Achieving Success In Global Markets

George J. Green

The author, from Hearst Magazines International, describes how his company has developed global business with international brands such as Cosmopolitan.

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...

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