Elle magazine to launch in September, says Bauer
Bauer Media Group has announced the launch date for Elle in Australia.
The monthly magazine’s first outing will be the October issue, and will be on sale from September with the website Elle.com.au live in August.
The magazine is part of the joint venture between Bauer Media Group, formerly ACP Magazines, Hearst Magazines International and French media company Lagardére Active.
The launch marks the first for Bauer since the acquisition of ACP Magazines.
Interesting. Wasn’t there a local version a decade ago and it closed through lack of interest? That high-end looks pretty congested already with Vogue, Harpers, etc so you would think this would struggle to hit the 25K a month mark… But I’m guessing it’ll be done on a shoestring here with most content lifted from overseas editions. It does seem odd in the context that Bauer’s Grazia is floundering and they’d want to launch this. Still, Bauer’s Harpers and Elle makes for an attractive ad proposition together. Good luck to them and nice to see a positive print story for a change.
I would imagine that Harpers will be on it’s way out to make room for Elle. No doubt Bauer are keen to get Hearst titles out of the building.
I’ve worked in magazines for many years. The problem with the majority of Australian mags is that they are dead boring! Cleo and Cosmo do a pretty good job for the late teens and 20’s but there’s absolutely nothing for women in their 30s and 40’s. Vogue, Harpers, Grazia, Madison, Marie Claire have very little interesting content. They are dull and it takes about 15 minutes to read thru them.
Completely the opposite to the terrific overseas mags which are filled with excellent content.
Maybe Bauer can make some much needed improvements. It’s no wonder the circulations keep going down, our magazines are DULL.
@hmmm “No doubt Bauer are keen to get Hearst titles out of the building.” Except that Elle is being launched as a joint venture with Hearst.
If they spring clean anything, it will be shuttering the titles they 100% own – madison, Cleo, Dolly. Surely madison isn’t a viable option to keep afloat with Elle being a direct competitor. They’re only cannibalising their own audience and ad dollars.
Digital marketing fail for Elle marketing on the Mumbrella site, none of the creatives click-through, at least not using Chrome browser on OSX
Could be a sign of things to come
Yeah, there was definitely an Aust Elle years ago, I was an avid reader – although we haven’t missed anything, most of the features content was just taken from the US one anyway, and I moved across to that edition without missing a beat. Cheaper to buy the US version too!
I’d buy a new Aust one if the content is unique.
Agree LM. Best thing about US/UK high end mags is the long form journalism from brilliant writers. The top quality shoots are a given. Where are our best long form writers? I don’t mean the chatty nonsense in weekend magazines etc, but proper thoughtful writing about and for maturing women. And no, Frankie magazine does not count, despite its rising circulation
Agree too LM…. Magazines (and Bauer particularly) have got in the vicious cycle… Circulations are dropping so they chase ad revenue. To chase ad revenue they write ad-friendly stories (cars, cosmetics, food and wine etc). This in turn bores the crap out of the audience and circulations drop even further. To compensate they chase more ad revenue…. you get the picture….