David Carey on Hearst Magazines’ Latin American print and digital ambitions

David Carey, president of Hearst Magazines, put out a memo to staffers about the plans for his company in the year that just started. Carey explained that Latin America will continue to play an important role in Hearst’s International business, which in 2012 grew by 50%. Hearst’s Digital Agency Icrossing will continue to develop its presence in Latin America.

David Carey
David Carey, president Hearst Magazines

Carey noted in his memo that Hearst’s Magazine’s International Business grew by 50% in 2012. Hearst is the largest publisher of monthly magazines around the world, with 284 of our 304 editions outside the U.S. “I’m pleased to report that in 2012 our international business grew by more than 50 percent.” Latin America played an important role in 2012. Editorial Televisa Colombia introduced a local edition of Esquire last September. Esquire Colombia was launched in partnership with Hearst Magazines International. The magazine is published in Spanish with an initial print run of 77,000. Esquire Colombia marks the 26th edition of the magazine. The team at Hearst Magazines International is readying another dozen launches in 2013.

The team at Hearst International is readying another dozen launches in 2013

ICrossing, Hearst digital agency which is present in Latin America and has U.S. Hispanic ambitions, also was mentioned in Carey’s memo: “We welcomed new leaders, in the U.S., the U.K. and Latin America, to boost iCrossing’s digital marketing leadership. In 2012, iCrossing won two out of every three pitches and signed 30 new accounts—with its average deal size now 250 percent larger than two years ago. iCrossing’s fourth quarter revenues were the highest in its history.”

Integration with Hachette titles

Carey also reviewed the integration of Hachette titles into the Hearst stable of magazines. (In early 2012 Hearst Corp. entered into an exclusive negotiating window with Lagardere that led to Hearst’s 640 million euros (approximately $833 million) purchase of Lagardère’s non-French magazine properties in 14 countries, including Elle– and Woman’s Day.) According to Carey, Elle had “very strong growth in its first full year of Hearst ownership, gaining market share and becoming our second-largest business in the U.S.” In addition, Carey referred to HGTV Magazine, created in partnership with Scripps Networks. “HGTV ended its first year with nearly 700,000 paid subscribers, producing average monthly newsstand sales of more than 250,000 and strong reception from advertisers. This year, the title will move to 10 issues annually.”