The veil should be lifted in the coming weeks

We attend a battle to death, as is in has not been long in the women's press! "Signed by the editor of a major women's weekly, it does probably not discourage groups that is preparing to embark on this niche. Fort a budget of 20 million euros, the Group Marie Claire should be the first with "Envy", a weekly based on the British "Look". Speaking to young women CSP 20 to 35 years, the feminine, which looks both "mode" and "people", could leave as early as February. 12 Date, mentioned in the press, was denied by the group but confirmed by other sources.

The second project is the Lagardère Group (who edits already "It"). Called the "Be", this weekly, is, expected in mid-March, without losing the group, there also, confirmed the calendar. Lagardère Active has already launched, on January 4, the Internet Be site. "The objective is to develop the brand around a community of enthusiasts of fashion." "There will certainly be this brand media expressions, but any announcement is premature," merely indicate Franck Espiasse, the editor of "It" and "Paris Match".

Hit by the crisis of the pub

The women's press market can absorb time two new weekly Experts are skeptical, especially as Mondadori ("Closer", "TV Star", etc.), has already launched "Grazia" in August last on a niche already well occupied by "It", "Madame Figaro", "Gala" or "current woman." As all of the press, the women suffered ripped the advertising crisis. According to the latest figures of TNS Media Intelligence advertising pagination of this family of magazines has decreased by 13.4 over the period January-November 2009 (from the same period of the previous year), while the gross advertising investment (before trade negotiations) fell by 9. And, apart from the newest "Grazia" (see below), all have suffered. The leader "She" lost 13.5 of its advertising turnover, according to his publisher, Franck Espiasse. "Madame Figaro" confirmed to be "in the trend of the market" while "Gala" admits a "slight decrease".

The crisis has had more impact these so-called female "of high-end" redounds to more than half of their advertising sales. "It is about 60 in this type of magazine," said Nathalie Godinot, Director of the press in Reload (Group Publicis) expertise.

The cake is not extensible

Sales suffer indeed they also: only "She" managed to advance its release last year, with a decrease in price of 2.30-2 euros reached August 14, which allowed him to sell since 25,000 more copies each week. "We will achieve a diffusion france paid more of best 370,000 in 2009, an all-time record!", said Franck Espiasse. Other titles will be in decline:-1-2 for "Madame Figaro", -10-12 for "Gala".

Newcomers find their place in this difficult market "The advertising pie is not extensible." But the weekly rate is fairly valued advertisers, who are looking for the rhythm and speed. "There are arbitrations, no doubt also against the monthly," said Nathalie Godinot.

"envy" wants to attract readers with strong purchasing power, but he was not sure that it is considered a "high-end feminine." Building on a strong dissemination, more than 200,000 best, it would be, according to sources who saw one zero number, quite innovative and close to "Closer", "fashion, people, glamour and crunchy". The veil should be lifted in the coming weeks.