Omni a sellout in the USSR; exchange agreement taps hungry science market; discussions under way for joint venture

Folio: The Magazine for Magazine Management, March, 1990 by Barbara Love

Omni a sellout in the USSR

NEW YORK CITY--Omni, apparently, has hit on the right formula for marketing in the Soviet Union. Twenty thousand copies of the first issue to hit Soviet newsstands "sold out in minutes," according to John C. Evans, president of the international division of General Media, owner of Omni.

What's more, it seems that every Omni buyer--and more--responded to a $100,000 sweepstakes offer that asked Soviet entrants to answer questions based on information in the magazine's ads. "We have so far received 120,000 entries," says Evans, "and each one has good reader information, so we have a great mailing list."

To reach the USSR, Omni signed an exchange agreement with Science in the USSR, which promotes Soviet scientific achievements. Produced by Nauka Publishers, a division of the USSR Academy of Sciences, Science in the USSR is published in four languages and has a circulation of 110,000. According to the agreement, Omni is to ship 20,000 copies to Moscow; in exchange, 20,000 copies of the bimonthly Science in the USSR will be sent to the United States.

That Nauka produces a large number of publications (2,500 scientific monographs and books and 181 journals and magazines) shows that Omni has indeed entered a science-hungry market in the USSR--and one not deterred by the fact that Omni's Soveit edition, except for the cover, is in English.

But whether the Soviet counter-part will sell here remains to be seen. Omni plans to sell Science through subscriptions and selected newsstands, according to Evans. Yearly subscriptions are $30 for six issues. Evans believes there is a small, but important, market for the English-language version of Science in the United States, perhaps 150,000.

"It's not an easy task," he adds. "We have arranged to design the cover, contents and advertising for the U.S. market. It's possible, with our western design influence, that they may alter the product in the USSR."

Advertisers nibble

U.S. advertisers have also shown some interest in the Soviet market. Any advertiser who buys space in the U.S. edition of Omni automatically receives Soviet circulation and exposure, says Evans. Some, like Smith Corona in the September issue, elected to have their ads translated for the Russian edition.

Other companies, including Blue Diamond Growers, have specifically purchased space in Omni's Soviet edition. Several advertisers have also opted to buy space exclusively in Science in the USSR.

Omni's exchange contract is for one year, but discussions are already under way to produce Omni in the Soviet Union as a joint venture. In that event, Omniw would probably continue to market Science in the USSR, as part of an exchange.

"We wonht make money in the first year," says Evans, "but we believe we have a unique product. The Russians are incredibly well educated, with an exremely high literacy rate and an unsuual interest in science. We think that being the first in the market is very important. When things take off in Russia, we'll be in a good position."