BRAND OVERVIEW 2018 - Bauer Media Advertising
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BRAND OVERVIEW 2018
KESHNEE KEMP, EDITOR
“COSMOPOLITAN inspires a new
generation of young women, starting
conversations and pressing the issues
that matter to her.
Curating her wardrobe, championing
great sex and encouraging her to shop,
laugh, think, love and dream,
COSMOPOLITAN propels her into the
future as the best version of herself”.
WHAT CAN COSMO DO FOR YOUR BRAND COSMOPOLITAN is the biggest magazine brand in the world, with 46 editions, in 79 countries. COSMO is the world’s largest young women’s media brand, with more than 111 million brand touch points across print, digital & social platforms. COSMO GIVES HER SKILLS & CONFIDENCE, ENCOURAGES HER TO TRY NEW THINGS, CONNECTS HER TO BRANDS, AND GIVES HER A CLEAR PATH TO PURCHASE An alignment with COSMO can enrich awareness, extend knowledge, & help brands be understood. COSMO tells rich, engaging stories across multiple platforms helping consumers visualise experiences & interactions with brands. COSMO can endorse & normalise brands by creating relevance & brand acceptance to drive desire & excitement. COSMO directly fosters advocates & embeds brands into the mindsets of millennials.
EDITORIAL PROFILES
KESHNEE KEMP LEISA MAAIT SHARI NEMENTZIK DENI TODOROVIC ALEXIS TEASDALE
EDITOR CREATIVE DIRECTOR FEATURES DIRECTOR FASHION EDITOR BEAUTY & LIFESTYLE
Keshnee has an innate With 13 years of design and South-African born Shari spent
Denis (a Geelong boy, born and
DIRECTOR
understanding of the millennial publishing experience, Leisa her teenage years in Singapore, Alexis first stepped through the
breed) comes with 10 years of industry
woman and the issues that matter worked as a graphic designer Malaysia and Thailand and that’s COSMO doors in 2004 on a week’s
experience. After completing his
to her today. With over 10 years’ across teen titles before joining where her love affair with COSMO work experience, and landed a job!
fashion studies at the Paris Fashion
experience in the media industry, COSMOPOLITAN. She has began. She studied journalism at Since then she’s worked for some of
Institute, Deni began his career in the
she has a wealth of multi-platform managed creative teams for most university in England before the biggest magazine brands in the
buying office at Myer before moving
experience across print, digital, of her career and has worked completing a master’s degree in country including DOLLY, InStyle and
overseas to live and work in London.
television and video production closely with editors to deliver Sydney, where she landed her first SHOP Til You Drop, and has
Whilst there, he assisted on titles
and takes the editor’s chair at innovative and relevant redesigns. job in magazines as an appeared as an expert on TV shows
including InStyle, Cosmo UK and
COSMOPOLITAN after a period of Leisa is extremely passionate entertainment writer. Fast forward such as The Today Show, A Current
British Vogue. Whilst also working in
consulting with various publishers about this iconic brand - the five years and her dream of Affair, Mornings and more. In 2013
house with luxury retailers Burberry and
and advertisers, on digital and magazine, the website, the events, working for COSMO came true. Alexis came full circle, back to where
NET-A-PORTER. Upon returning to
audience strategies. Prior to that the socials, the podcast and Heading up the features it all began. Her 14 years’ writing,
Australia he moved to Sydney and
she was editor of Famous and has executing creative concepts that department, she’s passionate styling and editing has given her a
interned in the Cosmo fashion
held senior roles at Channel Nine can help drive sales. about women’s issues and is the unique understanding of women’s
cupboard for 6 months before being
including chief of staff of live best contact for stories on lifestyle magazines, especially the
offered a job with the editorial team.
television program Mornings. relationships, careers, health/ global powerhouse that is COSMO.
He’s now Cosmo Australia’s first ever
Keshnee is commercially focused fitness and celebrities.
male Fashion Editor and believes in
and passionate about creating mixing high and low to strike the
content that connects and perfect balance for the Cosmo reader!
engages with women across
all channels.
