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The Globalization of Magazines in India: A case study
Unformatted Document Text:  15 India Group (TOI) in 2004 as a 50:50 partnership (Johnson, 2005). Under this deal Worldwide Media took over 29 TOI Group titles, including the leading women‘s magazine, Femina and began launching BBC titles, the first being Top Gear. This was followed by Hello!, Grazia, The Lonely Planet and Trends. Another publisher to enter into a joint venture was Dennis Media. Encouraged by the success of its first publication, Maxim which quickly outsold the existing men‘s magazine, the publisher entered into a joint venture with Media TransAsia in 2008 to form Dennis Media TransAsia India and announced titles like Travel +Leisure with more to follow (Leahul, 2008). In contrast with Hearst, Conde Nast has chosen to enter this market with a wholly-owned subsidiary, Conde Nast India. Publisher Alex Kuruvilla argued that this entry mode ―helps you invest more and you have control over the brand and its destiny,‖ (O‘Connor 2007). For Kuruvilla, the ability to have control over all aspects of the magazine from production to printing to displays is the key advantage of this entry mode. Content syndication is the entry mode chosen by the Economist which entered into an arrangement with the Indian Express Group of newspapers that allows their publications to carry ‗surveys, special branded pages and supplements‘ (Sahad, 2006). It also has a syndication arrangement with the Economic Times owned by the rival Times of India Group. Another entry mode chosen by both Time and Newsweek is that of facsimile editions. A facsimile edition is not allowed to carry local content or advertising but can only be printed in the host country. Such editions count on taking advantage of an increasing seamless world and target India-specific ads from

Authors: Shrikhande, Seema.
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15 
 
India Group (TOI) in 2004 as a 50:50 partnership (Johnson, 2005). Under this deal 
Worldwide Media took over 29 TOI Group titles, including the leading women‘s 
magazine, Femina and began launching BBC titles, the first being Top Gear.  This was 
followed by Hello!, Grazia, The Lonely Planet and Trends. Another publisher to enter into 
a joint venture was Dennis Media. Encouraged by the success of its first publication, 
Maxim which quickly outsold the existing men‘s magazine, the publisher entered into 
a joint venture with Media TransAsia in 2008 to form Dennis Media TransAsia India 
and announced  titles like Travel +Leisure with more to follow (Leahul, 2008). 
In contrast with Hearst, Conde Nast has chosen to enter this market with a 
wholly-owned subsidiary, Conde Nast India.  Publisher Alex Kuruvilla argued that 
this entry mode ―helps you invest more and you have control over the brand and its 
destiny,‖ (O‘Connor 2007).  For Kuruvilla, the ability to have control over all aspects of 
the magazine from production to printing to displays is the key advantage of this 
entry mode. 
  
Content syndication is the entry mode chosen by the Economist which entered 
into an arrangement with the Indian Express Group of newspapers that allows their 
publications to carry ‗surveys, special branded pages and supplements‘ (Sahad, 2006).  
It also has a syndication arrangement with the Economic Times owned by the rival 
Times of India Group. Another entry mode chosen by both Time and Newsweek is that 
of facsimile editions.  A facsimile edition is not allowed to carry local content or 
advertising but can only be printed in the host country.  Such editions count on taking 
advantage of an increasing seamless world and target India-specific ads from 


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