ELLEgirl Goes On Sale As Teen Style Monthly
Hachette Filipacchi’s ELLEgirl goes on sale as a monthly title for the first time this week in an attempt to shake-up the increasingly competitive teenage magazine market.
The decision to increase the magazine’s frequency from bi-monthly to monthly was taken last year as part of Hachette’s ongoing strategy to strengthen its teenage portfolio, which also includes Sugar and tvhits.
The move will see Clare Irvin move from her role as editor of Sugar to become consultant editor of ELLEgirl, which has been published bi-monthly since June last year when Hachette increased its frequency from a quarterly magazine (see Hachette To Take ELLEgirl Monthly In The New Year).
The March issue of the title goes on sale with the strapline Dare To Be Different and features a range of fashion and beauty content, alongside a new line-up of regular columnists aimed at fashion conscious 15-19 year-old girls.
The first monthly instalment of the magazine also comes with a special 16-page Icons supplement in association with Rimmel London, offering readers style tips from famous female icons, from Brigitte Bardot to Kate Moss.
Commenting on the title Irvin said: “We’re thrilled with the first monthly issue of ELLEgirl. Its exciting mix of cutting edge fashion, beauty and features is totally new to the teen monthly market, and will encourage even more readers to dare to be different!”
Lysanne Currie, editorial director of Hachette’s teen group, added: “ELLEgirl offers something distinct and stylish for the independent and inquisitive teenager. Demand is growing and the move to monthly frequency will help ensure our long-term position as market leader in this exclusive and sought-after sector.”
The relaunched ELLEgirl looks set to face tough competition in the notoriously fickle teenage magazine sector. The latest ABC results for the six months to June 2003 saw Emap’s new weekly teen gossip magazine, Sneak, enter the market with an initial circulation of 100,107, alongside Popworld with sales in excess of 63,000.
Last month Hachette Filipacchi has poached Emap’s Frances Sheen to become editor of its glossy B magazine for women, replacing Gina Johnson who stepped down in October to work on special projects (see NewsLine).
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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