In a globalised world, major fashion publishers are evolving their approach to localisation.
Operating a slew of standalone national editions, with their own parallel cost structures, is expensive and in today’s hyper-competitive media landscape, legacy publishers are looking for efficiencies by sharing content across portfolios that have traditionally been fragmented by brand and geography. “In the last year, we’ve created an enhanced content management platform for print content that makes it easier for the international editions to work with one another,” explains David Carey, President of Hearst Magazines.
Certainly, when it comes to online news stories, celebrity style galleries and trend pieces, which are more commoditised, there are huge opportunities for content sharing across titles. Sharing high-end print content can also be advantageous. Carey cites a recent “Gucci’s Urban Garden story” as an example of top-tier editorial content that ended up running in 25 international editions of Harper’s Bazaar: “If you’re going to invest in a great piece of content like the Gucci flower garden, it makes sense for you to have that great creativity seen by as many people as possible.”