More magazine's success leads to launch this fall of French edition

Transcontinental Media, flush with the success of its co-venture with Meredith Corporation in publishing the Canadian edition of More magazine, has announced that it is to publish a French edition. According to a story in Media In Canada, the new edition will debut in the fall.

The English edition of the magazine, which launched in March 2007 has done better than double its initial circulation projections (now having about 80,000), apparently being extremely popular with its target audience, women over 40. It didn't hurt, of course, that Transcontinental is Canada's largest consumer magazine publisher and was able to cross-promote the new magazine in titles like its Canadian Living, Homemaker's and Elle Canada and Elle Quebec. In fact, Elle Quebec and Elle Canada were an example of the More experience in reverse. Elle Quebec's success (as a franchise under license from Hachette Filappachi) resulted in the launch of a national English product.

"With the success of More in Canada, we confirmed we had a magazine that neither our readers nor our advertisers had ever seen before, and they were hungry for it," says Francine Tremblay, Transcontinental's Senior Vice-president of consumer magazines. "More magazine speaks to a unique niche, and it's obvious to us that niche exists among French-speaking women as well."

Sylvie Poirier will be leaving her current position as editor-in-chief of Transcontinental's Elle Quebec to edit the French More.