Don’t expect a print edition – even a handbag-sized one – when Glamour Australia launches later this year.
Plans are that it will appear across social channels mid-year, with a website and newsletters to follow later.
Newscorp Australasia executive chairman Michael Miller announced the launch on LinkedIn with a “foundational beauty partnership” with department store Myer, “a bold new chapter in our longstanding relationship with Condé Nast”.
Miller says the “global lifestyle phenomenon with a brand reach of 48 million across ten markets”, will become the nation’s leading digital, social and video-first powerhouse for Gen Z and Millennial women.
Editorial appointments are yet to be announced.
Australia joins the US and UK with their own editions – the latter in print twice a year – plus Poland, Hungary, South Africa, Bulgaria and Brazil, with licensed editions for Germany, Spain, and Mexico set to close as part of a Condé Nast refocus.
The US print edition of Glamour closed in 2019, its UK offering – launched in 2001 – pioneering the “handbag size” format there with the tagline “fits in your life as well as your handbag”. We imagine it would have been popular with Condé Nast (and Advance Publications) founder Samuel Newhouse, who famously ran the business from a brown leather suitcase.
• Miller – who Mark Challinor says, “never fails to impress” – is the subject of a profile by the now digital media consultant in The Drum this month. In it, he urges “targetted, lower-priced verticals”, unified, real-time data, leveraging journalists’ off-platform followings, and high-impact advocacy and events to “create a ‘moat’ that programmatic advertising cannot cross”.