The brand will undergo a dramatic new look under new Editor Farrah Storr and also officially launch Cosmopolitan UK content on its Snapchat Discover platform.
From its October issue (on-sale 2nd September), Hearst will be implementing a dynamic, new marketing strategy, underpinned by a significant multi-million pound investment, which sees a fresh approach to targeting the Cosmopolitan audience, say the publishers.
A key part of this sees the launch of two exciting new route to market programmes: ‘pick up’ and ‘pop up’, with the aim of putting Cosmopolitan into the hands of as many of its target audience as possible. Shopping centres, cinemas, gyms, coffee bars, university campuses and places of work will all form part of the new approach. Additionally, customers will also be able to buy the latest issue from both cosmopolitan.co.uk and Facebook as part of Hearst's new 'click to buy' initiative, with copies being delivered direct to their door. There are also many more opportunities in development, says Hearst.
Following the success of Cosmopolitan’s global Snapchat Discover channel, the UK version launched officially on 1st September. Up to 12 stories will be published in each daily edition, available every morning at 11am. Cosmopolitan's Snapchat Discover channel has been highly successful, proving an innovative way for the brand to share its expert editorial perspective with millions of global Snapchatters. Audience traffic has increased 70% since recent app updates, and some pieces of content have been shared upwards of 200,000 times.
Cosmopolitan’s October issue will also see new Editor Farrah Storr (appointed in July) introduce new content. The magazine will have an increased focus on beauty, fresh instructional fashion pages, unflinching relationship features and a new food and travel section. The magazine will also be available in a new and unique midi size format.
Farrah Storr says: “Cosmopolitan has always been at the forefront of what modern women want – and right now that is to lead a truly cosmopolitan life. They want to make their own money, orchestrate their own lives and careers, travel in style and know as much about beauty and fashion as someone who’s been in the business for years. Women are more brilliant and more demanding than ever before and as a brand Cosmopolitan has to lead the charge. Everything about the new Cosmopolitan will be sharper, smarter and bolder than ever before because that’s what this generation of women are.”
CEO of Hearst Magazines UK, Anna Jones, says: “Cosmopolitan is an incredible brand which reaches millions of women worldwide and engages with them in a variety of ways. Our new marketing strategy, which incorporates the Snapchat partnership, pop-up events, and activity at cinemas and shopping centres is a way of getting our brilliant content out to an even bigger audience.”
