Marie claire evolves into content powerhouse

Sarah Homewood
By Sarah Homewood | 7 August 2015
marie claire 20th birthday cover

Marie claire has evolved from a fashion magazine to a “content powerhouse” - that’s the message from Jackie Frank who brought the magazine to Australia 20 years ago.

To celebrate this milestone, there is a commemorative issue and a marketing push to get as many people talking about the magazine as possible. As the publication enters its third decade, outgoing editor and publisher Frank told AdNews she wants to see it reach its full potential.

“I really think we’ve only just scratched the surface. [It] is a really strong brand because we stuck to what we believe in, we kept our integrity, we are authoritative and we’re trusted, and the thing today with all the noise out there is that people are going back to trusted brands,” she said.

Since its launch, the brand has remained the same, according to Frank, but what has changed is the overarching publishing landscape. Like many publishers, Frank said there were major challenges getting different aspects of the brand across different channels, but she added that these difficulties also come with the opportunity to be a 24/7 influential source of information.

“There’s no better way to see fashion than on paper; there’s no better way to see news than on your phone. We cater to all of these and we have all of these opportunities,” she said.

Frank has been promoted to group publisher of fashion and health titles at Pacific Magazines and has big plans for innovation across the stable.

“We’ve got a project in the e-commerce area that we’re developing; ... [and] an opportunity on WeChat; it’s all systems go here. We are also developing something in the beauty area,” Frank revealed.

A version of this story originally appeared in the latest issue of AdNews magazine (7 August). To see the issue as it lands, subscribe to get the issue instantly on your iPad, or you can get the hard copy too – simply click here.

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