Hachette takes ElleGirl monthly in teen magazine battle
LONDON – Hachette Filipacchi UK is to take its teen title, ElleGirl, monthly in February and put it in direct competition with rivals including the National Magazine Company's CosmoGirl!.
The increase in frequency sees ElleGirl move up from bi-monthly having originally been launch in April 2001 as a quarterly title.
The increased frequency is being supported by a larger editorial team and a revamp of the title, which is being overseen by Hachette Filipacchi UK’s editorial director of teen titles, Lysanne Currie.
Currie is working closely with Claire Irvin who is moving over from her current post as editor of Sugar to become consultant editor on ElleGirl.
The appointment of the editor of teen market leader Sugar, which has an ABC circulation of 321,258, signals Hachette's intention to go for the younger market now occupied by rivals CosmoGirl!, Bliss and J-17, which are targeted at a slightly younger market than ElleGirl.
According to Irvin: "We will be aiming for the top with ElleGirl which has built a loyal and increasing younger readership around traditional Elle values."
The move to take ElleGirl monthly follows a revamp of CosmoGirl! earlier this year that saw the teen spin-off title reduced to handbag-size from its May issue. The change coincided with increased editorial investment and additional retail and consumer promotion on the newsstand.
"The launch of ElleGirl as a monthly title is a major move in our company’s strategic growth plan for the year ahead. By employing Claire [Irvin]’s strengths and skills under my directorship, we are demonstrating our commitment to a move we believe will be a major marketplace success," Currie said.
ElleGirl was originally launched as part of the Emap Hachette joint venture. Since taking it under sole ownership, Hachette says it has increased both the magazine’s frequency and circulation to around 100,000 copies, but the magazine has yet to have an official ABC.
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