PUBLISHING MONTH: Discovery extends into digital and men's markets

New DMAX lifestyle mag launches in Germany; digital offerings used to drive incremental revenue.
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Discovery Enterprises International has revealed a strategic focus on male consumers and the rise of digital to drive the growth of its publishing category.

After enjoying success in the children's market with lines for the Animal Planet and Explore Your World brands, the firm is now working with partners to develop publishing for 18 to 49 year old males, as well as utilising digital technologies.

Miles Kelly Publishing has released a collection of ebooks and multi-touch iBooks to bolster its range of Discovery Channel annuals. The third annual in the series - Discover the Savage World - will launch in September, along with a new Discovery Quiz Challenge book.

In addition, Discovery has signed a three-year deal with Weka Media Publishing to launch a DMAX Magazine in Germany, Austria and Switzerland. The monthly title and supporting e-versions will target active, affluent men aged 18-49 whose interests span adventure, lifestyle, careers and cars.

Finally, DEI's Discovery Channel Magazine continues to roll out across the globe. The title has now launched in Benelux, Singapore and Taiwan. It is scheduled to hit newsstands in China this month and will debut in India and Turkey later this year.

"Overall, the sales of men's lifestyle magazines are declining, but sales of upmarket titles are bucking the trend and are actually rising," said Nicolas Bonard, SVP, DEI. "We will be tapping into this sector and leveraging our channel IP to target successful and informed men seeking quality editorial content from a trusted source."

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