Lucire announces European expansion

Lucire announces European expansion

Wellington, August 13 (JY&A Media)Lucire, New Zealand’s only international fashion magazine, has announced that it will pursue expansion into the Moldavian market, after finding success with its Romanian edition. At the same time, publisher Jack Yan says the home edition will become a bimonthly, after feedback from readers.

‘The year has thrown up many surprises,’ said Mr Yan. ‘We saw an opportunity in Moldavia, and are pursuing an edition there. But to fund it, we needed to re-examine the entire business.’

That re-examination means that the next Lucire, out this week, will be the first of a bimonthly edition. Its cover features Theodora Richards, daughter of Keith Richards and Patti Hansen.

‘From the beginning, our readers were telling us that they had not finished with the previous issue of Lucire, when a new one was already out.

‘I have to admit we ignored this vital feedback, taking what they said as a compliment. But in reality, we were not reaching all our readers because we were coming out too quickly.’

Mr Yan admits that launching a fashion monthly in a market accustomed to biannuals and quarterlies was a massive gamble.

He maintains that launching in another country, besides Moldavia, will be announced before the year’s end.

Advertisers are invited to combine their buys into the new bimonthly editions, while subscriptions will be honoured for the number of issues bought. Refunds will be given to those who feel the bimonthly is not for them.

In other developments, Lucire may feature in the cult Samuel L. Jackson starrer, Snakes on a Plane. The movie is being released in the United States on August 18. Lucire supplied copies for the film, marking the second Hollywood film which invited the magazine to feature.

The Lucire web site will be given a makeover in the coming months, after a quiet year online.

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