TC Media said its August 2012 issue of ELLE Québec
magazine sold a brand record of 108,122 copies on the newsstand.
The publisher cites an exclusive story on the Véronique Cloutier (a popular French TV/radio personality) and Louis Morissette (actor, writer, comedian) wedding as the driver behind the sales. The ElleQuebec.com
website also experienced a "significant increase" in its number of visitors, generating more than 450,000 page views 24 hours after the magazine launch, according to the publisher.
"Given the couple’s celebrity status and great popularity among Quebecers, the ELLE Québec team decided to go big, printing 95,400 copies for newsstands alone—double the usual number," noted TC Media. "Since that wasn’t enough to meet such high demand, more copies were printed. This resounding success shows how well magazines capture the beauty and simplicity of major events."
The editorial strategy for the exclusive story was to cover it in print, social media, video, e-mail and web — before, during and after the magazine was released, shared TC Media. As well, the marketing for the issue was backed by a major ad campaign that included television, radio, out-of-home and TC Media digital network initiatives. "Support by our distributor, Messageries de presse Benjamin, and various retailers also helped with the outreach for this exclusive issue, resulting in extraordinary sales figures."
Both Elle Quebec
and Elle Canada
made significant revenue gains in 2011, as detailed in Masthead's Top 50 report