APA in agency-search arm

by Nicola Clark, Marketing 21-Mar-07

LONDON - The Association of Publishing Agencies has become the first trade body to launch its own agency search division.

The arm -- called APA ASK -- will be headed by Patrick Fuller, founder of Haymarket Network, the customer publishing division of Haymarket Media Group, and Julia Hutchison, chief operating officer of the APA.

It will help clients draw up pitch lists by offering unbiased recommendations of its member publishing agencies for chemistry meetings. It will also offer advice on selecting agency shortlists, although it says it will 'play no part in the final decision-making process'.

The group will also provide marketers with a basic guide to how to launch a customer magazine - from how the magazine could fit with existing strategy to how it will be funded.

Emily Travis, head of publishing at the Royal Mail, said the APA's involvement will not only bring new business to the market, it will also 'ensure that clients are realistic in their aims - making the pitching process more efficient for both client and publisher'.

The APA said it is already working with more than 30 prospective clients and has been responsible for the launch of four magazines. This included holding the pitch for Audi's new customer title, which was won by Northstar and will launch in May.

The establishment of the unit follows that of a dedicated research service - APA Insight - last October, which was set up to encourage the generation of more dedicated research into the customer magazine market.

The customer publishing industry is forecast to be worth £1bn by 2011 by Mintel.