Discovery Channel Magazine will hit the market as a bi-monthly from February next year, with an initial circulation of 100,000, primarily in Hong Kong, Singapore, Malaysia and the Philippines.
Reader’s Digest has been licensed to handle editorial and ad sales for the new title, in conjunction with its existing operations in Asia.
“Clearly this is something we’ve looked at very carefully - we’re launching a magazine into a space some people struggle with,” said Reader’s Digest Asia MD, Rosemarie Wallace. “We have done extensive research into the concept of a magazine to make sure this is going to work.” Discovery Networks Asia EVP and MD Tom Keaveny added that the new magazine would finally enable the network to offer a regional, cross-platform offering, but discounted comparisons with key rival National Geographic.
“The ability to offer different platforms is an important part of the media mix,” he said. “We think this is going to reach a different audience and in a different view. This is going to be more accessible. It will target young men and have a load dynamism.”
The magazine will also be on sale in seven other Asian markets via both subscriptions and newsstands. In Singapore it will retail for S$7.90.
