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2005, Sam Baker, the magazine’s current editor,contacted the leaders of the Labour, Liberal and Conservative partiesforinterviews in the magazine to coincide with the 2005 general election. In aninterview with Louise France for TheObserver she explained herreasoning behind these political features:Bakerdoesn’t care what her readers vote, she just believes that they need toexercise their rights. ‘If we don’t, we’re indanger of disenfranchisingourselves. And if we don’t start voting we run the risk of never voting.2Economic FutureThe magazine market has hada5% year-on-year rise in the number of copies actively purchasedaccording to ABC guresreleased for the period to December 2004. However,there has been fear about a possible saturation of the women’smagazine market.ABC gures showed there was no cause for concern.This yearhowever, I believe is the year of the women’s magazine market. These latestgures reveal an upward surge in women’s glossies such as Glamour,Cosmopolitan and Marie Claire. This increase in circulationindicates that women’sappetite for glossies magazines hasn’t abated or reachedsaturation point like many feared.3Despite a clear rise in women’smagazine readership, Cosmopolitan - which rose 5.08% from 397,272 in December2003to 417,445 in December 2004 - Cosmopolitan still nds itself in anunstable position, trailing in second place to Glamourmagazine, which had a5.67% year on year increase, from 548,672 to 579,761.Social-Cultural Future Women’smagazines, especially fashion magazines, tend to address well-educated youngreaders who are seen as loyal,independent, and ready to spend. This explainsthe overall in conformity of magazine content, with their sections devotedtocelebrity features, fashion, beauty, health, interior and lifestyle. Butmagazine publishers - like the media industry ingeneral - are now viewingyouth as an increasingly elastic category (Gough-Yates, 2003, p4).On a whole,Cosmopolitan has tried to ght this trend towards celebrity and fashion, bymaintaining a sexual orientationto its features. However, elasticity in thereadership is more wide spread. Currently, there are large proportionsofBangladesh, Indian, Black Caribbean, Black African and Chinese women in thedemographic that Cosmopolitantargets4. Again, Cosmopolitan hasresisted this cultural change; the majority of non-white faces in the May 2005edition were from the advertisement pages.Technological FutureCosmopolitanhas not bought into technological change as much as its contemporaries. Mostwomen’s magazines now have an online version of the magazine for people toview. However, Cosmopolitan choose provide a service with theironline presence;a means for its audience to purchase the branded items, and access otherservices related to the magazineand its readers. Cosmopolitan’s website ismore of a Cosmopolitan portal.From the PESTanalysis, it is clear that Cosmopolitan does not adjust well to change. It seesitself as an institution due to