The RAC has handed the production and sales of its magazine to
contract publisher TPD.
The new title, which has the working title RAC Magazine, will have a
print run of 1.6 million and be published on a quarterly basis.
The magazine will launch in October and comprise 14 pages of editorial,
six pages of advertising and eight pages of reader offers.
Sales director Shalene Varcoe will head ad sales, assisted by a team of
Grahame Lake, managing director of TPD, boasted that Varcoe and her team
had generated pounds 3 million worth of ad sales in the past 18 months
across all the publisher’s customer titles.
For the RAC magazine, Varcoe will target advertisers that complement the
motoring organisation, such as car manufacturers.
He said the magazine had an above-average ABC1 profile and its large
circulation would make it attractive to luxury goods companies.
TPD has yet to appoint an editor for the new magazine. The pitch team
will produce the first issue.
TPD won the RAC contract in a three-way pitch against Premier Media
Partners and Brooklands Communications.
Lake also announced that pages of the magazine would be posted on the
RAC website from October onwards, but that there were no plans to sell
advertising on the site at this stage.
In addition to its customer magazines, TPD provides sales promotion
services, interactive communications such as internet sites and
intranets, and newsletters.
Its clients include ONdigital, Microsoft, Lexus and United Airlines.
The company was founded in 1988 and employs 120 people.