The European starts big push for Elan revamp

The European will launch a series of heavy promotions around the revamp of its lifestyle Elan section as a glossy magazine at the start of February.

Promotion will include poster and radio advertising, supported by an extensive point-of-sale campaign. It is the culmination of investment by the paper’s owners, the Barclay brothers, aiming to revive advertisers’ confidence in the paper.

The new magazine will be the first part of a gradual tweaking of the whole paper, to strengthen its appeal outside the UK, particularly among the travel, perfume and luxury goods sectors.

“We’d like to be an all-round title that appeals to the pan-European reader,” says European head of marketing Manfred Mareck.

“We are blinkered about supplements in the UK, but glossy environments appeal to the pan-European perspective,” says TMD Carat director Neil Jones.

Morale at the title was said to be very low last year, after it was hit by a series of resignations, including that of chief executive Greg Macleod.

But sources at the paper suggest the present circulation of nearly 161,000 will show considerable growth when July to December ABC results emerge next month.

Commercial director Mike Moore, former advertising director at Express Newspapers, joined the paper at the beginning of this month. He is expected to increase the company’s revenue through merchandising and licensing projects.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here