James Evelegh talks to Claire Hodgson, editor-in-chief of Cosmopolitan UK, about:
- why putting the finishing touches to their 50th birthday issue was a “pinch-me moment”
- how they went about growing their digital audience
- why print remains a key pillar for the brand: “it’s a shop window and has a huge halo effect on the rest of what we do”
- embracing the new and being excited about change
- wanting Cosmo to be its audience’s “best friend”
- the importance of data, but why it can never replace the work of skilled editorial teams
- why she insists on their entertainment coverage being fair, considered and fact-checked
- the importance of sincerity: “our audience does not have time for performative behaviour and can smell it a mile off”
- why magazine brands have to be clear about what they stand for and believe in it
- why, in today’s gender-fluid, non-binary world, there is no such thing as a “typical” Cosmo reader
- why they have a responsibility to talk about the “tough stuff”, but also the latest must-have mascara for a Saturday night out
- how digital and social success comes from investing in great people; there are no short cuts
- why each of a publishing brand’s platforms should behave like pureplays
- how the secret of e-commerce success is great content and authenticity
- why she’s excited about ‘Summerverse’, Cosmo’s first venture onto the metaverse: “a lot of fun, so much opportunity”
- and much more...
(This interview was recorded on 25th August.)
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