Hachette Plans International Launch For Red

Hachette Filipacchi has confirmed plans to launch its women’s glossy magazine, Red, internationally.

The move comes after Hachette won control of the title, which was a joint venture with Emap, after a closed bidding process with the rival publisher (see Emap Loses Fight For Red).

A spokesperson for Hachette confirmed: “The potential to launch internationally was a crucial factor in the bidding process, we were bidding for Red as a brand, not just a magazine. Obviously, we only acquired the title three days ago, so our strategy is not finalised.”

Hachette UK also recently acquired Attic Futura and gained control of the heavy-weight Elle fashion titles giving it a sizeable portfolio of women’s magazines. A spokesperson for Hachette’s advertising department said: “One of the reasons we were so keen to keep Red was because of the advertising synergy it provides. Red appeals to the key middle youth market which is extremely lucrative. The Elle titles, which are aimed at the 25 to 34 year old market also have advertising cross over points with Red. Most big brands have multiple entry points, and with the successful completion of the negotiations for Red we can offer advertisers readers from their teens right through to their forties.”

The loss of Red will be a blow to Emap, which was keen to main control of the title. It will also be a loss to its new media portfolio, as Red.co.uk was a commercially successful site. Speculation has been mounting over what Emap will do with the £17.1 million it received from Hachette for its share of Red. It recently launched celebrity women’s magazine Closer (see Emap Promotes Closer With Give-Away) and Emap insiders have suggested a number of new projects are under consideration, including a new dating magazine.

Hachette Filipacchi: www.hachette-filipacchi.com Emap: 01733 568 900 www.emap.co.uk

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