This is what I would do if I ran a successful magazine like Elle.
Build an experience that enables readers to engage deeply with and delight in the brand.
It seems in the publishing world a lot of magazines are struggling trying to work out how to survive and thrive in the new always on internet world we now live in.
A few are having success bringing their brands to life on-line.
Others are cutting cost in journalists, cutting costs in product development and as a result losing circulations fast.
Most have forgotten that one sure fire way to win over the hearts and minds of their readers is to deliver a brand experience that brings the brand to life and delights and excites.
This Elle spa look like it will do just that – deliver a winning brand experience - and no doubt make some good incremental revenues.
Others magazines should look at similar ideas.