Luci Rathan leaves magazines for top role at Cardguide

Luci Rathan, ex-publisher of Loaded, has turner her back on the magazine world to join postcard advertising pioneer Cardguide.

Luci Rathan, ex-publisher of Loaded, has turner her back on the

magazine world to join postcard advertising pioneer Cardguide.



The 32-year-old has been appointed managing director of Cardguide,

taking over from co-founder Mimi Smart.



Rathan made her name in magazines, most recently as publisher of Loaded

and Eat Soup - a job she quit last year to go travelling.



She was also the publisher of Woman, Woman’s Own and Woman’s Weekly and

spent 18 months as strategic planning manager under IPC’s then chief

executive Mike Matthews.



At Cardguide she will take over from Smart, a former art director who

launched the concept of postcard advertising in her native Sweden before

taking it to the UK in 1992. After touting the idea around London, Smart

found 50 venues willing to display her cards. Cardguide now has 250

upmarket bars and restaurants on its books, a list of advertisers which

include Beck’s, Chanel and Harvey Nichols and a turnover of more than

pounds 1million.



Rathan will also oversee the development of www.card-guide.com. The site

features virtual postcard stands whereby users can pick and send

’e-postcards’.



It also contains a ’VIP room’ - where media planners can get feedback on

their campaign by monitoring the popularity of their postcard - and

links to clients’ sites.



Smart said the company was continually looking for sales staff,

preferably with two to three years experience.



Cardguide has a policy of banning logos or pack-shots on the front of

its cards. It charges pounds 4,815 for printing and displaying a card

for one month in London.



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