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NEW REVENUES: Elle.com has formed a partnership with Rue La La, a private sale Web site. In what could loosely be compared with the Gilt Groupe, Rue La La will provide Elle.com readers with access to invitation-only, limited-time sales from designer brands and lifestyle experiences. Each online boutique will last 48 hours and will offer merchandise at discounted prices from brands, as well as “editor’s picks.” Elle and Rue La La will share revenues from product sales, said a spokeswoman for Hachette Filipacchi Media U.S. “That is one of the beauties of the partnership — it produces a new revenue stream and provides a service to our users,” she said.
Speaking of Elle, the French version will be slashing its newsstand price from 2.30 euros, or $3.25, to 1.80 euros, or $2.55, in an effort to attract younger readers. The new Elle will be a little smaller then its current format and will go on sale beginning Aug. 14.
— A.W. and Natasha Montrose