Two suppléments for Marie Claire
Women's Magazine The French glossy magazine Marie Claire is launching two special-interest issues in French-speaking Switzerland.
Marie Claire, renowned French
Glossy magazine for women, read on five continents in 26 countries
and 14 languages, reached 4.1 million downloads worldwide last year.
copies. The paper now plans to launch two new editions in French-speaking Switzerland from November.
produce split editions. The Swiss editorial team in Chardonne
above Vevey is used for the two suppléments Marie Claire Idée
and Marie Claire Maison 16 to 24 additional Swiss pages each
produce. For around six years now, there have been countless
regional and international splits, there is also a Suisse edition of the
regular magazine, which will soon be celebrating its 50th birthday. And the
Success is on the rise: "Over the past two and a half years, the
We will even be producing 48 pages in November",
says publisher Marc-Henri Debluë. The scope of Edition Suisse
increased from 12 to 15 pages to 30 to 40 pages in the 300 to 400 page
strong magazine. Debluë would like to build on this success with the
issues, initially four times a year. Both
Supplements together should have a circulation of about 20000
copies per issue.
Twice as many advertisements
The integration of Swiss pages into the French edition
seems to be a formula that works. Advertising has also proven this
noticed. Advertisements have also increased since last year.
doubled, with 20 pages of advertisements in July alone.
produced, explains Debluë. The magazine, which has a high profile
like Brigitte in Germany, has 83,000 readers in French-speaking Switzerland.
and readers, 84 percent of whom are women (Wemf 2004). This puts the paper
ahead of French women's titles such as Elle, Profil femmes and Blandice
and only just behind Edelweiss from Ringier. "We are a
real competition, although Marie Claire does not do any promotion",
explains the publisher. 84 percent of the readership are women. The
The magazine's creators also describe Marie Claire as "more feminine"
than the other women's magazines in French-speaking Switzerland. The undisputed
Edipresse's successful title Fémina with a readership of almost 495,000
people only reach 60 percent of his female readers. And
Marie Claire also attracts considerable attention from readers
of other women's magazines. Almost 80 percent of female readers live
in urban catchment areas. According to Debluë, Marie Claire is in Geneva,
already number one.
Looking back, the publisher considers 2003 to be a particularly tough year. But
with a small structure and low fixed costs, the Swiss subsidiary remained
of the title flexibly. Editor-in-chief Hélène Béziat works
now with around twelve freelance journalists
together. For the production of the additional pages of the theme booklets
the circle of journalists is set to expand further.
René Worni
