Wellington, New York and Philadelphia, August 25 (JY&A Media) – LAWFUEL – The Law News Network – Lucire, New Zealand’s most well known fashion title, announced today that it will accede to ‘constant’ demand and publish an American print edition.
Further announcements will follow at the end of August and at a function at New York Fashion Week on September 8, at Crobar in Manhattan.
It is an unprecedented step for any magazine that began on the web. Only a handful of web titles have made it into print, and Lucire claims to be the first, and so far only, one to have done this in more than one nation. Three is, to date, unheard of.
Nicola Brockie, editor-in-chief of Lucire, says, ‘Some of our greatest support has been from the United States, from everyday readers to the celebrity set. It was a natural development for us: it was a matter of time.’
Miss Brockie said that Lucire had been receiving ‘regular’ requests for a print edition and sample copies since 1997 from the United States. Despite being based in New Zealand, the magazine’s web edition began that year with a 70 per cent American readership, and now hovers at around 44 per cent.
‘While we have a growing reader base in New Zealand, we always seemed to have a huge reputation and buzz in the United States,’ she says. ‘In the year we have published from New Zealand, we hear that these copies in New York City are highly sought after.’
Associate publisher and director of advertising Lisa Tardrew says that the newest development will ensure Lucire can spread its positive message of empowerment to more consumers. ‘In addition, this is a great opportunity for New Zealand businesses, and for any business interested in growing with a conscience,’ she says.
Jack Yan, founding publisher of Lucire, says, ‘Last year, I said at the launch of our print magazine that if other fashion titles could sell in New Zealand, we could sell in theirs. We have kept our promise as far as the United States is concerned.’
Discussing Lucire’s popularity, Mr Yan says, ‘We think we may have tapped into the future of all magazines: stories driven by readers, with the web site audience giving us tips from the street level. We combine that with our knowledge in the trade. Somewhere, it all fuses to become Lucire.’
He adds, ‘If you look at the way we present the magazine each month, we start with one thing that many others do not: we presume women are intelligent.’
Lucire, which is headquartered and owned in Wellington, New Zealand, launched its print edition in its home country in October 2004. A Romanian edition followed in May 2005.
In addition to its ethical aims and partnership with the United Nations Environment Programme, Lucire claims to be the first ‘global fashion magazine’, where the principal content between editions does not change. That content is globally oriented.
Lucire Romania is gearing up to a packed issue in the autumn after the European summer break. Lucire US will follow.
The same team will be retained for Lucire US, most notably Phillip Johnson, Jessica Tarazi, Brad Batory, Richard Spiegel, Vivian Kelly, Cheryl Gorski, Desirée Gallas and Ann Fryer. The magazine’s network of contributors on the US east coast, including top photographers, writers, stylists, make-up artists and hairstylists, can expect greater exposure in their home country.
Mr Yan has not yet revealed the publishing and advertising teams for Lucire US although they have already been finalized.
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About Lucire
Lucire, the global fashion magazine (), started on the web in 1997. In October 2004, it became the first magazine in its sector to extend its brand into a print magazine. By May 2005, it had launched in two countries, becoming the first web magazine to spawn two print editions.
Prior to launching in print, Lucire was the top pure-play fashion site on the web, according to data from Alexa. it covers fashion, beauty, travel and lifestyle, with a global perspective for today’s woman. It is known for providing in-depth, quality journalism. The magazine is targeted at the woman who is tired of the offerings from established fashion players, and chooses to be herself.
Lucire received a Webby Award nomination in 2003 and became the first fashion industry partner of the United Nations Environment Programme (UNEP, ). It was Official Internet Partner of L’Oréal New Zealand Fashion Week for 2002–3, a media sponsor of the inaugural San Francisco Fashion Week, and Official Media Partner of Stockholm FashionDays for 2004–5. In 2005, it was a media sponsor of Fashion Week of the Americas, Peugeot Hokonui Fashion Design Awards, and currently is official media sponsor for San Francisco International Fashion Week and Funkshion Fashion Week Miami.
Despite spinning off into print, Lucire’s web site remains one of the most highly ranked, ranking second in Google for fashion magazine. It is headquartered in Wellington, New Zealand and published by Lucire LLC. For print edition information, see .
