Conde Nast feels Lucky about monthly

Publisher to expand shopping magazine in 2001

Riding the buzz on the debut issue of its new women’s shopping magazine, Lucky, now on newsstands, Conde Nast has announced plans to take the book monthly in at the end of the year.

After distributing 300,000 copies of its debut issue, the magazine group is guaranteeing a rate base of 500,000. The December issue, a double issue for the holiday season out in November, will remain on newsstands for 60 days. The book will then appear 12 times a year starting in February 2001.

Conde Nast editorial director James Truman has said that the concept for Lucky — a magazine devoted exclusively to shopping that provides readers with retail information on the products it features — springs from the popularity of Japanese shopping mags and the success of shopping pages in other Conde Nast books. “The magazine tells readers what’s out there,” said editor-in-chief Kim France, “but doesn’t dictate what they do.”

Not all the buzz about Lucky has been favorable, however. It was reported that Truman has taken credit for an idea that was originally the brainchild of former Allure beauty director Martha McCully, who was fired by Truman last year. But Conde Nast spokesperson Maurie Perl told Daily Variety, “Those published reports are untrue.”

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