• New York Times, Monday, August 6, 2012 4:04 PM

On Aug. 17, Lucky magazine will launch a shopping website, mylucky.com, where readers can buy clothing and beauty products directly "from more than a dozen retailers like Macy’s and Sephora," writes Christine Haughney. With its multi-store approach, Lucky's attempt to add revenue through e-commerce is different from other mags' recent retail partnerships, some of which -- like Esquire's and J.C. Penney's -- have since been killed, according to Haughney. 

Editor In Chief Brandon Holley addressed the blurring of traditional magazine boundaries between edit and advertising with the new site, noting that "she had wanted to make sure not to betray the trust of Lucky readers by ever recommending certain products over others because of these new financial relationships," writes Haughney. "Holley said that as Lucky establishes relationships with lots of retailers, Lucky will have a certain scale of relationships that makes this seem less of a problem."

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