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The Globalization of Magazines in India: A case study
Unformatted Document Text:  19 create a balance between its international image and content that would work in India. At the time of its introduction, many topics, such as pre-marital sex were not relevant, but that has changed today (Timmons, 2008). Vogue too has faced criticism for its fashion spread that featured poor rural women in high end clothing by Indian designers. The content of international magazines can be seen as following Robertson‘s definition of glocal content. And in keeping with branding theory it retains the essential elements of each brand so that readers looking familiar with the original brand would be able to recognize their edition as an extension. Revenues International publishers operating in India find cover price and advertising rates to be lower than what they are able to charge for other international editions. Cosmopolitan and Elle when they were launched were priced at Rs. 50 (compared to Rs 20-30 for local magazines in the same category). Despite being urged by Heart to raise the cover price of Cosmpolitan, the local publisher resisted and it was only after 10 years that the cover price was raised to Rs. 75 (Rosenthal et. al, 2008). Vogue was the first international publication to set a cover price of Rs. 100 and finding that the market was able to bear this price, other publishers too raised their prices. For international publishers who have made international expansion a key strategic move, the low cover prices combined with low advertising rates has meant that profits remain low. However the entrance of luxury brands has been a boost for many of the international magazines. Elle has seen a growth in advertising pages from

Authors: Shrikhande, Seema.
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create a balance between its international image and content that would work in India.  
At the time of its introduction, many topics, such as pre-marital sex were not relevant, 
but that has changed today (Timmons, 2008). Vogue too has faced criticism for its 
fashion spread that featured poor rural women in high end clothing by Indian 
designers.  
 
 The content of international magazines can be seen as following Robertson‘s 
definition of glocal content. And in keeping with branding theory it retains the 
essential elements  of each brand so that readers looking familiar with the original 
brand would be able to recognize their edition as an extension.  
Revenues 
International publishers operating in India find cover price and advertising rates to be 
lower than what they are able to charge for other international editions. Cosmopolitan 
and Elle when they were launched were priced at Rs. 50 (compared to Rs 20-30 for 
local magazines in the same category). Despite being urged by Heart to raise the cover 
price of Cosmpolitan, the local publisher resisted and it was only after 10 years that the 
cover price was raised to Rs. 75 (Rosenthal et. al, 2008).  Vogue was the first 
international publication to set a cover price of Rs. 100 and finding that the market was 
able to bear this price, other publishers too raised their prices.    
 
For international publishers who have made international expansion a key 
strategic move, the low cover prices combined with low advertising rates has meant 
that profits remain low. However the entrance of luxury brands has been a boost for 
many of the international magazines.  Elle has seen a growth in advertising pages from 


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