Early Learning title put on hold as ELC reviews marketing

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.

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

advertising strategy.



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

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