Emap set out to change the face of glossy fashion magazines with Grazia, a weekly glossy, on 21st February 2005. The idea of having the production values of the big fashion glossies on a woman’s weekly is not original, having been tried, in vain, by Home Journal in the 1930s, Riva in 1988 and Real in 2001.
Kate Moss is the cover model, with a newsy story about her views on marriage to provide the topicality – and the celebrity interest – a weekly needs today. Take a look at the Evening Standard, one of London’s free papers, these days and you’ll see there’s barely a story without a celebrity angle.
Inside, Grazia is printed gravure, which gives a silky feel to the matt paper pages, with lots of fluorescent yellow ink and black.
A large format and gravure is the formula that works for Grazia, now published by German-owned Bauer, attracting fashion advertising and selling an average of 117,597 copies of its 50 issues a year, at a cover price of £2 (89.8% purchased).
Grazia‘s success has helped gravure printing become more popular against offset litho, with Cosmopolitan switching over last year when its adopted its ‘midi’ format, and stopped printing at two sizes, handbag and A4. Condé Nast rival Glamour – which popularised the monthly handbag format when it launched – adopted a midi format (276 by 203mm) with its February 2017 issue, and has been printed gravure at Prinovis in Nuremberg, Germany, since 2004. Glamour sells 256,466 copies a month (91.4% purchased; now £1 on the news-stands, against £2 last year); and Cosmo 400,547 (77.7% purchased; £1 on the news-stands).
To see almost 500 magazine covers and pages, look out for my book, A History of British Magazine Design, from the Victoria & Albert Museum, the world’s leading museum of art and design