Can a magazine embrace the world that threatens to make it extinct? Arguably, that's the tack print pubs have been taking in moving toward digital technology -- and certainly part of the reason why Lucky magazine hosted FABB, the Fashion and Beauty Blogger conference, "a meeting of old and new media" held most recently in Los Angeles, writes Booth Moore.
The conference was spearheaded by the pub's editor, Brandon Holley, who took over in the fall of 2010 "with a vow to transform Lucky into a 'social shopping experience' by bringing bloggers into the fold," according to Moore.
"In the magazine, we don't do head-to-toe looks. We are inspired by you," Holley said at the conference, "explaining that it is precisely because so many magazines are still stuck in the old mindset of expensive, head-to-toe designer dressing that more and more women are seeking out fashion advice from blogs."