TC Media launches Elle Man

The new male-targeted fashion and grooming issue is poly-bagged with Elle Canada and is targeted at men age 25 to 45.
Elle Man

TC Media’s Elle Canada is broadening its horizons with the introduction of its first male-centric fashion and grooming magazine, Elle Man.

The 32-page issue is poly-bagged with copies of the November issue of Elle Canada and hits newsstands early this week. The typical reader for the female-targeted magazine is between the ages of 25 and 45, which will also likely  be the case for Elle Man, Erin Quinn, senior specialist, marketing and communications, TC Media, tells MiC.

Elle Man‘s launch is strategic, as it lends itself instant credibility by its association with the Elle family,” says Quinn, further noting that the issue is poly-bagged in order to reach the husbands, boyfriends, brothers and friends of Elle Canada readers. “Men are more likely to look at Elle Man if they were given a copy from someone who already reads Elle Canada and trusts the brand.  We have no doubt there will be great interest from a newsstand perspective.”

Typically, Elle Canada will sell around 24,000 copies on the newstand, says Quinn, noting that poly-bagged premium issues generate approximately a 38% lift in sales.

Quinn adds that there will be 25% advertising and 75% editorial content in each issue, with TC Media hoping to publish the magazine twice a year (in the spring/summer as well as in the fall/winter), although nothing is confirmed just yet. In this month’s issue, brands such as Calvin Klein, Tommy Hilfiger, Movado and Givenchy have signed on as advertisers.

“We have wanted to do a male-centric issue for some time now, [and] we’ve really seen a lot of growth in the male grooming markets,” she says. “Elle is largely a beauty and fashion publication so we wanted to create an editorial environment where we could speak to that market.”

She adds that Elle Canada has an iPad version of the magazine planned to launch in December and once it’s successfully in market, the next step will be to integrate Elle Man into the digital space.