Magazine article Marketing

Media ABCs: Women's Glossies Post Rises across the Board

Magazine article Marketing

Media ABCs: Women's Glossies Post Rises across the Board

Article excerpt

Another impressive result from Glamour, Cosmopolitan's best ABC in 24 years and a turnaround in the fortunes of the relaunched Marie Claire evidenced a boom in the women's glossy market.

The eight bestselling titles all posted increases in the July to December 2004 ABC period, with the sector up 4.5% year on year.

Conde Nast's Glamour, the architect of the sector's rejuvenation, was up 6.5% to 620,391 copies, despite limiting marketing to a short burst of TV activity last autumn and point-of-sale promotion.

Publishing director Simon Kippin said Glamour would no longer chase sales growth. 'The goal is to keep up the quality of the readership,' he added.

'High circulation has its downside, in that it makes it expensive for advertisers to partner with us in free cosmetics promotions.'

The National Magazine Company's Cosmopolitan, which at pounds 2.85 is 95p more than Glamour, saw its circulation rise 3.9%. It has aped the latter by offering a travel-sized option, but group publishing director Jan Adcock said this accounted for only 10% of Cosmopolitan's total sales of 478,394. …

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