The National Magazine Company is slashing the price of its young
women's monthly, Company, as it squares up to the successful arrival of
Conde Nast's A5 glossy, Glamour.
The November issue of the NatMags' title will hit newsstands on 1
October with a £1.50 cover price matching that of Glamour.
Justine Southall, the publishing director of NatMags' young women's
portfolio, stressed that the change was no short-term spoiling
"This is now the cover price," she said. "It's not a one-off or even a
three-off. We'll track the market and if the market moves up we'll move
up with it."
Before the arrival of Glamour, NatMags had cause for considerable
optimism in Company's performance. The magazine posted market-leading
7.6 per cent year-on-year and 13.1 per cent period-on-period increases
in February's ABCs.
However, sales dropped sharply over the first half of the year as
Glamour's arrival seemed to damage Company far more seriously than its
sister title, Cosmopolitan.
"We're pretty bullish," Southall added.