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:

Mexico:                                           

.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

Brazil:

.InStyle: licensed edition

.Fortune/People/Time: branded syndication in ISTOE magazine.


Trackback from your site.

Editorial Staff

Portada Staff

MORE FROM PORTADA

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

BRAND MARKETING RESEARCH: 41% of Consumers Have Switched Brands Due to Poor Personalization

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Hispanic Mobile Network AdsMovil Provides Advertisers with Viable Alternative to Duopoly

Could Adsmovil be the long-awaited viable alternative to the Facebook/Google duopoly?


Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation Buys Time Inc. for US$2.8 billion

Meredith Corporation has entered into a binding agreement to acquire all outstanding shares of Time Inc. for US$18.50 per share in an all-cash transaction valued at us$2.8 billion.Meredith adds leading media brands to already strong portfolio of National and Local Media Properties, creating media powerhouse with US$4.8 Billion in Revenues, Including US$2.7 billion of advertising revenues.