Conde Nast Plans Home Equivalent of Lucky, Cargo

Conde Nast Publications Inc. announced plans yesterday to start a shopping magazine next year focused on the home and lifestyle category.

The unnamed title will take its cue from Conde Nast's Lucky and Cargo shopping magazines. Content will focus on how consumers visualize living spaces like lofts, houses and apartments.

“Indeed we've had a tremendous response since launching Lucky both in the advertising and reader communities,” said Maurie Perl, senior vice president and chief communications officer at Conde Nast. “We couldn't get Cargo on the newsstands fast enough, and we look forward to developing this new magazine.”

Targeting men, Cargo hit newsstands this week with a rate base of 350,000. Its older sibling for women, Lucky, set the trend three years ago with a formula of matching apparel and accessories accompanied by price listings. Lucky's rate base of 900,000 is up 80 percent since its December 2000 launch.

Conde Nast intends to use the same approach for its home-focused title. Details on its circulation, cover price, production schedule and ad rates have not been disclosed. Nor have an editor and publisher been named. But Conde Nast editorial director James Truman will supervise the new effort.

While the media has been hit hard by a weak economy and cutbacks in advertising, launches like this are an indication of returning confidence on the part of publishers and advertisers.

Privately held by the Newhouse family, Conde Nast Publications has 18 magazines. It is a subsidiary of Advance Magazine Group, with siblings like the Conde Nast Bridal Group, CondeNet, Golf Digest Companies, Fairchild Publications and Parade Publications.

Perl is confident that this latest Conde Nast expansion has legs.

“Conde Nast certainly has a number of different magazines that cut across a number of categories — beauty and fashion, bridal, food, shelter, and now we'll have multiple shopping titles,” she said.

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