The English version was the most successful Canadian launch of 2007, so it only makes sense that Transcontinental Media is planning to launch a French version of More this fall.
More publisher Francine Tremblay (left) and editor-in-chief Linda Lewis.
“With the success of More in Canada, we confirmed we had a magazine that
neither our readers nor our advertisers had ever seen before, and they were
hungry for it,” said Francine Tremblay, senior vice president of consumer
magazines, Transcontinental Media in a released statement. “More magazine speaks to a unique niche, and it's obvious to us that niche exists among French-speaking women as well. Transcontinental's experience and success with magazines like Canadian Living
and its French counterpart Coup de pouce is based on content that is unique to
both editions and relevant in each language.”
The as-yet unnamed French edition will be edited by Sylvie Poirier and art directed by Chantal Ares, who will both leave their posts at Elle Québec. Catherine Elie, former editor of the Rogers-owned Châtelaine, will serve as interim editor-in-chief at Elle Québec.
The glossy More targets on-the-go women aged 40 and over. The magazine’s model was developed by Iowa-based publishing giant Meredith Corporation in 1998 and Transcon secured rights to publish a Canadian edition in 2003.
With Linda Lewis as editor-in-chief, the Canadian More launched with $5-million start-up budget in March 2007. In December 2006, Transcontinental was guaranteeing a ratebase of 30,000 newsstand sales of an 80,000 draw and 90,000 mailed copies, of which 30,000 would be paid subs and 60,000 controlled. Those expectations were surpassed, with the magazine generating 74,000 paid subscriptions before its launch. At the time, Tremblay told Masthead that the numbers were “quite surprising.”