So what's up at Elle?

We’re taking a purely spectator view on this considering we truly know no one at Elle. Seeing as how The New York times blew the lid off of the inner workings of Elle as it is now, we decided to sort of deconstruct what it means in the grand scheme of things; on the periphery, if you will. Elle has been behind Vogue for as long as anyone can remember. It’s also been behind Instyle as well in terms of ad pages. For awhile it seemed as if it was listing along. One person was solely responsible for their photoshoots for the most part and the editorial was neither here nor there. The elephant in the room that no one wanted to talk about seemed to be Gilles Bensimmons. The elephant may be gone and assigned to a lesser role, but that might not be enough. I’ll explain.

I went to a shoe designer’s fall trunk show/preview and met up with an editorial assistant at the time (no telling what she does there now) and she said behind the scenes it was a mess, even then. She also talked about their online efforts and how it left a lot to be desired (I believe the correct word was what a vaccum does to particles). She said that Style’s efforts seemed light years ahead and that was saying something considering Style kinda does the hole vaccuum particle thing too. Hearsay you say? I say, possibly, but to use a clumsy oft-repeated saying, where there is smoke there is fire. The smoke being the dwindling ad and subscription base at the time (they’ve managed to turn it around somewhat recently), the fire being Bensimmons’ pseudo departure.

It left us thinking that someone at Elle’s parent company was in the mood for changes. That turned out to be wrong as the New York Times article said that change mostly came from within. Already Elle for September is trying something different with Lindsay Lohan on the cover. A move that has half of us saying blech… and the other half saying… ok.. controversy.. not-bad.

So the question is, is Elle going down faster than Paris Hilton’s panties at a frat party? Or is a resurgence in the making?

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