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
’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
MADEMOISELLE FACT FILE
Publisher Conde Nast Publications
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: