The National Magazine Company is in talks about launching a Cosmo
Cafe, the latest in a line of brand extensions for its most successful
women’s monthly title, Cosmopolitan.
Terry Mansfield, the NatMags managing director, told Campaign this week:
’I am mad about a Cosmo Cafe, which I believe has tremendous
possibilities.
We are talking to a number of companies in the restaurant and leisure
business, but we haven’t found a partner yet who has that vision we’re
looking for. It would be in London, Leeds and Manchester. It would
provide a service for women.’
Mansfield said the Cosmo Cafe would give a similar experience to
’opening the pages of the magazine’. Despite the recent struggles of the
Fashion Cafe and other themed restaurants, Mansfield is bullish about
the prospects for such a venture.
NatMags has already extended the Cosmopolitan brand into drinks, bed
linen, swimwear and lingerie and recently launched a Virtual Makeover
CD-Rom.
Mansfield is also keen to exploit the opportunities offered by digital
TV through a Cosmopolitan TV channel.
Newsmaker, p14.
