Lucky Is Carving Out an E-Commerce Identity by Putting Readers, Not Products, First

After Condé Nast spinoff, magazine president says content is still key

This summer, Lucky, the 14-year-old "magazine about shopping," made a surprising announcement: It was merging with e-commerce company BeachMint and spinning off from Condé Nast as an independent company. In addition to the existing print magazine, the new Lucky Group will include a website with a heavy e-commerce focus, set to launch early next year. The Lucky Group's president, former L'Oréal marketing executive Gillian Gorman Round, sat down with Adweek to talk about the marriage of magazines and online shopping, what she likes in an ad and Lucky's new direction.

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