Penske Media Expands Brand Licensing To Global Markets

In an effort to expand its global reach, Penske Media Corporation announced it will invest further in its branded-licensing efforts.

Counting among its stable of brands Women’s Wear DailyVariety and Robb Report, the company currently publishes 20 international editions. It plans to increase international growth and targeted, on-brand content through talent in existing offices in London, Paris and Hong Kong, among others.

Most recently, PMC launched brands in Sweden, Brazil and the UK.

PMC, through the investment, will continue to prioritize localized content. In all, PMC’s brands now produce over 2,000 pieces of content per day. Its international editions account for 750 original articles per month.

The expansion comes following the appointment of Kevin LaBonge to vice president of global partnerships and licensing in 2017.

LaBonge stated: "We know our brands' collective heritage has great impact on audiences all over the world. However, we know straight translating is not enough and careful considerations must be made to connect audiences with content localized to its market."



The company will also leverage its events business into international editions. 

Robb Report’s Car of the Year and celebrity-driven events from Variety and Fairchild Live’s annual summits are some of the celebrated events. Most recently, PMC events businesses have expanded into various countries, including Germany, China, Japan and South Korea.

PMC most recently added titles across the SheKnows Media network — which brings with it a strong events brand. It also secured a controlling stake in legendary music magazine Rolling Stone. These are among five new media brands PMC has acquired since t2017, as the company continues to expand its roster.

In all, PMC’s brands count 220 million unique visitors per month and 56 million social media followers.

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