TWO U.S. TITLES HEADED FOR BRITAIN
Byline: James Fallon
LONDON — Next year looks set to be a boom one for magazine launches in Britain.
Time Inc. is expected to launch a British version of InStyle next spring after spending the last two years analyzing the market. Time reportedly was approached by several British media companies — including EMAP PLC and Conde Nast UK — about forming a joint venture for InStyle in Britain, but in the end decided to go it alone.
InStyle faces stiff competition in the U.K. from the successful weekly titles OK and Hello and also faces a cultural difference — those two magazines are renowned for paying the celebrities who appear in their pages.
Conde Nast didn’t waste any time crying over Time’s decision — it announced plans to launch a British version of Glamour in spring 2001 as well as a German Glamour at about the same time.
British Glamour has an initial circulation target of about 200,000 with an average issue size of 220 pages. Conde Nast expects to spend about $7.6 million in the first year marketing the title. Earlier this week it announced the appointment of Simon Kippin, former publishing director at British Cosmopolitan, as the publisher of Glamour and Jo Elvin, former editor of New Woman, as its editor.
The magazine will be Conde Nast UK’s first entry into the British middle market, which currently is dominated by such titles as Cosmopolitan, Marie Claire and Good Housekeeping. Cosmopolitan had a circulation of 470,280 last year, according to the British Audit Bureau of Circulation, while Marie Claire’s was 450,213 and Good Housekeeping’s 400,094.