The Buzz

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Conde Nast Publications' announcement it will launch next year an as-yet-unnamed home-themed offshoot of its Lucky and Cargo shopping titles comes just days after the debut of Cargo. But perhaps the real key to the timing is noting it came five days after Martha Stewart was found guilty.

As with the first announcement of Cargo, there are no details: no launch date, no publisher or editor, no title. (At least with Cargo they had an excuse: Then-CEO Steven T. Florio telegraphed the planned launch at a Magazine Publishers of America-sponsored breakfast.) We do know it will publish as an every other monthly.

At least one Conde Nast insider was visibly salivating over the new title: "That whole world [of home design] is as primed for sacred-cow-smashing" as fashion was pre-Lucky. Ohh-kay!

The Buzz's memo to Meredith Corp.: Pincer move just executed on your back-burnered new-style shelter book Living Room.

Anyway, shopping-title partisans might make noise about the democratization of style in the early 21st century, but this news makes us think about the democratization of shopping titles. Hearst's Shop Etc. Fairchild's Vitals. Who's next now? It appears everyone is already in the swimming pool, here. Man. Remember when Lucky was a really weird idea?

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