Hachette Filipacchi to put focus on retention

Hachette Filipacchi will focus its marketing strategy on increasing revenue from subscribers to its core Red and Elle titles rather than acquiring new readers.

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The publisher will also place less focus on increasing circulation but will instead look to retain and boost the value of existing customers, instead of attempting to attract new customers with price promotions.

Marketing director Reid Holland says that while the company wants a strong ABC report, its new direction will take a “holistic view” of its brands and long-term audiences across print, digital and further brand extensions.

He adds: “We’re putting product at the heart of what we do and selling it to the right type of customer.”

Holland admits that this year’s increase in Royal Mail postage prices will have a knock-on effect on subscription costs, which means extra value needs to be added to the subscriber package.

As a result, Hachette Filipacchi increased investment in its loyalty clubs for Elle, Red, Elle Decoration and Psychologies, relaunching with new monthly offers from retailers including Urban Outfitters and Liberty.

Lagardere, the French owner of Hachette, sold its international magazine portfolio to US-based Hearst Corporation for €651m (£574m) last month. Hearst, which also owns The National Magazine Company, will take control of 102 Lagardere print titles including Red in the UK and will assume licensing rights for flagship title Elle.

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