Cosmopolitan gets entry to Singapore

Singapore - Banned in Singapore since 1982 for racy content, women's magazine Cosmopolitan has finally launched a local edition as media authorities introduce new content classification initiatives for the industry.

The local magazine will be published by ACP Magazines and New York-based Hearst Magazines International, targeting a primary audience of 24-29 year old women.

It will be targeted at a wide range of advertisers from premium fashion and beauty brands to products targeting broader income brackets, for example, high street brands and FMCG brands. Sectors such as finance and automotive may also be targeted.

Cosmopolitan will be classified as a 'General Interest' magazine under the Media Development Authority's revised guidelines.

However, the international editions of the magazine were available in Singapore since 2004. 

An ACP spokesperson told Marketing: "ACP Magazines is aware of the revised media guidelines the MDA is drafting regarding content the Authority considers to be of an adult nature and we will be sensitive to these."

The local title will launch with a print run of 40,000 and roll out its first issue for September by the middle of this month.

Deborah Tan, who has been appointed editor-in-chief of the magazine said: "We have identified an audience of independent, opinionated women in Singapore that no magazine is currently targeting. Cosmopolitan will be the partner-in-life for this woman."

"The Cosmopolitan brand has been very successful around the world and we're pleased to be partnering with ACP magazines to roll out an edition in Singapore," Duncan Edwards, president & CEO of Hearst Magazines International (HMI), said.

When asked if the magazine would opt for circulation auditing, a spokesperson said the team was currently still focused on the launch and building the brand locally and would consider "evaluation and research avenues" in the future.

Cosmopolitan will cover topics such as relationships, romance, fashion, beauty, health and entertainment. It launched in the Middle East earlier this year and in Malaysia in 2005.

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