COSMO GOES SUB-SAHARAN: Cosmopolitan is making an appearance in Nigeria. The women’s title has expanded its presence digitally in sub-Saharan Africa with launch sponsor Estée Lauder Cos.
The English-language site — Cosmopolitan.ng — is operated by a local editorial team in Lagos and led by blogger Yemisi Odusanya. As customary of Hearst Magazines and its shared digital newsroom, Odusanya has access to content across all the company’s international sites. This includes fashion, beauty and entertainment content for Cosmopolitan’s U.S., U.K. and Australia sites, for example, that can be repurposed for a Nigerian audience.
Hearst said that Lauder’s buy for the month of February includes display ads, videos and local content and integration that links back to the beauty firm’s digital platforms in Nigeria.
According to Duncan Edwards, president of Hearst Magazines International, Nigeria is a booming market for personal-care companies such as Lauder, Unilever, L’Oréal, Procter & Gamble and others. Translation: There are big ad dollars up for grabs in the region.
Edwards compared the economically evolving market in the region to China.
Sub-Saharan Africa, the region, is likely to have the highest gross domestic product growth rates over the next 10 years. “Nigeria is the largest country in that region. It operates in the English language, so it’s a relatively easy first try for us,” Edwards told WWD. “If we can make this work in Nigeria, then there’s a handful of other countries in that region that should be relatively easy to follow.”