Future to restructure PlayStation ad sales

Future Publishing is testing a new sales structure on its PlayStation portfolio that could be extended to other titles if successful.

Future Publishing is testing a new sales structure on its

PlayStation portfolio that could be extended to other titles if

successful.



Future is introducing a horizontal sales structure in which its sellers

will look after clients across all six magazines in the portfolio,

instead of focusing on a single title.



As part of the change, Anne Green has been promoted from ad manager on

Official UK PlayStation Magazine to the new position of senior ad

manager across the group.



Publisher Jackie Garford said: ’The restructure will offer a better

service to clients - they will get one person to talk to about all their

needs for PlayStation advertising. Before now they might have had plenty

of different calls every week.’



Group ad manager Jayne Caple said: ’This is the first time we have tried

this at Future, but if it works there is no reason why it would not be

rolled out to other titles.’



If this were to happen, it would involve the other titles Caple controls

in the 29-strong Computing division, such as those relating to other

games formats.



There are, for example, four titles in the PC portfolio - PC Format, PC

Gamer, Planet PC and PC Guide - for which a similar strategy might be

appropriate. There are also two Nintendo titles, two Dreamcast titles

and two multi-format titles.



The promotion of Green leaves a vacancy, but Caple said there would be

an internal reshuffle before anyone is recruited. It is not yet certain

what grade of replacement would be required.



At the same time, Future is relaunching the PlayStation Power magazine

in response to a move by Sony to stop non-licensed magazines from using

the word PlayStation in their titles.



The magazine will be re-branded Power from the end of this month. It

will increase its pagination and print run.



All six PlayStation magazines will be supported by a pounds 1million

marketing spend.



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