News Focus: Customer publishing - APA launches consultancy
The Association of Publishing Agencies (APA) has set up a business consultancy service to boost growth in the customer magazine industry, which will be worth an estimated £1 billion by 2011.
The service, called APA Ask, will offer advice on strategy, funding and
writing briefs to firms planning to launch customer magazines either in
print or online. It will also match up clients with recommended
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The service is headed up by Patrick Fuller, founder of Haymarket Media
Group's customer publishing division, and Julia Hutchison, Starcom's new
business and marketing director and the APA's chief operating
officer.
"Customer magazines complement DM activity," said Hutchison. "They are
an effective retention tool, good at reducing churn and building
customer loyalty. A lot of marketers know how to do direct marketing and
TV ads, but you mention customer magazines and they don't know where to
start."
APA Ask has already assisted the launch of four customer magazines,
including Audi's new title with Northstar, and predicts that its
prospective client list could bring over £10 million of
incremental spend to the industry.
This is the APA's second new initiative in the past six months. Last
October, the representative body for customer magazine publishers
founded another service called APA Insight.
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