FIPP member profile: National Geographic top world of the


National Geographic, at 126 years old, is at the top of its game. Consistently ranked as one of the most well-known and credible brands in the world, the magazine delivers on all levels, says Terry Adamson.


How has National Geographic evolved? Our brand is constantly evolving, adapting, and engaging audiences across the media spectrum – from our magazines, television, websites and social media to a range of interactive media. Through this multi-platform approach, we create multiple touch points for our content. For example, our April 2014 issue featured Black Holes of Space on our cover, while our Channels premiered “Cosmos” worldwide. Our daily news blog supplemented this subject with multiple stories and photo galleries on space and our social media outlets chronicled the coverage. The potential for consumer engagement on this topic reached into the hundreds of millions.


When did National Geographic really take off on the international market? The English-language edition of National Geographic has been distributed worldwide since the early days of the magazine. The first customised local-language edition, National Geographic Japan (with Nikkei BP), launched in 1995. Two years later, we launched a Spanish edition in Spain (with RBA) and Latin America (with Editorial Televisa). Since then, National Geographic has added new editions nearly every year. We are in western and eastern Europe, Latin America, Asia, the Baltic States, across Arabia and Iran. Our international portfolio also includes 14 editions of National Geographic Traveler, 16 editions of National Geographic Kids, and a global network of book publishing partners. We have tremendous broadcast penetration worldwide, and Cengage represents our educational publishing interests. In total, National Geographic’s brand is represented in more than 80 countries through our publishing and media partners and the National Geographic Channel is in 171 countries.


How have you adapted to this trans-media market? National Geographic has learned the value of building a strong online community and engaging fans every hour and every day – not just monthly.


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We are constantly experimenting with Web applications and experiences to give audiences new ways to participate with the brand, such as with Your Shot, our photo community. Since the launch of our website in 1996,


we have evolved our digital presence to be more responsive, easily readable and visually appealing for the reader, no matter what screen or device they are using. We have worked with our partners to expand their presence by releasing e-editions of their magazines as well as interactive apps across multiple platforms.


What are your plans for digital? Digital platforms are a key component of how we are rethinking the value of membership in the Society and reenergising our members to interact not just with the brand but also with each other. Working with current partners and finding new partners who can facilitate and support our ‘digital-first’ vision is key to our growth. Our local- language partners are developing apps, websites, e-editions and social profiles that engage their audiences in ways that work best for their culture, economy and competitive environment, while remaining true to the Society’s mission.


You have an enviable market position – how will you maintain this? By staying relevant and maintaining quality. In


AT A GLANCE EMPLOYEES: 1,300+ full-time


EDITIONS: 41 editions of National Geographic including the English- language edition, as of September 2014 (when Azerbaijan launches); 14 editions of National Geographic Traveler; 16 editions of National Geographic Kids.


WEBSITES: 40 worldwide (NGM); 15 (Traveler); 13 (National Geographic Kids).


IPAD EDITIONS: In The US, Brazil, China, Korea, Japan, Russia, Turkey and Ukraine.


brand surveys, we consistently rank as one of the most well-known, credible brands in the world, but it’s important for National Geographic to continue to evolve, to champion not just a new age of exploration but of storytelling as well. We’re challenging our writers and


photographers to use every media in reporting and collecting images in real time, on platforms such as Instagram. We are growing the depth and scope of our digital news team, who are reporting highly topical and relevant stories every day. We are creating opportunities for emerging voices among our tens of thousands of grantees in the field, and encouraging new talent through programmes such as the Fulbright-National Geographic Digital Storytelling Fellowship programme. We also challenge our partners to find stories in their regions or to create local hooks to existing features that really “bring the story home.”


What is your unique selling point? We are visual storytellers, and we cover the world like no one else does. Through our funding of research and exploration, we have grantees in every corner of the globe who are constantly adding to our wealth of knowledge and content. Stories like “Blood Ivory”, “Afghan Girl” and “The Big Thaw” have spurred governmental action, environmental conservation and political and public support for issues that affect our planet. We don’t think of ourselves as an advocacy organisation, but as an important teller of stories, using the power of the visual and our credibility to provide information and stories that inspire and cause awareness and action.


What brand extensions do you have in-place or planned across the platforms? National Geographic produces 10 to 12 stand- alone branded special issues each year that we license internationally. We also work with our partners to produce special issues that are created locally. One of our specialty titles, created by publishing partner RBA in Spain, is National Geographic History magazine,


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