Benjamin Li
Jun 20, 2012

SCMP and Hearst Magazines International form JV to publish Elle Hong Kong

HONG KONG - SCMP Group and Hearst Magazines International have formed a joint venture company, SCMP Hearst Hong Kong, to publish Elle and related titles, its website, the Car and Driver website, and further custom publishing business from 3 July.

SCMP and Hearst Magazines International form JV to publish Elle Hong Kong

The two companies have worked together in Hong Kong for 28 years, starting with the launch of the Hong Kong edition of Cosmopolitan in 1984, followed by Harper’s Bazaar in 1988, and CosmoGIRL in 2001. The three titles have now become Hong Kong’s leading women’s magazines in their respective market segments.

All the Elle Hong Kong editorial staff, as well as publisher Do Do Yeung, will join SCMP Hearst Hong Kong.

Elle Hong Kong will be celebrating its 25th anniversary this year, and the company is preparing for a large celebration event at the end of the year.

The magazine's circulation figure is 31,128, with its typical female reader between 25 and 34 years old, educated, with high spending power and a love of shopping.

Duncan Edwards, president and CEO of Hearst Magazines International, said, “Through our partnership with SCMP, we are already publishing a very successful edition of Cosmopolitan and we’re confident that this move will take Elle in Hong Kong to even greater success than before.”

Josephine Chan, director for SCMP Magazines Publishing commented, “It’s a very natural fit for us to welcome Elle into our portfolio of magazine titles. We’ve enjoyed a great partnership with Hearst over the years, and we have a dedicated team that knows the fashion, beauty and style market in Hong Kong.”

Chan added that their existing titles continue to grow both in print and digital, including a facelift for the Harper’s Bazaar site in 2013.

Elle, a brand owned by Lagardère Active, is the world’s largest fashion magazine brand with 43 international editions reaching more than 21 million readers.

Source:
Campaign China

Related Articles

Just Published

1 hour ago

Call for entries: Campaign Asia-Pacific’s 2025 ...

The 2025 Power List is open for nominations! We’re spotlighting the marketers who are driving innovation, shaping consumer behaviour and redefining the marketing game across the region. Know a trailblazer leading the charge or think it’s your time to shine? Nominate now.

6 hours ago

Gen Z isn't buying Black History Month campaigns ...

Posting alone isn’t enough to cover anti-DEI behavior anymore, says Adfero’s Kayla Marrero.

6 hours ago

Google is on a mission to make using AI ‘A-OK’

The tech giant’s AI Lighthouse Program is one of a slate of recent efforts to give its Gemini tools the human touch.

15 hours ago

Pay-to-play pitches putting fair competition at ...

VoxComm warns that agencies paying intermediaries for pitch opportunities could undermine fair competition and limit advertisers' choices.