Well blow me down with a feather … my mouth literally fell open when I saw Cosmopolitan magazine is set to make its Australian return after closing down almost six years ago.
The first issue will be out in August, led by publisher Katarina Kroslakova’s publishing house KK Press in collaboration with Hearst Magazines International.
The editorial team is currently being put together. Wow, that brings back memories. I was once part of the original Cosmo’s editorial team and went to its wake back in 2018.
That’s me with Pat Ingram (above left) at the wake, with my dear friends and former Cosmonauts Cassandra and Annette on the right.
Pat was the launch deputy editor of the title in 1973 and eventually became its publisher.
She hired me as a sub-editor in 1992 and I stayed with the magazine for almost nine years – four of them under her editorship – moving through the ranks to eventually become Deputy Editor.
Circulation hit 400,000 soon after I arrived and Hearst flew the entire staff to Hayman Island for the weekend to celebrate. I’m still in touch with many of the women who went on that giddy trip with me.
Pat and I worked together for almost 20 years. I joined the magazine during the supermodel cover era, which she loved, but she listened when I told her that Hollywood stars were the new Cindys and Claudias.
She approved my trips with my fashion editor bestie Ken to Los Angeles to interview everyone from Salma Hayek to Shannen Doherty, Portia Di Rossi, Christina Applegate, Clare Forlani and Alyssa Milano.
Not to mention the cover shoots we did in Australia with the likes of Kylie Minogue …
(Kylie was TINY – the shorts in this shot were size 6 and we had to bulldog clip them at the back!)
Oh and there was also the cover shoot where she wore the dress I decided should be my wedding dress (albeit a much bigger version) …
When I moved to Singapore to edit Cleo magazine (Cosmo was banned there) Pat remained my champion and backed my appointment as editorial director of the local edition of Harper’s Bazaar.
The morning after its launch, she took me to breakfast and asked me to return to Australia. Not to edit Cosmo, but to take on the challenge of Woman’s Day.
As a monthly mag woman, I was hesitant, but we rode the Princess Mary wave together, with circulation peaking at around 560,000 for the royal wedding.
I helmed Woman’s Day for six years. My weekly meetings with Pat during her years as Group Publisher were never dull – often a manicurist would sit between us, shaping her nails as we discussed cover options.
The company wasn’t quite the same when she left. The magic was gone and, less than two years later, so was I.
In the years that followed it felt like the glory days of magazines were well and truly over, but now Cosmo 2.0 is on its way.
So why is it coming back?
“Cosmopolitan Australia’s vision is clear: to uplift, empower, and champion women while having an absolute blast doing it. We’re dedicated to delivering thought-provoking, insightful journalism and entertainment that resonates with young women nationwide,” said new publisher Kroslakova.
“While embracing digital and social media, print also offers a unique and complementary opportunity for longform storytelling, providing in-depth exploration, escapism and a tactile experience, which is particularly appealing to Gen Z and young millennial readers who are seeking a break from constant connectivity.”
Kim St. Clair Bodden, senior vice president of editorial and brand director of Hearst Magazines International said: “The relaunch of Cosmopolitan Australia marks an exciting next chapter for this iconic brand, while reinforcing our commitment to delivering culturally relevant content to audiences around the globe.”
“We are delighted to partner with KK Press as we reconnect and engage with millions of authentic and bold young women in this important market.”
While it seems unlikely that young women would return to print, Editorial director and News Prestige publisher Edwina McCann told The Australian: “Magazine brands are experiencing audience growth led by Gen Z consumers nostalgic for the 1990s and 2000s, an age before social media and digital consumption. You can see this same nostalgia playing out in the consumption of re-runs of Friends and Gilmore Girls by teens and 20-somethings.
“Interestingly the growth in magazine audience specifically appears to be driven by Gen Z’s desire to own a piece of the Vogue world, much like merchandise might be bought at a concert. It’s a keepsake.”
My friend tells me her daughter spends a fortune getting magazines sent to her to decorate her bedroom, almost like coffee table books.
I would never have anticipated magazines such as Elle and Cosmo returning to stock the ever dwindling number of newsagency shelves.
I will be watching this space with interest and there will be much to discuss when I catch up with my mag mates next week.
Song of the day: Sherbert “Magazine madonna”
housegoeshome 
Leave a comment