NatMags seeks one media shop to carry out buying and planning

The National Magazine Company is centralising its media planning and buying business and is lining up agencies to pitch for the account.

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.



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