Cullen has been praised for steering Shop Til You Drop to the position of Australia’s highest selling fashion magazine, and has been rumoured as a favourite for the Elle position for months. Among those considered for the coveted role were ex-Vogue editor Kirstie Clements, UK Glamour’s Jo Elvin and Gourmet Traveller’s Anthea Louvas.
In contrast, Cullen has never before worked on a luxury title, but considering a lack of receptiveness to digital media is said to be one of the reasons Clements was ditched by Vogue, industry experience is far from the only factor at play. Throw in the recent demise of the poorly-performing Grazia and the entry of 10 Magazine onto the scene, and fresh blood is looking like a major asset.
Elle Australia will launch as a joint venture between Hearst Magazines International and Bauer Media Group, which acquired ACP last year and also publishes Harper’s Bazaar, Cosmopolitan and Madison. As the glossiest jewel in Bauer’s crown, Elle will face stiff competition from Vogue, InStyle and Marie Claire.
