In a trend that began with Conde Nast’s Lucky magazine, shopping magazines have become the latest hot thing in the magazine industry. Launched in 2000 with a circulation of 500,000, Lucky will increase its rate base to 1 million in January of 2005, an increase of 100% in less than five years. In response to its great success, The Hearst Corporation is launching its own women’s shopping magazine, Shop, etc., this September. But don’t leave out the men—Cargo, another Conde Nast title, is geared toward men who love to shop. Cargo launched in March of 2004 and has already increased its rate base to 350,000 effective the February 2005 issue, an increase of 17% in less than a year. So it looks like shopping is the big trend, and advertisers should jump on the band-wagon, as these titles are an excellent way to reach affluent people who are ready to shop, shop, shop.