NEW YORK (AdAge.com) -- Conde Nast has named Brandon Holley, who previously worked for the company as editor of Jane magazine, the new editor in chief of Lucky, the women's shopping magazine focused on fashion. Kim France, who had been editor in chief of Lucky since its arrival in 2000, is leaving Conde Nast, the company said.
The job atop Lucky is a departure for Ms. Holley, who arrives from Yahoo Shine, an online hub for women. Jane, which Ms. Holley oversaw from 2005 until its shutdown in 2007, was similarly focused around the broad interests of young women.
When Conde Nast needed to sell readers and advertisers on the notion that Ms. Holley could execute Jane's mission at least as well as outgoing editor Jane Pratt, in fact, it created an ad campaign themed "She's So Jane!" Now Ms. Holley will have to be "so Lucky."
Then again Ms. France, like Ms. Holley, did not come up through the fashion world before helming Lucky. Ms. France had previously been editor-at-large for Spin magazine and deputy editor of New York.
Lucky under Ms. France's leadership was Ad Age's Magazine of the Year in 2003 and went on to outlast a raft of copycat magazines, including Hearst's Shop Etc.; Vitals, which was published by Conde's Fairchild division; and Cargo, a Conde attempt at a men's shopping title.
More recently Lucky's newsstand sales, which help generate subscribers and often serve as a proxy for vitality in the eyes of advertisers, declined 16.3% from the first half of 2009 to the first half of 2010, according to its report with the Audit Bureau of Circulations. The whole group of magazines tracked by the audit bureau, by comparison, fell just 5.6% in the same period. Lucky's decline, however, was at least partly explained by a cover price increase to $3.50 from $2.99 last fall.
Lucky's total paid and verified circulation slipped just 1.8% to 1.1 million as paid subscriptions increased 3.3%.
Ad pages at Lucky increased 2.4% from the first half of last year to the first half of this year, according to the Publishers Information Bureau. The entire group of magazines tracked by the Publishers Information Bureau fell 4% in the same period.