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Lagardère Planning to Launch Elle Man in France

Edouard Dutour, deputy editor in chief at the French Elle, was tapped to head the issue.

HIS TURN: French media group Lagardère, publisher of Elle in France, is set to launch Elle Man on Oct. 3, WWD has learned. “It will be a fashion magazine in the same spirit as Elle,” confirmed a spokeswoman for Lagardère Active, the firm’s multimedia division arm, noting that this is a one-shot for now. Elle Men already exists in China as a monthly, and Elle Man in Turkey as a supplement.

Edouard Dutour, deputy editor in chief at Elle, was tapped to head the issue. “It will be a style magazine…chic and playful, not edgy nor super hype, just like Elle,” he said.

The move comes at a time when men’s magazines — albeit a smaller world — are trending better than women’s. Paid circulation in France of men’s magazines, a segment that includes GQ and Vogue Hommes International, grew 2.8 percent in 2012 to 2.5 million copies, according to France’s Circulation Audit Bureau. In the meantime, circulation of the vastly larger women’s magazine segment fell 3.4 percent in 2012 to 371.6 million copies.

“There is a large interest from advertisers [for men’s magazines], specially in the upscale end,” Philippe Rincé, deputy director of the Circulation Audit Bureau, said.

Another men’s magazine, Lui, is also set to launch in France this fall. Jean-Yves Le Fur, Numéro founder, is behind the revival of the former erotic publication of the Seventies that is set to return as a lifestyle magazine.