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KIDS CAN BE LUCKY: At first glance, the debut issue of Lucky Kids is somewhat reminiscent of Cookie — the shuttered parenting magazine formerly published by Condé Nast — and of flusher times, when it seemed like every magazine produced a supplement or spin-off. But Lucky’s publisher sees the younger version of the magazine as an opportunity to increase ad share with brands already advertising in Lucky but also have children’s lines such as Little Marc Jacobs and Stella McCartney Kids.
“There’s a void in the marketplace that Lucky Kids will fill,” said vice president and publisher Michelle Myers. The first issue of 100 pages, with Angie Harmon and two of her daughters on the cover, will be polybagged with 300,000 copies of the April issue of Lucky. It will also be on newsstands, beginning Tuesday, at $4.50 a pop. Myers declined to disclose the total circulation target.
As for the editorial direction, Lucky Kids is purely shopping-driven, with stories on where to find cute new toys, lunch boxes, organic onesies and little trenchcoats. There are also features about how to decorate a playroom, modern nursery and children’s bedroom. “We decided to leave the parenting stuff — vaccines, healthy eating, etc., to the blogs and magazines that cover it so well already,” said Lucky editor in chief Brandon Holley. “The goal with this first issue is to offer up stylish, inspired ideas that make a mom’s day easier, simpler and a little bit cuter.”
The target reader is women with children aged 0 to 12, with the next issue due out in September.
— AMY WICKS