Feature

Media: Lifeline - Glamour

The women's title is suffering at the hands of Grazia as it approaches its fifth birthday.

2001: Conde Nast brings Glamour to the UK in a handbag-sized A5 format. Its editor is Jo Elvin (pictured), formerly of New Woman and Sugar. It promises to chart a course between Marie Claire's "deadly earnestness" and the borderline sleaze of Cosmopolitan.

2002: The January-June Audit Bureau of Circulations figures show that, with a sale of 520,193, Glamour has, within just a few months, toppled Cosmopolitan from the top slot in the women's glossy market - for the first time in three decades. Cosmo's editor, Lorraine Candy, says that Glamour's success is down to its cheapness - its coverprice is £1 less than Cosmo's.

2004: Cosmo having attempted to hit back with a "travel-sized" version of the title, aimed at regular travellers and commuters, Glamour continues to go from strength to strength, hitting a new peak of 620,391 in the July-December 2004 ABC figures. It also launches its Women of the Year Awards.

2005: Conde Nast takes its eye off the ball as it focuses on the launch of its lifestyle title Easy Living - and Glamour dips 1.7 per cent, arguably as a consequence. But Cosmo fails to capitalise, dropping 3.2 per cent in its own right, and the market as a whole is sluggish. Publishers complain that the market has been saturated with new titles, including Pick Me Up and Grazia.

2006: As Glamour approaches its fifth birthday, it has just experienced its second successive sales decline in the ABCs- and Cosmo is also performing sluggishly. Glamour's publishing director, Simon Kippin (pictured), admits his title has been hit by Grazia.

Fast forward ...

2008: With the women's glossy market now dominated by weekly titles, Conde Nast attempts to reinvent the sector by launching a new weekly in a convenient handbag-sized A5 format. Cosmo dismisses this as a stunt but launches its own commuter-format weekly six months later.