The Rebooting Show The modernization of Cosmo
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Jun 16, 2025 Willa Bennett, the Editor-in-Chief of Cosmopolitan, is leading the brand into a new multiplatform era, and Lisa Howard, Hearst's Global CRO, is all about strategic growth. They dive into how Cosmo is evolving from print to digital, particularly on platforms like Instagram and TikTok, engaging a fresh audience with modern takes on love. Projects like Blind Date and initiatives showcasing women athletes reveal a shift in content. They also share insights on innovative partnerships, like the Valentine's Day Love Ball with Bumble, showcasing how brands can create meaningful connections in today's media landscape.
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Cosmo's Legacy on Love
- Cosmopolitan was historically an authority on love and relationships for young women.
- Willa Bennett values this legacy and aims to restore its role in guiding modern audiences.
Navigating Platform Restrictions
- Platforms restrict explicit talk about sex, forcing creative language use like "segs" on TikTok.
- Cosmo adapts by focusing more on nuanced love and relationship discussions resonant with youth.
Cosmo's Social-First Strategy
- Cosmo's brand evolution heavily centers on social media as the primary platform.
- Print is now quarterly, shaping moments rather than being the main engagement channel.