A Launch for the Global Community
New York City-based Forbes launches a new international edition
and overcomes some production challenges along the way.
Forbes INC. had an advantage when it decided to launch an international edition, Forbes Global Business & Finance: name rec-ognition. The domestic edition's readership demographics, after all, included tens of thousands of faithful followers in countries other than the United States. Surely it made sense to create a publication that was targeted to that global audience.
"The corporate thinking," ex-plains Peter Pallans, Forbes' director of manufacturing and production, "was that if Forbes really wanted to be a global magazine, we were going to have to create an edition specifically for the (international) community. … If we were going to be a global force and have a global influence, we needed a publication that looked at marketing strategies with an (international) slant."
The premiere issue of Forbes Global Business & Finance was launched on April 6, 1998. With a print run of 89,000, the magazine is produced every two weeks—a task that challenges even the most efficient production departments. Out of the 89,000 printed, the majority of the magazines are destined for the hands of globally scattered subscribers; the balance goes to newsstands in Europe, Asia, South Africa, Latin America and Australia.
"We built the publication's circulation through direct-mail promotions," explains Ed Conrad, manager of distribution/postal affairs. "The returns on our direct-mail campaigns have been phenomenal. Overall, (the magazine) has been very well-received."
From the beginning, Forbes Global Business & Finance was slated to be a beta project for the publishing house. Pallans explains: "We decided we could use the global edition really as an experiment for things that we want to do with Forbes in the future."
Therefore, the decision was made to give computer-to-plate (CTP) a try. Working with World Color Digital Services in New York City, and World Color Press, Effingham, IL, Forbes' production department has benefited from a virtually seamless PDF-based workflow.