IPC revamps as Parkman quits

IPC Solutions group sales director Keith Parkman has resigned suddenly and will leave at the end of this week with no job to go to.

IPC Solutions group sales director Keith Parkman has resigned

suddenly and will leave at the end of this week with no job to go

to.



Group ad sales director Georgina Crace, who is on holiday, is expected

to recruit a replacement.



Parkman, who joined from Mirror Group seven years ago, was responsible

for IPC’s inserts division, Innovator, as well as Solutions, which

handles advertorials and sponsorship across the IPC group. He added the

Solutions remit to his role as sales director for Innovator 18 months

ago.



Steve Hickman has been promoted from inserts sales manager to Innovator

sales director and takes up his new role on 27 March. He is to be

replaced by Rob Pearson, who has been promoted from group head. He in

turn is replaced by Louisa Applebee, who was senior sales executive.

Innovator, which has a sales staff of 19, is looking to hire two or

three people.



Meanwhile, Innovator has signed a deal with a major retailer to promote

fragrance samples in its magazines, using what it claims is

ground-breaking technology.



The fragrance is hidden behind foil labels, which are resealable.

According to IPC, the new method will cost advertisers less than the

usual perfume strips, and the samples can be tested by more than one

reader.



In June, Innovator will introduce an upmarket version of its women’s

weeklies ’Smart Shopper’ insert. ’Style Directories’ will be inserted

into IPC Southbank and Country and Leisure glossies. The 16-page insert

will carry reader-response cards, and Innovator will be remunerated on a

per response basis. Smart Shopper goes into 6.2 million women’s weeklies

three times a year and earned Innovator pounds 1 million in its first

year.



Loose inserts form 75 per cent of Innovator’s business but Hickman

expects that to change with more revenue coming from bound-on inserts,

tip-ons, post-it notes and new developments.



The Innovator sales team recently won the IPC Team of the Year award and

Jim Lewcock was voted Sales Person of the Year.



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