Cosmopolitan unveils quarterly Hair spin-off magazine

Unveiling the latest Cosmopolitan spin-off, publishing director Liz Kershaw claimed Cosmopolitan Hair would survive on only 20 pages of advertising.

Unveiling the latest Cosmopolitan spin-off, publishing director Liz

Kershaw claimed Cosmopolitan Hair would survive on only 20 pages of

advertising.



The quarterly title launches on 7 October with a print run of 130,000

and a cover price of pounds 2.95. Out of a total of 132 pages, it will

carry only 20 pages of hair product advertising. But Kershaw insists the

project is financially viable and will not cannibalise Cosmo’s revenue

streams.



’We can make money from it because we already have the infrastructure in

place,’ said Kershaw. ’And Marie Claire Health & Beauty has demonstrated

that a similar spin-off title doesn’t cannibalise its parent,’ she

added.



Cosmo Hair will compete with IPC’s bi-monthly Hair, which sells 152,602,

and a number of other smaller consumer titles.



Kershaw said: ’There are some brilliant trade magazines but we believe

there is a real opportunity in the consumer market.’



Cosmo Hair is the second spin-off title following Real Lives, a summer

special. Both were a result of Mandi Norwood’s move, earlier this year,

from Cosmo’s editor to editor-in-chief. Her recent resignation to join

rival Conde Nast in the US throws the brand extension strategy into some

doubt.



But Kershaw claimed she was looking at ’an enormous number of new ideas’

to expand the brand-extension strategy.



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