ACP in double magazine launch: Elle and Women’s Fitness
Australia’s magazine market is to make room for two new women’s titles – Elle and Women’s Fitness.
Elle is a joint venture between ACP and Hearst. Its arrival is likely to make it even tougher for News Life Media to launch Glamour into the Australia women’s market, a plan that was put on hold when the global financial crisis struck.
Both titles will be published monthly with brand extensions online and in mobile.
WOndering if the editorial teams for either title have been announced yet?
great news for doctors waiting rooms all over the country
Woman’s Fitness certainly sounds the right move and good on ACP for being pro-active. Forgive me if I’m wrong, didn’t Australia have an Elle edition a few years ago and it got canned? Brave move to bring it back in a crowded market that’s not going anywhere but backwards…
Are ACP kidding themselves? Did they do any sort of market research, or perhaps even look at the most recent circulation or readership graphs? I can almost understand Women’s Fitness, however, why don’t they try and fix Good Health first. And Elle, whilst a nice title, is simply going to cannibalise in an already overcrowded and declining women’s monthly market. Even the description Phil Scott gives, “It uniquely covers women’s fashion, beauty, health, lifestyle and entertainment from an inspirational and achievable perspective” could describe almost any of the already existing titles they have in this space. Additionally, if their websites are anything like their current mag websites, then I see this as a very shaky move from Hearst.
If I remember correctly, Elle already existed in Australia years ago and was folded… why try again?
The article got it wrong. It’s a joint mag launch called Elles Fitness. A niche magazine and app just for women called Elle looking to achieve more in their life.
What the hell? ‘Elle’ failed to impress the Australian market in the mid-Nineties. What makes its new publishers think the time is right for a re-entry now? Methinks its publishers are wanting to appear ‘confident’ in a flagging print market.