MONKEY MAG IN THAILAND

Thailand now has it's very own version of the UK's Monkey Magazine, a free and entirely online page-flipping digital magazine.
Launched by Dennis Publishing in 2006 it quickly established an audited circulation of 245,404 copies per week. The pioneering online digital format has since been copied by other publishers with varying degrees of success.
I'm surprised that a Thai company has chosen to license the Monkey brand as opposed to establishing something similar without the need to pay royalties for using the brand name. I doubt there's much existing brand awareness of Monkey in Thailand, so perhaps all they're paying for is the technology and business model.
I think it will get a certain number of readers but I don't think they'll be large support from the all-important advertisers here right now. It's just too new for Thailand.