His appointment comes as the body, which represents the customer publishing industry to advertisers, bolsters its promotional efforts in a bid to grow the medium's share of marketing budgets.
Contract publishing accounts for 3% of marketing spend, according to Mintel, though it predicts that it will eventually surpass radio spend -- about 7%.
Fuller, who joins on a part-time basis, will use the experience he has gained in the contract publishing industry to champion the medium.
In 1998, he oversaw the launch of Haymarket Network, whose clients include Manchester United, The Army and the Football Association. He left Haymarket Publishing, which also produces Marketing, in March after 33 years at the company.
As part of the restructure at the APA, Julia Hutchison has been promoted from director to chief operating officer. A former marketing and new business director at media agency Starcom Motive, she has led the body for the past three years.
"The customer magazine industry is the second-highest growth medium in the UK," Fuller said. "The Direct Marketing Association's recent 'Participation Survey' showed that it is consumers' favourite form of direct marketing. This, and the fact that customer titles engage readers for an average of 25 minutes, makes them a compelling argument for any marketing director."
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