Media Lifeline: Glamour
The handbag-sized glossy celebrates its tenth birthday as still the number one women's lifestyle mag.
April 2001: Conde Nast launches its new glossy, Glamour. Edited by Jo Elvin, the magazine pioneers a handbag-friendly A5 format - and it's an instant success. Its first ABC figure, 451,486, puts it on a par with the long-term market leader, Cosmopolitan.
February 2005: And it soon surges right past Cosmo, hitting the 500,00 mark in its second ABC and, in its July-December 2004 figure, achieving a high of 620,391. Cosmo, relegated to number two for the first time in three decades, says it's all down to coverprice (Glamour is £1 cheaper) and attempts to hit back with a "travel-sized" version of the magazine - but this barely dents Glamour's new ascendancy.
April 2006: However, as it celebrates its fifth birthday, the outlook for Glamour is slightly less sunny. 2005 had been about the arrival of a new wave of weekly titles - and their popular mix of fashion and celebrity had an immediate impact on glossy women's monthlies. In the January-June ABCs, Glamour is down 3.9 per cent to 586,056, but it's still more than 140,000 ahead of Cosmo.
November 2008: The growing importance of the internet also poses challenges - and Glamour.com is relaunched in November 2008. There's widespread acclaim for its determination to steer away from routine celebrity gossip and maintain a focus on fashion. Meanwhile, the print circulation continues to decline, albeit slowly: the July-December 2008 figure is 547,607.
March 2011: Simon Kippin, the publishing director of Glamour, points out its latest ABC (500,591 - a lead of 109,000 over Cosmo) is a "clean" figure - because it has refrained from the multi-pack promotions favoured by some rival publishers.
Fast forward ...
August 2014: Despite a ferocious marketing blitz by Cosmo - including some attractive covermounts and multi-pack promotions - Glamour maintains its lead over its rival in a declining market, though the gap is down to 108,000. Glamour now hits back by unveiling its most innovative covermount initiative ever - it announces that it will give away remaindered copies of the collected works of the celebrated popular novelist Nicholas Coleridge.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
- Business Director PFJ £60000.00 - £75000.00 per annum + Excellent Benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...