Hearst to Launch Cosmo Fashion
Hearst are to launch a new bi-annual fashion extension to the successful Cosmopolitan magazine franchise - Cosmo Fashion.Under the creative direction of Shelly Vella, Fashion & Style Director, Cosmo Fashion is being positioned as a 'premium book which will deliver gorgeous, inspirational main fashion as well as dedicated watch, jewellery and accessory features.' It will also include a page on male fashion to help readers to keep their men stylish too.With an initial print run of 100,000, the new title will have a premium look, with an uber-sized coffee table format, foil-blocking on the cover to attract the newstand magpies and content showcased on glossy solaris paper stock. The first edition will be available from 18th September, a day after the end of London Fashion Week SS14.On the digital front, the main key vehicle for this new fashion content will be a new weekly enewsletter to be sent to Cosmopolitan's existing subscriber list. This will link to new content on the site which will include 'behind the scenes' insight into the making of the Fashion issue, as well as 'secret' content that will be unlocked during the Fashion Weeks in September. A Little Black Book' of the trendiest and must be places in each of the fashion capitals (London, Milan, New York and Paris) is also promised.This new venture is very much in line with Hearst existing strategy of launching magazine extensions - recent ventures have included Company Edit and Cosmo Body. It's cover price, at £6, although a significant premium on buying the magazine (£3.60) is broadly in line with other dedicated fashion titles such as Elle Collection (£7) and Marie Claire Runway (£6).There's no doubt that Cosmopolitan readers are an attractive demographic for premium fashion advertisers. The magazine's own research has found that their readers account for £1 in every £14 spent on fashion in the UK - more than the readers of any other magazine. And it's reach amongst AB women in the UK - almost 400,000 in total - is unsurpassed.But Cosmopolitan has been an unattractive advertising vehicle for some premium fashion brands because of the 'racy-ness' of much of its content. A magazine dedicated to fashion overcomes this problem and means premium fashion brands can access these readers without worrying about compromising their brand values.And the tone of the new magazine will help to. Its aim is to be fashion shopping bible, rather than purely a fashion look book like some of its competitors. The Cosmo Shopping Genie app will be heavily promoted on its pages offering advertisers the enticing possibility that interest will be turned straight into purchase.In short, we think this will offer a quality environment and highly relevant audience for premium fashion brands without any of the content concerns that come with it's 'mother' title.