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Hearst Speaks Out on Why It Aims to Acquire Elle


>> Hearst
, which has until Jan. 30 to square away their Elle acquisition deal, has been silent on the whole matter — until now. While it may seem that Hearst is interested in joining forces with Elle to up its prestige and respect in the publishing world, the Harper's Bazaar publisher says not so — its executives are more concerned with the big revenue numbers that come with owning the rights to a portion of Elle's 43 international editions. Hearst magazines president David Carey sums it up: “For us, prestige is a business with a healthy bottom line.”

If the deal does go through, however, one source told WWD that Hearst will be challenged with bringing Elle's average ad page rate up to that of Harper's Bazaar (which itself has a going rate of less than Vogue).

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