Elle: launching a compact edition Fry: “looking forward to stability” Mature Times: entering a new era New look: the Weekend Echo will feature a revamped Football Echo Bourke: Elle’s new art director
Elle magazine has followed the other glossies and published a smaller, travel-size version.
The September issue, out this week, will be the first to feature the two different formats. The overall print run has been increased and the smaller size will be available at travel points such as airports and train stations throughout the UK, positioned alongside standard-sized copies.
Elle publisher Lara Wilkins said both formats would have the same pagination, editorial content and cover price of £3. The September issue will also contain an Orla Kiely covermounted silk scarf, which it is hoped will help increase sales further.
Wilkins said the move reflected the growing demand for more convenience among readers and the re-sizing of other titles such as Glamour magazine, The Independent and The Times.
“We have seen the successful re-sizing of other publications and felt it was the right time to do it. More women are travelling now, whether it’s on holidays, weekend breaks or day trips, and the travel size is more transportable,” she said. “Obviously, we have done lots of different mock-ups but I think the size lends itself very well to the editorial.”
Glamour became the UK’s the first “handbag-size” magazine when it was launched in April 2001. Despite early claims from rival publishers that it would not work, Marie Claire and Cosmopolitan have followed suit and publish a travel-size version in selected outlets.
Wilkins said Elle’s owner, Hachette Filipacchi, would continue to publish two sizes for the foreseeable future.
The move is likely to be the first of a series of changes at Elle, which recently appointed former Cosmopolitan editor Lorraine Candy as its new editor-in-chief.
Elle announced this week that it has lured Marissa Bourke from Vogue to be its new art director. Bourke has spent six years working for Vogue, having previously worked on The Face and Arena. Described by Candy as “the most talented art director in the industry”, Bourke will oversee a re-design of Elle when she joins next month.
“Wooing her away from Vogue was a tough job but the plans we have for Elle are so exciting that she couldn’t resist,” Candy said.
Bourke will take over from Elle’s previous art director, Jo Sams, who left to become creative director of Eve in May.
By Ruth Addicott