Aug 28
The weekly women's Envy Be and merging
Burst in full interim results conference's media group Lagardere. The upscale women's weekly group, Be, merged with rival Envy, edited by Marie Claire group. The information was soon confirmed by the two groups. The announcement should be made official Friday morning after a conference call with two editors. "The proposed merger of two weekly was presented yesterday to the works of two groups, we stated Thursday night from a reliable source.
This approximation Express is surprising. It is the newest upscale women's magazines, Be was launched with great fanfare and publicity to great fanfare last March 19 by Lagardère Active. Positioned as a "new global media brand" (based on a website, TV and radio), Be was unable to stabilize its sales.After a promising start when the title flirts with 230,000 copies sold (OJD, dissemination France paid) Be seen its circulation fall to 171,397 copies in late June Disappointing sales, however, have nothing catastrophic, especially as Lagardère Active has entrusted to bet on a "target distribution of 160,000 copies.
The day before the first anniversary of Grazia
For its part, Envy wipes the same side. Its circulation is over 240,000 copies in February, when launched, but quickly runs out of steam until barely exceed 160,000 copies (OJD) in June … For the group Marie Claire, this result is particularly disappointing . The group had much hesitation and refine its launch for many months before jumping into the water.To minimize risks, the group had even appealed last year to Jean-Paul Lubot, the designer of Closer magazine, the origin of this new segment of the fashion magazine combining fashion and celebrity news.
Today, the merger has any marriage of convenience between two groups who know each other well. Lagardère owns 42% stake in Marie Claire, a group whose participation chaired Arnaud Lagardere wants precisely to separate. Competitors as vendors release, Lagardere Active and Marie Claire have, it seems, have even more incentive to join together to confront the supremacy, particularly in terms of advertising revenue, the third competitor in this sector, weekly Grazia published by Mondadori France sells 179,704 copies (OJD). Irony of the calendar, Lagardere Active and Marie Claire agreed to before the first anniversary of Grazia.
Comments Off