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Marie Claire Rolls Out A Pop-Up Mag, Branché

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(NEW YORK) Marie Claire‘s new pop-up title, Branché, debuted today, doled out gratis in targeted areas of NYC. Alexa Chung is splashed across the 40-page mag’s matte cover. Inside, the Gotham-centric content, which clocks in equal counts of ad and edit pages, is heavy on service-y guides curated by local chicsters to the best of shopping, dining, and nightlife in NYC. (To note: none of the articles sport bylines.) Hearst staffers began handing out Branché today; they’ll be distributing the total run of 30,000 copies in ‘hoods like Times Square, Williamsburg, and SoHo tomorrow, Saturday, Monday, and Tuesday as well. The Daily got the full scoop on MC‘s newest addition from editor-in-chief Anne Fulenwider, right this way…
BY ALEXANDRA ILYASHOV 

How did you pick the mag’s name, Anne?
The name reflects the Marie Claire woman—our readers. In French, if someone calls you “branché” it means you’re plugged in—in the know and dialed-in. Branché is about finding and celebrating women who fit that profile and highlighting their favorite things and places in style, beauty, and food this spring.  

How long has Branché been in the works?
[Marie Claire publisher] Nancy [Berger Cardone] and I first started brainstorming this concept about six months ago (and at about 35,000 feet) one late night on a plane. 

Why hone in on NYC specifically?
For our first edition, it made sense to do it about New York since our Marie Claire team is based here. And, since the women on our team are living a branché life in NYC, they couldn’t wait to fill the pages with their first-hand knowledge of living, working and playing in our city.

Any plans to do editions on other cities down the line?
We’ll publish another edition of Branché in the fall [in New York] and we’ll see where the future takes us. 

What differentiates Branché apart from Marie Claire, content-wise?
Branché is a bit like a New York-based younger sister to the Marie Claire reader; she probably stays out a little later and has the luxury of being hyper-local, if you can even apply that word to a person. Our readers will see exceptional content that’s very New York-centric: food, beauty, style, as well as fashion and celebrity coverage that is, no matter where you live, universally appealing.

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