Ford, the car giant, is planning to launch a high-profile customer
magazine in Europe and is inviting around eight contract publishers to
pitch for the prize.
The decision to roll out the magazine into other territories follows the
success of the Ford magazine in the UK. The magazine, which is published
by the BLA Group, is being taken as a blueprint.
Ford is re-examining its communications with its customers across Europe
and is keen to export best practice across borders.
Jeremy Thomson, Ford’s supervisor of direct marketing, said there were
no plans to change the formula of the magazine, but confirmed a review
of European customer relations would include exporting the
’Everything’s being reviewed,’ Thomson said. ’I can’t say whether BLA’s
account will be moved as a result of that review or not.’
However, a long list of contract publishers is understood to have been
drawn up with a view to holding a pitch for the pan-European
The Ford magazine has a circulation of about 800,000 in the UK. It
launched two years ago in a bid to create a more accessible face for the
company. The magazine pushed a value-for-money image and offers readers
discounts on car accessories as well as competitions.
At least eight contract publishers have been invited to tender for the
business on a number of potential scenarios. Possibilities include
handling the account right across Europe, including the UK, and taking
on the publishing of the magazine in a handful of countries in Europe.