The Lucky You Know Is About To Change

There are big changes coming to the magazine about shopping. AdWeek reports that the social commerce company BeachMint will combine forces with Lucky magazine to launch a new, joint venture called The Lucky Group.

To be clear, this isn't the end of the beloved-but-troubled Lucky Magazine. Condé Nast will continue to print a monthly edition, while BeachMint will work with Lucky to develop a new e-commerce destination, launching in 2015.

The news comes as a surprise to fans of the title, which, despite persistent talk of dwindling print ad sales, and recent rumors of an impending shut-down, maintains healthy digital ad sales, and a loyal (and valuable) readership of upper middle class, young professional women.

Lucky has also distinguished itself with its savvy use of social media, and fans of editor-in-chief Eva Chen's Instagram "shoefies" will be pleased to know she'll continue her involvement as The Lucky Group's chief creative officer. Anna Wintour will also continue as an advisor to The Lucky Group.

So, rumors of Lucky's demise would seem to be exaggerated. Get ready for a whole new shopping destination in 2015 — and hopefully a lot more back-of-the-cab shoefies. (AdWeek)