Established in 1997 as a magazine “targeted at the woman who is tired of the offerings from established fashion players and chooses to be herself”, Lucire was purely an online publication until its first print edition appeared in October 2004.
Having previously collected accolades for its online production — including being named New Zealand’s Site of the Day (SODA) on debut in 1997 and receiving a Webby Award nomination in 2003 — Lucire is now set to make an impression on the print world, according to publisher Jack Yan.
“‘This is the only major national magazine that has its own typefaces, designed in New Zealand specifically for it,” he said.
“Even in terms of design we are charting our own course. We are not interested in creating a derivative of American and British fashion magazines, unlike our competitors who insist on using foreign typefaces.”
Mr Yan said Spekta screening, computer-to-plate technology, print quality, design and typography had all combined to produce the Highly Commended November 2004 issue. However, he said the close relationship fostered with sister Blue Star print companies Format and McCollams had been equally important.
“When the Format plant had a fire in 2004, the company actioned its emergency plan and printing was shifted to McCollams for the first issue.
“When it came to the press passes, Format flew me to McCollams and put me up in a hotel. McCollams itself was generous in allowing my staff and even one of my clients’ art directors to come by, as well as a network TV crew — all on my first day there!”
While acknowledging that turning an online publication into a printed magazine is a fairly rare move, Mr Yan said Lucire was confident it had the product to make the transition.
“Web media has a stigma, which we never understood when we started. We had a higher readership than a lot of print publications and higher standards of journalism. Even the Website adhered to ‘Hart’s Rules’, which most print publications have forgotten.
“We felt our brand was strong enough to cross media, as Lucire was arguably the top Web-only fashion magazine in the world. Most of our competitors still publish as though it were 1950 — we felt the 21st Century deserved its own title.”
Mr Yan said the Pride In Print recognition has further boosted staff morale.
“It gives the staff something to feel proud about — that the sacrifices we made at launch were worth it.
“I am not sure if our readers mind one way or another, but I would like to think that they are happy for us, since we have a very close relationship with them globally. It also validates that Lucire looks more Kiwi in our sector than our competitors — most of whom create derivatives of overseas publications.”
Furthermore, Mr Yan believes the Pride In Print judges will be impressed with Lucire’s 2005 editions.
A Romanian edition of the magazine was also launched in May 2005, making Lucire the first Website in the world to spin off print editions in two countries.
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