WSJ MAG’S GLOBAL TURN: WSJ. Magazine is turning its gaze to Latin America. The title, which is included in The Wall Street Journal 12 times a year, will launch a Latin American edition this fall. Translated in both Portuguese and Spanish, the magazine will be distributed four times a year, starting Oct. 10. Other issues will appear in December, April and July/August.
According to editor in chief Kristina O’Neill, this is a first for the magazine, which currently only appears in print in English in the U.S., Europe and Asia editions.
This story first appeared in the June 3, 2014 issue of WWD. Subscribe Today.
“It’s a replica of the American edition [translated into Spanish and Portuguese]. We were already communicating news from all over the globe,” O’Neill said, pointing to its current cover featuring Brazilian soccer star Neymar da Silva Santos Júnior. “What’s exciting is we are doing it in a global way. I always think global first.”
In Latin America, the editions will be available as inserts in WSJ partner newspapers, including El Norte, El Tiempo, La Nación, La Prensa, Mural, Reforma and Valor Econômico. As a result, all translations will be done in-house. Through those partnerships, the magazine will be able to reach nearly 95,000 readers in Argentina, Brazil, Chile, Colombia, Mexico and Panama. The content will also be available on wsj.com, wsj.com/Brasil and wsjamericas.com.
WSJ publisher Anthony Cenname emphasized the growing economy of Latin America, driven in part by a mini-luxury boom there, and pointed to the World Cup in Brazil as a testament to the importance of the region.
“Latin America is an $8 trillion market. This [launch] broadens and deepens the pool of advertisers but, most importantly, it deepens it,” Cenname said.
He said the magazine saw a 9 percent increase in ad dollars in the first half of 2014 over 2013. He added that June pages were up 4 percent, which includes a 35 percent increase in pages coming from fashion and luxury brands.