PPA chairman Kevin Costello has revealed the creation of an independent marketing agency from the association to “better promote” the value of the industry.
Opening the PPA’s Re-invented conference in London today, Costello said the association needed to invest more resources into promoting the magazine media industry commercially and as a result, the PPA is to create a service which he likened to other industry associations Newsworks and Thinkbox.
“For 2014, there are two key areas that we will be focusing on,” he said. “The first is the promoting of our industry and our brands to our key audience of brands and advertising agencies.
“This was a role traditionally being done by PPA marketing, but we now really need to give this greater resource and focus.
“I can therefore announce today that we will be setting up an independent marketing agency reporting to the PPA board. Think of the successful lobbying employed by our newspaper and TV friends via Newsworks and Thinkbox.
“This agency will bring together consumer publishers within the PPA to better promote the value we offer today. A value founded on the unique power of the magazine media concept, which brings us such deep consumer engagement, which in turn delivers such effectiveness and all important ROI for our advertising clients.”
Costello, CEO of Haymarket Media Group, told the conference that digital would continue to be a focus in 2014, and noted the PPA’s development of services for B2B members who now “have increasing amounts of revenue driven by their expansion into the world of face to face”.
He added: “When it comes to all things digital, it is vital that the PPA supports and leads its members. Two good examples of this are the recent launch of our Digital Leaders Network and our increasingly close alliance with our former PPA colleagues now at the AOP (Association of Online Publishers).”
Costello said that the two associations have a lot of industry common ground and he plans to work more closely with the AOP in the months ahead.
“Two associations, a wide overlap of members and a wide range of common issues, and I look forward to bringing them even closer together over the next 18 months during my period as PPA chairman.”
Costello took up his two-year chairmanship of the PPA in February, replacing former Hachette UK chairman Kevin Hand.