Magazine article Marketing

ABC FIGURES: Marie Claire Trials Discount Strategy

Magazine article Marketing

ABC FIGURES: Marie Claire Trials Discount Strategy

Article excerpt

Marie Claire's decline and the rise of the 30-something women's sector - with strong results for Eve, Red, She and Real - were the big stories in the glossy market.

While IPC's Marie Claire shed nearly 10% of its sales over the past year, recent moves toward the younger, racier editorial agenda set by Glamour and Cosmopolitan prompted many older readers to defect to the rejuvenated 30-something sector.

IPC's concern is evident in the revelation that Marie Claire is testing discounts of 50p and pounds 1 to its pounds 3 cover price in a number of regions. Publishing director Jackie Duckworth stressed that, along with measuring the impact on sales, research was being conducted to see what effect the discounts had on the magazine's demographics.

Marie Claire's upmarket audience brings in high volumes of lucrative designer fashion and beauty advertising, and IPC will be concerned that price discounting could dilute its readership profile.

Spearheading the advance of the 30-something sector is BBC Magazines' Eve, which enjoyed a sales boost of 17.6% on 2002. Editor Jane Bruton has engineered a remarkable turnaround for Eve, which was on most pundits' list of predicted closures when she took the reins two years ago.

Eve also benefited in this ABC period from a big investment in cover-mounted gifts - including DVDs - along with TV advertising.

Hachette Filipacchi's Red pushed its sales to almost 200,000 with a 3.6% gain in the period - the magazine's sixth consecutive ABC increase since the appointment of editor Trish Halpin. …

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