National Geographic launches UK kids’ mag

The National Geographic Magazine is planning to launch a standalone children’s version of the magazine in the UK in 2006, in an attempt to extend the brand portfolio.

National Geographic Kids will be aimed at children aged between eight and 14 years old, and is expected to go on sale next autumn.

The title already exists in the US, but in the UK the magazine is exploring a new business model to roll out the children’s version.

General manager of international advertising Declan Moore says National Geographic is looking to partner another publisher to help with the distribution and advertising of National Geographic Kids.

“Our goal is to have the magazine launched by 2006, and we have already spoken to potential partners. I think that there is a huge gap in the market to provide children with a title that is both educational and entertaining,” he adds.

The National Geographic Kids title is already available in nine other countries, including Germany and South Africa.

Meanwhile, National Geographic is launching a new supplement in the UK later this year called National Geographic Adventure. There are also plans to roll out another supplement called the National Geographic Traveller. Moore says that there are no plans to launch these supplements as standalone titles.

The latest Audit Bureau of Circulations data for January to June 2005 shows that the magazine has a circulation of 350,253 – a 1.9 per cent period-on-period rise, and up 2.8 per cent on the year.

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