The online magazine Lucky will be introducing a shopping site called myLucky.com that directs readers to buy clothing and accessories directly from more than a dozen retailers. Instead of directing shoppers to store sites, users can now stay on the myLucky.com site to make purchases from their shopping cart. Shoppers can also click on mylucky versions of particular Web sites like Macy‘s that features a narrower list of merchandise organized by Lucky editors.
Brandon Holley, Lucky editor in chief, told the New York Times that, “What we are trying to do is give them the world of options. She needs choice. She needs diversity.” This magazine is the latest to look at e-commerce to save its revenue. Lucky advertising pages revenue declined by 15%, down to $29 million from $34 million the same time last year. Holley hopes that the new shopping component will be a bigger part of revenue in the future, and the magazine is already creating revenue-sharing relationships with specific retailers. Lucky expects to get about 3% to 15% of each sale.