French titles in search of that elusive je ne sais quoi

Revamp for EverythingFrance, while McNally joins France magazine

Competition for sales of magazines aimed at British Francophiles has hotted up. Everything France has increased in size and pagination and changed its frequency to monthly, while France magazine has signed up Kate McNally as its new managing editor.

Everything France has relaunched in a bigger A4 format with changes to its design and content and a lower cover price. Published by the Brooklands Group, the title originally launched as a bimonthly in June 2001.

To cash in on growing popularity and recent reports that Posh and Becks have bought a luxury £2m chateau in the south of France, the print run has been extended and pagination has increased from 132 to more than 164.

The cover price has been reduced from £3.75 to £2.95 and a new 64-page “flip over” property section devoted to homes in France has been introduced.

The changes are backed by a nationwide promotion in WH Smith as well as UK airports, mainline stations and on board SeaFrance Dover-Calais ferries.

According to the magazine, more than 14 million Brits crossed the channel in search of the French lifestyle last year.

There are also believed to be half a million UK residents who own homes in France.

Everything France is hoping to attract a broader readership by covering all aspects from restoring old properties to travel, food and drink, interiors, motoring, sport and celebrity interviews.

“The Francophile marketplace is buoyant but, in publishing terms, somewhat immature,” Brooklands Group managing director Darren Styles said.

“The available magazines have traditionally been owner-driver titles with bags of enthusiasm but with less commercial nous – so we now see an opportunity to bring some more sophisticated publishing skills to bear.”

He added: “It’s bigger, brighter, better and more rounded than before, as well as costing less, and we think, more reflective of the interests of a broader audience than previous.”

Everything France is an official supporter of National French Week, an initiative set up by a number of committees including the French Tourist UK office, Renault, Eurostar and SeaFrance Ferries

France, the bimonthly published by Archant Life, is also hoping to boost its profile with the appointment of McNally, former business correspondent on the East Anglian Daily Times in Suffolk.

McNally will oversee the editorial strategy and day-to-day running of the magazine as editor Philip Faiers is based in the south of France.

McNally, who was at the top of a mountain in Chamonix when she was offered the job, said: “I spent two very enjoyable years working on the East Anglian Daily Times and it was a difficult decision to leave both the newspaper and the Suffolk area. But the managing editor position at France was an unmissable opportunity.”

McNally was formally assistant editor on Retail Newsagent and Media Week.

By Ruth Addicott

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