EMAP Elan is setting up an internal sales consultancy which will advise clients directly on advertising to the youth market.
The division will be under the control of Elan associate publisher Vivienne McKenzie. Five experts in youth titles will report to her – each covering an area which advertises heavily in EMAP’s seven youth titles: Minx, More!, Bliss, J-17, Looks, Smash Hits and Big!
The areas covered will be fashion, music, toiletries, cosmetics, and snacks and confectionery.
Clients will have one point of contact when buying across any of the seven titles. The point of contact will also work towards cross-title deals. McKenzie says: “One complaint we often hear is that it is complicated to buy magazines. The new system is designed to make it easier and also to form long-term client relationships.”
Elan clients are being informed of the changes. McKenzie says there are currently no plans to extend the consultancy across other EMAP titles.
Media Analysis, page 14