August issue will give away bikini
Company magazine is giving away a free bikini as its latest cover-mount – in an attempt to stand out from the deluge of make-up bags, books and sunglasses attached to other glossies.
It is believed to be the first time a bikini has been cover-mounted on a UK magazine – although it has proved a successful marketing tool on the Continent.
Editor Victoria White said the bikini would fit all sizes because the string tie can be pulled to fit.
“If you are larger you just don’t tie the sides so tight, and if smaller you can tie the sides tighter,” she told Press Gazette.
White, who took over as editor in January, said Company’s readers had reacted well to new and unusual cover-mounts in the past.
The title caused waves in 2000 when it became the first magazine to cover-mount a boob tube. “It makes the perfect summer gift – you can never have too many bikinis and every girl needs a basic black one” White added.
By Ruth Addicott