Montreal-based KO Média, publisher of Véro, Elle Québec and Elle Canada (pictured) magazines, is kicking off the year with an increase in readership across its three brands.

On average, the total readership of the three magazines has grown by 7% over last year, for a total of 4.8 million monthly active readers.

Elle, the brand that covers fashion and beauty, upped its number of readers in both digital and print editions. In the digital edition, Elle Québec recorded an increase of 13%, while Elle Canada was up 14%. Readership of the print edition of Elle Canada rose by 10%. The total reach of the two brands is now 4 million readers per issue.

Véro, which covers different topics for women, including health, psychology and beauty, increased its audience in print and digital by 8%, now reaching 837,000 readers each month.

Sophie Banford, general director and publisher at KO Média, tells MiC that the marketing strategy, which combines social media promotion, newsletters, digital catalogs, newsstands and partnerships (for the print magazine), has boosted the readership of all three magazines.

“Every type of advertising/sharing on every platform is definitely helping us to promote the content and increase the readership. The advertising in the magazine and on our digital platform has been equally important. Especially every content creativity activation with an advertiser that allows us to reach a different market.”

In terms of partnerships, Banford says they’ve recently started making some trades (visibility for visibility in other media) and cooperating with other organizations who take some of their unsold issues and distribute them in waiting rooms at various locations, such as medical centres. In addition, they promote their editions by distributing copies at advertisers’ events (such as fashion shows), or by giving them to a partner for the collaboration/purchase of advertising space in the magazine.

A recent Vividata study on emerging consumer trends discovered that Canadians are seeking sources of beauty advice and cosmetic product recommendations more than ever before. Cosmetics are also an important product category for Canadian adults, both men and women, and spending on cosmetics is expected to double this year compared to 2019, according to the report.