All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.

The Globalization of Magazines in India: A case study
Unformatted Document Text:  20 44 in its launch year to 140 on average in 2009 with a 50-50 share of luxury brands and lifestyle brands. In 2005, the revenue split was 30:70 circulation to advertising compared to 50:50 in most Western countries (Shukla, 2006). Growing circulation and subscription numbers is key to increasing revenues. Some international magazines are looking at promotions through flagship events or tie-ins with TV channels to increase brand recognition and ultimately drive up circulation. While data on profits are hard to come by, Conde Nast India publisher Kuruvilla claimed that Vogue had met its target to break-even in its second year and was turning a profit by its third year (Interview, Feb. 15). But for most publishers it is this market‘s future potential that makes it attractive. Conclusion This paper offers an understanding of the factors that have led to media globalization of magazines in India. By using literature on globalization strategy it shows how this framework can be applied to analyze the development of this new global market. Changing lifestyles, increased incomes and relaxed regulation have made India an attractive market for foreign magazine publishers. But the nature of this market creates challenges for new entrants. Earning significant revenues is not possible given the low cover costs and relatively low advertising rates. The lack of audited circulation figures means that publishers cannot guarantee the numbers quoted to advertisers. Despite the changes in regulation that allow wholly-owned subsidiaries most global publishers prefer to use licensing as an entry mode. Entering the market

Authors: Shrikhande, Seema.
first   previous   Page 20 of 24   next   last

background image
44 in its launch year to 140 on average in 2009 with a 50-50 share of luxury brands and 
lifestyle brands.     
In 2005, the revenue split was 30:70 circulation to advertising compared to 
50:50 in most Western countries (Shukla, 2006).  Growing circulation and subscription 
numbers is key to increasing revenues. Some international magazines are looking at 
promotions through flagship events or tie-ins with TV channels to increase brand 
recognition and ultimately drive up circulation. 
While data on profits are hard to come by, Conde Nast India publisher 
Kuruvilla claimed that Vogue had met its target to break-even in its second year and 
was turning a profit by its third year (Interview, Feb. 15). But for most publishers it is 
this market‘s future potential that makes it attractive. 
This paper offers an understanding of the factors that have led to media 
globalization of magazines in India.  By using literature on globalization strategy it 
shows how this framework can be applied to analyze the development of this new 
global market.  
Changing lifestyles, increased incomes and relaxed regulation have made India 
an attractive market for foreign magazine publishers. But the nature of this market 
creates challenges for new entrants. Earning significant revenues is not possible given 
the low cover costs and relatively low advertising rates.  The lack of audited 
circulation figures means that publishers cannot guarantee the numbers quoted to 
advertisers.  Despite the changes in regulation that allow wholly-owned subsidiaries 
most global publishers prefer to use licensing as an entry mode.  Entering the market 

All Academic Convention makes running your annual conference simple and cost effective. It is your online solution for abstract management, peer review, and scheduling for your annual meeting or convention.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 20 of 24   next   last

©2012 All Academic, Inc.