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Lucire revamps web and print together

For immediate release Lucire LLC

Lucire revamps web and print together

A New Zealander on the cover, a new look for web site—complementing last month’s revamped print magazine

Wellington and New York, November 2 (JY&A Media) The latest issue of Lucire, which has been wowing readers for the past fortnight, is a full rethink of how a magazine works with mid-decade reader habits, according to its publisher, Jack Yan. To complement it, the Lucire team has been working on a web site facelift, which will go live in November.

'We've looked at how our readers use our web site along with print magazines,' says Mr Yan. 'And to stay ahead—after all, we were the first commercial online fashion magazine in the country—the latest Lucire is designed to complement the web, rather than replace features of it.'

He says that the Lucire web site, to head into a weekly format by 2007, will bring the latest news and opinion to readers, while the print magazine will be more covetable and in-depth.

'In the past, we tried to cross the two media over, rather than allowed them to work together,' he admits.

Stylistically, neither medium tries to ape the other. Both were redesigned nearly simultaneously.

The web edition has a simplified interface and in time, it will follow the print magazine’s individual sections. But Mr Yan promises web exclusives such as a 'Nature' shoot by Anna Lund and extra parts to articles that were not run in the print edition.

'Remember, this was the second-ever New Zealand nominee for a Webby Award,' says Mr Yan, 'and we are well placed to propel ourselves back to number one in Google for the fashion magazine search.'

The print magazine also signals this new era, with Amber Peebles as its cover girl—the first New Zealander to win this position in 20 retail issues. She also appears in the web edition.

Miss Peebles was photographed in New York by John F. Cooper, the photographer behind Organic Portraits.

It also features a range of local articles, including: the history of Sabatini; profiles of two of the country's top hair talents, Jock Robson of Dharma and Derek Elvy of Buoy; natural indulgence with a Hema facial; backstage at Auckland's L'Oréal Colour Trophy; Hokonui Fashion Awards; and a trends' report from last month's Air New Zealand Fashion Week.

The 'Fashion' section is now more logically divided into 'Now', 'Insider' and 'Trends'. The first category showcases locally available items. 'Insider' is a more in-depth look at the latest developments in fashion, while 'Trends' looks at upcoming seasons.

'Beauty' leads with the season's look before branching into features including tips on eye care and eye lashes.

'Volante' continues its up-to-the-minute travel features, while 'Living' has seen an overhaul with the introduction of three columnists. It also leads with a James Bond theme to commemorate next month's new MGM–Columbia film, Casino Royale, with which the magazine sees some parallels.

'It almost feels like a renaissance, with all these changes for the second half of the decade,' says Mr Yan.

Both the online and print editions have been facelifted with new typefaces and a more contemporary look.

Says Mr Yan: 'If you do not change, things become stagnant.

'Ever since our launch into print in 2004, I have said that I would helm a revamp 18 issues down the line. I was one issue late, but I am extremely happy with the way Lucire now looks: fresh, light, yet substantial.'

Lucire's trade mark international shoots are still present, this time showing the work of Barry Hollywood, Christopher Micaud and Jon Moe, as well as New Zealanders Camille Sanson (in London) and Anna Lund.

Mr Cooper's shoot of Miss Peebles forms a six-page exclusive feature written by Mr Yan.

Layout-wise, a new typeface family by Wellington designer Kris Sowersby completes the new look, making Lucire the first consumer magazine in history to have New Zealand-designed fonts exclusively.

About Lucire

Lucire, the global fashion magazine (www.lucire.com), started on the web in 1997. In October 2004, it became the first magazine in its sector to extend its brand into a print magazine. By May 2005, it became the first web magazine to spawn two national print editions. Lucire became the first fashion industry partner of the United Nations Environment Programme (UNEP, www.unep.org). It is headquartered in Wellington, New Zealand and published by Lucire LLC. For print edition information, see http://www.lucire.net.

Notes to editors

Lucire is a registered trade mark of Jack Yan & Associates and subject to protection in certain jurisdictions. All other trade marks are the properties of their respective owners and are only used in a descriptive fashion without any intention to infringe.

ENDS

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