The Glamorous North
Being stopped in your tracks in the Co-op isn’t something that happens very often, but last month Katy Perry dressed in a t-shirt emblazoned with ‘I like Newcastle’ on the cover of Glamour alongside the headline, Newcastle This MAG is FOR YOU, did just that.
It took a moment or two to take it in – were monthly glossy Glamour and cover star Katy really keen enough on Newcastle to give the city national prominence?
Then the realisation struck that Glamour was capitalising on the relative ease of digital printing, and the current trend for regionalising stories wherever possible in an attempt to create a deeper, more meaningful relationship with the target audience - and reverse declining circulation figures across the print media sector.
The September issue featured eight bespoke covers as well as a 16-page section of regional editorial focused on Birmingham, Bristol, Manchester, Northern Ireland, Scotland, Wales, Newcastle or London.
Glamour was effectively saying to readers; we’re not just talking to women, we’re talking to women like you – we know your local area, we know local trends, we know you better than any other magazine vying for your attention - let’s talk.
But at what cost? Condé Nast UK production director Sarah Jenson told PrintWeek that the project required 128pp of additional repro, eight extra sheeted offset cover plate changes and seven extra web offset text plate changes.
That kind of bespoke content, production and distribution has a hefty price tag (and logistically don’t always work in practice – I saw the same magazine in a North East hairdressers with the coverline ‘London This MAG is FOR YOU), but thankfully Glamour had the sponsorship of shoe brand Converse to back its regional bid for success.
The proof will be in the pudding – sales figures – for Glamour and indeed for sponsor Converse, and this will no doubt have an effect on whether or not the venture proves viable in the future.
The Glamour project is the latest in a long line of attempts by glossies to steal a march on competitors – but publishers are not willing to risk their own cash on risk taking bids to boost circulation – it’s all about brand tie-in.
In August Cosmo produced at 3D cover in association with Pantene Pro-V exclusively available in Tesco, as well as a free ad-funded, ‘Cosmo on Campus’ spin-off for students and distributed at 65 universities across the UK. Last year Grazia set up an office in London shopping centre Westfield to produce a whole issue in front of crowds of shoppers (and potential readers) – along with a heavy Westfield sponsorship tie in throughout the magazine.
Whether being ‘different’ or applying a regional focus bucks the circulation trend or has a lasting effect on sales figures and ad revenues has yet to be determined. With internet sites like handbag.com and allaboutyou.com boasting free, up-to-date, daily content aimed at a very similar audience and readership touching 1million it’s not just other glossies that magazines are battling against. They’re fighting for survival in a very tough marketplace.
What do you think?