Dubai's Atlas Media to print international newspaper titles

Posted by Savita Sauvin on June 3, 2010 at 3:52 PM

Dubai-based Atlas Media Communications has entered into an agreement with Newspaper Direct to print up to twelve international newspaper titles in the UAE, The National reported last week.

The deal is part of a US$4 million (Dh14.69 million) business plan that includes the possibility of franchise agreements in other regional markets as well.

Image: The National

Previously, the newspapers had to be flown in. Each newspaper required a license from the UAE government and approval from the National Media Council, and it took two months to obtain the license, Amit Radia, chief executive of Atlas Media Communications, told The National.

"This model allows you more personalisation [of newspapers], it reduces lead times, and helps you cope with market demand, instead of being stuck with half a million copies a day," he said.

According to the license agreement, the company plans to print more European titles, newspapers from the United States, Far East, Australia and South Africa across the Gulf states and east Africa as well. However, change of any content or sale of local advertising in the newspapers the company republishes in the UAE is prohibited under the local law.

"You have to assume that, if they are truly investing $4 [million], they're going to expand the circulation or the number of titles over time, because you'd never make any money if you were only shifting a couple of thousand copies. In fact you'd make a whacking loss," Professor George Brock, the head of journalism at City University London, told The National. The $4 million investment includes €2.2m (Dh9.9m) for a high-speed printing system, which can be used for other purposes as well.

The newspapers will be sold at about 300 UAE outlets, and distributed by Jashanmal and Tawseel. However, print runs will be significantly low with 650 to 700 copies of the Daily Mail, and 250 copies each of the Express and the Star.

Atlas Media began printing British newspaper titles that include the Daily Mail, Daily Star and Daily Express on May 18 and made them available in the UAE for the first time on the day of publication. The company will begin printing Mail on Sunday and USA Today in the coming weeks.