Cosmopolitan reap benefits from trialling new dynamic distribution model.
Print market circulations have been increasingly under fire, calling for an innovative new approach to maintain and grow audiences. Recognising this, Hearst’s Cosmopolitan have been courageous in trialling a new marketing strategy to challenge the decline and improve accessibility to the brand.
In the hopes of getting as many copies of Cosmo directly into the hands of their target audience,(besides reducing the cover price), a key part of Hearst’s approach is the launch of two new routes to market: ‘pick up’ and ‘pop up’. Complimentary copies are being distributed on a ‘pop up’ basis across shopping centres, cinemas and gyms etc. Hearst have also enabled readers to buy copies from cosmopolitan.co.uk and Facebook as part of a new ‘click to buy’ initiative. The new model has proved successful so far with circulations up 44.8% year-on-year.
Aside from honing in on the targeting of their print product, Cosmo have also been the first of its competitive set to launch a successful Snapchat channel. The UK version officially launched in September, posting 12 stories from 11am in each daily edition. The channel has proven a massive hit with a younger hard-to-reach audience, now boasting 700,000 daily unique users.
The success of Cosmopolitan’s new distribution model is fantastic news and it’s great to see such bravery rewarded – hopefully this will continue into the next ABCs. It’ll also be interesting to see whether this bold decision will be adopted by other consumer magazines, when the likes of Shortlist and Stylist are continually showing us the extent to which a free title can still carry a loyal and engaged audience.
The success of Cosmopolitan’s Snapchat channel comes at an interesting time for advertisers as the social network are developing their plans to build its ad business, by improving ad targeting and enabling greater accountability of where ads have run. The success of the Cosmopolitan brand overall will offer clients an excellent opportunity to reach this target audience.