Lucky, the ground breaking shopping mag, discontinues regional editions

Lucky, the much-imitated shopping magazine from Condé Nast, started out in 2003 with 14 regional editions.

Providing local shopping information and special call-out covers was one of its unique selling propositions. However, harder times have meant that the company has steadily discontinued most of its regional editions and will drop the New York edition in January, according to a story in Audience Development.All subscribers will now receive the national edition and regional information will continue online at LuckyMag.com.

According to a company spokesperson, the decision to fold these editions did not have to do with their poor performance. “When we originally launched them, it was a very deliberate and effective strategy,” the spokesperson told AD. “It was initially done to strengthen the newsstand, and that goal has been accomplished. Based on research, we decided that we wouldn’t be hurt by eliminating them.”

And according to editor-in-chief Kim France, the amount of regional coverage that Lucky offers won’t change very much at all. “Regional coverage has always been an integral part of Lucky's DNA and will continue to be both in the magazine and in enhanced regional coverage online," she wrote in an email.