Media: Cosmopolitan site hits the right buttons

As London Fashion Week kicks off today, Cosmopolitan is unveiling a new version of its website, which has rocketed in popularity during the past year.

Hitting the right buttons: Cosmopolitan
Hitting the right buttons: Cosmopolitan

October's ABCe figures reported 765,880 monthly unique users, a year-on-year increase of more than 273,500. January's Omniture statistics reported a further increase, to 860,000 unique users. And the good news for PROs is that the journalists are open to being approached.

Acting web editor Pat McNulty, who has overseen the changes, says the refresh will bring the site more in line with the look of the magazine, which was relaunched last June. Each channel will be colour-themed to match the magazine.

Following website infrastructure changes at Hearst, the site's publisher, users' log-in to the Cosmopolitan UK site will also allow them to visit, and, as well as the US sites of Cosmopolitan and Marie Claire. has three dedicated writers, who produce most of the unique content as magazine content is not put online. But post-relaunch, more magazine staff will become involved with the content: the features team will review books; TV and films in a new lifestyle section; while columnists and the beauty team will write regular blogs.

A fashion feature is to be introduced, called 'under £50', which will be trend or product-specific, and a blog will tell readers what is happening inside Cosmopolitan's offices.

An online channel is to be created to house the brand's student spin-off content - it launched Cosmopolitan Campus in September, a magazine published each term dedicated to student fashion and issues.

Answers from Cosmopolitan's agony aunts may also appear online: 'They produce sage advice, which is timeless content that could be accessed on Google,' says McNulty.

Cosmopolitan's online and magazine editorial agenda is the same. The brand targets 'fun, fearless females'. McNulty believes its features on men - the male centrefold and the Boyfriend Wars section online - differentiate it from rivals.

Eulogy CEO Adrian Brady agrees. 'Cosmo positions itself as the original women's glossy. It is the pioneer of sex and relationships, and is not afraid to tackle the lewd, crude and downright dirty. Think of it as Sex and the City in magazine form,' he says.

Brady says the brand is also very reader-focused, evidenced by the amount of tips and deals on the site. He adds: 'Sex, relationships, beauty, fashion and celebrities are the main stories that push Cosmo's buttons, but there is also a healthy interest in women's issues.'

Competitions could also prove fertile for PROs, as Brady says: 'We have worked with Cosmo to place London Fashion Week competitions for one of our drinks clients. Cosmopolitan worked tirelessly to ensure our client was happy and include all the relevant links, logos and key copy.'



What are you doing for London Fashion Week?

We are very excited to have our Blog Awards Best Fashion Blog winner, Carrie Harwood of, on board. She has a keen eye for fashion and a nifty way with a camera, so she will be snapping at the shows for us, as well as giving her point of view of the week to our readers.

We are beauty blogging from backstage at the shows, commenting on the new looks as they happen. The team will be covering parties and you will be able to see what members of the Cosmo fashion team are wearing to the shows on the What Cosmo's Wearing blog.

Who reads the site and the magazine?

Our readers are aged between their late teens and early thirties. The thing that unites them is that they are vivacious, fun, fearless females. They are very active online and share opinions on the site.

What do you want from PROs?

We need PROs to help with our money-saving fashion and beauty features. We are also looking to increase our hair content, so anything that is related to hair would be good.

How should PROs contact you?

Emails tend to be better. We also use Twitter a lot. If you can entertain us on Twitter, then you are likely to spark our interest.


Unique users 765,880 (Source: ABCe, October 2010)
Readers Between late teens and early thirties
Deadlines Daily; check with the team for features



Pat McNulty Acting web editor;


See profile on Andrew Roberts, comms director of Mercedes, which is sponsoring London Fashion Week

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