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PPA backs magazine advertising in £5m marketing push

LONDON - The Periodical Publishers Association has launched a £5m initiative aimed at promoting magazine advertising to brand managers and agencies.

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PPA Marketing will provide resources and training to potential clients, in addition to advocating the case for advertising in magazines.

The strategy was unveiled on Tuesday by PPA marketing board chair and IPC Advertising managing director Georgina Crace after 18 months of planning. The body will work alongside the Magazine Advertising Group, which was established last year to promote better cooperation between media agencies and magazine companies.

Duncan Edwards, managing director of the National Magazine Company, said: "The initiative is a superb example of how our industry can, and should, work together. All the evidence suggests that magazines currently take less share than rational analysis would suggest that they should."

The PPA Marketing Charter states that it will provide agencies and clients with insight into the effectiveness and relevance of magazine advertising, access to relevant information about magazines, a more knowledgeable sales force delivering a better service, and dialogue between the magazine sector and advertisers.

A spokesman for IPC Media said that £5m of investment has gone into the cross-industry scheme. "Our main target is to develop the medium to meet its potential while responding to the needs of our clients," he said.

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