Shop Til You Drop editor takes reins at Elle

Shop Til You Drop editor Justine Cullen has been appointed editor-in-chief of the much-anticipated Elle Australia, which will launch in September.

Publishers Bauer Media Group, Hearst Magazines International and Lagardere Active announced the news today, saying Cullen had been chosen after an extensive interview process.

Peter Holder, publisher of the Hearst-Bauer Media joint venture, said: “I am delighted that Justine will be joining us to lead what is certainly the most exciting Australian magazine brand launch in a decade.”

Cullen took the reins at Shop Til You Drop in 2008 and was awarded the title of Publishers Australia Editor of the Year in 2012.

Cullen said: “All around the world, Elle is known to be modern, relevant, sexy, smart, spirited and fun – making it, in my mind, a perfect fit for Australian women. I'm incredibly excited to be bringing this phenomenal brand to the Australian market.”

Kim St Clair Bodden, senior vice president/editorial director of Hearst Magazines International, said Cullen was the “ideal choice” for Elle.

“Her deep understanding of the brand, coupled with her vision and expert knowledge of the market, make her the perfect ambassador for Elle. We are thrilled to have her on board.”

Val√©ria Bessolo Llopiz, Elle international director of Lagard√®re Active, said: “Justine is passionate about the concept, values and mission that make Elle unique, and she has a very clear approach to the brand in the Australian market. She truly embodies the Elle brand and will lead Elle Australia to the highest international standards.”

While the title will hit stands in September the Australian website will launch in August.

Elle’s global circulation sits at 6.56 million across 43 editions. Its multi-channel platforms include 34 local websites, 13 mobile apps, 18 iPad apps, more than 2.5 million Facebook likes and 3.5 million Twitter followers.

Australian magazines have been doing it tough of late, with double digit drops across the majority of the young women’s monthlies in the last half yearly audit.

This saw a 14.9% year-on-year decline for Shop Til You Drop in the six months to December 2012.

However, fashion and lifestyle title Frankie bucked the trend, jumping 5%, suggesting there is still an appetite amongst young women for magazines in this sector if content is relevant and engaging.

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