In Touch’s Scandinavian Expansion…
June 20, 2007
The success of Bauer’s In Touch Weekly is continuing to spread overseas. After launching in Mexico and Germany, the magazine today launches its first Swedish edition through its licensee the Swedish’s First Publishing Company. My friends at the media blog Vassa Eggen inform me that First Publishing has a “portfolio of eight magazines: originally a tech mag publisher but now publish magazines about poker and horse riding…The first issue of the Swedish In Touch has no Swedish content, only US material. It’s distributed by the largest Swedish distributor Tidsam.” It comes as no surprise to me that a magazine like In Touch weekly, which I have selected as the launch of the year back in 2002, continues to grow and spread worldwide. The Bauer formula in the United States has been a very very successful one: Focus on the reader, focus on the newsstand, charge the right price for the magazine, and all will follow… it is amazing why the rest of us in this business cannot learn from their formula.
Mr. Magazine 
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