APA, Royal Mail Push Custom Publishing

Share this content:
The Association of Publishing Agencies joined with Royal Mail to build awareness of custom magazines in the United Kingdom and continue to drive growth of the market, the group said yesterday.

The APA represents custom magazine publishers under the umbrella of the Periodical Publishers Association. Formed in 1993, the APA has 31 members producing publications for 350 leading companies in Britain and internationally.

APA is working with Royal Mail sales teams to promote custom magazines as a cost-efficient, effective marketing tool. The association said advocates are given a thorough understanding of the custom magazine market. APA also briefs them on the industry's issues, such as media fragmentation and how custom magazines can fit into the marketing mix.

The initiative is reinforced by APA's annual Customer Magazine Directory, and the 2006 edition is due out later this year, and the APA's Web site (www.apa.co.uk).

"More and more companies are realizing the benefits of [custom] magazines as a highly effective marketing and communications tool -- testament to the number of new launches we experienced last year," APA director Julia Hutchinson said in a statement. "Yet, this doesn't mean that we are going to become complacent. The APA exists to champion the medium, and this new advocacy initiative is just one way that we intend to continue building the industry."

Hutchinson said Royal Mail has the infrastructure and contacts to reach many new clients. Mintel estimated last year that the turnover for the market would exceed $936 million by 2009, she said.

"Through programs such as this, our aim is to surpass this," she said.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above