GRAZIA TO LAUNCH IN THAILAND

Women's magazine Grazia is to launch in Thailand.
The Italian weekly fashion and lifestyle magazine will be published under license by Inspire Entertainment. The Thai edition will be the 12th local language edition and will sell for 90 baht.
According to a story in The Bangkok Post, Inspire aims to spend 45 million baht in the first year to establish the magazine and expects to break even within two or three years. It will target "trendy and high ended women aged 24-45" and "local content will make up 40 per cent of the magazine".
This magazine will be going head-to-head with other licensed magazines such as Elle, Cosmopolitan, Madame Figaro, Cleo, In Style, etc, as well as a plethora of local titles. It's a crowded sector but is responsible for 25 - 30 per cent of all magazine advertising, according to the story.
Grazia has little or no existing brand image in Thailand so I'm a little surprised by the decision to license this particular title. The fact Inspire is launching another magazine is certainly not a surprise. They are a prolific publisher and are one of the most active when it comes to licensing.
New magazine are being launched all the time. News has recently emerged that licensed local language editions of Martha Stewart Living and Four-Four-Two will appear before the end of the year. This undoubtedly shows confidence in the industry, and also indicates the important role that print publications play in Thailand.