Customer mag publishers launch advocacy programme
18 January 2006 11:04
Association of Publishing Agencies and Royal Mail join forcesThe UK's contract publishers have launched an advocacy programme in a bid to persuade businesses that customer magazines are a cost efficient, effective marketing tool.
The Association of Publishing Agencies (APA) has teamed up with Royal Mail to train the latter's sales teams about the market and to ensure they are familiar with research such as APA's recent Advantage Study.
Julia Hutchison, Director, APA, said: "Despite a slow-down in the majority of media sectors, the customer publishing industry is still going from strength to strength. More and more companies are realising the benefits of customer magazines as a highly effective marketing and communications tool - testament to the number of new launches we experienced last year. Yet, this doesn't mean that we are going to become complacent.
"The APA exists to champion the medium and this new advocacy initiative is just one way that we intend to continue building the industry. Royal Mail has the infrastructure and contacts to reach many new clients and we are already reaping the rewards. Last year Mintel predicted the estimated turnover for the market would exceed £531m by 2009 - through programmes such as this our aim is to surpass this."
By Graham Hayday
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