A number of agencies are lining up to secure a place on The
National Magazine Company's creative roster.
The publishing house, which owns titles including Cosmopolitan, Harpers
& Queen and Esquire, has approached agencies about advertising for its
weekly title Best. However, agencies expect the move is the start of a
wider review process, which will eventually branch out to include other
NatMags acquired the German publishing company Gruner & Jahr UK in July
last year in a move which took its heavyweight rival IPC by
The deal brought the titles Best, Prima, Your Home, Focus and Prima Baby
into its portfolio.
Best is NatMags' only weekly title. Its review coincides with IPC
Connect's appointment of Roose & Partners to handle advertising for its
weekly titles, which include Woman and Woman's Own.
In February's ABC results, Best's circulation dropped 8.6 per cent year
on year to 431,352 as the traditional weekly struggled to come to terms
with a market moving towards celebrity titles.
Asked to comment on the review, NatMags' spokeswoman said: "We
constantly review marketing activity across the whole portfolio of
The review will not extend into media, which is handled by Initiative.