Magazine publishers are threatening to boycott agencies they deem
guilty of late payment in a move backed by the Periodical Publishers
The PPA chairman, Sally Cartwright, has written to a number of agencies
suggesting its members may suspend dealings with offending agencies, or
release a list of their names to Campaign.
The PPA wants agencies to pay for their advertising in magazines 30 days
after the title they have advertised in has been published. The
Institute of Practitioners in Advertising, however, advises agencies to
pay 30 days after the magazine cover date, and this is the rule that
agencies generally choose to follow.
Cartwright’s letter has gone to chief executives of the ten ’worst
offending’ agencies, warning them that ’some of the largest publishers
would prefer us to release the list of late payers to Campaign, or even
for all magazines to boycott ads from certain agencies for a month or
Cartwright told Campaign: ’We are seeking a dialogue with agencies. It’s
also quite often the case that someone at the top of an agency isn’t
aware of the goings-on in one of their departments.’
She added that late payments did not only relate to agencies who choose
to pay 30 days from the cover date, but also those who pay even
’There have been agencies who have had money from their clients and who
just sit on it, making more from sitting on the money than through their
agency fees. It is something which definitely needs to be discussed,’
One agency head responded: ’The letter doesn’t serve any purpose because
it’s not supported by anything. Who are the PPA to tell us what to do
unless they give substantial proof of these so called late payments?
Boycotting advertisers damages a client’s interests and not the agency’s
- who do they think clients will side with?’
Cartwright said that by bringing the issue to a head, she hoped to
resolve the conflict once and for all.