Canadian Publishing Industry News
19 September 2012, MONTREAL
ELLE Quebec magazine breaks own record for newsstand sales
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.
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True they sold extra copies of ONE ISSUE, based on a cover story on a celebrity wedding. But after we count the cost of the extra newsstand promo space, printing and shipping the extra newsstand copies, and the cost to "cover it in print, social media, video, e-mail and web � before, during and after the magazine was released" .... did they make any actual profit? I doubt it was very much.
And, this was a one-shot deal. Will you promise to write a similar comment next month, after their newsstand sales plummet back to normal levels in the lack of a celebrity wedding and a ton of money spent promoting the issue?
I'll guess probably not.
I'm still not impressed.