Wooton: welcomed new initiative
The magazine industry was this week told its new marketing drive has the potential to tower over the programmes of rival media sectors.
The Periodical Publishers' Association launched its biggest marketing initiative on Tuesday with the aim of increasing consumer magazines' share of advertising by one per cent - equal to about £100m.
The strategy, PPA Marketing, received a warm welcome from agency press bosses at the launch and from the Incorporated Society of British Advertisers, whose head of media advertising, Bob Wootton, said it was time the organisation woke up.
"If you can pull this off, you're going to dwarf any other initiatives," he said at the launch.
The strategy centres around an army of 5,000 top sales people from UK publishers who will urge agencies to convince clients to switch up to 25% of ad spend away from television - based on solid cost benefits backed by new research.
"This is a major undertaking, but we are united, we are focused and we are ready," said Georgina Crace, managing director of IPC Advertising and head of the PPA Marketing board.
The PPA plans to provide training sessions for both agencies and magazine sales teams and a dedicated website with masses of magazine data.
The initiative is expected to cost £5m in its launch year and was seen as long overdue by agency press bosses.
"We see a number of clients who have been in a TV time warp," said Daniel Pimm, press director at Universal McCann.
He said the PPA's new research would make it easier for agencies to convince clients that a mixed-media campaign could be more effective.
"It's a good initiative," added Paul Thomas, press director at MindShare, but he added that getting clients to switch a quarter of TV spend to magazines seemed overly ambitious.
"It's a huge statement," he said. "Maybe it will happen five or six or 10 years down the line."