The APA is hoping the move will boost awareness of customer magazines as an advertising channel and has employed McArthur, who is working as a management consultant, to lead research into developing better relationships with media agencies.
The first part of the campaign will determine the attitudes held by media agencies towards customer publishing. The APA will then create a strategy to surmount any problem areas with the media planning community.
McArthur, who is expected to report back to the APA board with his findings by the end of August, said he will be looking to raise the customer publishing industry's profile.
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