BOURNEMOUTH, England--(BUSINESS WIRE)--Chinese speaking children and adults can now discover fascinating facts on science, technology and the wonders of the modern world, as Imagine Publishing brings its flagship title How It Works (HIW) to Taiwan. The launch is HIW’s first footstep into Asia, bringing the total number of countries in which HIW is published to 13, and opening up one of the world’s most successful general knowledge titles to more people globally and to a relatively untapped and lucrative territory for western education titles.
2.4 million people worldwide have purchased HIW to date, to read online, on devices and in print. Imagine have identified demand for a title that could feed curious minds amongst Taiwan’s middle class. Taiwanese parents save 19 percent of their annual household income for their children's education, the most among the nations of the Asia-Pacific region. Imagine will use Taiwan as a test bed from which to consider launching editions in mainland China and Asia.
Imagine knew that success in the region would be dependent upon the ability to develop local partnership with publishers and distributors that understand how the market operates. With the recent appointment of James Hanbury as Chairman, the Bournemouth-based business has brought on board an industry heavyweight with experience of launching publications into Asia during his time as Co-Founder and Group Managing Director at Incisive Media.
Damian Butt, Group Managing Director explained the expansion, “In the last five years we have seen a growing need amongst parents, both in the UK and abroad, to provide their children with additional educational stimulus; stimulus that meets the need for a child to be entertained as well as informed. Asian parents are particularly active in safeguarding their children’s academic potential. It has been reported that East Asian families are spending more and more of their disposable income on securing their children the best possible education1, which is why I am extremely pleased to with this new Taiwanese licence and proud to see the cover of How It Works in Chinese. At the same time, translating the magazine into this dialogue creates the perfect springboard to future launch into mainland China.”
Butt believes the surge in consumer demand is partly in response to the need for adult self-improvement and partly due to parents searching for an alternative to the internet, which can be an unsafe environment for children.
He said, “Magazines like How It Works equip parents with the means to answer their own and their children’s questions without having to wade through pages of text or Google. We’ve noticed a growing parental concern that the Internet is becoming increasingly unsafe for children and unreliable as a research tool. Our knowledge titles are taking advantage of this thirst for facts by delivering knowledge in a way that’s entertaining, trustworthy and safe. ”
HIW was created by acknowledged science and technology experts and the magazine explores the ‘why and how’ of the world which we live in; turning complex, timeless topics into accessible entertainment through expert explanations and breath-taking images. Imagine’s magazines are proving increasingly popular with affluent parents eager to educate both themselves and their children with trusted titles that provide expertly written, well-researched and accurate information presented in a way that’s accessible, fun and family friendly. Alongside All About History, All About Space, World of Animals and History of War, How It Works makes up Imagine’s ‘Knowledge’ portfolio.
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Notes to Editors:
1Asia’s parents suffering 'education fever', BBC News Online, 22 October 2013
The Taiwanese edition of HIW is produced under licence by LiveABC and is the first Imagine title the company has brought to market in Taiwan. With six other monthly magazines in the knowledge and English language learning sectors, all amongst the top selling in their category, LiveABC is the perfect company to launch Imagine’s top knowledge publication into the Taiwanese market. Established over 15 years ago, LiveABC has long-established marketing channels both to newsstands as well as the country’s education sector in which its products are used as official English learning materials in over 50 universities and many hundreds of high schools.
Produced initially in print, alongside a complementary website and a digital edition on Google Play, HIW will be competitively priced at 220 NT$ with the first and second issues carrying an introductory cover price of 128 NT$ and 168 NT$ respectively.
Imagine Publishing: Imagine Publishing is a specialist content publisher focusing on the world’s most exciting technology and knowledge markets. A pioneer in digital publishing - Imagine was the first publisher to migrate its entire portfolio to the Apple iTunes store - the company’s latest published accounts show revenues of £18.5m and an industry-leading EBITDA net margin of 29.7%. Twice named in the Sunday Times Profit Track 100 of the UK’s fastest-growing companies in 2013 and 2014, the company was formed in 2005 by three ex-Paragon Publishing Directors, including current Imagine Group Managing Director, Damian Butt. Their aim was clear: to create quality, wholly owned, innovative content for readers to consume in whichever way they choose. Today the company of 150 staff publishes 20 magazines, 25 apps/digital editions, 30 websites and 250 bookazines annually in 54 countries – all from its Bournemouth based offices. An Imagine magazine is purchased every ten seconds and the company attracts a monthly reach excess of 6 million readers.
How It Works: In the UK How It Works is priced at £3.99 and can be found at major retailers where magazines are sold: including high street magazine retailers such as WHSmith and all major supermarkets. HIW can also be purchased directly from ImagineShop.co.uk. The title is published in the following formats: magazine, bookazine, digital edition and website (howitworksdaily.com).
