A small pocketbook sized handbag is better than a large one.
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April Condé Nast launches Glamour magazine in pioneering "handbag" size, and it swiftly becomes the top monthly.
Condé Nast's latest trend-bucking move is to ditch the famous "handbag" size that revolutionised the market when Glamour launched 15 years ago.
Fifteen years after revolutionising the glossy women's magazine market, Glamour is to scrap its "handbag" size, opting for a bigger format that recognises that in a digital age print magazines are now "luxurious and indulgent".
Shop!, produced in the same handbag size as best-selling women's monthly Glamour, will be launched on August 4, when the first issue will be given away free with the September issue of Natmags' young women's magazine Company.
Its publisher, Condé Nast, said the move to scrap the handbag size was a recognition that in a digital age women are no longer "snacking" on a print product they can take with them as they did when the title was launched.
With 100-year-old Vogue and design and lifestyle bible Wallpaper producing their biggest-ever issues – and "handbag" size pioneer Glamour seeking to bulk up to a bigger, glossier edition – the luxury magazines appear to be defying the advertiser and reader exodus rapidly eroding the rest of the magazine market.
The idea for a handbag-size Glamour wasn't, in fact, invented by us in Britain.
At a time when everything from mobile phones to Walkmans is progressively becoming miniaturised, we are banking on the appeal of a handbag-size glossy.
Unless there has been a rash of thefts of handbag-size items that less-intrusive measures have failed to curtail, the hospital is acting badly.
