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After variation cards in the financial press, and then in the press of television, when he presided over Prisma Presse, Axel Ganz will succeed in disrupting the world of women's magazines Monday, his newest arrives on the market. It's "Jasmin", a weekly high range for women of 25-40 years (a segmentation prized by advertisers), and "which not found in existing magazines." The drafting of some 50 people, is led by Bénédicte Epinay, former editor of "Limited series" (Les Echos group). The journal will benefit from an investment between 15 million and 20 million euros (incorporating the costs of preparation) directed by the company created by Axel Ganz and Publisher Gruner und Jahr, with 75 of the capital majority. It is the balance in three years.
The goal is ambitious. Marketed 2 euros, "Jasmin" is the dissemination of best 250,000, essentially sales number. This is in any case guaranteed Axel Ganz to advertisers, with the hope of reaching 1,500 to 2,000 pages of advertising per year.
In a world of the highly competitive women's magazine press, where the readers are rather irregular in their deed of sale, "Jasmin" arrives in a stagnant market. Since the beginning of the year, sales to the number would be same in withdrawal of 0.7 (excluding the "Version Femina" sold with the regional daily newspaper and "the Journal of the Sunday supplement, but with"Madame Figaro"). With, however, highly variable situations according to the titles. Sales of "It", "cosmopolitan", "Biba", "Marie-Claire" are on the rise, while those of "Madame Figaro", "Marie France" or "muteen" backward. At the same time, net advertising investment of the advertisers in this family of titles would be "slack", according to Virginia Jambry, Director of the Department press in MPG.
Paré high ambitions, "Jasmin" will therefore have to impose. The new release of Axel Ganz just walking on the beds of two weekly high-end of the market, "She" and "Madame Figaro". With "She", leader of the women's titles in advertising with more than 4,200 pages per year, the arrival in kiosks, every Monday from next week, a direct competitor sold cheaper ("It" costs 2,30 EUR) is not concerned. "We are not anxious." I think that the arrival of a new title will lead to a broadening of the market. "And, in these circumstances, there is usually a premium to the leader", confirms its Franck Espiasse-Cabau Editor. The title, which sold best 327.272 according to the latest OJD, an increase of 1.2, saves, according to him, "an increase of 5 of its advertising paging".
In a somewhat different situation, since the title is marketed in the package on the weekend of the "Figaro", "Madame Figaro", whose dissemination was reduced from best in 2002 to 439.289 best 463.211, expects a limited impact on its sales. Consequently, the host of the monthly female could also feel the shock wave. At the end of the month, the reader may now arbitrate between his "Marie Claire" or his "Biba" and the new "Jasmin". For Virginia Jambry, on the advertising plan, "what are monthly who may feel the strongest disturbance." "Advertisers are looking for the periodicities that best adapt to their campaigns, and in this logic, the short periodicities are more appropriate," she explains.
The war of women's magazines could still be increased next year, with the launch, by Mondadori France, new player in the French market for the magazine, "Grazia", the title press which was its success in the peninsula.
