Based in New York and London, we are adding four extra issues in 1997 to reflect our readers' need for marketing intelligence. The first, in March, will look at the explosion of international cable and satellite TV around the world-and what it means for marketers. Asia, the hottest but least understood region for international marketers, also gets an Ad Age International "Extra" as the continent undergoes a fundamental shift in power this year. With the growth of regional marketing, Europe and Latin America will have their own issues as well.
This month Ad Age International introduces a new demographic section, called Euromarketing, that covers strategic advertising and marketing news in Europe. For the past decade, Euromarketing has been a weekly newsletter, published by Advertising Age and mailed to a largely European subscriber base. Our readers in Europe and Euromarketing's former subscribers will get Euromarketing each month within Ad Age International; however, this month all our readers will see it, on pages 21 and 22.
Bill Britt, Euromarketing's editor since 1991, and Suzanne Bidlake, who became news editor in July, will put together the Euromarketing pages in London each month. Bill and Suzanne will also continue to edit Ad Age's Daily World Wire, an advertising and marketing news service delivered to subscribers via e-mail every weekday.
In another move, Rebecca A. Fannin, who joined Ad Age International last August in New York as senior editor, becomes deputy editor. Rebecca's skilled editing and her own in-depth stories on international marketers like Levi Strauss have added a new dimension to our editorial coverage. In this issue, starting on page 2, she examines how five international marketers started with an identical, jointly developed product-the Advanced Photo System-but ended up each marketing it in their own very different ways, under separate brand names. Was there ever a better test of how much marketing counts?
Among so many changes, we celebrate next month the 20th anniversary of Dagmar Mussey as the Ad Age Group's indefatigable correspondent in Germany. Back in 1977, Dagmar started breaking stories for Advertising Age; as we added international products she became an enthusiastic contributor to Euromarketing in 1986, Ad Age International in 1992 and Daily World Wire in 1995.
Special Report News
In other 1997 highlights, our International Agency of the Year will be named in April and two months later we'll look at creativity around the world to get into the mood for the annual ad festival in Cannes.
After that, the effectiveness of cross-border advertising goes under the microscope with case studies of the winning marketers in the second European Advertising Achievement Awards, co-sponsored with the European Association of Advertising Agencies.
Also appearing for the second time will be the new International Advertising Decisions survey, published in October and commissioned by Ad Age International to find out how and where multinational marketers make decisions affecting advertising on a local, regional and worldwide basis.
Finally, we'd like to thank the many print and TV executives who labored over greatly expanded questionnaires for February's global media special report and offered relevant, insightful data (we won't reveal who misspelled the names of their biggest advertisers). For the first time, this report will include panregional media charts for Latin America, Europe and Asia along with the global media chart.