In the current magazine climate, any launch is notable—even if it’s a translation of an existing Danish science magazine. Bonnier Corporation is set to launch Science Illustrated, a new bi-monthly title, in December. The publication is modeled after the largest magazine in Scandinavia, which is published by Bonnier and shares the same name in translation.
Science Illustrated will be published with help from Popular Science, also a Bonnier title, and the two titles will share resources, PopSci publisher Gregg Hano tells Folio: Alert. “We will basically be putting it out with Popular Science’s existing staff,” Hano says. “We are hiring a translator/editor because the magazine is currently in Danish, but editorial, consumer marketing, production, manufacturing, and advertising will all be through us.”
The two magazines will differentiate from one another in terms of content and audience, Hano says. “Popular Science will remain true to its ‘Future-is-now’ roots,” focusing on the latest technology, gadgets, and products of now and the near-future, while Science Illustrated will focus on four basic pillars: nature, technology, culture, and medicine. Also, while Popular Science has a male readership of 85 percent, Science Illustrated will be “more dual-audience, gender-neutral, and family-oriented.”
The Science Illustrated venture comes at a time when print launches are becoming less and less frequent, but it coincides with Chairman Jonas Bonnier’s long-term vision for Bonnier Corp. “For more than 40 years, we have tried to establish a position in the U.S. magazine market,” he told Folio: in April. “And we will keep on trying to do this for the coming 40 years. For anyone who wants a strong presence in the international magazine market, publishing in English is essential.”