Magazine industry to launch marketing agency to talk up value to brands

The UK’s biggest publishers are to launch an agency to promote the merits of advertising in magazines to brands and agencies as they look to arrest declining revenue. 

magazines
Magazine publishers back body to promote the merits of advertising in magazines.

The as yet unnamed organisation will operate in a similar manner to bodies such as Thinkbox, Newsworks and the Radio Advertising Bureau, which market the efficiency and effectiveness of TV, newspaper and radio advertising respectively through research and campaigns.

The body will be independent of the Professional Publisher’s Association (PPA) but report to the PPA board. It is currently recruiting for staff and is expected to launch after the summer.

To now the job of marketing the value of magazines to advertisers and brands has been left to the PPA but it is hoped a purpose-built agency will be able to better promote what magazines can offer.

News of the launch of the agency was announced at the PPA’s annual conference in London today (22 May). Speaking on a panel of publishers and agencies discussing magazine advertising, the chief executive of Cannes Lions and former managing director of FHM Phil Thomas said it was time for publishers to “put the knives to one side” and follow the lead of other media channels in presenting a united front to advertisers.

“It is time to realise that mobile and other media is the competition not each other. Mobile [through the Mobile Marketing Agency] works together on a global level and that’s what magazines should do.”

Recent data from the Advertising Association and WARC found advertising spend across all media grew 3.9 per cent in 2013 and is forecast to quicken to 5.5 per cent in 2014. By contrast, magazine ad revenue dipped 5.7 per cent in 2013 and is tipped to drop by 2.2 per cent this year.

Speaking on the same panel as Thomas, Bauer Media’s managing director of advertising Richard Dunmall said it was important publishers “shifted the goal posts” by talking of the opportunities magazines provide or coverage will be dominated by falling circulation and revenue.  

“There needs to be change of narrative otherwise the conversation of decline becomes self-fulfilling,” he added. 

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

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