ANATOMY OF A READER
JESSICA, 28 I’M OBSESSED WITH MY HAIR Like, really
FROM NEWCASTLE, EXECUTIVE ASSISTANT TO CEO. obsessed. Lara Bingle, Robyn Lawley, Miranda Kerr,
Jessica, is smart, professional, sociable, stylish, strong and Khloe Kardashian... Hair goals for days.
sexy, in short, she’s a young modern Australian woman.
MY LIFE The minute I wake up, it goes something like this:
6:30am: Check Instagram stories and then scroll my feed.
I’M MEANT TO BE LISTENING
Watch hilarious videos my best friend sent late last night,
TO INSPIRING PODCASTS about how to be the
who it would appear carried on after I left her at the bar and
boss, instead, I’ve got Drake’s new album on repeat
proceeded to have one hell of a Sunday session.
and I’m planning my next TV binge session after
polishing off the OA (for a second time). 6:32am Check Facebook & Snapcha. Eight Notications.
Post two ‘happy birthday’ messages, Like an adorable
pitcure of my baby niece, read about whether Kim’s Paris
THIS BAG! I may still be heist WAS or WASN’T faked on Cosmo AU, share feature
paying it off on my credit card
from New Yorker, ‘Why Stranger Things is actually based
but it’s my first love.
on reality’, tagging in two workmates who share my Netflix
obsession, read article on a family living on opposite sides
of the world because of Trump’s new anti-refugee policy
and share in disgust!
A COPY OF COSMO FOR MY 6:40am: check back in on Instagram.
40 MINUTES COMMUTE TO WORK It’s my little
indulgence and nice to take time out instead of being Like posts from @kayla_itsines, @kyliejenner, @lozcurtis
glued to my phone. I love flicking through, planning my and regram @Hotdudeswithdogs tagging in my newly single
next shopping trip, getting lost in an inspiring story mate #yourwelcome.
about a girl who made a million from a business she GYM FAIL
Totally meant to go to Finally, speak actual human words to my new BFand start
started in her garage, getting up to speed on what’s
a 7am F45 class, hoping my housemate won’t hear we’re about to do....
happening in the world, earmarking a beauty look for
dinner with the girls and, although i don’t always admit but overslept (read:
it, I love reading about threesomes and affairs. I don’t morning quickie
trust anyone but Cosmo to tell me that kind of stuff. with my new man
#quickienotsoquick).
I’ll hit up a class after
A LITTLE SATURDAY TREAT
work instead.
Under $60 in the Zara sale.
AKA practically free.
EDITORIAL PILLARS
COSMOPOLITAN takes a look at the readers life using everyone from REAL WOMEN to experts and celebs in our stories.
ONLY IN COSM0 news, trends and opinions COSMO WORK Tips and tricks to get COSMO BODY It’s about feeling good and
you ahead in your career and work life. celebrating who you are! Not about losing
BEAUTY & STYLE EDIT Fast, bite weight or crazy diets, we talk about loving
sized bits of fashion & beauty. Accessible LOVE & LUST A no-nonsense your body: being healthy and toned.
price points. How to’s on the latest beauty guide to romance
and fashion. LIFESTYLIST A number of ways to make
your life cooler. We edit your life, travel ,
FEATURES We talk to our readers in a movies, music, gadgets, books, homewares
friendly, engaging and fun tone and DIY.
COSMO OWNS THE CONVO COSMO
COSMO WORK INFLUENCER
Forget starting a family or getting married, TAKEOVERS
the Cosmo readers number one goal is to be
financially secure. Her 9-to-5 is a huge priority for her.
Cosmo has hand-selected collaborators from
a new breed of influencers, the social media
COSMO TRAVEL
But she’s not after pie-in-the-sky ‘one day’ dreams, Our audience are always on the hunt for
stars, who have parlayed their social feeds
this woman wants advice, tips and expert insight that the next best travel experience. By pairing
into new media empires. These female
she can use now. That will actually make a difference. inspiration from their favourite influencers with
entrepreneurs are smart, confident, ambitious
And this is where the Cosmo Work section is unique. the COSMOPOLITAN voice that they trust, we
and SO Cosmo. They live and breathe their
It gets her and her work life. Cosmo delivers tips on will create the ultimate go to travel guide that
own goals. Like Cosmo, they influence the
how to deal with difficult bosses, advice on what to do helps our audiences find the unique,
#goals generation & for this special
if she doesn’t have her dream job, how to stick up for Instagram-worthy destinations that they desire.
