Both titles launched in September into an already crowded market, dominated by Attic Futura's Sugar. Last time round, Sugar recorded an ABC of 368,559, with its closest competitor Bliss racking up just 255,251.
The National Magazine Company's Cosmo Girl launched with a cover price of £1.49, aiming to undercut the rest of the sector on price alone. It hoped that this would be the killer selling point to teenage girls, while it hoped to save money as other publishers -- with higher cover prices -- splashed out on covermounts.
Dan Sinfield, press buyer at OMD UK, has doubts about this strategy and feels that NatMags has been misguided and underestimated their market importance. He also feels that both Cosmo Girl and Emap Elan's Elle Girl have not banked on the lasting popularity of Sugar.
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