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APA task for McArthur
The Association of Publishing Agencies, the trade body for customer magazines, has appointed Douglas McArthur, former chairman of the Radio Advertising Bureau, to lead a research project aimed at improving customer magazines' engagement with media planners.
The APA is hoping the move will boost awareness of customer magazines as
an advertising channel and has employed McArthur, who is working as a
management consultant, to lead research into developing better
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The first part of the campaign will determine the attitudes held by
media agencies towards customer publishing. The APA will then create a
strategy to surmount any problem areas with the media planning
community.
McArthur, who is expected to report back to the APA board with his
findings by the end of August, said he will be looking to raise the
customer publishing industry's profile.
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