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COSMOPOLITAN Aninda Ghosh
Ankit Jain
Arka Sengupta Mansi Chandra
Neha Chauhan
Natasha Mendiratta
Shanky Aggarwal
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BR IEF HISTORY
Established in 1886 as a family magazine ´The Cosmopolitanµ by
Schlicht & Field.
Articles on fashions, on household decoration, on cooking, and
the care and management of children, etc.
1989 ² became a leading fiction magazine featuring authors such
as R udyard Kipling, Jack London and Annie Besant.
Acquired by Hearst Corp. in 1905
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The March 1894
Issue
A 1953 Article
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THE NEW COSMO
In the 1940s it was subtitled the ´Four Book Magazineµ
emphasizing on fiction. Sales peaked at 2,000,000 during WWII.
During the rise of paperbacks/televisions, mass market demand
started declining.
Helen Gurley Brown became chief editor in 1965 and remodeled
the magazine as the ´Cosmopolitanµ.
Emphasis was more on ambitious, career-conscious young woman.
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The 1965 issuefeaturing KeciaNyman.
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THE PR ESENT
The early 70·s, the magazine became a women·s magazine
that openly talked about sexual issues.
Eventually they adopted a cover format consisting of a
young female model.
Cosmopolitan has 58 international editions, in 34
languages and distributed in more than 100 countries.
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IN INDIA
The Indian Ed was launched in 1996, published by the
India Today group.
Currently sells 95000 issues/month.
The magazine is targeting educated, upwardly
mobile, city-dwelling females, between the ages 18-39.
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THE CHANGING R OLES
More women working in urban localities.
Shift towards higher education.
R ising salaries.
Independence from parents / self reliance.
Financial independence.
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THE MAR
KETING MIX -PR ODUCT
Content :
US ed features little bit more explicit content ( photos,
graphics, dating and relationship tips more inclined towards
physical aspects) as compared to the Indian Ed.
Articles on beauty and fashion in tune with international
trends rather than emphasizing on the Indian style.
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PR ODUCT
A ds:
Features ads by Indian designers and manufacturers like Satya
Paul, 85 Lansdowne, Sabyasachi Mukherji and Ogaan.
Ads vary according to regional tastes (South Delhi, Navi Mumbai
etc).
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PR ODUCT
Semantics/Layout:
Editorials on Beauty, Sex, Fashion and Career.
A celebrity article on a topic related to the above issues.
Writing style emphasizing female empowerment - article
addresses women as ´femalesµ rather than ´ladiesµ or ´girlsµ.
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DIVER SIT Y
The US Cosmopolitan also runs its own channels on Television
and R adio ²--- the CosmoTV & Cosmo Radio.
In India only the printed editions are available² The
Cosmopolitan and The Cosmopolitan Shopping Guide.
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THE MAR
KETING MIX -PR ICING
USA 4.29 $ /issue
India Rs 100 /issue
Set keeping in mind all the sections of society
that may contribute to demand.
Doesn·t compromise on its snob appeal as apremium fashion mag.
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THE MAR
KETING MIX ² PR OMOTION/PLACE
From being ´Fun & Fearlessµ to being ́The Best that
You can Beµ Indian models featured on the cover page.
Visibility of the mag is more in Spas, Boutiques, Malls and
other such premium localities.
Distribution is more pronounced in urbanized and semi-
urbanized localities.
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CHANGES SINCE THEINCEPTION
The magazine's chief selling point internationally - its frank
approach to sex and relationships - was dramatically toned downfor Indian readers in the earliest issues.
Advertisers were avert to issuing ads and were skeptical about the
mag·s success.
Now the issues feature bolder articles ² they no longer project
themselves to housewives only but to working women.
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DIFFER
ENCE ² DO Y
OUSEE AN Y ?
The Nov 2009 Issues
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CHANGES ON THEOUTSIDE
India remains deeply conservative ² ´Just as people who buy
Y achting Monthly do not always own yachts, women buying
Cosmopolitan are not necessarily having sex. µ
R eflect growing independence ² ´or aspiration to independenceµ.
´The only change will be cosmetic ² I don·t see a transformation
of family power structures on a wide scale.µ
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´C O S M O P O LIT AN
TO M E M E ANS BEING
S TR ONG, S E X Y,
INDE P ENDEN T. BEING
INDE P ENDEN T IS V ERY
S E X Y .µ
- S ONA M K A P O OR
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THANK YOU