'Vogue' will have a pint-sized little sister

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The Independent Online

The world of women's glossy magazines is to gain another upstart, in the form of a younger sister for the fashion bible Vogue.

The world of women's glossy magazines is to gain another upstart, in the form of a younger sister for the fashion bible Vogue.

Condé Nast announced yesterday that it is to launch a British edition of Glamour, the young women's fashion magazine launched in the US in 1939. The format has not yet been decided, but insiders suggest it is likely to copy the Italian version of Glamour, and become Britain's only A5 sized fashion publication.

The magazine - to be launched in the spring with a £5m marketing campaign - will be edited by Jo Elvin, formerly of New Woman, and will concentrate on "mid-market" fashion, beauty and features, with an emphasis on celebrity coverage. Condé Nast, which describes it as the most important launch in the sector since Marie Claire and New Woman in 1988, says it will be aimed at young women enjoying their freedom and independence.

Nicholas Coleridge, managing director of Condé Nast, said: " Glamour is our first launch into the middle market and we are going in with all guns blazing ... In the States, Condé Nast has a significant position in this sector, publishing Glamour, Mademoiselle, Allure and Self. I am confident that Glamour can rapidly take up an equivalent position in this country."

US Glamour has a circulation of 2.2 million and a readership of almost 11 million. A German edition will also be launched in the spring.

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