MEDIA: US Conde Nast title set for UK

Conde Nast magazine Glamour, which launches next March, will be published in a revolutionary size for a mid-market women's magazine - just 22.5 cms by 17 cms.

Conde Nast magazine Glamour, which launches next March, will be published in a revolutionary size for a mid-market women's magazine - just 22.5 cms by 17 cms.

The magazine has been designed to provide a handy, glossy read. The decision to go with the small size follows success with that design in Italy, although the US magazine is a standard size.

Editor Jo Elvin, who has previously edited New Woman and worked on teen magazines, said: 'Everything I know about women says they like personal, dinky things and this is a very wantable size. When people see it they are curious and pick it up.

'The size does not stop us from doing anything, but it allows us to be completely portable and convenient. It will still be perfectly bound and have the high production values you would expect from a Conde Nast title,' she added.

The magazine is aimed at ABC1 and C2 women in the 18-34 age bracket who read glossy monthly and celebrity magazines. The focus is on readers in their late twenties with few responsibilities. The content will include sex, fashion, celebrities, lifestyle, beauty, humour and real-life features.

Elvin said: 'There will be a new mood about this magazine that is not represented in the market right now. Women want a magazine that is a friend rather than a big sister.'

She said she expected it to take sales from traditional glossy magazines such as Cosmopolitan and celebrity magazines such as OK.

Conde Nast is planning what it claims will be the biggest launch in the mid-market women's magazine sector since Marie Claire in 1988.

The title was first published in the US in 1939 and now sells more than 2.2 million copies a month. The UK version will have an initial print run of 500,000.



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