Lucky Magazine has used both content syndication partnerships and community efforts to drive referral traffic to its fashion and beauty sites. Brandon Holley, editor-in-chief of the brand, described her company’s strategies in both areas at FOLIO & min’s premiere new event held in mid-April, the MediaMashup Summit.

She hasn’t abandoned syndication relationships, but says they do take a lot of work. They need constant monitoring and tweaking to provide value. Community efforts, meanwhile, have proven beneficial on several fronts, including targeted advertising.

FOLIO: caught up with Holley after her panel to learn more.


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