An article in today’s NYT’s business section provides a great example of culturally localizing and delivering products with an existing global brand: Western Magazines Find a Receptive Audience in India.
Most of the new Western magazines being published in India are not really Western at all — they are written, photographed, edited and designed almost completely in India. Many are published under licensing agreements with the media company that owns the name. Even though they are all published in English, their content may be completely different from their American or British counterparts.
While the name may be familiar to an American reader, the flavor is distinctly Indian. Instead of Heloise’s syndicated household hints column, for example, Good Housekeeping runs “Ask Mrs. Singh.” This month, Mrs. Singh tackles how to keep your home fresh during the monsoons that sweep through India during the summer (rubber mats and fresh flowers help).
This very same approach should be considered with your online media as well. Are your existing products, services, marketing, content and design applicable to your desired international audiences? Are you offering articles about desert living to people currently being soaked by a monsoon? It is often tempting to just build a one-size fits all approach online but that rarely maximizes your results.