Innovation in ELLE

The UK magazine ELLE, published by Hearst Corporation, has implemented both radical and incremental innovation over the past two years. It’s most radical innovation is the creation of an annual intern initiative, ‘ELLE University’. As an extension of the ELLE brand, this radical product innovation is providing a much-needed platform for young journalists who are struggling to get into the inaccessible magazine industry. The scheme is also innovative in its re-positioning of ELLE’s brand. According to Hearst magazines UK, ELLE’s average reader is aged 28 and successful, with a high disposable income. In contrast the intern initiative is aimed at a younger demographic, possibly recent graduates who are just starting their careers. This product innovation does not affect the traditional value chain of the magazine much, instead ‘ELLE University’ runs alongside the production of the magazine, occasionally feeding into the process of content creation and editing.

ELLE has also implemented incremental process innovations. Over the past two years, readers have seen a shift in the delivery of the magazine; its inclusion of multiple social media and digital platforms has transformed the way it communicates with its reader. While the product and content remains the same, the way in which ELLE provides its service is innovative.

There have been many other recent incremental innovations that affect the value chain of creating ELLE UK. The magazine has assumed the roles of both advertiser and retail outlet in their latest developments. This vertical integration is just another process of innovation that “further reinforces ELLE’s reputation as one of the UK’s most digitally innovative fashion magazine brands.” (Rhiannon Thomas, Hearst Magazines UK, 2013)