TITLE

Interpublic aims to cash in on custom publishing trend

AUTHOR(S)
Snyder, Beth; Kerwin, Ann Marie
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p4
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the formation of the Publishing Agency, a joint venture between Interpublic Group of Cos. Inc. siblings McCann-Erickson WorldGroup in New York City and Campbell-Ewald Advertising in Michigan, to develop a variety of print materials for clients in the U.S. McCann is the first of the top ten largest agencies to enter the custom publishing arena. Campbell-Ewald is one of a few shops to have already embraced the medium. Magazines produced and paid for by marketers are the fastest growing segment of the publishing industry. But for now, publishers don't see agencies as competition. Rather, some are hoping the advertising world's interest will help grow the market. Currently, custom publishing brings in an estimated 500 million to 1 billion U.S. dollars in advertising revenue. It comprises about 5 percent of the nearly 10 billion U.S. dollars a year spent on magazine advertising. The Publishing Agency intends to focus, at least initially, on McCann WorldGroup roster clients. The agency is already doing work for several clients, including General Motor Corporation's Buick. The new unit will pull resources from both agencies and be housed under McCann Relationship Marketing.
ACCESSION #
1873391

 

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