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 Asian operations.
Discovery Networks Asia EVP and MD Tom Keaveny pointed out 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 of dynamism.”
The launch will see Discovery test a regional print market that has flagged in recent years. “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.”
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Wallace added that, initially at least, the rollout’s digital component will be limited to promotion rather than content. “It’s quite a shock that someone is launching a print title at this time,” said a media agency source.
“But Reader’s Digest has still got a great base and they have got hold of people who are readers and clearly like reading. And National Geographic magazine has been one of the few to buck the trend - they have at least kept a steady growth and/or maintenance of circulation.
Discovery Communications president and CEO David Zaslav told Media that the strategy fits with the company’s aim to become a content, rather than cable, player. “If we’re not in the magazine business or if we’re not on the web then other players will be,” said Zaslav. “We need to expand our market and protect our turf.”
His comments come after Discovery announced it would relaunch US network Discovery Home as Planet Green, to capitalise on increasing demand for environmental content from viewers and advertisers alike. The launch will include a dedicated Planet Green programming block on Discovery Channel in Asia from March 2008, spurred by a US$50 million investment in content.
Discovery has also broadened its online presence by acquiring two new websites. The channel plans to bring its library of content to the web via HowStuffWorks.com, which it bought for $250 million last month. Earlier this year, it also acquired green blog Treehugger.com for $10 million.