In circ: Foreign editions could be a new beginning

Share this content:

Last week, Rodale launched new editions of Women's Health in China and the Philippines, as well as a new edition of Prevention in Australia. Last year, this news would not have been all that significant — so many international editions of every magazine were launching, it was nearly impossible to keep up. This year, though, seeing three big launches from a US publisher is definitely something to cheer, and may even be something to learn from.


I was beginning to wonder if we had seen the last of the foreign edition boom. The waves of magazines — particularly women's magazines — heading to India, China and other fast-growing countries last year seemed like a great symbol of the health of magazines at the time. Once the boom subsided a bit, though, it was easy to start anticipating a bust. But things seem okay for foreign editions.


Rodale's most recent launches, which join eight other versions of Women's Health and 16 other Preventions, show that, though the domestic market may still be hurting — Rodale actually cut the rate base for US Prevention in March — somewhere, someone wants to read magazines. In other words, rather than following in the US footsteps, foreign editions may be breaking new ground.


Circ marketers should take advantage of these new opportunities to learn new techniques and try new ideas. Cultural differences will make it difficult to directly translate marketing plans from one country to another, but these new markets are great places to flex creative and analytical muscles and observe a different set of competitors in action.


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above