December 09, 2005
Bruce Nussbaum highlighted today that Business Week has closed its Asian and European print editions in favour of providing those markets with online magazines. It made more sense, given the reading behaviours, for there to be a single global print edition (from the US).
As many of you know, I follow a similar view—Lucire will have a global print edition, localized through advertising and some other sections. There are linguistic differences, too, but the ultimate aim is to do the same. That way, one design session will serve the planet, rather than have teams of designers duplicating work. Right now, our three editions differ in some details because of where they are on their life cycles, but they will come closer.
Business Week is the ﬁrst big player to move into this global realm as the world gets closer, at least on certain aspects. Readers can then feel like they are part of a global movement, not a regional one. The idea of a global community drives brands more effectively in the twenty-ﬁrst century, for the simple reason that most of us (especially online) no longer think of being divided by borders. Branding is catching up with reality. permalink
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