the incredible story of this magazine born in France (and not in the United States)

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“Karicoco!” », trumpets the famous American mouse for the anniversary of his magazine. Mickey’s Diary celebrates Monday October 21, 2024 90 anshe who, contrary to what is often believed, was born in France and not in the United States.

“Not many people know it” but “it is part of French heritage”smiles its editor-in-chief, Edith Rieubon, in an interview with AFP on Saturday.

A triple anniversary release

Dean of the youth press in France, Mickey’s Diarywhich comes out every two weeks, celebrates this anniversary with a triple publication. After a large format in mid-September then a collector’s issue on Thursday, a 300-page special issue will appear on October 23, 2024.

On the program: a compilation of the best comics in the newspaper’s history and a retrospective of its cult sections.

“I have what it takes to create a fantastic magazine”

The first Mickey’s Diary takes it out October 21, 1934two years after a nearby Italian publication, Mickey Mouse. The famous mouse was created in 1928 by Walt Disney in the United States, for the cinema.

The Mickey’s Diary is the baby of Paul Winkler, Frenchman born in Hungary and boss of the Opera Mundi agency. “He was doing syndication: he bought American comics in the United States, which he resold to French dailies”explains Edith Rieubon.

There were Disney comics and others, like “Pim Pam Poum”. As he was a press man, he said to himself! “with these comics, I have what it takes to create a fantastic magazine.”

400,000 copies for its first issue

Paul Winkler implements innovative marketing techniques and distributed advertising leaflets in front of schools. The first number is snatched away 400,000 copies.

There was already all the DNA of the title, everything that makes it a complete magazine: comics, games and editorial. [avec] a short interview with aviator Hélène Boucher.

Stoppage in 1944

With the Second World War, Mickey’s Diary knows a chaotic period from 1940then stopped in 1944. Paul Winkler relaunched it in 1952… starting from number 1.

“In 1934, it was an 8-page tabloid format. There, it returns in magazine formatwith a logo inspired by reporting magazines Paris Match et Life», underlines Edith Rieubon.

Since then, its publication has not been interrupted. Died in 1982Paul Winkler ended his life as director of the daily France-Soir .

A turning point in 2022 to “strengthen editorial”

In 2022, Mickey’s Diary reworked his formula to “strengthen the editorial”. Intended for ages 7 and over, it offers a book of activities to do as a family with the gang of Castors Juniorscultural or sports news and, of course, comic strips.

In accordance with its history, it mix of Disney and outdoor comics: here Mandrake The Magicianor Herd Dunes today French comics The student Ducobuor The Sisters.

It belongs to the Unique Heritage Media group, which publishes other Disney-licensed titles, including Scrooge Magazine.

Inevitable erosion of sales

Like all the paper press, Mickey’s Diarywhich does not have a digital version, suffered from a erosion of its sales
.

Each issue sold 57,000 paid copies last year according to the ACPM (Alliance for Press and Media Figures), compared to 120,000 copies 10 years before.

The message we would like to send is that parents find their way to the newsstands and say to themselves: “come on, I’m putting a newspaper in my child’s hands.”

With AFP.

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