By: Paula Froelich | Digiday
It’s hard out there for traditional media. Take, for example, Lucky magazine. In late 2010, its longtime editor was recently replaced, and, like the rest of the industry, its traditional source of revenue, ad pages, was waning.
But that didn’t deter Caroline Waxler, the title’s new director of digital content, who immediately set to work. Waxler not only beefed up the shopping publication’s online presence – hiring editors and bringing bloggers into the fold – but created a huge new revenue stream: The Lucky Fashion and Beauty Blogger conference.