The National Magazine Company is centralising its media planning
and buying business and is lining up agencies to pitch for the
account.
Historically, NatMags has not spent significant sums on advertising its
brands, but the media review is the first signal that the company
intends to change its policy.
Media planning and buying is currently allocated on a
magazine-by-magazine basis. Recent activity includes Manning Gottlieb
Media’s strategic media work for the health and beauty title, Zest, and
a regional ad push for the women’s magazine, Company, through New
PHD.
But NatMags has focused much of its promotional activity on marketing
initiatives such as cover-mounts, cross-advertising one NatMags title in
another and brand extensions like the Cosmopolitan Live show.
Now, the company is keen to work with a media partner to drive
above-the-line advertising, new-media activity and communications
initiatives.
The media centralisation is expected to embrace all NatMags titles -
such as Good Housekeeping and Harpers & Queen - as well as its events
and brand extensions.
A number of media agencies have already been approached about the
business, which is expected to be worth up to pounds 4 million next
year, and a decision is expected before the end of December.
It is not the first time that NatMags has looked at centralising its
media planning and buying - the pooled business used to be handled by
CIA Medianetwork.
However, increasingly fierce competition in the magazines market and the
potential offered by new media are understood to have contributed to the
decision to consider a centralisation once again.
