O’Riordan (above right): getting rid of ‘devalued’ cover-mounts
Marie Claire has shrunk to a smaller format, similar to the US Vanity Fair, and has slashed its price from £3 to £2.50, in part, to reduce the need for cover-mounts.
Editor Marie O’Riordan said that like other editors she is desperate to get rid of “devalued” cover-mounts altogether, but admits this is not yet a realistic option.
The last ABC figures revealed that Marie Claire had suffered a loss of 9.8 per cent but according to O’Riordan, figures are looking more promising this time around.
Marie Claire’s publisher, IPC SouthBank, has spent several months market testing the new format. IPC’s joint venture partner Groupe Marie Claire has shared its knowledge of current European trends.
O’Riordan explained that she did not want the drop in price to be too steep and said that there was no intention of attempting to change the magazine’s readership.
“The demographics of the magazine will stay the same, people will just feel they are getting better value for their money. This is a price-sensitive sector and the European trend shows there is a general reduction in prices.
“What’s more it represents a significant investment in the editorial product, allowing us to shift the promotional emphasis away from cover-mounting.”
O’Riordan said of the new format: “I am impressed by Glamour which has revolutionised the magazine sector.
We are refreshed and the new look reflects our modernity. It will feel more radical and look a lot different.
“We want to maintain our reputation as the only magazine to provide style with substance.
“The competition has been ruthless and readers are bound to sample other products, but it seems that they have come back to us.”
The new-look magazine went on sale this week (29 July).
By Sarah Lagan