help of Fairchild Fashion Media (FFM). M magazine was founded in 1983 as a high-end men's fashion and lifestyle monthly, helmed first by editor-in-chief Clay Felker then by EIC Jane Lane, but ceased publication in 1992 due to dismal advertising in the luxury goods market. The target reader of the latest incarnation? Dapper dandies with an annual income of 200K and above. Peter Kaplan, FFM editorial director and onetime M writer, will spearhead the new quarterly along with M vice president and publisher Marc Berger and 25 menswear staffers culled from Style.com and WWD. M magazine will have an initial reach of 75,000, and the inaugural issue is expected to hit newsstands worldwide on September 24.

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