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.