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fipp.com December 2007 | Magazine World | 7
UK’s first ever
Magazine Week
ACP
Magazines
a huge success
buys Emap
Australia
T
he UK’s first getting behind the sales heavyweight PR Following the completion of the strategic
ever Magazine of magazines and campaign which secured review of its Australian consumer magazines
Week from 17-23 Magazine Week is a £200,000 value overall, business commenced in May, UK-based Emap
September 2007 terrific way to do this,” PPA staged a guerilla plc announced on 12 September 2007
was a resounding said PPA chief executive marketing stunt in the that it has sold Emap Australia to ACP
success with 11 major Ian Locks. “By creating a form of a ‘flashmob.’ Magazines Limited on a debt free, cash free
publishers and nine central platform, Some 40 people gathered basis for a cash consideration of A$94m
major retailers, along everyone can then do under the clock of (approximately £38m).
with many independent their own thing and help London’s Waterloo station Following the sale, Emap will continue
outlets, getting involved, to create a real buzz during rush hour for to benefi t from licence revenues from the
greatly surpassing about magazines.” a two-minute Australian editions of ZOO, FHM, Empire,
the initial aims of the Over 300 magazine magazine read. Mother & Baby and Pregnancy & Birth.
Periodical Press titles mentioned Four national Commenting on the sale, Paul Keenan, chief
Association’s (PPA) Magazine Week and newspapers, three executive of Emap Consumer Media, said: “Over
Retail Marketing Group, carried the logo in their national and 22 regional the last ten years, and through a total launch
the brainchild behind pages and on their radio stations, along with and acquisition investment of some A$29
the initiative. websites, some even a raft of trade press, million, we have grown Emap Australia into
The PPA’s pioneering on the front cover. covered Magazine Week. a leading player in its market. The outcome
cross-industry campaign One major publishing In addition, a UK town of this transaction refl ects the quality of the
aimed to raise the profile group got the editors of was selected as brands and activities we have built in Australia
of magazines to very different magazines ‘Magazine Town’ to host and the depth of creative talent we have
consumers. Publishers, to swap places and a consumer consumption developed there. We look forward to a long
retailers, distributors design a cover for one panel investigating term partnership with ACP Magazines on these
and wholesalers all another’s title. Hundreds magazine reading habits titles and future publishing initiatives.” For the
created their own of shops dressed their among adults and full story see page 34.
activities in support of magazine displays with ‘Magazine School’ was
the Week. the Magazine Week launched in the town to
“It has never been branding and ran promote magazines as a
more important for the voucher promotions. learning tool.
industry to be seen As part of the
Restrictive requirements for car advertising
on the way in the EU
Advertising is set to get even tougher This report contains six paragraphs a revised Labelling Directive. This
in the European Union (EU) after the on advertising and labelling require- Directive, as it stands, encourages
EU Parliament adopted the Chris ments for car advertising that would member states to ensure that car
Davies report on the Community infringe on the freedom of commer- advertising provides information on
Strategy to reduce carbon emissions cial communication, as they suggest C02 emissions and fuel consumption.
from passenger cars and light- how the car industry has to inform So far it does not give any advice on
commercial vehicles. the consumer about environmental the format of how this information
The Parliament supports the idea aspects of the advertised car. has to be integrated in an ad.
that car ads should devote 20 per cent The EU Commission will come up For more details, visit faep.org
of space to public policy messages. in early 2008 with its proposal for
pp06-07_News_v1r_corr1.indd 7 20/11/07 16:28:06
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