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The Globalization of Magazines in India: A case study
Unformatted Document Text:  17 that while her company helps the licensee with marketing support, access to content and training, ―establishing the magazines voice and launching the brand in the market is best done by a local independent publisher‖ (Johnson, 2007). In India many licensees benefit from the alliances with international publishers. For instance, having multiple titles from the same publisher allows cross promotion across different titles and the ability to negotiate with both the advertisers and distributors. The licensor‘s title is usually a recognized brand name that brings with it access to content that is attractive and valuable to advertisers. He may train the licensee on important aspects of the business and offer access to valuable managerial know-how (Doyle, 2006). Market entry timing The two early entrants in the Indian market were Cosmopolitan and Elle; both launched in 1996 under licensing arrangements. Till the early 2000s they were the only international women‘s magazines in India. This conferred on both many of the advantages of the first mover. Vogue, on the other hand was somewhat late to the market. But Conde Nast India Managing Director Alex Kuruvilla believes that this gives his company a late-mover advantage. He says Vogue has created new benchmarks in production quality and has been able to set a cover price that is twice that of Cosmopolitan and identified a target audience that had not been reached by the existing international women‘s magazines like Elle, Cosmopolitan and Marie Claire ( Interview, Feb. 15, 2011). While early entrants like Cosmopolitan and Elle did enjoy first mover advantages, it is unclear whether they were able to consolidate these advantages once

Authors: Shrikhande, Seema.
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17 
 
that while her company helps the licensee with marketing support, access to content 
and training, ―establishing the magazines voice and launching the brand in the market 
is best done by a local independent publisher‖ (Johnson, 2007). 
  In India many licensees benefit from the alliances with international 
publishers.  For instance, having multiple titles from the same publisher allows cross 
promotion across different titles and the ability to negotiate with both the advertisers 
and distributors. The licensor‘s title is usually a recognized brand name that brings 
with it access to content that is attractive and valuable to advertisers. He may train the 
licensee on important aspects of the business and offer access to valuable managerial 
know-how (Doyle, 2006).  
Market entry timing   
The two early entrants in the Indian market were Cosmopolitan and Elle; both launched 
in 1996 under licensing arrangements.  Till the early 2000s they were the only 
international women‘s magazines in India. This conferred on both many of the 
advantages of the first mover.  Vogue, on the other hand was somewhat late to the 
market.  But Conde Nast India Managing Director Alex Kuruvilla believes that this 
gives his company a late-mover advantage.  He says Vogue  has created new 
benchmarks in production quality and has been able to set a cover price that is twice 
that of Cosmopolitan and identified a target audience that had not been reached by the 
existing international women‘s magazines like Elle, Cosmopolitan and Marie Claire ( 
Interview, Feb. 15, 2011). 
 
While early entrants like Cosmopolitan and Elle did enjoy first mover 
advantages, it is unclear whether they were able to consolidate these advantages once 


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