Gruner & Jahr launches monthly in Russia

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MOSCOW -- German publisher Gruner & Jahr has launched its monthly magazine GEO in Russia with a circulation of 100,000 and a cover price of $3.30.

The title is already successful internationally, in France and Spain, as well as in its domestic market.

Russian GEO is produced by G&J subsidiary G&J ZAO in Moscow. The first issue has 136 pages, of which 19 are full page ads from clients including Marlboro, Ericsson, Rowenta, German Lufthansa, Canon, Courvoisier and Chevrolet.

The launch is backed by a 700-site poster blitz in Moscow and 15 other Russian cities and TV and radio commercials created by D'Arcy Masius Benton & Bowles, Moscow. DMB&B, Hamburg holds the German magazine's account. G&J is based in Hamburg.

G&J tried to launch GEO in the U.S. in the 80s, but its venture across the Atlantic failed spectacularly at the hands of heavyweight rivals such as National Geographic, and cost G&J around $30 million.

Copyright February 1998, Crain Communications Inc.

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