Achieving Success In Global Markets
Local partners are a publisher's eyes and ears
George J. Green
Hearst Magazines International
Magazine publishing can be both an international and a global business terms that don't necessarily mean the same thing. At Hearst Magazines International, publishing is not one business, but a lot of local businesses. Hearst has specific magazines for specific markets all over the world.
Sometimes our international business means licensing and sometimes it means joint-venturing. Most often, though, it means transplanting a successful American formula or bringing one to America, as Hearst did with the French title Marie Claire. But, always it means a separate, locally operated entity.
Each of Hearst's 92 international editions is editorially independent. Each edition is an adaptation of its original formula, inspired by its marketplace a locally created product, with most of its editorial generated by local staffs. In other words, there is not one Cosmopolitan in 36 countries, but 36 editions American Cosmo, Russian Cosmo, Hungarian Cosmo, French Cosmo, Chinese Cosmo... and so on.