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Lucire expands into men’s sector

Published: Mon 4 Apr 2005 12:39 AM
Lucire expands into men’s sector
Global fashion magazine announces another extension
Wellington, April 4 (JY Media) With weeks to go before Lucire’s launch in Romania, the fashion magazine has announced another new development: a men’s edition in print, launching in June.
Initially, Lucire Men will be a 16 pp. supplement inside the June 2005 issue of the New Zealand-owned magazine, but publisher Jack Yan does not rule out the possibility of spinning it off into an independent title.
‘So far, New Zealand has come up with men’s magazines that appeal to the lads, but none that appeal to a true gentleman,’ says Mr Yan.
‘Advertisers and consumers alike realize that the fashionable man is not one who grunts and is fixated on breast size,’ he adds. ‘It’s just taken us in publishing here a bit longer to figure this out.’
Mr Yan forecasts a bi-monthly appearance for the supplement, which expands the magazine’s already popular ‘Men’s Grooming’ and motoring sections. Other features, including a shoot and new editorial, extend the global formula of Lucire into the men’s sector.
He believes that the 1990s obsession with “lads’ magazines” is totally over, with far fewer few new titles being added to that category in the 2000s.
‘The trouble with men’s magazines in New Zealand presently is exactly the same as what confronted women’s magazines before we launched: they insult the intelligence of women,’ says Mr Yan.
‘In the men’s sector, they are not just consumer targets, they are objectified.
‘Most of us go through that phase where we find some appeal in FHM and its ilk. Then we turn nineteen.’
Mr Yan promises that Lucire Men will be more ‘grown-up’.
No additional staff will be added to Lucire Men. Lucire editor-in-chief Nicola Brockie will work on the supplement in addition to her existing duties at the magazine. Features’ editor Phillip D. Johnson will contribute to ‘Men’s Grooming’, while Mr Yan will edit the motoring section.
Lucire remains the only fashion magazine in the world to have started life on the web, before its brand was extended into print. It is one of the few media to have made this transition.
Images
Images for this release may be downloaded at .
About Lucire
Lucire, the global fashion magazine (), is one of the world’s leading fashion titles online. Founded in 1997, 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.
In 2003, Lucire received a Webby Award nomination—the only New Zealand site to do so that year—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, and a media sponsor of the inaugural San Francisco Fashion Week and Official Media Partner of Stockholm FashionDays for 2004–5. It is official media partner of Fashion Week of the Americas in 2005. A print edition launched in the New Zealand market in October 2004—the first time a fashion magazine went from online to print—and will launch in Romania in April 2005.
According to Alexa, Lucire was one of the top-ranked pure-play fashion titles in the world before embarking into print. It remains one of the top fashion sites globally, ranking second in Google for fashion magazine.
Note to editors
Lucire is a registered trademark of Jack Yan & Associates and subject to protection in certain jurisdictions. All other trademarks are the properties of their respective owners and are only used in a descriptive fashion without any intention to infringe.

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