Mobile is changing the game at 'Lucky' magazine

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Mary Gail Pezzimenti, online director at Conde Nast's Lucky, said at the Direct Marketing Association's Mobile Marketing and Media Conference that mobile is the real game changer for the publication. She added that the magazine is now really evolving into a brand.

It was good to hear someone say print is evolving into something else — rather than print is dead. I think about that. The death knell may not be so near for some — the “something else” is what we should all focus on. Surviving print publications are touting the 360-degree approach — some more successfully than others.

Pezzimenti said Lucky will add short codes in its upcoming September issue, as well as games.

The magazine is also considering bar codes and adding a place where readers can purchase an item. It is also looking to partner with advertisers to co-produce styling videos. Or if the sponsor has a particular line of clothing that is debuting, a video could be created around it.

It makes perfect sense for Lucky, because it's always been “The Magazine About Shopping.”

But, I wonder, too, how will there be any differentiation in the marketplace. Right now, it seems like many publications are creating these added bells and whistles to tick some boxes. Relevancy — that's the ticket.

A perfect example: a panelist made a point about a graveyard of widgets. Companies were rushing to offer one — sometimes because they were simply told to with not much thought going into it.

Yeah, it's all about relevancy.

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