Ford to launch title in Europe as part of communications review

Ford, the car giant, is planning to launch a high-profile customer magazine in Europe and is inviting around eight contract publishers to pitch for the prize.

Ford, the car giant, is planning to launch a high-profile customer

magazine in Europe and is inviting around eight contract publishers to

pitch for the prize.



The decision to roll out the magazine into other territories follows the

success of the Ford magazine in the UK. The magazine, which is published

by the BLA Group, is being taken as a blueprint.



Ford is re-examining its communications with its customers across Europe

and is keen to export best practice across borders.



Jeremy Thomson, Ford’s supervisor of direct marketing, said there were

no plans to change the formula of the magazine, but confirmed a review

of European customer relations would include exporting the

publication.



’Everything’s being reviewed,’ Thomson said. ’I can’t say whether BLA’s

account will be moved as a result of that review or not.’



However, a long list of contract publishers is understood to have been

drawn up with a view to holding a pitch for the pan-European

account.



The Ford magazine has a circulation of about 800,000 in the UK. It

launched two years ago in a bid to create a more accessible face for the

company. The magazine pushed a value-for-money image and offers readers

discounts on car accessories as well as competitions.



At least eight contract publishers have been invited to tender for the

business on a number of potential scenarios. Possibilities include

handling the account right across Europe, including the UK, and taking

on the publishing of the magazine in a handful of countries in Europe.



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