Highlights launches kids' title in Korea
Highlights for Children will launch the first Korean edition of Highlights High Five in July.
Highlights High Five, designed to teach children age two to six how to read, will be marketed as an English learning tool in Korea, where English is taught as a second language in primary and secondary schools. JY Books, a Korean publisher, has partnered with Highlights to publish the monthly magazine under the title Hello Friend.
“Launching in Korea is part of Highlights' strategy to export content outside the US,” explained Kent Johnson, CEO of Highlights. “We engaged with a number of potential partners who are knowledgeable of the local market, and we feel comfortable with their appraisal.”
JY Books has printed a large run of promotional copies that will be used to generate subscriptions to Highlights High Five ahead of its launch date. The magazine will also be sold in bookstores and on newsstands throughout Korea.
Highlights High Five is also launching a Web site for its Korean version, as a way to generate orders and familiarize people with the brand. Audio content, designed to help children learn English pronunciation, is being produced in conjunction with the magazine.
With its January 2007 launch, Highlights High Five joined flagship Highlights magazine, a toy catalog, Web sites and a children's book publishing division at Highlights for Children.
Johnson said Highlights will explore other publishing opportunities outside of North America.