Chronicle of a departure
Ludivine Ribeiro, ex-head of Edelweiss, was sent on a long vacation
Ludivine Ribeiro, ex-head of Edelweiss, was sent on a long vacationBy Anita Vaucher During her vacation, the editor-in-chief of Edelweiss, the women's magazine in French-speaking Switzerland published by Ringier Romandie, Ludivine Ribeiro, was replaced by her deputy. The real reasons for this coup will probably remain a secret forever.
Anyone who was able to read between the lines in the editorial of the September issue of Edelweiss, the women's magazine for French-speaking Switzerland, knew immediately that Ludivine Ribeiro's announced "longues vacances" meant more than just limited time off for the editor-in-chief.
After all, Ringier Romandie had brought in the 45-year-old Frenchwoman Marie-France Vigor as deputy editor-in-chief during the summer break without much notice or explanation.
The latter had already worked in an executive capacity for various French women's magazines. And soon the rumor mill was bubbling that the young editor-in-chief and the seasoned lady from France did not have their perfume bottles on the same shelf.
What Ringier Romandie then announced about Ludivine Ribeiro's departure in a dry press release at the beginning of November can only be described as poor information policy. Only after the fact did they realize that an editor-in-chief who was on vacation for an extended period of time was not advantageous for the magazine, they said. For this reason, the deputy editor-in-chief was unceremoniously chosen as the new boss. In this way, the publishing house elegantly got rid of an employee who possibly did not fully meet the requirements of an editor-in-chief or simply became increasingly uncomfortable.
This woman had some
Secrets too much
Ludivine Ribeiro is not entirely innocent of this. She has always understood how to make a secret of herself. The young woman never wanted to reveal her age. In an interview with Le Temps, she explained that her age could lead to misunderstandings. The editor-in-chief and the publisher were also stubbornly silent about her professional past.
Ludivine Ribeiro's editorials, always extremely short, lacked depth. Her articles on cosmetics, packaged in rather childish relationship stories, as well as a few short commentaries on fashion reports, did little to raise her profile.
Ludivine Ribeiro has leaned very far out as editor-in-chief of a women's magazine that aims to appeal to the modern, cosmopolitan and well-off reader, with her daring and idiosyncratic statements on topics such as cosmetic surgery and the wearing of furs.
Thus, she refused to report in her magazine on topics such as cosmetic surgery and slimming diets. In a short report on a visit to a Paris fashion show, she expressed her horror at all the ladies in the audience with artificially inflated and silicone-filled lips.
In a somewhat clumsy way, she probably wanted to make her readers understand that it was possible to be happy in life even if you had a few pounds and a few wrinkles too many. Perhaps Ludivine Ribeiro saw the women's magazine too much as a playground for her personal convictions and views and forgot the needs of her readers.
Her life partner had to keep reminding her not to behave like a brat, Ludivine Ribeiro told Illustré magazine at the very beginning of her career as editor-in-chief. Without realizing it, she had revealed more about herself than she would have liked.
Anyone who was able to read between the lines in the editorial of the September issue of Edelweiss, the women's magazine for French-speaking Switzerland, knew immediately that Ludivine Ribeiro's announced "longues vacances" meant more than just limited time off for the editor-in-chief.
After all, Ringier Romandie had brought in the 45-year-old Frenchwoman Marie-France Vigor as deputy editor-in-chief during the summer break without much notice or explanation.
The latter had already worked in an executive capacity for various French women's magazines. And soon the rumor mill was bubbling that the young editor-in-chief and the seasoned lady from France did not have their perfume bottles on the same shelf.
What Ringier Romandie then announced about Ludivine Ribeiro's departure in a dry press release at the beginning of November can only be described as poor information policy. Only after the fact did they realize that an editor-in-chief who was on vacation for an extended period of time was not advantageous for the magazine, they said. For this reason, the deputy editor-in-chief was unceremoniously chosen as the new boss. In this way, the publishing house elegantly got rid of an employee who possibly did not fully meet the requirements of an editor-in-chief or simply became increasingly uncomfortable.
This woman had some
Secrets too much
Ludivine Ribeiro is not entirely innocent of this. She has always understood how to make a secret of herself. The young woman never wanted to reveal her age. In an interview with Le Temps, she explained that her age could lead to misunderstandings. The editor-in-chief and the publisher were also stubbornly silent about her professional past.
Ludivine Ribeiro's editorials, always extremely short, lacked depth. Her articles on cosmetics, packaged in rather childish relationship stories, as well as a few short commentaries on fashion reports, did little to raise her profile.
Ludivine Ribeiro has leaned very far out as editor-in-chief of a women's magazine that aims to appeal to the modern, cosmopolitan and well-off reader, with her daring and idiosyncratic statements on topics such as cosmetic surgery and the wearing of furs.
Thus, she refused to report in her magazine on topics such as cosmetic surgery and slimming diets. In a short report on a visit to a Paris fashion show, she expressed her horror at all the ladies in the audience with artificially inflated and silicone-filled lips.
In a somewhat clumsy way, she probably wanted to make her readers understand that it was possible to be happy in life even if you had a few pounds and a few wrinkles too many. Perhaps Ludivine Ribeiro saw the women's magazine too much as a playground for her personal convictions and views and forgot the needs of her readers.
Her life partner had to keep reminding her not to behave like a brat, Ludivine Ribeiro told Illustré magazine at the very beginning of her career as editor-in-chief. Without realizing it, she had revealed more about herself than she would have liked.
