Two of the biggest players in fashion magazine publishing are taking advantage of Australia’s highly competitive economy by extending their empires to down under.
Last week it was announced that the on-again off-again Australian version of Elle magazine, which was confirmed (again) in August last year, will definitely hit newsagents in September. The digital edition (elle.com.au) will go live in August.
The launch is a joint venture between Hearst Magazines International and Bauer Media Group, which acquired ACP last year and boasts a portfolio of women’s titles including Harper’s Bazaar, Cosmopolitan and Madison. Elle will be the glossiest jewel in their crown, with a global circulation of 6,560,000 and 21 million readers across 44 editions. The magazine is currently in the process of interviewing prospective editors. Let the rumours swell.
And Elle isn’t the only glossy with its sights set on Australia. Last night former ACP editor Alison Veness threw a party to celebrate the launch of luxury Brit publication 10 Magazine (and its male counterpart 10 Men). The magazine has been around in digital form since October last year, and is now a biannual hardcover print magazine too. The expertly-timed launch must be a bit of a slap in the face for ACP: Veness is the former editor of Harper’s Bazaar and founding editor of Grazia, which she left back in 2011 when sales hit a slump.
Print is far from dead in Australia, with niche publications like Frankie and Russh experiencing massive growth over the last couple of years. Whether the big players can follow suit is yet to be seen.