The first week in September has seen the launch of Dr Good!, a new French lifestyle title which is, in essence, a brand extension of one of France’s most favourite health personalities on television and radio, Dr Michel Cymes.
Launched by Mondadori France on Cymes’ request, the bi-monthly is punted by the publisher as the “embodiment of Cymes, who shares his knowledge and advice to influence lifestyle habits and encourage readers to remain healthy”. The first print run of the Dr Good! – with 132 pages selling at €2.95 (US$3.53) – was 130,000 copies with a targeted bi-monthly print run of 60,000 in future.
According to Carole Fagot, Mondadori France’s executive director for women, science and leisure publications, the new title fits neatly into two areas of expertise: the health knowledge of Dr. Cymes and the experience of Mondadori, who already publishes two healthy and lifestyle magazines: Top Santé (Top Health) and Vital – with 330,000 and 67,000 monthly sales respectively.
The new title is not alone in taking advantage of a recent trend in France to invest in healthy living and positive lifestyle changes. In the last months three new healthy lifestyle magazines have been launched in France: ‘I’m interested in Health’ by Prisma, ‘Sens and Health’ by Le Monde Group and ‘Doctissimo’ by Pressmaker.
Dr Good! is unique, however, says Fagot, because Cymes’ focus is on preventative behaviour and healthy living as opposed to offering solutions to existing health problems. Dr Good! is an “innovative approach of well-being and health, a lifestyle consumer magazine”.
The publisher says Cymes has been committed to the launch of a magazine with his name on it for some time. His belief is that there is a real need for a magazine with a positive health message in France. It is for this reason that he will personally be involved in concept, content creation and curation.
Working with editor-in-chief Stéphane Dellazerri (who is the current editor-in-chief of Top Santé) and a team of experienced Mondadori France journalists, Cymes will write the editorial summary of the magazine, propose content by participating in editorial committee meetings, proofread text and medical papers, as well as validate coverage and advertisements.
Quoted by Le Figaro, Cymes warned that he will also have a say in the doctors and experts interviewed. Some, “with dubious ethics”, will not have the right to be quoted in Dr Good!. The same vetting will happen for potential advertisers. “I refuse to associate my image with non credible advertisers.”
According to Fagot, advertising support has been “a real success” for the first issue. Advertisers include auto brands, food brands, beauty and health brands, the national cancer league and communications companies.
The first issue covers matters such as how to better understand your body and health, a complete file on how to nurture a healthy heart, how to self-diagnose latent ailments, natural beauty, how to change bad habits, nutritional advice and health news.
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