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The Association of Publishing Agencies (APA), which represents UK

contract publishing agencies, is launching an advertising campaign aimed

at marketers who are sceptical about customer magazines.

The APA has appointed HPT Brand Response to create a press campaign to

run across business magazines for five weeks from next week.

The ads use lines such as, ’One in two people who read customer

magazines go out and buy the products featured in them’ to position

customer magazines as a medium for brand building and customer

retention.

The campaign is backed by APA members including Marketing’s publisher,

Haymarket, Citrus and Redwood.

It was commissioned by APA director Hilary Weaver following research

from Millward Brown that showed the measurable benefits of customer

magazines.

APA’s last awareness drive ran three years ago, through M&C Saatchi. The

series of four ads direct marketers to the APA web site.