Personification is the fashionable niche of magazine publishers.
After star doctor Michel Cymes, Parisian style icon Ines de la Fressange, popular host Sophie Davant and real estate king Stéphane Plaza,
Le Routard
magazine
hits
newsstands next month.
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In these times of economic crisis, the incarnate magazine reassures the public.
For publishers, launching a new brand requires significant investment in advertising and communication.
“We save time and we save communication costs by focusing on a brand or a personality firmly anchored in the daily life of the French.
The reader immediately understands the universe of the magazine ”
, explains Claire Leost, general manager of the CMI France group (Czech Media Invest, formerly Lagardère Média).
A hand-sewn strategy
Last November, CMI France propelled Sophie Davant to the front of newsstands, with the launch of the magazine
S
(€ 3.80).
The idea was to dust off the so-called "senior" women's press.
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