Now that we have the local edition of Top Gear, the question is what do we do with the UK edition which is being airfreighted out? In my newsagencies we will carry both. Top Gear is a strong franchise and the UK magazine has a good following which will not be significantly hurt by the local edition. We will treat these as we do the multi edition fashion titles like Vogue and display them next to each other.
Just to complicate matters Mark, by the looks of it, the UK version as displayed above has as its cover story a story that appears as a feature in the Australian version. How much is Top Gear Oz simply a copy of Top Gear UK?
A couple of years ago I bought the English FHM magazine whilst on holiday in England. A month or 2 later 90% of that magazine content appeared in the Australian FHM.
It is not uncommon for this to happen.