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2000-2020: 20 Years of Magazine Translation

Over the last 20 years, Magazine publishing has witnessed a profound transformation through consumer habits digitalization and evolution. The publications that successfully adapted to this change and found new ways to engage with the audience maintained their relevance and success whereas others faced great difficulties to remain profitable and appealing in a press landscape in constant evolution, and amidst this evolution, journalism and magazine translation had its fair share of change.

Atenao will look back at the main consumer, professional, free or corporate press publications translated throughout the last 2 decades.


 

 

The Watches Magazine

 

 

 

 

Language service provider Atenao’s Holy Grail of magazine translation, TWM has surely earned its own dedicated article.


 

 

Kachen

 

 

 

 

One thing is for sure, over at Atenao we love food. So, when a major culinary name from Luxembourg contacts us for the translation of their quarterly magazine, Kachen, we had our best and brightest create the ultimate recipe for a sweet and successful partnership.

INGREDIENTS

    • Approximately 100 000 words in German per magazine.
    • 1 Adobe Indesign layout.
    • 4 native English translators, specialized in wellness and nutrition.
    • 1 dedicated Project Manager (and fine-dining gourmet).
    • 1 native English linguist/ proofreader.
    • 1 Graphic Designer.

PREPARATION

  • Contact Atenao and submit the magazine texts or the magazine itself in PDF, INDD or IDML format.
  • Specify the target language(s) to which you wish to translate the articles.
  • Get acquainted with your dedicated Project Manager.
  • Exchange with your Project Manager about the quoted rates, procedure and deadline.
  • Your project is ready for launch.

Sit back and relax for the estimated period of time and allow your Project Manager to work their magic and assign your articles to his best handpicked translators and proceed to proofread the final results. Your articles will then be sent to Atenao’s DTP Studio for graphic design using Adobe InDesign.


 

 

Trajectoire Magazine

 

 

 

 

Founded in 1992, TRAJECTOIRE, had at one point, the largest number of paid subscriptions in Romandie, Switzerland and was for 30 years, one of leading titles in Romandie. Dedicated to an elite audience, the 180-page magazine had gained popularity amongst pioneer critics not only within the fashion world and many industries such as design, watchmaking and automobile but also in latest news and politics. After the release of 130 issues of the magazine in 2022, all that remains today is its Facebook page as it did not survive the Covid pandemic.

Atenao was in charge of the French into English translation of each issue of TRAJECTOIRE counting 20.000 words per magazine. Each and every issue featured exceptional encounters and reports emanating from all over the globe at the hands of well reputed and specialized writers with a knack for unprecedented subjects and out of the box point of views.


 

 

Graffiti Art

 

 

 

 

 

Graffiti Art, a French contemporary urban art magazine dedicated to discovering up and coming talents from all over the world. The magazine’s wide range of topics namely street art, painting, illustration, photography, design and graffiti renders it a reflection of the urban contemporary art industry.

Translated into both English and French, Graffiti Art is available in 15 countries with, its 10th issue of December 2010 being its first bilingual version. Upon this event, Samantha Longhi, previously working for Galerie Itinerrance, is appointed Editor in Chief of the magazine.

In 2013, Graffiti Art changes editors and Samantha Longhi calls upon the multilingual service provider Atenao for the English<–>French translation of the magazine depending on its source language. Graffiti Art then becomes a staple of the contemporary art scene with the largest audience in France.

In 2017, Samantha Longhi moves on to a new adventure and devote herself to the Openspace Gallery she helped found. The magazine then goes from a quarterly to a bi-monthly and 12 issues and 3 years of multilingual services later, the partnership with Atenao is concluded.

 

 

 

Les cahiers du Tourisme

 

 

 

 

 

Unlike consumer media targeting large audiences, trade specific press, as the name suggests, focuses on specific business sectors and industries. Through Les Cahiers du Tourisme, later becoming Les Cahiers du Tourisme et du Fleurissement, Les éditions de Bionnay speaks to business and communities responsible for the conception, installation and maintenance of green spaces, public spaces, sports grounds, golf courses, public swimming pools, gardens and private pools.

Between the years 2012 and 2015, Atenao was in charge of the French -> English and French -> Russian tourism translation of the special issue Montagnes des Cahiers du Tourisme, along with its graphic design, notably in Cyrillic script, using Adobe InDesign. A 25000-word issue focusing on the most beautiful ski areas in the world, trends, new disciplines, the benefits of the mountains, fashion and, more generally, tourist information, innovations and players in the industry.

 

 

 

LUX le magazine du Touquet-Paris-Plage

 

 

 

 

Located on the Côte d’Opale south of Boulogne-sur-Mer, Le Touquet-Paris-Plage is one of the must-see destinations of Pas-de-Calais. It boasts a rich Anglo-Norman architectural heritage as well as vast forest and 21 protected buildings as historical monuments making it France’s most famous seaside resort.

As part of Le Touquet-Paris-Plage Tourisme’s international communications campaign to reach out to a wider range of customers, whether they be businesses, groups or the general public, Le Touquet-Paris-Plage Tourisme has created its own magazine compiling photos, themed articles and tips encouraging potential tourists to discover “the most elegant of French beaches”.

In order to seduce its foreign target group mainly the British, Belgians, Dutch and Germans, the town selected the translation agency, Atenao for the English and Dutch touristic translation of the entire 52-page magazine.

