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Marie-Claire
Women’s magazine
One of today’s best-selling women’s maga-
zines in the haut de gamme (luxury) monthly
category, Marie-Claire is aimed at young, pro-
fessional women.
It was first launched as a weekly magazine,
in 1937, by the powerful Prouvost press group.
In 1939, the magazine was moved to Lyon, its
distribution restricted to the Vichy zone. The
extension of Nazi rule to the south forced the
magazine to cease production in 1943. After
1945, Marie-Claire, along with other publica-
tions which had continued under Vichy rule,
was banned. However, 1954 saw the relaunch
of the new Marie-Claire as a luxury but af-
fordable monthly, whose professed aim was
to promote the interests of modern, young
women who had obtained the vote in 1944.
The magazine’s luxurious appearance and
energetic style appealed to women under 35.
Its mixture of fashion and beauty items, style
and culture pages—together with practical pages
on cooking, health and home decoration—made
for an approach which worked. By 1957, its
annual circulation figure had exceeded a mil-
lion. However, by 1963, readers were begin-
ning to tire of the same format and content and
this marked the beginning of declining circula-
tion figures. By 1968, it was clear that fresher,
bolder ideas were needed and in this respect the
magazine gave a big nod to new feminist ideas
which were gaining currency among young,
working women, who had started to question
traditional feminine roles. A major innovation
was the inclusion of a substantial supplement
entitled Femmes, which contained news about
feminist organizations, events and literature.
This approach proved successful for a part of
the 1970s, boosting circulation to an extent, but
it failed to restore magazine sales to the levels
of the late 1950s and early 1960s. Furthermore,
it was an approach which was not to last into
the 1980s, as a media ‘backlash’ against femi-
nism was to emerge.
From the mid- to late 1970s, Marie-Claire,
in common with all other categories of the
periodical press, saw sales decrease again as
competition from other media, within the con-
text of a stagnating economy, drove readers
towards alternative sources of information
and entertainment. In the 1980s and 1990s,
the magazine has maintained its position
within the category of luxury women’s maga-
zines, despite the threat of legal liquidation in
December 1993 from which it was saved by
the Marie-Claire Album group in 1994. Since
then, its yearly circulation has stabilized be-
tween 500,000 and 600,000. As far as style
and content are concerned, the magazine has
stayed with certain well-developed themes:
fashion and beauty, the beautifully illustrated
reportages à l’étranger (overseas reports), in-
terviews with famous people and topical so-
cial issues treated through personal testimo-
nies. Added to these are items on horoscopes,
recipes, home, holidays, arts and so on. Along
with other magazines in its category, Marie-
Claire has remained an important channel of
information within the cultural universe of
French women.
KHURSHEED WADIA
See also: feminism (movements/groups); wom-
en’s magazines.
marriage/cohabitation
While it remains the dominant model of fam-
ily formation, marriage has become a less sta-
ble relationship in France, and it is gradually
being replaced by unmarried cohabitation.
Since the early 1970s, marriage rates have
fallen consistently. By the mid-1990s, France
displayed one of the lowest rates in Europe,
with 4.4 marriages per 1,000 inhabitants.
Fewer of the marriages being contracted were
for the first time: more people were remarry-
ing. Couples were also delaying getting mar-
ried, with the result that mean age at marriage
had reached 26.4 years for women and 28.4
years for men. Even though more marriages
were ending in divorce, the vast majority of
men (84 per cent) and women (88 per cent)
marriage/cohabitation