BUSINESS OF FASHION: COSMOPOLITAN GREETS NIGERIA
While the title Cosmopolitan Nigeria may sound surprising for a Western women’s fashion and lifestyle publication, the magazine’s move into digital space in sub-Saharan Africa — under the sponsorship of Estee Lauder Cos — is an excellent commercial maneuver.
Staffed by a small-scale, local editorial team in the country’s capital of Lagos, blogger Yemisi Odusanya is in charge of content for the English-language site, Cosmopolitan.ng. With access to content spanning fashion, beauty and entertainment from multiple international editions of the publication, she will edit and distribute Cosmopolitan for Nigerian audiences.
“Nigeria is the largest country in that region. It operates in the English language, so it’s a relatively easy first try for us,” said President of Hearst Magazines International Duncan Edwards to WWD. “If we can make this work in Nigeria, then there’s a handful of other countries in that region that should be relatively easy to follow.”
Sub-Saharan Africa is positioned for the highest gross domestic product growth rates over the next decade, according to WWD.by