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The Globalization of Magazines in India: A case study
Unformatted Document Text:  10 2007 and 2010 and more titles being promised for the near future. English language magazines earn the majority share of advertising revenues (Ernst & Young, 2010). Despite the low circulation numbers compared to vernacular magazines, the size of the market and the fact that it is growing makes it attractive to international publishers. India, with an English-speaking population of around 300 million, has about 200 magazines as compared to the US which has about 1,800 magazines serving a population of about 320mn (Shukla, 2006). In 2009 English publications accounted for 13% of total magazines published, the majority of magazines being in regional languages (53%) with Hindi magazines accounting for 34% of them (Ernst & Young, 2010). Of the 20 most read magazines, only three are in English, yet they account for the lion‘s share of advertising revenues. The earliest entrant into the Indian market was Hearst Publishing with Cosmopolitan which was launched in 1996 through a licensing agreement with Living Media, an established publishing house; a choice that was driven both by the regulations at that time as well as a desire to reduce its risk in an uncharted market. The move to allow foreign publishers has been welcomed by Indian publishers who are keen to have access to global capital (Fernandes, 2002). At the time of the launch of the Indian Cosmopolitan, there were already about 30 international editions of Cosmopolitan. The first markets to be developed were in Western Europe. This was followed by expansion into Asia and Eastern Europe. Hearst continued its partnership with Living Media to introduce Good Housekeeping in 2004 and Harper’s Bazaar in 2009 while Marie Claire was launched in 2006, with a different partner, the Outlook Group.

Authors: Shrikhande, Seema.
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10 
 
2007 and 2010 and more titles being promised for the near future.  English language 
magazines earn the majority share of advertising revenues (Ernst & Young, 2010). 
Despite the low circulation numbers compared to vernacular magazines, the size of 
the market and the fact that it is growing makes it attractive to international 
publishers.  India, with an English-speaking population of around 300 million, has 
about 200 magazines as compared to the US which has about 1,800 magazines serving 
a population of about 320mn (Shukla, 2006).   
In 2009 English publications accounted for 13% of total magazines published, 
the majority of magazines being in regional languages (53%) with Hindi magazines 
accounting for 34% of them (Ernst & Young, 2010).  Of the 20 most read magazines, 
only three are in English, yet they account for the lion‘s share of advertising revenues. 
 
The earliest entrant into the Indian market was Hearst Publishing with 
Cosmopolitan which was launched in 1996 through a licensing agreement with Living 
Media, an established publishing house; a choice that was driven both by the 
regulations at that time as well as a desire to reduce its risk in an uncharted market. 
The move to allow foreign publishers has been welcomed by Indian publishers who 
are keen to have access to global capital (Fernandes, 2002).   
At the time of the launch of the Indian Cosmopolitan, there were already about 
30 international editions of Cosmopolitan.  The first markets to be developed were in 
Western Europe.  This was followed by expansion into Asia and Eastern Europe.  
Hearst continued its partnership with Living Media to introduce Good Housekeeping in 
2004 and Harper’s Bazaar in 2009 while  Marie Claire was launched in 2006, with a 
different partner, the Outlook Group.  


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