Australia can look forward to more titles of the calibre of Elle and Elle Cuisine arriving from Hachette Filipacchi Medias through its joint venture with Pacific Publications. Two years ago Hachette withdrew Elle from its joint venture with Australian Consolidated Press which presented the company with conflicts in launching further publications in Australia. For example, Elle Cuisine clashed with ACPÕs Australian Gourmet Traveller while the yet to launch Car & Driver would have clashed with ACPÕs Wheels. According to Pacific general manager sales Peter Miller, the partnership Òis a lesson in complementary publishingÓ. Joint marketing will open the doors of luxury goods companies which have bypassed Pacific titles such as New Idea, For Me, B and WomenÕs Health. And Elle will be introduced to existing Pacific advertisers which have so far bypassed it. Since Elle left the ACP stable, it has increased its advertising revenue by 50%. But in the year from June 1997 to 1998 ElleÕs circulation slipped from 60,620 to 52,636. The magazine showed signs of recovery in the six months to December 1998 with an 1,823 increase in circulation to 54,459, and Elle Cuisine was launched earlier this year. Hachette Filipacchi Medias Australia managing director Karim Temsamani will return to Europe. The final details of the deal have yet to be finalised. It is expected that Hachette staff will move into PacificÕs offices in September.
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