IPC Expands Wallpaper* With Russian Edition
IPC Media has announced the creation of Wallpaper* magazine’s first local language edition, to be published in Russian under a 10-year licence agreement with Axel Springer, Russia, the Moscow-based affiliate of Axel Springer.
The creation of the new edition will be handled by IPC’s international department, part of the publisher’s licencing and syndication division, IPC+.
Commenting on the international expansion, Wallpaper* publishing director, Richard Johnstone, said: “Whilst the International edition of Wallpaper* goes from strength to strength, certain territories due to economic and language obstacles have always remained under-serviced. Therefore by launching a restricted number of local language editions into some of the most exciting emerging markets, we are meeting the demands of the growing numbers of design aficionados.”
He added: “We’re extending the reach of the Wallpaper* brand in a way that complements the long-standing positioning of our international edition.”
The new Wallpaper* Russia title will translate copy from the English language edition, as well as generating its own material tailored for the local market. The first Russian language copy will be the March edition of Wallpaper* and will be on sale from February 28.
IPC+ international publisher, Siriliya Nawalkar, said: “After a rigorous search for the best partner we are delighted to be working with Axel Springer, Russia. They fully understand the unique Wallpaper* brand and have successfully tailored other brands to the Russian market. It’s very exciting to be launching in Russia and we will be focusing on other local language editions of Wallpaper* during 2005.”
Irina Silaeva, general manager of Axel Springer Russia, added: “We are delighted that the Russian edition of Wallpaper* will be the first non-English language edition of the famous international magazine. Over the last year we have successfully brought brands such as Newsweek and Forbes into the fast growing Russian magazine market and look forward to the same success with Wallpaper*.”
The magazine’s new edition will be edited by Yulia Korsounkaya, a former editor of the Russian editions of Cosmopolitan, Harper’s Bazaar and L Officiel. Philipp Georgi, former manager of Axel Springer’s CEO’s office in Berlinm, has been appointed as the new title’s publishing manager.
The move is one of the most significant for the newly created IPC+, launched in October last year. The division is dedicated to building IPC’s brands through commercial partnerships and brand licensing of the company’s magazines to create consumer products, international licensing partnerships and a syndication of feature materials (see IPC Focuses On Syndication To Boost Brand Power).
Speaking at the time of the division’s launch, Andrew Horton, director of IPC+ said: “IPC+ builds on the strengths of our market leading brands and their content, profitably extending into new markets. Our business is already significant in these areas with 26 international editions, a syndication business that is growing at a double-digit rate and a focused brand licensing programme. IPC+ reflects our commitment to extending that growth.”
IPC Media: 0870 4445000 www.ipcmedia.com
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