Cosmo Mongolia — Why not? Louis Vuitton just opened a store in Ulan Bator

Above, the inaugural (December 2010) issue.

From Jeremy W. Peters' item in yesterday's New York Times:


Coming to a newsstand most likely not near you: Cosmo Mongolia.

Cosmopolitan, which has been helping women all over the world unlock the secrets to better sex, tighter tushes and the enigmatic male psyche for four decades, will begin to sell a Mongolia edition this week.

Copies will cost 7,000 Mongolian tugriks an issue, or about $6.50.

The first issue includes a history of the magazine and its advocacy for women’s rights, an introduction to its modern founder, Helen Gurley Brown, and a cover featuring Nicole Scherzinger, a member of the pop group Pussycat Dolls.

The magazine, with a print run of 7,000 copies, will be edited and published in the capital, Ulan Bator.

Duncan Edwards, chief executive of Hearst Magazines International, said... the said the idea to start a Mongolian edition came to him over dinner one night when an executive from Louis Vuitton told him the company had just opened a store in Ulan Bator [below].

“It is relatively small in terms of population, but a country that has the potential to grow dramatically in terms of its wealth over the next few years,” Mr. Edwards said.

Cosmopolitan is a powerhouse of an international brand. The Mongolian edition will be its 61st edited and sold in a foreign country. In Asia, the magazine is already sold in China and Vietnam.

International editions are not without potential complications. Cosmopolitan editors have to be careful in many countries to tone down some of the more explicit sexual content that is common in Western editions. And because Cosmopolitan is published in many languages, editors at Hearst can never be certain what exactly is appearing in their magazines. But they monitor what they can.

“We don’t have the ability to read every edition in every language,” Mr. Edwards said. “We select editions from time to time and have sections translated.”

After Mongolia, could Cosmo Turkmenistan be far off? Possibly. “We are looking at countries in Central Asia,” Mr. Edwards said. But not every country is a good fit, he acknowledged. “Pakistan is probably difficult. But we do publish in countries that are predominantly Muslim. There’s Malaysia, Indonesia, Turkey. And we do fine.”


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