Glamour magazine: The reason behind its move into beauty

After 17 years, the magazine is adopting a digital-first strategy for the beauty obsessed – and here’s why

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Glamour magazine’s announcement to cancel its monthly print magazines and go bi-annual was met with mixed reactions last week.

The decision of long-serving Editor Jo Elvin to stand down from her position after 17 years – alongside many other staff members – only compounded the drastic changes the magazine is going through.

Glamour said it will focus on catering for the ‘beauty obsessed’ going forwards, re-inventing itself as the ultimate beauty bible.

So what motivated Glamour's decision?

Glamour’s beauty audience

Beauty content is the leading traffic generator on the Glamour website, the magazine revealed.

In content research, its audience said glamourmagazine.co.uk is their ‘go-to’ destination for beauty inspiration and advice.

A hefty 89% of Glamour’s readers said they . . .

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