Mobile is changing the game at 'Lucky' magazine

Share this article:

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.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...