License to Thrive: A Profile of Time Inc.’s Panregional Expansion Strategy
November 26, 2006
License to Thrive: A Profile of Time Inc.'s Panregional Expansion Strategy
“It's Time Inc.'s policy to negotiate licensing agreements with foreign publishers rather than joint ventures and other methods,” said Jennifer Savage, head of licensing for Latin America, Africa and the Middle East. “It really comes down to the risk involved in each option, and a decision has been made that the licensing model is one that has worked well for us.”
In the South American markets, Time Inc.'s licensing activities are most active in Mexico and Brazil. The licensing agreements generally fit into two categories:
1) Branded Syndication: a Time Inc. product appears as a branded section within a foreign publication magazine. Excerpts of Time Inc.'s content are selected by the recipient magazine for inclusion.
2) Full Licensed Edition: a Time Inc. product is adapted as a stand-alone magazine for that foreign market. Content is a mix of original material and translated material from U.S. edition.
´The following is an overview of Time Inc. products being published in Mexico and Brazil, and under what models:
.Fortune: branded syndication in Expansion magazine. (Time Inc. owns Expansion magazine, publisher Grupo Editorial Expansion)
.Fortune / People /Entertainment Weekly: branded syndication in Reforma newspaper.
.Sports Illustrated Mexico: full licensed edition - Grupo Expansion
.InStyle Mexico: full licensed edition - Grupo Expansion
.InStyle: licensed edition
.Fortune/People/Time: branded syndication in ISTOE magazine.
Related Article: Time Inc. acquires Grupo Editorial Expansion: The Insider Story
Trackback from your site.