Is HELLO! testing the waters for a USA launch?
November 5, 2007
In the midst of the gossip weeklies raising their cover prices (In Touch and Life & Style from $1.99 to $2.99, and US from $3.49 to $3.99) the British import HELLO! is just doing the opposite by decreasing its American cover price from $6.95 to $4.99. This is the second time the British magazine seems to test the waters for a launch in the USA. Back in the late 80s HELLO! ran a full page ad in The New York Times offering a free sample issue of the magazine. Based on the response to that ad, the powers at HELLO! opted not to launch the magazine in the USA. But now, with OK doing better than expected and the gossip market still going strong, it looks as if HELLO! is testing the USA waters one more time. The magazine that had a limited distribution in the USA is now more widely distributed with an added yellow circle promoting the new reduced American price. Is the USA ready to welcome HELLO!? Wait and see is the name of the game for now. Keep your greetings and enjoy the British editions for now…
Mr. Magazine 
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