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Glamour repositions print edition with larger ‘luxurious’ format

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By John McCarthy | Media editor

November 20, 2016 | 3 min read

Glamour magazine has made sweeping changes to its print edition, increasing the size and weight of its mags in an acknowledgement that the handbag-sized issue is no longer mandatory following the growth of its mobile business.

Glamour

The new-look Glamour

Instead it recognizes that “print experience is now regarded as more luxurious and indulgent, most likely to be consumed at home” as opposed to when the current format launched in 2001.

It adds that it will also use a higher quality paper to enhance the editorial content.

Jo Elvin, editor-in-chief of Glamour, said: “Glamour was a brilliant innovation, a star was born, and as the front runner in the market we gave women the editorial they craved how and when they wanted it. Embracing digital from day one, brand reach has grown - Glamour has never reached more people than it does now - and as the context has changed, now is the moment to recalibrate in response to our readers’ changing lifestyle and needs.”

Additionally, a new mobile-first website has been rolled out, to better serve readers on the move, now it has altered its print edition to be somewhat less portable. On the video front, the company also seeks partners for sponsored and branded collaborations.

The new strategy will be rolled out in January 2017, and with the February 2017 issue, on sale from 5 January.

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