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December 6, 2010

Hachette launches Red Online website amid sale rumours

By Sam Francis

red onlineHachette Filipacchi has today launched Red Online – a new companion website to glossy Womens’ fashion magazine, Red.

The launch follows the appointment of Lisa Helmanis in September as editor of the online version of the magazine.

According to the publishers, the red website aims to become an extension of Red’s print brand and “an integral part of our readers’ daily lives”.

Helmanis said: ‘Red is such a strong brand, and I feel privileged to be launching it online. Red Online is a completely new proposition, building on the Red brand in a unique way to suit the online platform.

‘I am passionate about the power of online brands and this is a unique and exciting opportunity for a magazine which has a great success story behind it already.”

The launch of Red Online is being supported by an online video advertising campaign featuring Louise Redknapp.

The web revamp follow Hachette’s parent company – French media giant Lagardère – announcing it was considering selling it’s international magazine businesses.

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Lagard̬re is reportedly in talks with up to five publishers over the possible sale and is reported to have held presentations to US media giant Hearst Рwhich owns NatMags in the UK Рas well as Bauer Media Group about the sale of its UK titles, which also include Elle, Psychologies, Sugar, All About Soap and Inside Soap magazines.

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