“She is rebellious like our magazine”, according to the editorial director

At the head of the cultural monthly, “Les Inrockuptibles”, since the summer of 2022, Carole Boinet is multiplying projects to rejuvenate and feminize her readership.

Carole Boinet became the editorial director of the monthly music magazine The Unrockuptibles in 2022. Arriving as an intern, she climbed the ladder slowly but surely in this magazine which she considers to be a “cultural actor, in the literal sense of the term”. Sales are rather good with 37,000 circulations each month, a figure worth highlighting given the economic context in which the written press finds itself. In April, the United States is in the spotlight with singer Taylor Swift on the cover and a special 40-page USA file.

Taylor Swift “really has weight, influence on politics”, justifies Carole Boinet. “She is rebellious like our magazine”she is a committed artist who in 2018 broke her image of “Cheerleader who plays country music” by opposing a senator from Tennessee, who did not defend women’s rights. A turning point and a rebel image which according to the director corresponds to the spirit des Inrocks. “It is by calling to vote for Joe Biden, in 2020, that there is a turning point in his career. America’s little darling is in fact a young woman, a very committed young artist, who is beginning to open her mouth”, underlines Carole Boinet. The choice of this artist is also an opportunity to attract a new, younger audience by showing that the monthly is interested in subjects that are relevant to French society, internationally, “It’s a media that also talks about society as it is going, about the world as it is going in its world, in its entirety, as a whole. she insists.

Decline the brand

Strong in sales despite “a context of quite acute crisis. We see very clearly that the younger generations buy very little of the written press”, notes the editorial director, who does not intend to give up. To stand out from the game and starting from the observation that The Unrockuptibles is a very strong brand that can be declined. Carole Boinet discusses the magazine’s means of action: the festival of Inrocks,which has existed for 35 years, meetings and shared views of artists as in previous issues, a film club, or even the possibility of doing Talks. She announced the publication of the magazine as a daily newspaper during the Cannes Film Festival, “a big project”, concludes Carole Boinet.

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