Cosmopolitan returns to Singapore after 29-year ban

The magazine, banned in Singapore in 1982 because of its forthright content, is relaunching as the Media Development Authority (MDA) introduces new content classification initiatives for media.

Published by ACP Magazines and New York-based Hearst Magazines International (HMI), the new magazine will carry an ‘Unsuitable for the Young’ warning on the cover - raising hopes that Cosmo’s trademark forthright editorial content will not be compromised for the Singapore edition.

Julie Sherborn, chief executive officer, ACP Magazines, Asia
 said the company is thrilled to be publishing the Singapore edition of Cosmopolitan. 

“Wherever we publish in Asia we are careful to take into consideration cultural sensitivities as well as any prevailing media guidelines. We are publishing Cosmopolitan Singapore with the same approach. We have however, printed on the cover 'Unsuitable for the Young', adapting the same rule as followed by imported editions of the magazine," Sherborn said.

General manager of MEC Singapore Michelle Wong says there is a sense of excitement over Cosmopolitan ‘coming back' to Singapore, but warns that the publishers will have to strike a delicate editorial balance.

“As the content is likely to be scrutinized more by the government authority, the balance has to be in place to keep the readers excited and yet the authorities satisfied,” said Wong.

Cosmopolitan Singapore’s editor in chief Deborah Tan said that they have identified an audience of independent, opinionated women in Singapore that no magazine is currently targeting.

And media agencies believe there is definitely a place for a title like Cosmopolitan, with its positioning and content in its own space. “While the print sector is saturated, the publications which do well will be those who have a very defined editorial content that occupies a unique space,” said a source.

Sherborn said that  advertisers have been very enthusiastic about the launch and they are already working on 2012 media plans with many agencies.

The launch issue has attracted 45 pages of advertising as well as an exclusive lingerie promotion and creative buy with La Senza and a collaboration with DKNY Jeans. The latter has tied up with Cosmo to design a pair of Fun & Fearless Jeans, branded DKNY and Cosmopolitan and exclusive to Singapore. The jeans will be on sale in DKNY Jeans store here. Other advertisers include L’Oreal, LVMH fragrances and cosmetics, P&G, Club 21, Rolex and Toshiba.

HMI’s president and CEO Duncan Edwards said the company is pleased to be partnering ACP Magazines to roll out the Singapore edition, Cosmopolitan’s 64th worldwide.

MEC’s Wong also points to ACP’s pedigree as a major contributory factor to Cosmopolitan’s potential success in Singapore, “Under ACP’s proven track record, I am confident they will do a great job with its launch and growth in this market,” she said. ACP's other publications in Asia include Cleo, Harper's Bazaar and The Woman's Weekly.