By CLAIRE BEALE, campaignlive.co.uk, Friday, 31 October 1997 12:00AM
The John Menzies subsidiary, the Early Learning Centre, has
suspended the publication of its contract publishing title, Early
Learning, published by Redwood, as it reviews its marketing activities
under new management.
Mike France, the managing director of ELC, and Peter Ellis, its deputy
managing director, who joined the company last month, are examining the
company’s corporate strategy.
CDP was appointed the creative agency for the company’s Christmas
campaign in September, alongside ELC’s media shop, CIA Medianetwork, but
it is possible the company will still call a review of its long-term
An ELC representative said: ’We have suspended publication of Early
Learning for the moment to allow us time to review our corporate
strategy and the way the business is going, especially marketing.’ She
added that the company was very happy with the magazine, which was
deemed a success.
Milton Barratt, publisher of Early Learning at Redwood Publishing,
admitted he was seeking alternative revenue sources to help support the
title. ’There has been a significant allocation of resources behind the
magazine and we are talking to ELC to see how we can work with it.
’We are looking for other partners who would complement the Early
Learning brand, such as suppliers which have similar brand values who
could put forward sponsorship and advertising commitment.’
Early Learning, which launched in April, has a circulation of around
100,000, a quarter coming mostly from subscriptions and the remainder
sold instore at a cover price of pounds 1.80. The 100-page glossy
magazine carries advertising.
This article was first published on campaignlive.co.uk