Hearst Magazines China, part of Hearst Magazines International, today announced that starting February 5, 2012, ELLE China will publish semi-monthly with publication on 5th and 20th of each month.
A global publishing phenomenon, ELLE, a brand owned by Lagardère Active, is the world’s largest fashion magazine brand with at present 43 international editions reaching over 21 million people across the globe from the U.K. to the U.S., Europe to Africa, South America, Russia, Asia and the Middle East. In 2010, 552 issues were published with worldwide copy sales of 79 million.
The first international fashion magazine to launch in China in 1988, ELLE China has a unique and upscale editorial positioning that resonates with readers in the region. This move to publishing semi-monthly reflects ELLE China’s insight of the rapidly evolving market as well as its desire to fulfill local consumer needs.
“While most international monthly glossy magazines have averaged 500 to 800 pages per month for the past three years, readers are also asking for a light and friendly reading experience,” said Mier Ai, managing director, Hearst Magazines China. “After two years of intense market research and content studies, we decided to publish ELLE China semi-monthly to provide stylish Chinese women with the pleasure of a glamorous and fashionable reading experience twice as often as before.”
Each issue will now average between 280 and 400 pages. With its new editorial formula, ELLE readers will enjoy their favorite magazine twice a month for the same price as a monthly glossy. The semi-monthly issues will be priced at RMB10.00 versus RMB20.00, which was the previous cover price for monthly ELLE.
For its semi-monthly launch issue, ELLE China is honored to have the collaboration of internationally well-known designer Jean-Paul Gaultier, stylist Patricia Field (Grammy award stylist for Sex and the City) and makeup artist Linda Cantello. Gaultier styled the first cover of ELLE semi-monthly featuring Chinese top model Qing Shupei.
To create additional market buzz,“ELLE Only Newsstands” have been set up in Shanghai, Beijing, Guangzhou and Hangzhou.
To celebrate this launch worldwide, ELLE China will organize a special China Fashion Night in Paris on March 6 during Paris Fashion week. World acclaimed talents, Chinese and international celebrities will all be invited to join this unique moment. A special exhibition will be shown during the night for a retrospective of all talents discovered by ELLE China since 1988, revealing a unique view on how ELLE has been part of the evolution of China’s fashion industry until today.
Since 2009, ELLE has always been the Chinese market leader both in circulation and advertising. Average advertising pagination is +20%-40% over direct competitors.
Duncan Edwards, president and CEO of Hearst Magazines International, said,“ELLE China has had much success with both readers and advertisers and we are pleased to be increasing its publishing schedule to twice a month.”
Bruno Lesouëf, CEO of the French and International Magazine Publishing division of Lagardère Active, said,“We are very enthusiastic about this first edition of ELLE to be published twice a month. We are also happy that this initiative takes place in China, in partnership with Hearst Magazines International. This is a fantastic opportunity for our brand.”
About Lagardère Active
Lagardère Active is one of Lagardère SCA’s four corporate branches, together with Lagardère Publishing (books), Lagardère Services (press distribution and services) and Lagardère Unlimited (marketing and management of sports broadcast rights, talent representation for athletes and artists). Creator of multimedia content, Lagardère Active has leading positions in the businesses it operates, including magazines publishing, audio-visual (radio, TV and TV production), digital (pure players sites, mobile applications and tablet applications) and advertising. Lagardère Active, the number one of French Magazine Publisher and owner of the ELLE brand and its derivatives, licenses them:
- To Hearst in 14 countries (corresponding to 15 editions of ELLE).
- To 21 other partners in 26 countries; corresponding to 27 editions of ELLE.
The ELLE network today includes 43 international editions and the ELLE Decoration network includes 25 international editions.
About Hearst Magazines International
As the largest U.S. publisher of magazines worldwide, Hearst Magazines International, a unit of Hearst Corporation (hearst.com), publishes more than 300 editions for distribution in more than 100 countries. Major titles include powerful brand franchises like Cosmopolitan and ELLE, both international super-brands with more editions than any other women’s magazines in the world; ELLE DÉCOR, Esquire, Good Housekeeping, Harper's BAZAAR, Popular Mechanics, and Seventeen. In addition, Hearst Magazines International publishes other titles through joint ventures, including Men’s Health and Runner’s World in the U.K., Madison in Australia, and The Robb Report in Russia and China. In Great Britain, a wholly-owned subsidiary, Hearst Magazines UK, publishes 19 magazines and 19 digital assets. Hearst Magazines publishes 20 titles in the U.S.