Launch of Cosmo teen title postponed for second time

Cosmo Girl, the National Magazines teenage monthly title that was due to launch this summer, has been delayed for a second time, according to industry sources.

It is believed the delay has been triggered by a slump in the advertising industry.

The magazine, which will target girls aged between 12 and 17 years old, was being geared up for a first quarter launch this year (MW September 22). NatMags says it is now planning a launch in September or October.

A spokeswoman for NatMags says: “We are right on target and are confident that Cosmo Girl is a great product.”

But industry insiders believe the launch could be as late as the end of the year. The teen version of Cosmopolitan made its first appearance in the US in 1999. It has also been launched in the Czech Republic and Turkey.

Cosmo Girl will be backed by an ad campaign worth up to £4m. Tequila Payne Stracey has been appointed to handle advertising. Media will be bought through Initiative Media.

It is understood that the magazine will have an initial print run of 300,000, with a subsequent target of 200,000.

Observers say that a delay in Cosmo Girl’s launch could have an effect on EMAP’s Elle Girl, which could also see its launch postponed.

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