LONDON — The British women’s fashion magazine sector is suffering — with the exception of Cosmopolitan, whose revamp is reaping rewards. The figures reflect combined digital and print circulations for the second half of last year, according to the U.K.’s Audit Bureau of Circulations.
In the July-December period, Cosmopolitan, which is published by Hearst Magazines, climbed 57.8 percent year-on-year to 405,308, while Elle edged up just 0.8 percent to 164,727. During the period Cosmopolitan unveiled a fresh look under the new editor Farrah Storr as well as a new marketing and distribution strategy. The publisher reported that “actively purchased copy sales were the main driver, increasing 45 percent year-on-year.”
“We are delighted to see that the new marketing and distribution strategy for Cosmopolitan is working,” said Anna Jones, chief executive officer of Hearst Magazines U.K. “Our new route to market programs, together with unmissable point of sale promotion through traditional retailers has allowed us to get its content out to an even bigger audience. We’re also reaching 4.8 million unique users every month online, and through Snapchat Discover, which has carried Cosmopolitan content since September last year, we are able to reach more women than ever before. In addition, we’re taking magazine content off the page and screen by creating events such as #FashFest, which allow consumers to engage with Cosmopolitan’s expert editorial teams and to network with one another.”
At Condé Nast, Tatler’s combined figure rose 0.2 percent to 84,412. British Vogue was down 2.6 year-on-year to 195,010, while Vanity Fair was down 11.1 percent to 80,008. Glamour fell 13.6 percent to 350,031. Hearst’s Good Housekeeping was down 2.4 percent to 409,696 while Harper’s Bazaar dipped 1.3 percent to 110,294. Time Inc. U.K.’s Look retreated 25.5 percent to 116,024, while Marie Claire was down 10.7 percent to 177,117. InStyle fell 1.4 percent to 149,407.
Of the men’s titles, Condé Nast’s Wired was up 0.1 percent to 54,057 in its combined circulation year-on-year, while GQ declined 4.1 percent to 120,001. At Hearst, Esquire climbed 0.2 percent to 58,678.