As Global Print Buys Wane, an Esquire Ad Program Spans Continents
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The April issue of Esquire includes an unusual ad buy from Fossil: a sponsored, 8-page mini-magazine about watches that’s running not only in the United States edition but also in China, Hong Kong and Britain.
Many magazines publish or license local editions in dozens of countries around the world, but global ad sales remains the exception rather than the rule and usually coincide with special events or big magazine franchises when they do come. Most marketing money is controlled country-by-country, a publisher at another magazine explained, and most magazines aren’t set up to execute international buys seamlessly.
The practice isn’t uncommon, another executive said, but may have seen its heyday. “Worldwide buying is not nearly as popular as it was in the 90s when global decision-making was more centralized,” the executive said, noting that he still packages multiple editions when appropriate. “It has become much more local in terms of the ad buyers. Even though there can be efficiencies from worldwide buys, localizing marketing decisions has other benefits based on relevance to that market. “
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