NatMags ties travel ad sales to challenge national press

The National Magazine Company is centralising travel advertising sales to compete harder with the national press.

The initiative, to be run by NatMags’ head of international sales Keith LeGoy, marks the further centralisation of advertising sales within the magazine industry.

NatMags will release travel feature lists a year in advance for all of its magazines as part of an effort to help simplify the planning and buying process across its titles. It has also segmented groups of magazines to match certain travel market sectors.

LeGoy believes travel is an area ripe for NatMags to expand its present 1.5m in display revenues. “More than 70 per cent of holiday destinations are chosen by women,” he says. “But standard TGI data will show that 77 per cent of women are light or non-readers of the mid-market and quality press.”

He also believes the relaxed atmosphere in which magazines are read is more suited to considering holidays than newspapers.

NatMags now has a centralised sales department of 27, while competitor Condé Nast has been selling property and personal finance advertising in all its titles from a single sales point for the past two years.

Large advertisers and their agencies are increasingly negotiating with publishing houses as a whole to squeeze rates using their bulk-buying power. NatMags, which maintains its individual sales teams may still sell travel ads, is trying to balance the strengths of its brands with the industry’s centralising trend.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here