Company to shrink as rivalry with Glamour goes on

LONDON - Company magazine is to be relaunched in a smaller format with a major promotional push being planned for the title to celebrate its 25th anniversary in autumn.

The title, published by the National Magazine Company, will shrink from its current A4 format to American A4 size, although this is still larger than Conde Nast's Glamour magazine, which is designed to fit in handbags. NatMags sais that the switch to US A4 will make the magazine more portable and user friendly.

The redesign will be seen from July 3, when the August issue of Company goes on sale. It was instigated by Sam Baker, editor of Company, and Justine Southall, the publishing director.

Southall said: "As Company has just achieved three fantastic ABC increases in a row, we can't think of a better time to announce this initiative.

"In addition we are undertaking an editorial 'refresh' from the June issue which, in combination with the change in size on the August issue, will ensure that Company remains at the forefront of the women's magazine market."

Company hopes to win over readers from Glamour magazine, which has chalked up a circulation of 537,474 in the two years since it launched, with 23.1% rise year on year to December 2002.

Company was the fastest growing women's magazine year on year when the latest ABCs were released in February. It grew to 330,373, an increase of 26.5%.

However, both titles made their gains partly through slashing their cover prices to around £1.80, a move that hit older titles such as Cosmopolitan, also published by NatMags, and Hachette's Elle, with both seeing circulation levels remaining flat.

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