The publication will be launched with a new-look masthead and will be run centrally from the London offices. Newsweek Europe's Matt McAllester has been named Newsweek International’s Editor, and will oversee both the European and Asian editions. The editorial team will be bolstered with new hires based in both London and key Asian cities, where they will create original content for all editions of Newsweek, including a special focus on Asian business stories.
Additionally, branded content division IBTailored, launched in August, will also be expanding operations to include Asia, as part of IBT Media's strategy to capitalise on the growing digital advertising spend in the region. By the end of the year, Asia-Pacific (APAC) will overtake North America as the world's biggest market for digital advertising spend for the first time in history, and is expected to be valued at $59.7 billion (£49.9 billion), says IBT Media.
The launch of Newsweek International is the latest step in a programme of investment as part of IBT Media’s vision for the future of the Newsweek brand. Greg Witham, COO of IBT Media based in London, will spearhead the growth of Newsweek International and IBTailored.
The title's re-branding and expansion of its editorial team is designed to boost both circulation and subscription rates in the region, as well as digital visitors. The first re-branded issue went on-sale week commencing November 14th, to coincide with the continued interest in US politics following the election of Donald Trump.
In order to optimise IBT Media's investment in new markets, Newsweek International and IBTailored will be centralized in London rather than New York. The UK capital's central time zone allows for all three of the business's regions (US, Europe and Asia) to be managed seamlessly, enabling all its publications to benefit from a joined-up approach to both editorial and advertising, says the company.
Dev Pragad, Global CEO at IBT Media, said: “There is huge potential for trusted media brands in the Asian markets, so it makes complete sense for us to invest in growing both the digital and circulation revenues of a well-respected and well-established publication such as Newsweek International. And as Newsweek International and IBTailored grow their operations out of London, we look forward to developing the brands on a global scale at an exciting time for our business. In Greg and Matt we have two highly accomplished and recognized leaders in their field to make this expansion a huge success.”
Jim Impoco, Global Editor in Chief of Newsweek commented: “Matt McAllester is a supremely talented journalist and the perfect choice to spearhead our aggressive expansion plans in Asia and beyond. I look forward to working with him and the team in building a powerful global Newsweek product.”
