'Handbag-sized' women's monthly Glamour is experimenting with a standard size edition.
Twenty per cent of the March issue, on sale next week, will be printed at 285mm x 215mm, a similar size to Vogue, and available at £2, the same price as the regular size.
The launch of Glamour in 2001 yielded sales in its first month of 451,486, with a £4m marketing campaign, £1.50 cover price and the A5 size credited for the success.
Cosmopolitan initially insisted the shrunken format would not catch on before switching to it themselves in 2003, prompting much teasing from the opposition.
Glamour had an average circulation of 400,371 in the first half of 2013, down 14.8 per cent year on year.