Monday, March 21, 2011

Disney to launch a line of kids' subscriptions magazines in U.S.

Disney Publishing is taking another crack at building a kids' subscription magazine publishing business in the U.S.
According to a story on the New York Times media blog, "Kids want them and moms will pay for them." Disney is set to announce plans for a cluster of magazines that will replicate the success they have had producing similar titles in Europe. Advertising in the new subscription magazines will initially promote other Disney character franchises, although other types of advertising may be accepted  later.
Phineas and Ferb, a print companion to the animated television series of the same name, will be a 52-page bimonthly available at retail outlets for $4.99 and via annual subscription for $23.95.
Disney will introduce a monthly Cars magazine in the fall. Disney also plans magazines built around Marvel movies like “Thor” and “Captain America.” [Aparna Pande, Disney’s general manager for American magazines] said that the company had high hopes for the new magazines based on demand for test issues last year. “They greatly surpassed our expectations,” she said.
In 2007, Disney shuttered its Disney Adventures digest magazine, which at the time had a circulation of 1.2 million.



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