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HERE’S ANOTHER
REASON this venture will stand out.
The Lucire web site has been running since 1997
and is regarded as one of the world's best. A Webby Award nominee, it
interacts closely with readers and has developed a more authentic voice.
The web site, with its six years' worth of content, has immense goodwill
and has been one of our strongest market-research tools. We have refined
our voice over more than half a decade with a global base of between
40,000 and 70,000 readers each week.
This global mentality will make Lucire stronger,
competing with international, rather than domestic, titles.
The web site will continue, with complementary features.
Lucire will borrow the practice of American titles such as Travel
& Leisure and Business Week in offering online stories,
recognizing that readers want that accessibility. We believe this boosts
sales, not diminishes them, because the reasons for wanting the tactility
of the print title are different.
FHM and others have found that the web site helps
promotions. This applies not just to Lucire, but to its advertisers,
who can receive potential global promotion to a readership that is 51
per cent North American, 10 per cent Australasian and 5 per cent Scandinavian.
It’s a powerful marketing mix that is unmatched,
with a brand that is, miraculously, established before even printing its
first issue.
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