FRESH START: Têtu is back to business.
Under the aegis of its new owner — the French start-up Idyls — the general interest gay magazine is returning online with a new editorial team and positioning. Last November, Idyls was given the green light by a commercial court in Paris to buy the publication out of bankruptcy for 100,000 euros, or $108,655 at current exchange rates.
“The three pillars of the new Têtu are the gay community news, wellness and lifestyle,” Idyls cofounder Julien Maquaire explained to WWD.
Thoaï Niradeth, a former events manager at Jean Paul Gaultier and communications project manager at Nina Ricci, is spearheading the lifestyle content, including fashion. The rest of the editorial “collective,” as Maquaire calls it, is made of Bastien Bluzet, Adrien Naselli and Hicham Tahir.
“Our approach to fashion will be to highlight young designers,” he noted.
Stories that were published since the beta version launched last week include “The 10 Most WTF Looks in 2015” and trends from the spring 2016 men’s collections.
“We aim at returning to 500,000 unique visitors monthly, the traffic Têtu had before it folded,” explained Maquaire.
While the Web site doesn’t have advertising yet, Maquaire cited high potential for the trendsetting gay market in France.
Idyls, an app that Maquaire created with Yannick Le Marre in 2012, plans to complement Tetu.com with new services to the gay community at the local level, in addition to its existing gay dating app SoTêtu.
It’s also considering reviving the print magazine. “We have a very strong desire,” said Maquaire. “Right now we’re analyzing the market: If there’s a business model, we’ll go [for it.]”
Previous owner Jean-Jacques Augier had bought loss-making Têtu from Pierre Bergé in 2013.
Founded in 1995 by Pascal Loubet and Didier Lestrade and financed by Bergé since its beginning, Têtu celebrated its 20th anniversary in 2015. Balmain creative director Olivier Rousteing appeared nude on the cover of the March 2015 issue, which he also guest-edited.
The magazine’s paid circulation in France was down 9.6 percent to 28,275 in 2014, according to France’s Circulation Audit Bureau.