BBC Launches First U.S. Magazine
Company wants to leverage 'Britishness and BBC-ness' of title stateside.
BBC Knowledge, the British Broadcasting Corporation’s first entrant into the American magazine market, has launched.
The science-focused magazine, carrying “few” initial advertisers and targeting “the curious mind,” will be published bimonthly. The cover price is $5.99.
The BBC nabbed 60,000 subscribers following a 1.3 million direct mail campaign, and expects to have 80,000 by the second issue—not bad, considering the magazine’s $29.95 annual subscription rate.
The company is positioning the magazine to leverage the strength of the BBC name stateside. “The Britishness and BBC-ness of the magazine” are seen as key assets, according to Andy Benham, the BBC’s publishing director.
The BBC’s magazine division already exports BBC Music magazine and Good Food to U.S. newsstands.