MEDIA: Kids' title enters the Philippines

MANILA: Australian magazine publisher, Pacific Publications, has launched a Philippine edition of its top-selling kids magazine, K-Zone, under a licensing deal with Summit Publishing.

In a regional expansion mode, the group had earlier forged a similar deal with Knowledge Media in Malaysia and is looking at opportunities in Thailand.

Summit publisher, Lisa Gokongwei, believed there would be strong demand for the magazine because half of the Philippine population was below the age of 25.

She pointed to the popularity of pay-TV channels Nickelodeon and The Cartoon Network as evidence of this.

K-Zone has a monthly circulation of 125,000 copies per issue in Australia, according to ABC. It is mostly read by six to 12 year olds and features cartoons, puzzles, games, giveaways and articles on children's movies and TV shows, music, fashion and toys.

Summit's 100-page launch issue in the Philippines attracted major advertisers, including Warner Bros, Nissin instant noodles, toy distributors Richwell Trading and Smarty Toys, and jeans brand Jag.

Gokongwei expected the publication, which is distributed at newsstands, to sell 25,000 copies each month.

Pacific Publications group editorial director, Patricia Watson, claimed there were few magazines in the region produced specifically for young children.

K-Zone's marketing campaign includes spots in The Cartoon Network and inserts in three Summit titles: Good Housekeeping, Candy and Disney Witch.