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.

Peter Holder was announced as publisher of the Hearst Bauer Media joint venture earlier in January.

Holder said: “Elle Australia provides a unique opportunity to innovate and develop the brand across multiple platforms. Elle will lift the bar and set new standards – challenging every notion of what a magazine can do and be.”

No editor has been named as yet.

ACP first announced its plans to launch Elle in 2011. But it later shelved the launch in the face of a tough advertising market and  then parent company Nine Entertainment Co’s financial woes.

Comments


  1. Cheryl
    23 Jan 13
    9:33 am

  2. 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.

  3. hmmm
    23 Jan 13
    1:00 pm

  4. 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.

  5. LM
    23 Jan 13
    1:41 pm

  6. 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.

  7. Dorothy
    23 Jan 13
    2:04 pm

  8. @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.

  9. Kimberly Diamonds
    23 Jan 13
    2:54 pm

  10. 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

  11. Ellen
    23 Jan 13
    4:30 pm

  12. 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.

  13. LZ
    23 Jan 13
    10:10 pm

  14. 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

  15. JB
    24 Jan 13
    10:29 am

  16. 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….