issue, they guest edit sections
herself in meetings, what’s keeping her from making Each month in partnership with a new
relevant to them.
more money, how to win at the LinkedIn game. influencer, COSMOPOLITAN will find off-the-
Real, smart, clever expert advice she can only beaten track spots, inspiring readers
get in the pages of Cosmo. And she can through top lists and snackable pieces
put into action tomorrow of information that arm them with the
at 9am.
COSMO confidence to book their
OWNS SUMMER next memorable trip.
Previously Cleo had a long history of being
the go-to brand for Australian beach culture.
COSMO BODY With Cleo no longer in market, Cosmo can dominate
summer. In-mag we’re planning a four-part summer
As the fitness and “healthspo” obsession
beauty series covering tanning, makeup, hair and skin
continues to boom in Australia, in 2018
to run over Nov-Feb issues and will offer huge new
Cosmopolitan will be placing more emphasis
advertising environments and sponsorship potential.
on its health and body content and properties.
Further establishing our stamp on summer, Cosmo
In-mag, the section will be given greater
will launch the biggest magazine swimsuit guide
prominence towards the front of the book with
featuring bikinis for women of every shape and size
an increased page count. Following the
along with the brands, tips and places to shop.
success of the Cosmo Body bonus magazine
Cosmo will be known as the go-to for summer
in 2015, Cosmo will look to publish another
swimwear. Opportunity to extend this
Cosmo Body edition in the second half
to an event. E.g. Longest
of 2018, offering a practical “real life”
swim catwalk.
guide to food and fitness for
busy women.
KEY PROPERTIES
2018 marks the 12th year Cosmo has run its annual
search for the most successful, inspiring, thought-provoking
women in Australia. Completely reader-nominated, this is a stand-
out event that not only celebrates women in the public eye (from
In 2018, COSMO has taken the reins social media stars to actresses) but also the everyday women
of this iconic Australian property and make achieving incredible things, from trail-blazing entrepreneurs to game-
it our own. With over a 30-year history changing campaigners.
in Australia, Bachelor of the Year is a
2016’s event saw Australia’s first female Prime Minister, Julia Gillard,
household name and one that Cosmo
inducted into the Cosmo FFF Hall of Fame – her attendance and
can take to the next level.
keynote speech were live streamed across Cosmopolitan.com.au
and garnered publicity for the event across print, TV and radio. In
2017 we inducted much loved Australian TV personality Kerri-
Anne Kennerley into the Hall of Fame after a huge year for
her as she faced one of the most difficult personal
tragedies of all time, showing young Australian
women the true meaning of resilience.
PRIDE
Here at COSMO HQ we truly believe
every human being has the right to make
their OWN choices in love and in life. Off
the back of the 2017 inaugural pride issue, COSMO launches a nationwide
COSMOPOLITAN is proud to be doing it all search for the face of the COSMO
again in 2018 as an official media partner Curve Collective.More than just
of The Sydney Gay & Lesbian Mardi a beautiful face, we’re looking
Gras! COSMO will have a COSMO for the ultimate COSMO girl–
Quickie tent at Fair Day in Victoria unashamedly bold
Park, dishing out lots of freebies & body proud.
and happy glittery vibes!
