Media glamour: an expert's view - Conde Nast's new title, Glamour, may be petite but it's big on style and content, Sian Dobell writes

I had a bit of trouble trying to locate a copy of Glamour last week, which was probably a good sign for Conde Nast, considering that the title has been launched during a rather uncertain time for the women's magazine market, says Sian Dobell, a planner/buyer for new phd's regional advertisingdivision, spacestation.

WH Smith in Brixton and the newsagent at the tube had both sold out, and the man at the newsagent along Tottenham Court Road commented that he had, 'never seen a new publication leave the shelves so quickly'. So, when I eventually got my hands on it, I decided to let the girls in Spacestation have a look.

'Quite sweet' was the comment from Louisa, 34. Emma, 28, liked the

smaller format (for those of you who have not yet seen it, it's a glossy

A5 publication) and appreciated the fact that the 'ads blend in with the

editorial'. Perhaps not such good news for the advertisers, among whom

Glamour had managed to secure the likes of Givenchy and Moschino.

Personally, I took to it because, firstly, it has a cover price of

pounds 1.50 (this will rise to pounds 1.80 after three months) unlike

the usual pounds 2.50 to pounds 3.00. Secondly, I really do like its

cute size. As Jo Elvin writes in her first editor's letter, it is ' a

magazine you can carry around, shop with and even read when you're

squashed sardine-style on the bus'. (Or, as those who live in London

have to bear, on a daily basis, sandwiched armpit-to-nose on the

tube.)

I actually had a go at doing this and am pleased to say that it's true,

you can read Glamour while commuting. The articles are short enough to

read during a 20-minute journey, although it has to be said that this

means the depth of investigative reporting will never rival the likes of

Marie Claire.

Glamour's fashion pages feature outfits that you don't need to take out

a small mortgage for. It has make-up features that offer the usual kind

of make-up tips (why can't anyone do this a bit differently?), book,

film and music reviews, celebrity fashion tips (Victoria Beckham offers

us her little pearls of wisdom on this issue, God forbid), celebrity

interviews (Joseph Fiennes - we'd like to have a little bit more of

that, thank you very much) and lots more.

Okay, some of it is the same as Cosmopolitan and the rest, but the fact

that it doesn't try to patronise you with how to have an orgasm while

hanging from a designer lampshade or how to dress to please the 'other

'alf' is great.

Let it be said that Glamour, although only a slight revelation on the

women's monthlies market, could possibly be in my handbag next

month.

Publisher: Conde Nast

Cover price: pounds 1.50 for the first issue, rising to pounds 1.80

after three months

Frequency: Monthly

Full-page colour rate: pounds 9,000

Advertisers include: Laura Ashley, Rover, Debenhams, Gucci, Armani,

Lancome, Moschino, Givenchy.

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