VNU, the Netherlands-based publishing and information house with strongholds in the US and Europe, has ventured into Asia by teaming up with Manager Media International (MMI).
The publisher of titles such as Adweek, Billboard and The Hollywood Reporter in the US, VNU will begin its co-operation with MMI in a joint publishing agreement on Asian Advertising and Marketing (A & M ).
The 11-year-old A & M, a bi-weekly magazine with a circulation of 11,000, was bought by MMI five years ago.
It claims it is currently nearing break-even.
MMI managing director Gary Knell said: 'MMI can benefit from VNU's successful trade publishing ventures worldwide, while MMI brings a wealth of publishing experience in Asia to the partnership.' The alliance is expected to generate opportunities for cross-promotion and cross-use of editorial material.
'Through this agreement, we can share risks as well as bring the publication to its fullest potential,' an MMI spokesman said.