Despite its success and local appeal, LUX did not survive past the year 2017 and its 6th issue.

 

 

La Recherche

 

 

 

 

 

Société d’Editions Scientifiques, which will become SES SOPHIA PUBLICATIONS before permanently closing its doors at the end of 2020, entrusted Atenao with the scientific translation of its ‘supplements’ from 2007 until 2010.

In the world of print media publications, the term “supplement” refers to annexed publications that accompany a magazine or a newspaper. It complements the main publication whether it be included with it or sold separately and provides an in-depth look into specific subjects or areas related to the editorial line, which in this case, focuses on scientific news: stars, matter, earth, life, archaeology, sapiens, health, technology, and mathematics.

The project was to translate the publications drafted in collaboration with large French industrial groups from French into English:

  • 2007- ALSACE PEPITE DE L’INNOVATION: 24-page booklet backed by Alsace Region
  • 2008- OBJECTIF TERRE: 96-page booklet dedicated to the planet’s future and sponsored by Veolia Environnement
  • 2009- LES TRAINS DU FUTURE – 100-page booklet
  • 2010 – LE PETROLE EN 2030 – 96-page booklet dedicatd to the future of fossil fuels promoted by Total, the French Environment and Energy Management Agency (ADEME) and the IFP.

In terms of scientific translation, simplified texts can be as complex and challenging to translate as more refined and specialized texts because the translator must master the field in question all while maintaining the level of accessibility suggested by the author. This implies:

  • Familiarize with the audience and understand their level of scientific knowledge.
  • Maintain the terminology and language even when they appear to be simple.
  • Avoid complex technical terms and unconventional acronyms.
  • Adopt a narrative approach to make the scientific text more engaging.

 

 

Cote Lugano

 

 

 

 

COTE Magazine’s purpose is to immerse readers into the world of elegance and refined living hanks to its lifestyle magazines. Aimed at the higher end of the spectrum and distinguished clientele, COTE Magazine carries its readers, whether they be French locals or tourists from faraway nations, into a dimension of style and opulence.

From 2013 to 2019, the translation and interpreting agency Atenao was responsible for the French-German, French-English, French-Italian and reciprocal translations of the Swiss Editions COTE magazines. Through this collaboration, between 1.5 and 2 million words will have been translated, rendering the agency a specialist in luxury translation.

 

 

 

EuroSpaPoolNews

 

 

 

 

 

Since 2013, the publishing house International Media Communication in charge of editing the magazine Piscines & Spas and the news website Europapoolnews, reserves its allocated French into Russian, Italian and English translation budget to the translation and interpreting agency Atenao.

Via Europe’s leading magazine for pool and spa professionals, Piscines & Spas and the leading website for news from the pool sector Europapoolnews, International Media Communication has managed to dominate the news coverage of the entire sector. The acquisition of this budget, along with piscineprivee.com, the magazine M comme Maison and Piscinex, allowed the agency, in the early 2010s, to further consolidate its standing in the pool and spa sector.

 

 

 

L’écho des ADF

 

 

 

 

 

Atenao translates the corporate magazine L’écho des ADF from French into Flemish. The magazine dedicated for aeronautics goes over the main initiatives and latest news from ADF group and the aeronautics industry.

 

 

M comme Maison

 

 

 

 

 

Certain titles such as the free home decoration and furnishing magazine M comme Maison, have succeeded in benefitting from digital evolution and attracted an online readership thanks to articles, videos and interactive features.

It was first published, between April 2007 until late 2009, in paper format and delivered to mailboxes. Having fallen victim to the 2008 financial crisis, the magazine came to a halt at the end of 2009 before re-launching its activity in 2012 digitally. The magazine translated from French into English by Atenao offered its audience a unique reading experience through its online interactive format.

However, ahead of its time, the magazine proved too costly for its editors and M comme Maison will permanently be shut down in 2015.

With more than 200 integrated links (videos, tutorials, slideshows and hyperlinks) M comme Maison created harmony between web resources and interactivity with classic press reading comfort. Users could discover captivating videos, relevant websites and photo-rich slideshows by interacting with images and advertisements as well as making home purchases by accessing home design and décor catalogues through hyperlinks. In spite of its extremely rich content, M comme Maison’s business model did not allow it to overtake the more cost-effective competition of blogs. Its last issue was released in October 2014.

 

Prestige International

 

 

 

 

 

Prestige International Magazine, created in 2010 specializing in luxury press (printed and online formats) and aimed at both men and women. The magazine has distributed 30,000 copies in France.

Will there be a future for magazine translation?

During the age of globalization of information traffic, press translation has taken a turn to be mostly centered around multilingual audiovisual work, focusing on subtitling, voice-over, and dubbing. If magazine translation will fall as fast as the popularity of classic paper format magazines, it should compensate and take advantage of the exponential growth of video content independent from the format and relying solely on content. Whatever the essence may be, it demands much more than simple linguistic skills: it requires unparalleled editorial talent in order to accurately and dynamically convey the nuances and subtleties of the original messages. It is truly an art where each and every word counts, where each phrase must be simultaneously captivating and informative in order to allow information to reach all 4 corners of the globe.

Are you a press editor and wish to entrust your multilingual projects for your different publications to professionals? Contact us now.