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 CASSIDY LOANE CHARLOTTA BACKLUND ALEXIS TEASDALE
EDITOR CREATIVE DIRECTOR FEATURES DIRECTOR BEAUTY WRITER FASHION DIRECTOR BEAUTY & LIFESTYLE
Keshnee has an innate With 13 years of design and South-African born Shari spent Cassidy grew up with a passion Charlotta has worked in DIRECTOR
understanding of the millennial publishing experience, Leisa her teenage years in Singapore, for all things magazines and found magazines as a stylist for over a Alexis first stepped through the
woman and the issues that matter worked as a graphic designer Malaysia and Thailand and that’s her way into the glossy world of decade. Starting out as a fashion COSMO doors in 2004 on a
to her today. With over 10 years’ across teen titles before joining where her love affair with COSMO beauty after studying psychology assistant, she has worked her way week’s work experience, and
experience in the media industry, COSMOPOLITAN. She has began. She studied journalism at at the University of Sydney. She up to be at the helm of fashion at landed a job! Since then she’s
she has a wealth of multi-platform managed creative teams for most university in England before has worked on titles like ELLE, Cosmopolitan. With such extensive worked for some of the biggest
experience across print, digital, of her career and has worked completing a master’s degree in OK! and NW before finding her experience behind her belt, she magazine brands in the country
television and video production closely with editors to deliver Sydney, where she landed her first way to her dream role at knows how to interpret trends including DOLLY, InStyle and
and takes the editor’s chair at innovative and relevant redesigns. job in magazines as an COSMOPOLITAN where you can and style for the Australian SHOP Til You Drop, and has
COSMOPOLITAN after a period of Leisa is extremely passionate entertainment writer. Fast forward find her lost in the latest launches woman, making fashion easy appeared as an expert on TV
consulting with various publishers about this iconic brand - the five years and her dream of as Beauty & Lifestyle Editor. To yet aspirational. Her experience shows such as The Today Show,
and advertisers, on digital and magazine, the website, the events, working for COSMO came true. Cassidy, beauty is more than just ranges from domestic and A Current Affair, Mornings and
audience strategies. Prior to that the socials, the podcast and Heading up the features playing with makeup, it’s a way for international editorial shoots more. In 2013 Alexis came full
she was editor of Famous and has executing creative concepts that department, she’s passionate women to feel confident and to celebrity styling, advertising circle, back to where it all began.
held senior roles at Channel Nine can help drive sales. about women’s issues and is the powerful, while having fun with campaigns and catwalk shows. Her 14 years’ writing, styling and
including chief of staff of live best contact for stories on their look. She aims to inspire She also teaches styling to editing has given her a unique
television program Mornings. relationships, careers, health/ women to be their best selves, students in her spare time to understanding of women’s lifestyle
fitness and celebrities. whether that’s thanks to the encourage them to enter the magazines, especially the global
Keshnee is commercially focused
newest lipstick shade, a life industry she herself loves. powerhouse that is COSMO.
and passionate about creating
changing skincare ingredient or a
content that connects and
dry shampoo that gets you
engages with women across
out the door in five seconds flat.
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
COSMO
put into action tomorrow of information that arm them with the
at 9am. 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 2/04/18 7/05/18 4/06/18 2/07/18 6/08/18 3/09/18 1/10/18 5/10/18
THE ME EVERYTHING BACK TO
ISSUE THEME FRESH STARTS LOVE PRIDE POWER
ISSUE
SEX TRAVEL INFLUENCERS
UNDER $100 BASICS
SWIM BODY
WOTY Wrap up Reader Sex WOTY 2018
COSMO explores LGBTQI readers and Power looks When I took Influencers take over Fashion, Beauty and Fashion, Beauty Equal Pay Bach Top 30
Survey revealed Launch
love in all its forms celebs share their across fashion & charge of my own our Fashion, Beauty lifestyle all under $10 and Lifestyle all Announced
TOP 30 Bachelor shoot Initiative
stories beauty + Power life feature and Travel pages under $100
Fragrance Celebs moves to get Sex position Travel Budget Beauty All shoots across
Pia Fox travel takeover awards
Feel a lump in
LOVE Rainbow beauty ahead in your Bachelor Awards - COSMO fashion, beauty,
Portugal - COSMO every issue -
special career round up reviews the best body will be with
Travel Celebs tell us Winter wardrobe of the best beauty Breast cancer models of all
what they LOVE in LGBTQI friendly The Power Retreat travel special - 500 products available awareness shapes, sizes and
Hair Special - Fresh their wardrobe List - The who’s special - Treat pieces that won’t in supermarkets and initiative skin colours
travel destinations
cuts for the new year. who that are Yo Self & feel break the bank pharmacies
Dramatic changes and Steph Claire #killingitatlife empowered COSMO explores
Love is love main
funny commentary. Smith takes Lingerie to Bachelor of the Year 8 of the best
fashion shoot
outwear - how to 2019 Launch
SPECIAL
over Morocco - My Mentor Special The accessories beaches in
Drug special - Cosmo COSMO Travel + Win a Mentor special sex it up! Australia
CONTENT talks about the drug
problem in Australia, Luxe travel
Spring Racing
Georgia Love Cosmo Curve Selfie man fashion Fashion and Beauty Christmas
featuring women who Collective Finalist shoot escapes - Gift Guide +
Beauty Takeover Looks
have turned their lives Maldives & celeb
shoot (me, me, me) entertaining story
around after addiction getaways
Crime series - Young Eye and Brow
Writer Search across 3 Feature
issues, COSMO prints
three exclusive extracts
from an up-and-coming
Author to ultimately win
a book deal with
sponsor TBC
VINO COSMO COSMO
COSMO
BACHELOR &
EVENTS MARDI GRAS COSMO CURVE
WOMAN OF
FAIR DAY THE YEAR
COLLECTIVE
SPRING
AWARDS RACING + SPRING PARTY
SEASON +
DIGITAL AWARDS SEASON PRIDE CONTENT
INT.
COSMO
BACHELOR OF SEX SPECIAL
WOTY
MONEY SPECIAL
SPRING SKIN SUMMER RACING SEASON +
VALENTINES
CALENDAR DAY GIFT
WOMEN’S DAY
THE YEAR
CONTENT SPECIAL BODY SPECIAL + PARTY XMAS GIFT
+ COSMO SEASON GUIDES
GUIDE
SWIM
YEAR-ROUND SPONSORSHIP OPPORTUNITIES
COSMO BODY INFLUENCER COCKTAILS
COSMO TRAVEL SEE, WATCH, DO BEAUTY HOW-TO COSMO SWIM TAKEOVERS GUEST EDITS WITH 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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