ELLE EXPANDS IN CANADA
Byline: Brian Dunn
MONTREAL — Eleven years after launching Elle Quebec in French, Hachette Filipacchi Magazines will launch Elle Canada in English next March.
Hachette has teamed up with Transcontinental Publications Inc. here in an equal partnership — the same as they have in Elle Quebec. The advantage for Hachette is that alone it lacks the sales and marketing infrastructure to build acceptable readership levels in Canada to attract domestic advertisers.
Under Canadian legislation passed last year, Hachette could have created an independent Canadian edition, like Time Canada, that allows American publishers to generate up to 18 percent of their ad revenues in a split-run Canadian edition that contains mostly U.S. editorial content.
Instead, Elle Canada will have 80 percent Canadian editorial content, according to Andre Prefontaine, president of Transcontinental, Canada’s second largest publisher of magazines and periodicals. He said he contacted Hachette about launching Elle Canada soon after Transcontinental acquired Telemedia, publisher of Elle Quebec, in March 1999.
With Transcontinental as its partner, Prefontaine said Hachette can tap into its database of five million past and current subscribers.
Jack Kliger, president and chief executive of Hachette, said he was encouraged to launch Elle Canada with Transcontinental based on their success with Elle Quebec, which has one of the strongest readership penetration levels of all 32 Elle editions around the world and is number one in its market.
Kliger said Elle Canada has a goal of about 130,000 paid subscribers by the end of its first year — about 100,000 more than Canadian sales of U.S.-based Elle, which will continue to be available in Canada. The newsstand price is set at $3.50 Canadian ($2.35 U.S.) and the one-time, full-page, four-color ad rate is $6,700 (U.S.).