Anderson returns to Associated

Associated Newspapers has firmed up its plans to launch a contract publishing operation and has poached New PHD’s new-business director, Mike Anderson, to help run the division.

Associated Newspapers has firmed up its plans to launch a contract

publishing operation and has poached New PHD’s new-business director,

Mike Anderson, to help run the division.



Anderson will join the new company - which has yet to be named - as

managing partner, working alongside the former ad director of The Mail

on Sunday, Simon Barnes, who is heading the new operation.



The division hopes to build on Associated Newspapers’ reputation for

quality editorial and commercial nous by working with clients to produce

customer magazines. However, it will also seek to exploit Associated’s

research into understanding consumers and their behaviour to help

clients reach their customers in new and more effective ways.



The idea is to harness the resources within Associated Newspapers to

offer clients a range of communications opportunities beyond display and

classified advertising.



According to Anderson, the initiative brings a communications planning

element into the process of media sales: ’We’re offering clients a media

planning-selling service across a broader communications platform.’



Details of the venture emerged when Associated became the first national

newspaper to move into the contract publishing sector with the launch of

Contract Mail. Contract Mail was set up as a standalone operation which

could pitch to non-Mail on Sunday clients as well as existing MoS

customers.



A similar division for the Evening Standard launched last October.



The two operations will now merge under a single umbrella with Barnes

and Anderson heading a small team.



The move reunites Anderson with Associated. He was head of client sales

for the Evening Standard before leaving to join CIA Medianetwork as

new-business director in 1994. He moved to New PHD in 1997.



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