Lucky's "Luxe For Less" Means Fewer Advertisers

Illustration for article titled Lucky's "Luxe For Less" Means Fewer Advertisers

In the July issue of Lucky magazine, everything is under $100. Great idea! You'll find a $27 Old Navy skirt, $55 slingbacks from TopShop, and a $95 DKNY silk cardigan. Unfortunately, this issue is rather… slender.


You can joke all you want about Condé Nast liking things to be svelte. But The July issue is a mere 116 pages. In contrast, the June issue was 148 pages; May was 162 pages, and March was 214 pages thick. True, the summer is a slow time for fashion — things generally pick up for the biggest issue of the year, September — but it seems worth mentioning that the issue featuring stuff we can actually afford is thinner than the rest.

Lucky Mag [Official Site]



It's not fair to compare to March, which is second only to September in thickness. As a rule, January, June, July tend to be the thinnest issues for any monthly fashion publication. But I get your point.

The question is did the also restrict themselves to advertisers who carry items under $100? Because that would put the issue's width in a whole other context.