Beyond Branding

Home page
The book
The authors
Contact us
Beyond Branding is written by members of The Medinge Group

The Beyond Branding blog

October 29, 2005

Just like when Top Gear is repeated on telly 

I notice NZ has its latest cover—a repeat of the UK’s September 2005 one. I realize that this is commonplace amongst : Elle, for example, would always have covers resurface around the world. It’s simple in that case: the weekly French edition has more than enough to share with the monthlies everywhere else. And we do it with Lucire and its overseas’ editions.
   It’s got me wondering about magazine brands and where their limits really lie. In the cases of and , these respective editions go (usually) into places with different languages, and unless one is incredibly well travelled, the chances of seeing the same cover are minimal. In Top Gear’s case, the covers have both been seen in New Zealand. I got a feeling of déjà vu, which is natural, and I’m sure others would, too. Can Jones Publishing, the New Zealand licensee, get away with it?
   The presence of two Harper’s Bazaars on the newsstands here with the same cover is a useful comparison. Both the US and the Australian editions feature Demi Moore. Yet the latter is an established licensed edition from a Hearst–Packer joint venture, and has been around for around eight or nine years. It looks grander, larger. It has established itself with distinct editorial that owes very little to the American original.
   Locally, this Top Gear is the second issue, with nothing established other than the . There is no equivalent of ; James May, whom I have been reading since his ‘England Made Me’ column many moons ago, has his say alongside the tousled terror in the Kiwi edition. Some stories are repeated from Britain.
   Given that there is hardly a motoring who isn’t a sycophant here (there are exceptions), Top Gear NZ’s strongest asset is its brand, not unique content. Those converted to the brand may have picked up that British edition back in September. I am not sure if they will pay slightly less for an old cover, because we all judge the magazine by it. A two-month-old seen-before cover suggests old news. There’s not a lot a brand can do to cover for the loss of newness in this game.
   Julian Andrews of Jones knows more about New Zealand consumer than I do, so he must have his reasons as the publisher. I’ve written to ask why—and I am sure I am missing something in the rationale. I’ll follow up when I hear from him.
Comments: Post a Comment
Links to this post

Links to this post:

Create a Link


Authors’ and associates’ individual blogs

  • Johnnie Moore’s Weblog
  • Steal This Brand
  • Jack Yan: The Persuader Blog
  • Right Side up
  • Chris Lawer
  • Ton Zijlstra
  • Headshift
  • Partum Intelligendo
  • Goiaba Brazilian Music
  • Detective Marketing
  • Chris Macrae

  • + Add Beyond Branding to your Blogroll

    Add feeds

    Aggregated blogs


    Old Beyond Branding blog entries

    Add feed to Bloglines
    Add feed to Newsgator
    Add feed to My Yahoo!

    RSS feed from 2RSS

    This page is powered by Blogger. Isn't yours?

    Get this blog via email

    Enter your email

    Powered by FeedBlitz


    Previous posts

  • Who'd have thought in the 30 years we have been tr...
  • Why the world’s largest organisations are devaluin...
  • Why the world’s largest organisations are devaluin...
  • Why the world’s largest organisations are devaluin...
  • Exploring every 20% rule for all markets are worth...
  • Terrorists who talk of social responsibility: the ...
  • Breaking news from Washington DC Organisational De...
  • Brand New Global Cities - 6 billion players wanted...
  • Beyond**2 Branding - Invitation from World Class B...
  • Beyond Professions -Part 1
  • Beyond Branding bloggers

    Chris Lawer UK
    Chris Macrae UK/US
    Jack Yan New Zealand
    John Caswell UK
    Johnnie Moore UK
    Malcolm Allan UK
    Nicholas Ind Norway
    Simon Anholt UK
    Stanley Moss USA
    Thomas Gad Sweden
    Tim Kitchin UK


    Webfeed (RSS/ATOM/RDF) registered at

    Listed on BlogShares
    Top of the British Blogs
    Blog Flux Directory

    Business Blog Top Sites

    Feed Digest