Elle Canada has bagged a new partner.
The TC Media brand is launching a male-focused offshoot called Elle Man that will be poly-bagged with its November issue.
The special 32-page issue, featuring Canadian actor Scott Speedman (star of Global Television’s Last Resort) on the cover, will focus on men’s fashion and grooming. The twofer package, arriving on newsstands Oct. 8, will cost $3.99.
“The men’s grooming market is growing,” said editor-in-chief Noreen Flanagan in an email interview. “Elle Canada is largely a beauty and fashion magazine, and we wanted to create editorial content that spoke to this growing market.”
The launch issue features eight advertising pages. A full page, full-colour ad in the publication costs $6,000. Flanagan said that TC Media would like to produce two issues of Elle Man per year, covering the spring/summer and fall/winter periods.
Several of Elle’s international editions produce Elle Man on a twice-yearly basis, while China produces a monthly edition, said Flanagan.
Elle Canada had 1.6 million readers 2+ in the latest topline readership data reported by the Toronto-based Print Measurement Bureau last week, including 188,000 male readers.
