Incredible shrinking mags
10/03/04 10:11 Media
issues
So Cosmopolitan is going to join the great shrink and
go Glamour-sized. This makes sense. Without wanting
to worry too much about how PC or otherwise I might
appear, a women's mag that fits into a handbag is
probably a good idea.
Which is why I was baffled a few years ago when men's magazine, Jack, launched with a diminutive format. In the UK men just don't carry bags like that. We stroll around with sunglasses, contact lenses, spare glasses in case we have a contact lense problem and all sorts of other essential gunk (mobile phone, hand-held computer in some cases) and yet we don't have a bag. It's bonkers but there it is.
Jack has subsequently grown in size. It's interesting about Cosmo, though - do they perceive more threats in the market than they're prepared to admit? And if not, why revamp at all..?
Which is why I was baffled a few years ago when men's magazine, Jack, launched with a diminutive format. In the UK men just don't carry bags like that. We stroll around with sunglasses, contact lenses, spare glasses in case we have a contact lense problem and all sorts of other essential gunk (mobile phone, hand-held computer in some cases) and yet we don't have a bag. It's bonkers but there it is.
Jack has subsequently grown in size. It's interesting about Cosmo, though - do they perceive more threats in the market than they're prepared to admit? And if not, why revamp at all..?
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