BIG M: French daily Le Monde’s supplement M is turning five. Stella Tennant appears on one of the five different covers of the anniversary issue slated to hit newsstands Friday. The 40-something model was lensed by Jack Davison wearing Holland & Holland (she developed a collection for the luxury outdoor brand with Isabella Cawdor) in the Scottish countryside. Inside the issue, she’s profiled by Olivier Saillard, director and curator at Paris’ fashion museum Palais Galliera. Meanwhile, Richard Avedon fronts another cover, coinciding with the opening of “Avedon’s France: Old World, New Look” exhibition at the BnF François-Mitterrand library in Paris. The issue runs 165 pages with advertisers including Céline, Theory and Audemars Piguet.
M, a weekly, has often been cited as a magazine that does well despite the challenging advertising market for print media in France. Advertising revenue for print media are anticipated to be down 8 percent in 2016, according to a forecast by IPG Mediabrands/Magna Global agency released in June. Earlier this year, French daily Libération and newsweekly L’Obs both brought their lifestyle monthly supplements Next and O respectively to a halt.
“The initial inspiration for M was The New York Times Magazine and T magazine. But for Le Monde, it wasn’t about launching two separate publications so it launched M that covers both news and lifestyle,” said M editor in chief Marie-Pierre Lannelongue. “I am now very at ease with the 2 in 1 [formula]. It’s like standing on two legs.”
M, which is part of Le Monde group owned by the triumvirate made of Pierre Bergé, Xavier Niel and Matthieu Pigasse, has the same paid circulation as Le Monde’s, which was down 2.7 percent to 264,559 between July 2015 and June 2016, according to the French circulation audit bureau, OJD/ACPM. On Fridays, the paper is priced at 4.50 euros, or $5 at current exchange rates.
“People are still ready to pay for quality journalism and photography,” said Lannelongue.
Inez Van Lamsweerde and Vinoodh Matadin shot the cover of the luxury-dedicated issue slated to hit newsstands on Dec. 3.