Farewell Cosmo, the missed opportunity
Cosmopolitan Australia is dead, but who killed it? Was it Bauer? Was it Australia’s declining print industry? Or was it Kerry Packer? Mumbrella’s Zoe Samios takes a look back to figure out where it all went wrong.
In the wake of Cosmopolitan Australia’s closure, a former ACP executive echoed the words of the former CEO of Publishing and Broadcasting Limited, John Alexander, to me: eternal life cannot be guaranteed for any publishing brand, no matter how big.
This week his words will be ringing through the walls of a nervous 54 Park St, now a skeleton of its former self.
The final edition of Cosmopolitan Australia
‘Could of’ and ‘should of’, bloody hell
I know this is petty but… “A brand that could OF, and should OF, prospered…” ?
Come on Mumbrella, you’re better than that. The basics.
Thanks. Would’a, should’a, could’a read it one more time.
*Could have.
*Should have.
Australia’s declining print industry? What’s that got to do with anything? It’s not even true. Magazine printing may be declining; catalogues for instance are growing. Don’t blame the messenger for the faults of a myopic publishing industry.
*wane
Part of the problem dates back to the “glory years” when ACP and the rest of the industry used fake figures to boost circulation. When this finally came out the younger execs particularly lost faith in these titles and were happy to spend money in social media..They treated us like suckers for years and are now paying the penalty
Surely its really simple. Some questions:
1. Can i buy this audience elsewhere A: yes Facebook + others
2. Do publishers like Bauer make it easy to buy (Platform based, self serve etc) A: No
3. Is there significant reach to the desired audience through Cosmo? A: No
4: Is it cost effective compared to other options A: No
You can’t trade forever on the a strong brand when the audiences are elsewhere. Those days are gone.
Hearst controls the outcome of Cosmo. Any changes to the format such as going digital is controlled by what Hearst wants. Sometimes it is bigger than failing circulation. It depends on how profitable something is to run and produce.
The success of Mammamia shows what can be done by nation-based publishers in a global media platform world.
These legacy young women’s brands could yet see new life.
The most likely resurrection is a global Hearst-run Cosmo with a few Australian staffers.
I can only hope there is some kind of resurrection. Very sad day to loose such a long running and wonderful magazine.