fipp.com December 2007 | Magazine World | 33
regional focus
asia pacific
INSTYLE
IN THAILAND
HOW TO CREATE A SUCCESSFUL LICENCE
A step-by-step approach to the deal between
the giant American publisher and its local
partner is fi nally explained. It appears quite
simple… but it’s not, explains James Jacovides
T
ime Inc’s current partnership with Amarin responded with a business plan that and hire the key members of the publishing
Amarin Printing & Publishing in Thailand highlighted a sizable gap in the Thai market that and editorial team that would launch the
started in early 2005 when Time invited InStyle is uniquely qualified to fill. Although many magazine in Thailand.
Amarin to respond to a “request for women’s lifestyle magazines (including a number The executives ultimately selected, including
proposal” for the prospective launch of InStyle in of licensed editions from other foreign publishers) the publisher, editor, art director and fashion
Thailand. Amarin, whose motto is “We work for already operated in the market, no existing editor, travelled to New York last December for an
the happiness and prosperity of the society”, had magazine delivered concise and well-illustrated intensive four-day training session. Led by InStyle
already launched successful licensed editions service journalism to help modern Thai women executive editor Leonora Wiener and general
in the Thai market – one through collaboration
with Time Inc on Parenting magazine and one with
National Geographic. Amarin also had the advantage
of owning its own full service printing, pre-press "Thai women were already
and finishing operation.
familiar with many of the
celebrities featured in InStyle"
with practical decisions on beauty, fashion and manager Maria Beckett, the training was designed
other lifestyle choices. Amarin also realised that to impart detailed knowledge about creating the
InStyle’s use of celebrities and their beauty and various magazine sections and the promotional
fashion choices as a reference point for readers techniques used for marketing that culminate in
added to the unique editorial proposition. Given one of the world’s most valuable media brands
the high penetration of Hollywood movies and Immediately following the training, the InStyle
foreign-produced television and music videos on Thailand team returned home to create a “zero
Thai cable TV, Thai women were already familiar issue” - a complete issue of InStyle that is actually
with many of the celebrities featured in printed and bound and sent to New York for final
InStyle. The Thais’ celebrity review and approval by the InStyle US team. With
awareness and the relevance of the zero issue approved, the Thai team turned its
the service editorial persuaded attention to the launch issue.
Amarin that two-thirds of the The happy result of this exacting process was
Thai edition of InStyle could a May launch issue featuring Kate Winslet on the
be adapted from the US, UK cover. This blockbuster launch issue contained
and other foreign editions. The 272 pages, including 100 pages of advertising.
remaining one-third would be The monthly issues following the launch have
created locally in Thailand. consistently exceeded expectations. And has the
By mid-2006, Time Inc and “happiness and prosperity” of Thai society been
Amarin were in agreement served? Thai readers seem to think so, and Amarin
about the tremendous business and Time Inc couldn’t agree more.
opportunity and the editorial vision
for the InStyle Thai edition. Amarin James Jacovides is vice president, licensing &
and the InStyle team in the US made syndication at Time Inc
careful preparations for the launch,
working closely together to identify
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