CAMPAIGN INTERNATIONAL: MEDIUM OF THE MONTH - Mademoiselle is loud but lacks the sophistication of its Conde Nast relatives. By Felix Salmon

Fashion, beauty, relationships, health, fitness, careers. Daniel Ligani, associate publisher of the US magazine, Mademoiselle, is listing the title’s basic editorial menu. It’s not very different from other women’s magazines and that seems to sum up Mademoiselle.

Fashion, beauty, relationships, health, fitness, careers. Daniel

Ligani, associate publisher of the US magazine, Mademoiselle, is listing

the title’s basic editorial menu. It’s not very different from other

women’s magazines and that seems to sum up Mademoiselle.



But the title knows exactly who it’s targeted at. It’s not a teen

magazine but the next step up. The readers are in their 20s. ’They are

first-time adults,’ Ligani says. ’They’re single, and if they’re not

single they’re married but without children.’



Mademoiselle feels like a teen magazine, only with more emphasis on sex

and careers. It’s relentlessly upbeat, with liberal use of exclamation

marks and bright colours.



The pages of fashion to buy are kept in the affordable range, while the

fashion stories are very simple, with the emphasis on representing the

clothes rather than on interesting photography.



Recently, Mademoiselle has gone internet crazy, with web addresses

attached to every article. The October issue even comes with a separate

50-page magazine, Click Here, which calls itself ’the world’s first

women’s magazine devoted to computers and the internet’.



Unfortunately, Mademoiselle’s own website is very thin, failing even to

reproduce the multitude of web links found in the magazine.



Mademoiselle is published by Conde Nast, home of Vogue, Vanity Fair and

The New Yorker, and is attempting to poach Mandi Norwood from the UK’s

Cosmopolitan. ’It’s a very important part of Conde Nast,’ Ligani

says.



’It’s the entry point into the company for many readers.’



But Mademoiselle isn’t supported by Vogue’s high-end advertising: the

fashion ads stop with the likes of Guess. And about 40 per cent of the

magazine’s ad pages are beauty products.



Still, advertisers know who they’re reaching. Mademoiselle’s rate base

has stayed around 1.1 million for more than a decade, and is unlikely to

change soon. Its circulation is split 55/45 between subscriptions and

newsstand sales.





MADEMOISELLE FACT FILE

Publisher                  Conde Nast Publications

Frequency                                  Monthly

Ad rate base                             1,100,000

Full-colour page ad                 dollars 55,910

Cover price                           dollars 2.99

Subscription price                   dollars 16.00



Edited by Anna Griffiths Tel: 0181-267 4892 E-mail:

anna.griffiths@haynet.com.



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