Cosmo plans to roll out compact edition with Rise
Marketing, Thursday, 18 December 2003, 12:00am,
The National Magazine Company's Cosmopolitan has appointed Rise Communications to create the first brand strategy for the magazine in its 32-year history, in preparation for a national roll-out of its travel-size format in March.
As part of a wide-ranging communications and branding brief, Rise will explore non-traditional sales outlets for the travel-size Cosmopolitan, including Starbucks coffee shops and HMV stores.
Rise founding partner Simon Mathews worked on the launch of Glamour while at Optimedia.
Three issues of the travel-size format have been trialled in WH Smith outlets alongside the full-size edition. Early results indicate that overall sales in those outlets are up by 40%, with the smaller size accounting for 60% of sales.
Sales figures will be assessed in February before deciding on a roll-out of the travel size from March, although the full-size Cosmo will not be discontinued.
This article was first published on Marketing
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