EDITORIAL CALENDAR 2018
JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC
ON SALE 4/12/18 1/01/18 5/02/18 5/03/18 9/04/18 7/05/18 4/06/18 9/07/18 6/08/18 3/09/18 1/10/18 5/11/18
THE ME BACK TO
ISSUE THEME FRESH STARTS LOVE PRIDE MENTOR
ISSUE
INFLUENCERS
BASICS
SWIM BODY
WOTY Wrap up Bach Top 30
COSMO explores LGBTQI readers and Power looks Nailcare story Influencers take over
When I took Cosmo’s Wildest WOTY 2018 Equal Pay Announced
love in all its forms celebs share their across fashion & our Fashion, Beauty Accessories
TOP 30 Bachelor shoot charge of my own Sex Games Launch Initiative
stories beauty + Power Combat fashion and Travel Pages Special
life feature Cosmo Travels
Fragrance Celebs moves to get trend story
Pia Fox travel takeover Layering, coats Main Fashion Cosmo takes Fiji Seattle
LOVE Rainbow beauty ahead in your Selfie-made Hong Kong Travel
Portugal - COSMO Mother’s Day and winter shoot starring COSMO Curve
special career instagram business Special
Travel dressing that won’t Fashion, Beauty Super glam looks
Celebs tell us Elyse Knowles collective Winner’s woman tell all
Bachelor break the bank Feel a lump in for all your festive
what they LOVE in LGBTQI friendly The Power main fashion shoot all under $100
Hair Special - Fresh round up every issue - events
their wardrobe travel destinations List - The who’s Winter boot taramilktea takes
cuts for the new year. Bachelor of the Year Breast cancer
who that are special the Southern Budget Beauty
Dramatic changes and @jadetunchy does Luxe travel 2019 Launch awareness Party dress to
Steph Claire Love is love main #killingitatlife States of America - Awards - COSMO
funny commentary. West Coast - San escapes - Paris impress!
Smith takes reviews the best initiative
fashion shoot Diego, San Fran European travel Yeehhaww!
over Morocco - My Mentor Special Travel South India of the best beauty
SPECIAL Drug special - Cosmo COSMO Travel + Win a Mentor
and Arizona Cosmo Curve special
products available Summer Hair &
Christmas
talks about the drug Finalist shoot Gift Guide +
CONTENT problem in Australia, Beauty Awards Teeth Whitening
in supermarkets Make-up looks
entertaining story
Georgia Love Cosmo Curve and pharmacies
featuring women who Collective Finalist Cosmo Guy: Special
Beauty Takeover
have turned their lives Knitwear, Femme Geordie Shore Cosmo Body
shoot
around after addiction and Floral Fashion special, outdoor
workouts to get
Crime series - Young you bikini ready
Writer Search across 3
issues, COSMO prints
three exclusive extracts
from an up-and-coming
Author to ultimately win
a book deal with
sponsor TBC
COSMO
COSMO
BACHELOR &
EVENTS COSMO CURVE
WOMAN OF
THE YEAR
COLLECTIVE
SPRING
AWARDS RACING + SPRING PARTY
SEASON + COSMO
DIGITAL AWARDS SEASON PRIDE CONTENT
INT.
BACHELOR OF SEX SPECIAL
WOTY
MONEY SPECIAL
SPRING SKIN SUMMER RACING SEASON +
VALENTINES WOMEN’S DAY CONTENT SPECIAL BODY SPECIAL
CALENDAR DAY GIFT THE YEAR + PARTY XMAS GIFT
+ COSMO SEASON GUIDES
GUIDE
SWIM
YEAR-ROUND SPONSORSHIP OPPORTUNITIES
COSMO BODY INFLUENCER COCKTAILS COSMO ON
COSMO TRAVEL SEE, WATCH, DO BEAUTY HOW-TO COSMO SWIM SPRING RACING TAKEOVERS GUEST EDITS WITH COSMO CAMPUS VINO COSMO
CONTACTS NAME POSITION PHONE NUMBER EMAIL Paul Gardiner Commercial Director (02) 9282 8676 PGardiner@bauer-media.com.au Karen Holmes Head of Key Accounts (02) 9282 8733 KHolmes@bauer-media.com.au Will Jamison Head of Direct Sales, VIC (03) 9823 6301 WJamison@bauer-media.com.au Judy Taylor Head of Sales, QLD (07) 3101 6636 JTaylor@bauer-media.com.au Jaclyn Clements Sales Director, VIC (03) 9823 6341 JClements@bauer-media.com.au Ben Wiles SA Sales Manager (03) 9823 6387 BWiles@bauer-media.com.au Nicky Simpson Sales Manager, WA 0414 298 725 nickysimpson@me.com Peter Manten Digital Strategy & Commercial Director (02) 9282 8470 PManten@bauerxcelmedia.com.au
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