48 Ways To Change A Magazine

Helen did …

Helen had been hired by the publishers of a failing 75 year old magazine to turn it around.

At the time, the magazine was primarily aimed at families … and in particular housewives with articles such how to make a great dinner or raise perfect children. Circulation had being falling and the publishers were hoping Helen’s particular expertise might help reinvigorate or actually reinvent the magazine brand.

Helen was very well known at the time. She’d just published an advice book aimed at young single women. It had been a big hit because Helen’s message that women could it have it all resonated well.

Helen also happened to be one of the top advertising copyrighters in the country and was married to a experienced former magazine editor so was uniquely positioned to know what both readers and advertisers wanted.

Helen made some immediate changes … essentially refocusing the magazine on sex, relationships, health, fashion and beauty for young women.

Well success was swift … and circulation quadrupled within months to 3 million copies an issue.

Today, the sleepy little magazine the Helen took over as editor is an international brand with clout … and published worldwide in 35 languages … Cosmopolitan.

Cosmopolitan is a great idea because the single most important thing for success is understanding your target market really well.