Primedia-owned teen magazine Seventeen is planning to launch editions in six countries across the globe.
Teenagers in Venezuela and Mexico will be able to buy the title this month, with launches in Indonesia in November, Russia and China in December and Colombia in early 2002. Seventeen started its international expansion last year, with the successful launch of an edition in the Philippines.
The new markets were chosen because they contained a high number of teens with significant disposable incomes, according to Beverley Chell, head of Primedia International, who added: “In the areas we targeted there were very few teen magazines or magazines of the quality and calibre of Seventeen.”
Primedia is using local publishers to produce the new editions: Editora Cinco in the three Latin American markets, Women Friend in China and Indonesia, and SK Group in Russia.
Chell revealed she was not concerned about the threat posed to the new publications by the worldwide ad slowdown: “Even though the advertising market isn't the best in the United States, it is very strong in Mexico, China and Russia.”
Once Seventeen has been launched in the six new markets, further expansion is planned elsewhere in South America and Asia.
News source: CampaignLive (UK)