Today’s consumers want everything yesterday. With information and entertainment available at our fingertips through computers and mobile devices, it’s up to the printed media to appeal to customers in new ways?
For NME, one of the longest running music magazines, the answer has been to hit back with a fresh new look and a smaller format – allowing it to fit snugly alongside those tablet devices. Ushering in this new era on the October front cover is David Bowie – recently voted the Best Dressed Briton of all time. NME say they have reworked their design from ‘top to toe’, with a matt finish cover and a higher stock of paper to really give music lovers the full benefit of a paper-based product when they take out an NME magazine subscription.
But NME aren’t the first to make ch-ch-changes to their design in modern times. Trailblazing the pocket-size magazine revolution was Glamour, Briton’s No.1 women’s magazine. Glamour’s ability to accurately tap into the modern 20-something female’s psyche with intelligent and entertaining content is what makes a Glamour magazine subscription one of the most popular around.
Glamour’s rival, Cosmopolitan followed soon after with its own travel-size format launched in 2003. Featuring exactly the same content as its regular-size version, the magazine decided smaller could be better for people on the go with little room to spare in their bulging suitcase. It seems it was right as it now boasts the accolade of being the largest-selling young women’s magazine in the world. This, we’re sure is in no small (ahem) part thanks to its heady mix of sex, relationship, beauty, fashion and health content.
Over the years the issue of size became as important for the male reader as for the female . . . although bigger wasn’t always necessarily better! Lads’ magazine Loaded launched a travel-size version aptly named ‘Loaded Pint Size’ back in 2011. Again, it had identical content to its big brother version but had the bonus of being in a format that ‘people weren’t embarrassed to read on the train’.
In its quest to become the biggest men’s lifestyle magazine on the market, Men's Health has also developed its own handy travel-size format – one that can be squeezed into the gym bag alongside the sweat band and protein shake.