Cosmo case study
intro to cosmopolitan.
Þ Cosmo say that their unique selling point (USP) is that “cosmo is the sex, love, life, & relationship bible”
Þ The magazine promises the following to its reader every month:
o Intimacy & warmth
o Advice she trusts
o Real & honest sex and relationship reports
o Instructional sex advice
o Inspiring real life stories
o Fashion for all body shapes and budgets
o Reports on issues that affect YOU and help you live the life you want
o The latest health & diet news
o The best beauty coverage
o Under the skin of A list celebrities
o That’s me – Cosmo really knows what’s going on in my life and how I can be the best I can be
o A sense of humor
Þ Cosmopolitan has various different editorial sections which include the following areas:
o Men & Sex
o Relationships
o Shopping & Fashion
o Beauty
o Real Life
o Health & wellbeing
o Confidence & life coaching
Þ Every magazine have their own target audience like all the companies in the world in the magazine industry this is called a “reader profile” the reader profile for Cosmo is:
“She is 18-35, single or loved up! An unpretentious girl next door with a host of dreams, ambitions and aspirations and is determined to be a success in life. Relationships are the most important aspect of her life – whether it’s with men, her sister, friends or her mum.”
Þ Here are the vital statistics surrounding the Cosmopolitan magazine.
o The circulation of the magazine is 386,852
o The readership is 1,571,000
o Women aged 18-34 is 489,000 (jan-june2011)
o The median age of the reader is 28 (jan-june 2010)
Cosmo also works in other areas with in the magazine; alongside men’s health they run a dating service called “cosmo’s the one’” and they run their own shopping website called “cosmoshop.com”
Þ Cosmo also run a free magazine called “Cosmo on Campus” ‘Cosmo on Campus,’ is a new extension of the Cosmopolitan brand with content aimed at the student population. The 56-page magazine, printed on improved news print paper, launched in October with a print run of 250,000 copies. It is distributed at 65 universities across the UK by hand-picked Cosmopolitan ‘Brand Ambassadors’
Þ Cosmo also use a lot of technical convergence as they use twitter and facebook pages to get to and appeal to the audience.
Þ Their website gets 765,880 visitors a month on average.
Þ Over the past year the visitor percentage has increased by 88%.
Þ There are 183,000 community members on their website.
Þ On facebook they have over 5000 fans and in twitter they have over 28000 followers.
Þ The user profile for the website is “She is 16-35, single or loved up! An unpretentious girl next door with a host of dreams, ambitions and aspirations and is determined to be a success in life. Relationships are the most important aspect of her life – whether it’s with men, her sister, friends or her mum”
Þ The website like the magazine has its editorial section as well:
o Ultimate relationship and sex advice
o Men, Men, Men
o Style Inspiration
o Expert Beauty Tips
o A confidence and passion for life
The average age of the website visitor is 25 and the average salary of them being £38,914 (nov 07)
