Publisher The National Magazine Company initially trialled the new format in October and December last year, and continued with the January issue this year (PrintWeek 20 November 2003).

Initially Polestar Chantry printed some 50,000 issues of the travel size format, which were then displayed side by side with the regular format at key travel outlets.

Group publishing director Jan Adcock said consumer feedback had been very positive, with the travel size outselling the regular size by two to one.

It was important to establish that the Cosmopolitan product would fit with the new format. The visual impact was stunning, she said.
The Wakefield web offset will see the print run for the new format issue increased from 50,000 to 85,000 from April as a direct result.

The format change will continue through May and June, after which the situation will again be reviewed.

NatMags started the format size change trails in October last year, placing the smaller version in selected WH Smith travel outlets.

The focus for the new format issue will again primarily be in London, but it will be available in a wider range of outlets, newsagents and book stockists.

If it is successful, the change in format could be expanded to other major urban areas.
The travel-sized Cosmopolitan will cost 2.60, some 15p less than the regular format sized issue.

by Andy Scott