The Group MarieClaire him also a project in its cartons

Saturday, after months of top secret preparations, a new women's weekly, high range will make its appearance in kiosks at the initiative of the Italian group Mondadori: magazine "Grazia", which will come into head-on competition with "it". A small event. Because the weekly of the Lagardère Group, which sells more than 350,000 best per week, was virtually alone on this popular advertisers... niche at least before the crisis.

His credo: fashion, news and the people... the cocktail explosive to seduce young and affluent readers. "Grazia", published by Mondadori France, subsidiary of the Silvio Berlusconi's Fininvest group, already exists in 11 countries, including the Italy, where he sells each week best 230,000 at the price of 1.80 euro. In France, the competitors discounted, them, a price of 1 euro launch. Interviewed yesterday by "Les echos", Mondadori France did not wish to speak before a planned this morning press conference.

But is there really room for a new women's weekly in France To find out, Mondadori did not hesitate to invest 25 million euros. Only, so the "buzz" orchestrated around this new concept in glossy behind is less rosy world of advertising hunger and hyperconcurrentiel market. The mysterious flight of the model of "Grazia" in may cancellation twice last (March and October 2008) of the kick-off of the magazine due to bad advertising conditions, "Grazia" experienced prior to even launch of the chaotic beginnings. Sophie Renaud, Director of the expertise in Carat press pole, "the women's magazine press market is very competitive but it remains highly courted by advertisers.But with a decrease of 17 of the advertising market of the women's press range in July, "Grazia" will not be easy. Bruno Lesouëf, Director of publications of Lagardère Active, edited "She", is abundant in this sense: "where"Grazia"is courageous, is that it is in a downturn in the advertising market, it is a real handicap in terms of calendar.But, for him, "It" is well armed with this new competitor account "of the reputation of the brand and its emotional power from the readers".

Risky bet

One thing is certain, the launch of "Grazia" is a risky bet. In 2006, "Jasmin", the women's weekly launched by Axel Ganz, had thrown the towel after only ten months. The title never reached the best 250,000 guaranteed to advertisers, capping at 100,000. The market is is a little open since This is not what seems to indicate the closure of the women's monthly "ds" last month. Bruno Lesouëf of Lagardère is relatively serene with the arrival of "Grazia" on land "It": "the high-end market of the women's press is dynamic, with figures of diffusion on the rise." "The arrival of"Grazia"is a sign."But the veteran "It" (the title was launched in 1945 by Hélène Lazareff) has not remained idle. Magazine has tested a "poket" format this summer and has dropped the price of 2.30-2 euros to attract a younger target. The competitors move also. And, for all purposes, Lagardere launched a women's weekly dedicated to a younger "It" target (which the reader has 40 years on average) to cover the flagship. The Group Marie-Claire, him also, a project in its cartons. In the weekly people "Gala" (Group Prisma press), whose readership is primarily female, it has launched an advertising campaign (TV, radio and display) of EUR 1 million. And its price was also lowered from 2.20 to 1.50 euro. In short, "Grazia" will not be that of the friends in kiosks...