Facelift and new distribution deals for ELLE magazine
Following the re-launch of Cosmopolitan last year, Hearst Magazines UK has announced a series of changes to its fashion brand, ELLE.
The September issue of the magazine will see a new distribution strategy employed, in addition to its existing newsstand presence, as well as a new look and a new approach to editorial content.
Following on from the “pop-up and pick-up” distribution strategy for Cosmopolitan, Hearst has negotiated brand partnerships for ELLE that include MatchesFashion.com, Space NK and Lookfantastic, to distribute the magazine through their respective channels and reach a “targeted, high-spending” consumer.
Copies of the magazine will also be available through pick-up points at events including London Fashion Weekend.
Additionally, consumers will be also able to pre-order copies of the magazine with a cover of their choice between 1-6 July, four weeks before the main September issue hits newsstands.
The September issue of ELLE will be available in five different cover options – featuring Kristen Stewart, Zayn Malik, Hari Nef, Amandla Stenberg, and a specially commissioned bespoke art cover.
The relaunch comes after the latest ABC circulation figures, from February 2016, show Elle was down 25% year-on-year. It’s most recent circulation figures stand at 161,560.
The magazine has been redesigned by creative director, Suzanne Sykes, and will have a new 300gsm cover and a 16-page section “celebrating diverse and vibrant culture”, printed on matt 100gsm paper stock, and created to be suitable for brand partnerships.
The redesigned magazine will have new contributors, 75 pages of fashion, and an up-weighted beauty section including a new eight-page beauty directory.
“We know from engaging with our readers and social followers that it’s the ability of ELLE’s expert team to edit and curate fashion, beauty and culture that is at the heart of what we do,” said editor-in-chief, Lorraine Candy.
“We instinctively know what our audience want before they do and we apply our skills to help them make the best choice – whether that’s a bag, a mascara, an exhibition or a festival.”
