- IPC Magazines is seeking the first roster agency for its TV weeklies group since deregulation of television listings in 1991, and has already drawn up a shortlist of four agencies for the account.
The first assignment for the winner will be to work on an aggressive advertising campaign for the TV Times which has experienced lacklustre sales in the competitive TV weeklies market.
Sly Grice, managing director of IPC's TV Weeklies Group, is looking to launch an advertising campaign for the TV Times in the Autumn and has indicated that the campaign could extend to television for the first time since 1991,as well as through press and outdoor. The victorious agency is also likely to take on creative work for other titles within the TV weeklies group.
Commenting on her decision to move creative advertising out of house, Grice said: "This is very much as new era for IPC and are we committed to developing and supporting our brands. TV Times is a big brand and we are treating it as such. This is part of the long-term development plan for the title and we are looking to establish a long term relationship with a creative agency". She added that IPC's in-house team Creative Solutions would continue to work with the appointed agency.
The six monthly Audit Bureau of Circulation figures for July to December last year revealed that the TV Times, which is the seventh biggest magazine in circulation terms with an average monthly sale of 883,281, posted a ten per cent decline year on year. The title underwent a major revamp last September and Grice says that in the next round of ABCs for January to June this year IPC will have "significantly reduced the year on year decline."