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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