Lucky’s $100 or Less Issue & W Magazine’s Interactive Ads

Lucky‘s latest issue narrows its shopping lens to focus exclusively on products marked $100 or less. A delayed but better-late-than-never reaction to the recession, the concept will no doubt appeal to the hordes of still-unemployed shoppers looking to spend as frugally as possible. “We’re totally into the $5-and-under beauty page, which includes lowest cost-per-use body washes, the best $2 smoky eyeshadow duo, and even vanity accessories from labels including Paul & Joe,” says Racked of the new issue. And its not just accessories and beauty products that are highlighted; there are plenty of dresses, bikinis, and other summer essentials marked at an equally digestible price point. W magazine is also trying something new.

For its April issue, the fashion rag, which recently appointed T Magazine’s Stefano Tonchi as editor-in-chief, started testing out a new kind of reader interactivity.”W Magazine ran a special issue where readers could take a photo of any ad with their phone and after they send it to a special number, a message would be received with more details, information on deals, and a special competition,” says PSFK. Titled ‘W Desires,’ the campaign intends to make it so that “on any advertising page, readers can snap a photo of the ad and send it to w@pongr.com to receive a message from the advertising brand: a link to buy; a special shopping offer; or video such as behind-the-scenes or runway shows.” Not a bad move, considering interactive promotions are one way print magazines might actually be able to keep a leg up—or at least even with —on the web.

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