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Taking a page from Lucky

September 19, 2007

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The September issue of InStyle magazine has many regional editions/additions,on a cover flap, based on specific metro areas such as Chicago, New York, Atlanta, etc. This is a technique that Lucky magazine has been doing since its launch. Lucky adds two to four pages on a specific city at the end of the magazine and teases it on the cover to shop that specific city. At one stage Lucky had 16 different such editions. InStyle this month is doing the same, but rather than shop Chicago, it is Just for You! Chicago Style. The only difference between Lucky special regional sections and InStyle, in Lucky you only find your city, in InStyle all the cities are there in the same issue, so they are only special on the cover.

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