Style is key

Many of the cultural differences between English- and French-Canadians are well-known, and it is to the more significant cultural segments in French Quebec to which Publicor's women's magazines are directed.Quebecois women are particularly conscious of their personal style. They do not...

Many of the cultural differences between English- and French-Canadians are well-known, and it is to the more significant cultural segments in French Quebec to which Publicor’s women’s magazines are directed.

Quebecois women are particularly conscious of their personal style. They do not try to minimize the time they spend on grooming, and they have the confidence to keep abreast of changes in style and fashion.

Clin d’Oeil recognized this more than 13 years ago when it became a reference book for the fashionable French woman and trade people involved in the fashion industry.

It is a measure of its success that, despite today’s intense competition, Clin d’Oeil continues to grow.

Many French women are curious, more open-minded and willing to experience new things. They are not afraid to discuss subjects that might be considered taboo in other cultures.

Clin d’Oeil readers are fashion-oriented and spend more than most people on clothing and accessories. They will always be in-line with the worldwide fashion trends but with one difference: they will never be fashion victims. They will never look disguised or be trendy just to be trendy.

The magazine has, therefore, designed a monthly tips line called ‘Mode Express’ which tells the reader what to wear and what not to wear if she is tall, slim, strong-built, short – how to be trendy according to one’s own personal attributes.

Femme Plus concentrates 100% of its contents on women’s issues and concerns. The magazine tries to reflect what Quebec women really think and feel.

Capacity to understand

The main strength of Femme Plus is its capacity to understand Quebec women’s changing environment, her legal rights, her new family structure, her roles as wife, mother and breadwinner.

Almost all the articles represent real-life stories, experienced by Quebec women. Since Femme Plus’ success, almost all other French women’s magazines have added Femme Plus-type articles to their editorial content.

The L’Essentiel reader is a young, practical woman whose main concern in life is her family. She is organized, conscientious and responsible.

The magazine has a very low readers-per-copy ratio, indicating that the primary reader keeps her copy. Recent Starch data confirms that L’Essentiel readers save their magazines for future reference.

The contents of L’Essentiel mirror its reader: practical hints, how-to sections, a 32-page section which includes recipes, decoration ideas, knitting and sewing patterns for the cost-conscious Quebec woman.

Filles D’Aujourd’hui is Publicor’s teen magazine.

More than one out of two French-Canadian female teenagers reads Filles D’Aujourd’hui, making it the magazine with the highest penetration in its target market.

The front cover always features a French Quebec personality who is popular with Quebec teens.

Inside, the articles inform, while taking a friendly, reassuring tone. There is also a pen pal section.

All in all, Filles D’Aujourd’hui deals with current issues affecting Quebec teens such as high drop-out rates, aids, divorced parents or other general subjects such as boys, boys, boys.

Each of these magazines targets the Quebec audience exclusively.

Celine Charron is publisher of women’s magazines at Montreal-based Publicor.