MEDIA: Loos takes Elle Deco ed job

Hachette Emap has appointed Elle Decoration acting editor Rachel Loos to the position on a permanent basis.

Loos, who took over as acting editor of Elle Deco seven months ago, was previously deputy editor of Elle magazine - a post she took on when she joined the group three years ago.

Prior to that, she was deputy editor for Company magazine.

Since taking over, Loos has presided over a rise in sales. She says that while no audited figures are available yet, initial ABC statistics indicate a circulation jump of between ten and 20 per cent in that period.

Loos said she would take her time before implementing any major changes, and she was given the go-ahead to make any changes she saw fit upon taking over as acting editor.

Nor is there likely to be any immediate recruitment to boost the magazine's ten- strong editorial team.

Instead she has pledged to build on what she termed the 'wow factor' and plans to make use of technology to enhance photo shoots.

While acknowledging that recent months had seen hard times for the magazine sector, she said the '11 September factor' had probably benefited home and decorations titles.

Even before the attacks on New York and Washington, surveys were indicating that consumers were prepared to spend more on home interiors than fashions.

Since the atrocities, indications are that the 'inward-looking' trend has continued to benefit such titles, said Loos.

Elle Deco recorded a strong second half of 2001, with circulation up 2.6 per cent to 60,300 in the six months from July - although that represented a 2.5 per cent drop year-on-year.

But the title remains behind heavyweights in the home interest sector, such as IPC Southbank's Ideal Home (244,800), Conde Nast's House Beautiful (192,000) and BBC Worldwide's Homes and Antiques (165,300).

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