Wellington, October 18 (JY&A Media) To celebrate its 15th birthday this weekend, international fashion magazine Lucire has announced it will release a print-on-demand global edition to complement its web, tablet, and traditional print editions.
   Publisher Jack Yan says the new edition, produced at Vertia Print, is only now possible because of advances in digital printing.
   Mr Yan says, ‘Since we made the decision to go to print in 2003, it was our aim to have a single global edition. Translated into different languages, yes, but with global stories for a global audience. Technology has finally allowed us to do this.’
   The first issue, numbered 28 for continuity, can be ordered online at lucire.cc/print, and shipped to most locations internationally.
   It contains the same in-depth content as the tablet edition launched earlier this year, targeting what Mr Yan calls ‘an intelligent, globally minded reader’.
   It is believed that Lucire is one of the first fashion magazines with a history of international print editions that has ventured into on-demand printing.
   Mr Yan says, ‘While we aimed for carbon neutrality with the original issues, it always bothered me that it was perfectly normal in the print business to, say, print 20,000 knowing that 10,000 would be returned and pulped.
   ‘This model is far more in line with our commitment with the United Nations Environment Programme, and the printing processes we are following are also environmentally friendly.’
   Lucire’s approach will also ensure it exclusivity, says Mr Yan.
   Fashion editor Sopheak Seng says, ‘The imagery in our on-demand editions is stunning. It reflects the sort of beauty that Lucire has become known for—it’s a true fashion magazine that has as much appeal to fashionistas, designers and photographers.’
   Mr Seng adds, ‘I’m delighted to be a part of this new era for Lucire.’
   Mr Yan says that Lucire’s print editions had all differed wildly because of market demands at the time.
   ‘There was very little tying together printed editions in New Zealand, Thailand and Qatar,’ he says. ‘Only our short-lived Romanian edition had a decent amount of content shared with the New Zealand one.
   ‘Unless you were doing United Colors of Benetton, some people could not wrap their heads around the concept of a single global edition. Yet that is how we approached our website.’
   Because of the mainstreaming of magazine websites, and of successful magazines such as Monocle, Mr Yan says that the market now understands the potential of a global print edition—and that the advertising model will follow suit.
   The on-demand editions are priced at US$20·50, in line with others in the sector. The contents can be viewed at lucire.com/2012/0804ll0.shtml, with the ordering page at lucire.cc/print.
Images

Lucire cover, issue 28
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Modelled by Denise Richards
Photographer credit: Andrew Matusik

Lucire publisher Jack Yan and Lucire fashion editor Sopheak Seng with Lucire issue 28 (2012)
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Photographed by Louise Hatton

Lucire logo (for print use)
Adobe Illustrator 9·0 EPS, 75 kbyte
Rename filename suffix to .eps after downloading
Other images available at http://jyanet.com/press/photo.htm. A username and password are required.
About Lucire
Lucire, the global fashion magazine (www.lucire.com), started on the web in 1997. In October 2004, it became the first magazine in its sector to extend its brand into a print magazine. By May 2005, it became the first web magazine to spawn international print editions. Lucire became the first fashion industry partner of the United Nations Environment Programme (UNEP, www.unep.org). It is headquartered in Wellington, New Zealand and published by Lucire LLC. For print edition information, see <http://www.lucire.net>.
About JY&A Media
JY&A Media, part of Jack Yan & Associates, publishes and licenses magazines, in print and on the web, and produces other interactive content. Best known among its titles is Lucire, the fashion magazine which launched online in 1997 and spawned international print editions in 2004. An internet pioneer, it has been publishing and creating online titles since the early 1990s. More on the company can be found at http://jyanet.com/media.
Notes to editors
Lucire is a registered trade mark of Jack Yan & Associates and subject to protection in certain jurisdictions. All other trade marks are the properties of their respective owners and are only used in a descriptive fashion without any intention to infringe.
Contacts
Jack Yan, Publisher
Lucire
T 64 4 387-3213, F 64 4 387-3213
E jack.yan@jyanet.com
Sopheak Seng, Fashion Editor
Lucire
T 64 21 206-2031, F 64 4 387-3213
E sopheak.seng@lucire.com
Elyse Glickman, US West Coast Editor
Lucire
T 1 310 497-7157
E elyse.glickman@lucire.com
Leana Keen, Associate Editor, UK
Lucire
E leana.keen@lucire.com
Simone Knol
Lucire
C 44 7876 701-505
E simone.knol@lucire.com
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