Hachette Slims Down Elle For Travel Size Edition
Women’s monthly Elle will slim down this summer as publisher Hachette Filipacchi creates a new-look travel edition of the popular fashion and beauty title to entice busy readers to adopt it as part of their hectic lifestyles.
The new edition will carry the same content as its parent title, and will be available at all travel points across the UK from 6 August. The title will be positioned alongside the standard size Elle and will retail for the same price of £3.00.
The move to create a pint-sized counterpart to the traditional large-format Elle comes as several rival women’s glossies reposition themselves to cater for diversified reader tastes. This month will see a new look for Emap’s flagship teen magazine Bliss as the publisher reduces its size and introduces more grown-up content (see Bliss Gets A Facelift To Compete In Tricky Teen Market).
IPC SouthBank has also announced a new look for its fashion offering, Marie Claire. Like its peers, the revised format will feature an editorial overhaul and a reduced size, in addition to a lower price to entice new readers (see IPC Cuts Size And Price In Marie Claire Revamp).
Commenting on Elle’s step to move to dual format, publisher Lara Wilkins, said: “The launch of the travel size edition of Elle is a response to the changing needs of the consumer. As has been reflected in the successful re-sizing of other premium publications such as The Times and The Independent, readers are looking for greater choice.”
While attention will certainly be focussed on Elle‘s reduced format at launch, Hachette is eager that the full size edition of the magazine is not forgotten. The company has appointed Marissa Bourke, formerly art director at fashion bible Vogue, to oversee a redesign of the 19 year-old title.
Commenting on Bourke’s appointment, Lorraine Candy, editor in chief of Elle, said: “Marissa is the most talented art director in the industry right now. Wooing her away from Vogue was a tough job but the plans we have for Elle are so exciting she couldn’t resist making the move. She is a brilliant and respected designer who will bring something modern and original to this brand.”
The title has seen its circulation increase slightly over the past year, rising by 0.5% year on year in the six months to December 2003. The magazine now commands a circulation of just over 201,000, although this is dwarfed by its principal rivals Cosmopolitan and Glamour with circulations of 460,655 and 582,690 respectively.
Elle‘s move to a reduced size mirrors the decision made by Cosmopolitan this time last year. The title spawned an A5 travel-sized version. Initially intended as a trial exercise, the title’s lifespan was recently extended with an increased print run from 50,000 to 85,000 following demand from eager readers (see Natmags To Extend Trial Of Compact Cosmopolitan).
Hachette Filipacchi: www.hachette-filipacchi.com
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