Glamour on making the transition from monthly print magazine to digital first brand

FIPP – 28/05/2019

Jamie Gavin

With a print legacy in the US stretching back to 1939, it may surprise some to learn that the UK version of Glamour magazine has only been in publication since 2001. At 18 years of age, it’s a title that’s just three years older than Facebook. Even at launch, the magazine had a mobile focus, coming in a handbag sized format with the tagline: ‘Fits your life as well as your handbag’. So with a young-skewing audience and a focus on beauty – a sector that has already found its natural shop-window on Instagram – the Glamour brand and a digital first approach may seem like a perfect fit. However as Newman explains, steering such a recognisable ship into new waters, still required a huge amount work:

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