Russian media group Shkulev Media Holding has halted the print runs of Elle, Elle Decoration, Elle Girl, and Maxim in Russia. Visitors can still access the brands online, as reported by a major Russian news agency citing Viktor Shkulev, the head of the group.
The executive confirmed that the magazines will not be published in their traditional print form because there is no advertising partner on the market with the long-standing track record that these brands rely on. He emphasized that the firms have not lost the legal right to work with Elle brands. The group continues to operate three Elle-branded sites, which collectively draw a daily audience of about one million visitors.
Shkulev noted that the revival of paper editions for Elle and Maxim in Russia would depend on international brands returning to the market. Their return would create the conditions necessary for ongoing publication of the journals.
Marie Claire and Psychology magazines, also part of the group’s portfolio, currently maintain a more flexible publishing policy and remain active in Russia. The leadership believes the current editorial approach can be adapted to the market, and advertising could be sufficient to support a single international brand in this sector.
Earlier reports from socialbites.ca highlighted that the former editor in chief of Vogue spoke positively about the future prospects of glossy magazines in Russia.