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.

/j/p/r/Elle.jpg

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.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now