McCann unveils £3.2m PPA campaign

The Periodical Publishers Association is launching a £3.2 million ad campaign through McCann Erickson to highlight the power of advertising in business-to-business media.

To coincide with this, the PPA is also rebranding its B2B division as PPA Professional to push the importance of the sector, which is now worth £13.1 billion.

The campaign will be the largest ever produced to promote the sector and will contain 1,000 pages of ads running across 330 B2B titles for the rest of the year. They were unveiled this week at the PPA's conference, Magazines 2005.

PPA Professional, which will be chaired by Bernard Gray, the chief executive of the B2B publisher CMP Information, has been designed to highlight the advantages of the B2B sector to advertisers and decision-makers throughout the media industry.

"We are adopting the name PPA Professional as it describes our target audience, while also highlighting our increased focus on people and product excellence. This is the hallmark of the modern professional media sector," Gray said.

"The energy behind the launch of PPA Professional and the new ad campaign show our commitment to making sure that advertisers, business leaders, government and would-be staff appreciate just how professional the professional media sector has become," he added.

According to research carried out by NOP Business and sponsored by the Department of Trade and Industry, the biggest sub-sector in the professional media market is magazines/journals, with estimated revenues of around £3.1 billion, bigger than the consumer magazine sector and twice as big as commercial radio.

Other statistics from the research show that 71 per cent of decision-makers believe B2B magazines are essential, while 72 per cent of business managers look forward to reading their professional publications and 87 per cent of decision-makers use B2B publications regularly for work purposes, more than any other medium.