ELLE Australia launches...again

This is the cover of ELLE Australia which launches today - the first major launch in Australia for new German owners of ACP Magazines - Bauer Media Group. The on again off again launch has been in the works for over 2 years. Making way for ELLE's global magazine juggernaut included the closure of Madison (Jun 13) and weekly fashion title Grazia (Feb 13).

Bauer's Launch Issue - ELLE Oct 13

I love a magazine launch. There's something exciting about opening the first issue of a new magazine - something that's come to being through blood, sweat and plenty of tears from the large teams involved in bringing the new baby to market. 

ELLE Australia is a joint venture between Hearst International, Lagardere and Bauer Media Group who also publish Cosmopolitan and Harper's BAZAAR as a JV with Hearst locally. Edited by Justine Cullen, former editor of reader favourite Shop til You Drop and published by Peter Holder, ELLE boasts an impressive line-up of Fashion, Beauty and Feature Editors and Stylists to bring the very best to the Australian market.

The cover image strikes the right chord with Australian women - it's bright, fresh and outdoorsy. The model is largely unknown and she looks relaxed and aspirational yet not overly polished or unapproachable. I like that it seems to be shot outdoors in bright Australian light - not in a studio with a boring grey or white background. One noticeable omission is any pointer or reference to the launch issue, premier edition or New! which I think fails to capitalise on its newness and highlight the issue to readers in-store. Perhaps this could be because it's not really a launch in that it was previously published in Australia by Pacific Magazines - closing in March 2002 after 12 years (cover below). 

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Last issue of Aust. ELLE (March 2002)

Launching magazines in 2013 is a different ball-game to what it was over two decades ago when ELLE first launched in Australia (March 1990 issue). Now, smart magazine marketers build their audience pre-launch via web, Facebook, Twitter, Instagram and Pinterest. ELLE's website, Facebook and Twitter accounts went online in August 2013 and pre-sold subscriptions were also sold months before launch.

About ELLE: With a global circulation of 6,560,000 and 21 million readers across 43 editions, ELLE is the largest fashion magazine brand in the world. ELLE offers its global audience powerful multi-channelled platforms with 34 local websites, 28 million unique web visitors, 13 mobile apps and 16 thematic mobile apps, 18 iPad apps and 8 thematic iPad apps, more than 2.5 million Facebook likes and 3.5 million Twitter followers.

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