Few magazines go from the internet to print. In fact, no magazine, to our knowledge, has managed that leap into more than one country. Yet within the first seven months of launching our print edition, we launched a second, in Romania. And more are on the way.
   Our track record online had been enviable. Lucire was the top online-only fashion magazine in the world, according to Alexa, a claim that we had to abandon when we created a print edition. The web site was launched in 1997, peaking at 70,000 unique visitors a week in 2003, the same year in which we were nominated for a Webby Award and were named the United Nations Environment Programme’s first fashion industry partner. Lucire, and social responsibility, go hand in hand.
   We’re the first to admit that in 2004, not everyone “got it”. A magazine that gave profits to grow new trees? A carbon-neutral title? Recycled paper? And it’s still not a “greenie” magazine? How can that all be?
   It took a period of brand-building before Lucire became accepted as a print title. And in 2007, we’re working to blend online and offline media, after a thorough re-evaluation of consumer habits in the second half of this decade. We pioneered ten years ago, and we’re going to do it again.