Elle has appointed MacLaurin Communications to handle the publicity
for the magazine and its annual style awards on a 12-month contract.
The move comes in the wake of the appointment of a new editor, Fiona
McIntosh, who joined from Company in September. Up until now, the
magazine’s PR has been handled in-house.
This is seen as a clear sign that publisher Emap Elan wants to reverse
the recent circulation declines with a heavyweight spend on PR. The most
recent annual ABC figures show that Elle’s sales have dropped by more
than eight per cent to 200,846.
MacLaurin will aim to ’boost Elle’s already strong values in an
increasingly competitive marketplace’, said the agency’s media director
Ian Monk, who believes Elle has one of the strongest brands in the
The agency already handles PR for other Emap titles such as Red, New
Woman and Heat.
MacLaurin had already worked on last September’s style awards on a